Strategic Marketing Management

Course Objectives

On completion of this course “Strategic Marketing Management”, learners will be able to achieve the following intended learning outcomes:

LO1 – Evaluate the role of strategic marketing and corporate strategy

LO2 – Formulate appropriate marketing techniques to analyse growth opportunities in a market

LO3 – Assess the merits of relationship marketing and between strategic positioning and marketing tactics

LO4 – Appraise strategic marketing proposals on their strengths and weaknesses in the external environment

Course Content

This Strategic Marketing Management (HAS-SPI-6011-1.1) module is targeted at senior managers and managers in the sales and marketing industry and for those who wish to embark on a career change to the sales and marketing sector. To stay competitive in the sales and marketing sector, managers are required to achieve their sales target.

Hence, companies need to focus on

• identifying new strategic marketing ideas reaching out to their targeted segments;

• changes in consumer behaviour;

• quality services / products;

• new demand; and

• possible market share in a dynamic environment.

Digital Marketing has changed the traditional way of reaching out to potential consumers. Marketers who are not IT savvy or trained in the traditional approach to market their products / services faced challenges in learning new methodologies such as social media, video marketing, etc. in reaching out to their consumers in the market through technology.

The purpose of this module enabled learners to address their performance gaps through

• new strategic marketing approaches;

• integration of business objectives with strategic marketing;

• exploring marketing best practices from different industries during class; and creating a unique business strategic marketing plan.

Learning Outcome

The above Learning Outcomes were mapped to the Skills Standards in HAS-SPI-6011-1.1.

Direct the development of organisational sales and marketing strategies and business targets to achieve organisational strategic objectives.