STRATEGIC MARKETING FOR BREAKTHROUGH PERFORMANCE (MKT01)

STRATEGIC MARKETING AND MANAGEMENT

• Strategic Management – Understanding the Basics
• AVUCA World – Business Operating Environment
• Marketing Strategy — The 5Ws and H
• Strategic Customer Concepts
• Environmental Scanning — Key Analytical Tools (PESTEL, SWOT and Five Porters Forces Model)

CREATING VALUE FOR TARGET MARKETS – STP MODEL

• Defining Target Markets — Consideration and Strategies
• Basis of Segmenting Consumer and International Markets
• What makes a good segmentation — MAADS Criteria
• Importance and Challenges of Segmenting Markets

GAINING COMPETITIVE ADVANTAGE IN BUSINESS

• Sources of Competitive Advantages
• Market Positioning Types (Leader, Challenger, Follower & Niche)
• Developing Positioning Statements
• Differentiations
• Forms and Strategies

BUSINESS GROWTH AND PERFORMANCE PERSPECTIVES OF BUSINESS PERFORMANCE

• Ansoff Matrix for Growth Strategies
• Key Business Drivers and Growth Strategies
• Customer Relationship Management (Philosophy and Best Practices)
• Integrated Marketing Communications.

SALES, MARKETING AND BRANDS

• Effective negotiation
• Selling skills development
• Proposal writing and effective presentation
• Basic brand management.