STRATEGIC MARKETING: PLANNING, DEVELOPMENT, IMPLEMENTATION
Instructor: Industry Expert-Led
Group enrollment is available for Teams. Learn more
Professional Course
Certificate Ready
Our comprehensive Certificate-Ready Course is designed to equip you with the knowledge, expertise, and credentials you need to excel in your field
Virtual & Physical Classroom
Virtual and Physical Classes. Whether you prefer the convenience of studying from the comfort of your home or the interactive experience of an in-person classroom, we have you covered.
+234 806 788 0956
Do you have any questions about the course? Talk to our Expert now
What you'll learn
Strategic marketing involves the recognition of competition, the identification of competitive advantage and as a result, serving markets you can serve better than your rivals. Consequently it involves deciding which markets NOT to serve, because rivals can do it better.
This requires both an accurate understanding of market needs, and a willingness to shape the business and its products around the needs of selected customers (instead of trying to shape the customer to fit the enterprise’s products and services.)
Strategic Marketing is at the heart of devising a feasible Business Formula because a Business Formula has to take into account an enterprise’s competitive advantage and its choices to serve some markets and not others.
This training course will highlight
- Assessing your brands in the market
- Creating brand positioning
- Building winning brand values
- Planning and creating brand marketing initiatives
- Leveraging brand associations
Objectives
At the end of this training, you will learn to:
- Discuss the fundamental components of brands.
- Analyze the key components of brand equity.
- Relate brand categories and image.
- Categorize segments and positioning.
- Choose how to select and manage brand identities and plan brand marketing strategies.
- Categorize brand media strategies and summarize how brand associations are created.
Training Methodology
This training course will utilize a variety of proven learning techniques to ensure maximum understanding, comprehension, retention of the information presented.
Organisational Impact
The benefit of this training to the organization include:
- Adopting a structured approach to strategic brand management
- Creating and maintaining brand equity
- Selecting the right brand positions in the market
- Creating effective brand marketing campaigns
- Choosing viable channel and pricing strategies
- Analyzing brand associations and choosing internal/external strategies to exploit these.
Personal Impact
This training enables delegates to have the following:
- A structured approach to managing brands.
- Choosing strategies to create and name new brands.
- Assessing where your brand(s) fit in the marketplace.
- Selecting strategies to take your brand to market and defend its position.
- Setting up direct and/or indirect channels to market, as appropriate
- Leveraging brand associations
Who Should Attend?
The training course will provide valuable benefits for a broad range of people who are involved in brand and marketing management, including (but not limited) to:
- Brand Managers
- Marketing Executives
- Product Managers
- Key Account Executives, Business Development Professionals, Sales Executives and Sales Managers
- Entrepreneurs
- Small to Medium Enterprise (SME) owners and Managers
Course Details
DAY 1
- Brand Equity, Categories and Image, Identifying Segments and Positioning
- Brand definition, brand v product comparison, examples of brand architectures
- Why do brands matter, what can be branded?
- Brand assets, brand strengths and brand values, what is brand management.
- Definition of brand equity, creating brand equity through awareness, image, and associations
- Designing appropriate product category structures – using the CBS (Category Breakdown Structure)
- Key aspects of strong brands (performance, image, consumer judgments, consumer emotions, consumer rationale, brand significance, overall resonance with customer)
- The essentials of brand positioning and developing a strong position
- Identifying core brand associations and auditing brands
DAY 2
- Selecting and Managing Brand Identities, Marketing Strategies, Media Strategies, Brand Associations
- Selecting appropriate brand identities, gambits to make the brand identity memorable.
- Protocols for naming brands, logos, symbols characters and slogans, packaging
- Taking a joined-up approach to designing brand marketing programs, using personalization techniques to connect with the customer.
- Developing an appropriate strategy for products, channel/pricing/value engineering strategies
- Working with brand associations
- The relationship between existing and new brand associations
- The relationship between brands and channels
- Geographic factors, brand alliances and co-branding, ingredient branding, licensing brand elements
Earn a Professional certificate
Consider incorporating this credential into your LinkedIn profile, resume, or CV, and ensure its visibility by sharing it on social media platforms and mentioning it during your performance review.
Frequently asked questions
a. How do I register for the course?
To register for the course, please visit our course webpage and click on the “Register” button. Follow the instructions provided to complete the registration process.
b. What should I do if I encounter problems while registering?
If you encounter any issues during the registration process, please reach out to our support team at [email address] or [phone number]. They will assist you in resolving the problem and completing your registration.
c. I didn’t receive a confirmation email after registration. What should I do?
Please check your spam or junk folder for the confirmation email. If you still haven’t received it, kindly contact our support team with your registration details, and they will assist you in ensuring you receive the confirmation.
a. Can I register as a team or group for the course?
Yes, we offer the option for team or group registration. You can enroll multiple members together as a team for the course.
b. What is the maximum number of members allowed in a course team?
The maximum number of members allowed in a course team may vary depending on the specific course. Please refer to the course details or contact our support team for more information.
c. How do we register as a team, and is there a separate process for team registration?
To register as a team, please visit our course webpage and look for the team registration option. Follow the instructions provided to register your team. The process may involve submitting the details of each team member. If you require any assistance, please reach out to our support team.
a. What topics are covered in the course?
The course covers a comprehensive range of topics related to [specific course subject]. Some of the key areas covered include [list key areas/topics covered in the course]. For a detailed breakdown of the course content, please refer to the course syllabus on our website.
b. Is the course self-paced, or does it have a fixed schedule?
Our course offers a flexible learning experience. It is designed to be self-paced, allowing you to study at your own convenience and progress through the materials at your preferred speed. You can access the course content and complete assignments within the provided timeframe.
c. Are there any prerequisites for taking this course?
Some courses may have prerequisites or recommended prior knowledge. Please refer to the course details or prerequisites section on our website to determine if there are any specific requirements for this course.
d. Can I access the course materials after the course completion?
Yes, you will have access to the course materials for a specified duration even after completing the course. This allows you to review the content, revisit key concepts, and continue learning at your own pace.
a. How long does the course last?
The duration of the course varies depending on the specific program. It can range from a few weeks to several months. Please refer to the course details or contact our support team for the exact duration of this course.
b. How many hours per week should I dedicate to the course?
The recommended time commitment per week for this course is approximately [number] hours. However, as the course is self-paced, you can adjust your study schedule based on your availability and learning preferences.
c. Can I complete the course at my own pace?
Absolutely! The course is designed to be flexible, allowing you to complete the modules and assignments at your own pace. You can study at a speed that suits you and fits your schedule.
