Radical changes in the market place pose great challenges to businesses performance. With product-markets maturing in the competitive landscape, customers’ expectations for superior value from the goods and services escalating, and technological changes in the macro-environment, what was once effective marketing strategies are no longer as successful. To strengthen the firm’s position and growth, businesses centre their marketing activities on the primary goal of satisfying customer needs in a competitive marketing environment, and compete with effective marketing strategies to seize market opportunities to increase shareholder value.

This one-day advanced course will extend participants’ marketing skills and knowledge in using tools, strategies, and best practices to formulate growth-oriented marketing strategies. It will cover a practical framework for driving marketing strategy through an understanding of the organisation’s position and a systematic set of techniques to identify and realise market potential.

Participants should preferably have completed the 2-day course on Effective Marketing Strategies.

Learning Outcomes:

• Adopt marketing framework for winning customers and achieving marketing objectives
• Develop market analysis skills to capture market opportunities
• Be more effective and efficient in marketing decisions and marketing strategies

Course Outline:

• Develop a framework to drive marketing strategy that aligns with corporate objectives
• Re-assess firm’s businesses, customer segments, partners and competitors for developing marketing strategies
• Decide which objectives, markets, and competitive strategies to pursue
• Re-thinking marketing strategies beyond marketing mix strategies to protect market position
• Evaluate competitive strategy options that differentiate you from your competitors
• Develop different targeting strategies for different opportunities to capture larger market shares
• Decide market entry strategies from a pioneer or a follower’s perspective
• Formulate marketing strategies from the pioneer and follower’s position
• Determine growth-market strategies options for the market leader and its challengers
• Determine growth-market strategies options for mature and declining markets
• Develop marketing strategies to serve new economy markets
• Checklist on measuring and delivering marketing performance

Who Will Benefit?

Marketing Professionals across all levels of management and senior management of business owners.