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Course overview
Strategic marketing involves the long-term vision of what a company needs to achieve in order to meet its objectives. All aspects of an organization- sales, marketing, executive management, finance and engineering need to be involved in the development of the strategic marketing plan (SMP). Elements of the SMP will be discussed including sections on corporate strategies, identifying market potential, product and technology assessment and resource allocation. Additionally the course will focus on the effective management of the Product Life Cycle (PLC) as part of the product assessment section. The areas of concern and opportunities for success will be highlighted in the product's introduction, growth, maturity and decline phases.
What you will learn
- use the key elements of a strategic marketing plan
- assess competitive positioning
- determine the timing for a successful introduction
- optimize profits during the growth stage
- maximize revenue during maturity and decline
- assess budget considerations during the product life cycle
- create a tactical plan
Who should participate
This course is designed for professional and management level people who are responsible for an organization's corporate objectives and product development. This specifically includes Marketing Management, Product Management and Product Development staff.
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