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Strategic Marketing
Your sales and marketing activities have greater impact when they follow a shared direction. Clarify your targets, positioning and priorities to build a plan aligned with business objectives. Establish reference points to allocate effort and evaluate your choices.
- Duration
- 3 days 21 hours
- Code
- MKG012FR Code
Presentation
During this course, participants explore a strategic approach covering:
- How to create customer value.
- How to generate sustainable business growth through innovation.
- A structured contribution centred on the fundamental principles of strategy.
- A practical introduction to the main diagnostic and strategic analysis tools.
- An in-depth examination of success factors for implementing a strong growth strategy.
- A workshop led by an expert consultant with extensive experience in strategy consulting and supporting business leaders.
- Scenario-based illustrations of business growth strategies, with numerous B2C and B2B examples from Africa and elsewhere.
Objectives
This course examines leading trends and business strategies to improve understanding of innovation challenges.
Participants learn the practices and methodologies involved in implementing a business growth strategy.
- Understand marketing's role within the organisation.
- Adopt a marketing mindset and strengthen your position as a marketer.
- Master essential marketing and strategy concepts to develop your ability to innovate.
- Recognise marketing's contribution to business growth.
- Produce a market analysis.
- Understand the segmentation process.
- Design a viable strategic plan.
- Understand the importance of strategy within marketing.
- Implement an innovation strategy within the organisation.
Program
1. Introduction
How can marketing be defined?
- Formalise the marketing approach, from idea to market launch (Go-to-Market) and from prospecting to retention.
- Strategy: why are we doing this, and how will we get there?
- Low cost and innovation.
- From mass transactional marketing to personalised relationship marketing.
- Technology Push versus Market Pull: integrating innovation into the heart of the organisation.
- Innovation: creating customer value.
- Diagnose the company's strategic direction:
- What does the company do?
- What does it offer?
- What is its mission?
- What is its value proposition?
- Why do customers choose us?
- What value is created for customers?
2. Monitor and anticipate market changes to identify opportunities
Market analysis: research, intelligence, benchmarking and foresight.
- Environmental analysis (Where to Play?).
- Launch exploratory research and organise active intelligence gathering.
- Identify an opportunity to pursue.
- Key success factors to master (How to Win?).
- Analyse existing resources and the organisation's ability to develop a competitive advantage.
- Uniqueness and attractiveness (When to Go?).
- Present the strategic diagnosis of an opportunity identified in the market.
3. Deepen customer understanding as a source of innovation
- Overview of customer insight sources.
- Segmentation between mass market and one-to-one.
- Enrich customer insight through behaviour and usage-based segmentation.
- Segmentation methodology: behaviour and attitude.
- Who are your customers? What do you know about them? Can you describe them?
- Formulate customer insight through research and in-situ observation.
- Identify customers' everyday constraints and decode their needs and expectations.
- Identify pain points to address and emotionally powerful strong points to reinforce.
- How could you intuitively group similar customers?
4. Position the brand in its market
- Unique Selling Point (USP), Rosser Reeves, Ted Bates & Company.
- Positioning as the link between strategy and operations and the foundation of a coherent mix.
- Positioning: strategic direction between perceived value and intended value.
- Value positioning versus price positioning.
- Define a credible, attractive and distinctive market position.
- Decode business benefits.
5. Workshop: strategic brand positioning in the market
- Who will we offer our solution to? Which need will we meet?
- How will we meet it? What will we offer that is different?
The final day is entirely devoted to a facilitated practical workshop in small groups.
- Build your brand strategy.
The case is tailored to participants' profiles and the company's strategic challenges.
Audience
This course is particularly suited to staff with marketing experience within a team or whose roles have involved close collaboration with the marketing department.
Prerequisites
Basic marketing knowledge and some practical experience.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Practical exercises
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.