This comprehensive training course is meticulously designed to equip marketing professionals, leaders, and strategists with the essential knowledge and practical tools to develop and execute market-driven strategies that build sustainable competitive advantage. In today’s hyper-competitive and rapidly evolving global marketplace, a deep understanding of customer needs, competitive dynamics, and strategic positioning is paramount for driving growth, profitability, and long-term success.
The course will cover a wide array of crucial topics, including the fundamental concepts of strategic marketing, advanced techniques for understanding the market and generating deep customer insights, comprehensive competitive analysis and building sustainable advantage, crafting robust market-driven strategies, developing powerful brand strategies and effective positioning, strategic product and service innovation, leveraging integrated marketing communications for maximum competitive impact, mastering digital marketing strategy and analytics, understanding global marketing strategy and effective market entry, and finally, effectively measuring marketing performance and ensuring strategic adaptation for continuous market leadership.
Who Should Attend the Training
- Marketing Directors and Managers
- Product Managers and Brand Managers
- Business Development Professionals
- Sales Leaders
- Strategic Planners
- Entrepreneurs and Business Owners
- Anyone responsible for market performance or competitive positioning
Objectives of the Training
Upon completion of this training, participants will be able to:
- Articulate the core concepts and importance of strategic marketing in achieving business objectives.
- Conduct thorough market analysis and generate deep customer insights.
- Perform comprehensive competitive analysis and identify sources of sustainable competitive advantage.
- Develop and articulate market-driven strategies that align with organizational goals.
- Create powerful brand strategies and effectively position products/services in the market.
- Drive strategic product and service innovation based on market needs and competitive trends.
- Design and implement integrated marketing communications campaigns for competitive impact.
- Leverage digital marketing strategies and analytics for enhanced market reach and effectiveness.
- Understand and apply principles of global marketing strategy and successful market entry.
- Measure marketing performance and adapt strategies based on market feedback and competitive shifts.
Personal Benefits
- Enhanced strategic thinking and market analysis capabilities.
- Improved ability to develop and execute impactful marketing plans.
- Greater confidence in leading competitive market initiatives.
- Development of practical tools for brand building and customer segmentation.
- Increased strategic value and impact within their organization.
Organizational Benefits
- Stronger competitive positioning and market share.
- More effective product and service development aligned with market needs.
- Improved brand equity and customer loyalty.
- Optimized marketing spend and higher return on investment.
- Enhanced ability to anticipate market shifts and respond proactively.
- Sustainable growth and long-term profitability.
Training Methodology
- The training will adopt a highly interactive and practical methodology, incorporating:
- Case studies of market leaders and competitive challengers
- Hands-on workshops for market segmentation and targeting
- Group exercises in developing value propositions and brand positioning statements
- Simulations for competitive strategy development
- Tools and templates for marketing plan creation and analysis
- Expert insights and facilitated discussions on current market trends
Trainer Experience
Our trainers are seasoned marketing strategists and business leaders with extensive experience in developing and executing successful marketing campaigns for diverse industries, from startups to multinational corporations. They bring a wealth of practical knowledge in market research, branding, digital marketing, and competitive strategy, ensuring participants gain profound theoretical understanding combined with actionable skills for effective strategic marketing and competitive advantage.
Quality Statement
We are committed to delivering high-quality training programs that provide tangible, transformative results. Our courses are meticulously designed, continually updated with the latest trends in strategic marketing, consumer behavior, and competitive dynamics, and delivered by expert practitioners to ensure participants acquire relevant, effective skills and knowledge.
Tailor-made courses
We recognize that every organization operates within unique market conditions and has specific strategic marketing needs. We offer customized training solutions that can be specifically tailored to your industry, target markets, competitive landscape, and desired strategic outcomes. Please contact us to discuss how we can design a bespoke program that aligns perfectly with your requirements.
Course Duration: 5 days
Training fee: USD 1300
Module 1: Foundations of Strategic Marketing
- Defining strategic marketing: Beyond sales and promotion
- The role of marketing in achieving organizational competitive advantage
- The marketing environment: Micro and Macro factors
- Integrating marketing strategy with overall business strategy
- Understanding market-driven vs. Product-driven organizations
- Practical session: Participants discuss a company that exemplifies strategic marketing and identify its key strategic marketing choices.
