A strategy is the company’s plan for how it will match its internal strengths and weaknesses with external opportunities and threats in order to maintain a competitive advantage.

The essence of strategy is to ask, “Where are we now as a business, where do we want to be, and how should we get there. We discuss various standard strategies shortly. First, we look more closely at the strategic management process.

This workshop will explain in detail the fundamentals of strategic marketing, starting with the basic assumptions of strategy.

At the end of this workshop, participants should be able to:

• Comprehend the concept of strategy and what it does
• Discuss and apply key strategic marketing concepts
• Understand the necessary strategic marketing assessments
• Understand the applications of strategy at work

Course Outline:

Module One:

Introduction and Course Overview

Module Two:

Definitions

Module Three:

Marketing for Value

Module Four:

The Marketing Plan

Module Five:

Marketing Strategies

Module Six:

Segmentation

Module Seven:

Targeting

Module Eight:

Differentiation

Module Nine:

Concentration

Module Ten:

Positioning and Repositioning

Module Eleven:

Branding

Module Twelve:

Pricing Strategies

Module Thirteen:

Place or Distribution

Module Fourteen:

Promotion

Module Fifteen:

Advertising

Module Sixteen:

Public Relations

Module Seventeen:

Sales Promotion

Module Eighteen:

Personal Selling