Marketing Strategy
Level 7 · ₾1990 · exam in 3–12 months
Summary of Major Topics & Study
Strategic marketing planning, a strategic audit
The mission and from mission to strategic objectives
Developing growth strategies
Marketing as part of strategic planning, marketing’s role, the marketing process
Marketing strategy and strategies for competitive advantage
Developing the marketing mix
The marketing plan, swot analysis, objectives and issues
Strategic marketing: programmes, budgets, controls, organisation
Market segmentation and targeting, satisfying human needs
Levels of market segmentation: consumer markets, business markets, international markets
Developing market segments, market targeting, evaluating market segments, segment strategy
Product positioning, differentiating markets
Choosing and implementing a positional strategy
Selecting and creating the right competitive advantages
Communicating and delivering the chosen position
Building customer relationships
Customer satisfaction, quality, value, service
Value chains and total quality management
Customer retention and customer relationship management
Identifying the company’s competitors, their objectives, and identifying their strategies
Assessing competitors’ strengths, weaknesses and reaction patterns
Designing the competitive intelligence system
Competitive strategies: market-leader, market-challenger, market-follower, market-niche
Balancing customer-competitor orientations
Innovation and new-product development, reasons for failures and new-product success
New-product development: idea generation, idea screening, concept development
Testing, product development, test marketing and commercialisation
Product life-cycle strategies
New-product pricing strategies: market-skimming pricing, market-penetration pricing
Product-mix pricing strategies, product line pricing, promotional pricing, value pricing
Captive-product pricing, by-product pricing, product-bundle pricing, psychological pricing
Price-adjustment strategies, discount and allowance pricing, segmented pricing
Geographical and international pricing, price changes
The strategic marketing management framework
Corporate strategy and marketing strategy; plans and programmes, strategy development
Marketing models: BCG matrix, Ansoff Growth Matrix
Growth strategies: penetration, market development, diversification, integration, stability
Marketing and competitive strategy, generic strategy; attack and defence strategies
Study & Career Development
This Program is a high-level marketing program, designed to impart the strategic knowledge, analytical skills and understanding required for those in, or hoping to rise to, high-level positions within marketing departments, and to business, strategic and managerial roles generally.
This graduate/MBA/MA-level Program is confirmation of your ability to successfully undertake further studies at graduate and postgraduate levels, in business, marketing, management and related studies.
There is a wide range of options for further study - see the "Related Courses" section for suggestions – which include the ‘wider’ syllabus ABA & Baccalaureate Programmes and the 'Double Award' EBA & BBA Bachelor degree Programme, and the 'Double Award' EMBA & MBA degree Programme. You are welcome to ask the College for advice, and of course you can see details of these Programmes on this website.
The fee includes:
- College membership, plus your study materials & certificate of affiliation — International CIC Study & Training Materials
- detailed distance-learning instructions for the best results — the Study & Training Guide
- per-module Self-Assessment Tests with answers, plus a Progress Chart
- arrangement of your final exam
- a Level 7 Diploma — on passing the exam
- postal service