Module 2: Understanding the Market and Customer Insight
- Market research methodologies: Qualitative and Quantitative
- Customer segmentation: Demographic, Psychographic, Behavioral
- Identifying target markets and buyer personas
- Customer journey mapping and touchpoint analysis
- Developing deep customer insights: Needs, wants, pain points, aspirations
- Practical session: Developing customer segments and buyer personas for a hypothetical product or service.
Module 3: Competitive Analysis and Sustainable Advantage
- Identifying direct and indirect competitors
- Analyzing competitor strategies, strengths, and weaknesses
- Porter’s Five Forces revisited for competitive intensity
- Sources of sustainable competitive advantage (e.g., cost, differentiation, innovation)
- Value proposition development and differentiation strategies
- Practical session: Conducting a competitive analysis for a given industry and identifying potential competitive advantages.
Module 4: Crafting Market-Driven Strategies
- Setting strategic marketing objectives (e.g., market share, brand equity, customer lifetime value)
- Growth strategies: Ansoff Matrix revisited (market penetration, development, product development, diversification)
- Developing entry and exit strategies for markets
- Strategic choices: Focus, Niche, Mass Market
- Aligning marketing strategy with business-level and corporate-level strategies
- Practical session: Developing a growth strategy for a business unit using the Ansoff Matrix.
Module 5: Brand Strategy and Positioning
- Defining brand: Beyond a logo
- The importance of strong brand equity and brand value
- Developing a compelling brand promise and brand personality
- Strategic brand positioning: Differentiation, relevance, credibility
- Managing brand architecture and brand extensions
- Practical session: Crafting a brand positioning statement for a new or existing product/service.
Module 6: Strategic Product and Service Innovation
- Linking innovation to market needs and competitive advantage
- New product development process from a strategic perspective
- Managing the product lifecycle strategically
- Service innovation and customer experience design
- Open innovation and collaboration in product development
- Practical session: Brainstorming ideas for strategic product/service innovation based on identified customer needs.
Module 7: Integrated Marketing Communications for Competitive Impact
- The role of IMC in reinforcing brand messaging and driving action
- Developing a strategic communications plan (advertising, PR, sales promotion, direct marketing)
- Message consistency across all channels
- Budgeting and optimizing IMC spend
- Measuring the effectiveness of communication campaigns
- Practical session: Designing a high-level integrated marketing communications plan for a product launch.
Module 8: Digital Marketing Strategy and Analytics
- Overview of key digital marketing channels (SEO, SEM, social media, content marketing, email marketing)
- Developing a comprehensive digital marketing strategy
- Leveraging digital analytics for performance measurement and optimization
- Personalization and targeted digital campaigns
- Managing online reputation and digital presence
- Practical session: Analyzing a digital marketing campaign and identifying areas for strategic improvement based on data.
Module 9: Global Marketing Strategy and Market Entry
- Assessing international market opportunities
- Global vs. Local marketing strategies (standardization vs. Adaptation)
- Modes of market entry (e.g., export, licensing, joint venture, direct investment)
- Managing cultural differences in global marketing
- Strategic considerations for emerging markets
- Practical session: Evaluating potential market entry strategies for a company considering global expansion.
Module 10: Measuring Marketing Performance and Strategic Adaptation
- Key marketing performance indicators (KPIs) and metrics
- Developing marketing dashboards and scorecards
- Return on Marketing Investment (ROMI) calculation and analysis
- Using data to make strategic adjustments and pivots
- Fostering a culture of continuous learning and adaptation in marketing
- Practical session: Developing a marketing performance dashboard with key metrics for a given strategic objective.
Requirements:
· Participants should be reasonably proficient in English.
· Applicants must live up to Armstrong Global Institute admission criteria.
Terms and Conditions
1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free
2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.
3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.
4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.
5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.
Booking for Training
Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.
Or call us on +254720272325 / +254725012095 / +254724452588
Payment Options
We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:
1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.
2. Invoice: We can send a bill directly to you or your company.
3. Deposit directly into Bank Account (Account details provided upon request)
Cancellation Policy
1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.
2. Participants may cancel attendance 14 days or more prior to the training commencement date.
3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.
Tailor Made Courses
This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com
Accommodation and Airport Transfer
Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588
