Advanced Strategic Marketing Programme

Advanced Strategic Marketing Programme
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Date(s) - 05/08/2019 - 16/08/2019
9:00 am - 4:00 pm



Succeeding in a dynamic marketplace with an ever increasing competition is a challenge for all types of firms – whether big or small, for profit or not-for-profit.  To succeed in today’s marketplace, organisations must have something unique, something that others don’t and can’t have.  The only way organisations can attract and retain customers is to have a strategic competitive advantage. This programme is designed to empower you to unlock the latest developments within the world of marketing.  You will learn about best practices from around the world and how to apply them to your own organisation.

The Advanced Strategic Marketing Programme is a training workshop which is designed for executives that have a key role in the strategy of their organisations.  The programme is meant for both marketing professionals as well as those with limited marketing knowledge, but are responsible for developing strategies for their organisations.  Marketing executives will learn a structured approach to developing a marketing strategy.  General management executives, entrepreneurs and those within the SME sector will examine the important role of marketing for the long-term success of an organisation.  Overall, participants will take away key tools, strategies and methods needed to develop a strategic competitive advantage for their organisation.  The programme is designed for both not-for-profit as well as for-profit organisations.

The programme is split into two main components; the Marketing Management Workshop and the the Advanced Marketing Programme.  The Marketing Management Workshop helps participants build a strong base within various areas of Marketing Management.  During the first we look at topics such as Understanding our Customers, Marketing Analytics using Big Data, Service focused businesses and building successful brands.  The second week, or the Advanced Marketing Programme, builds on the first part and takes the programme further through applying those concepts to develop strategic competitive advantages for an organisation.  During the second part we look at how to build customer loyalty, customer experience management, international marketing, social and digital media marketing as well as how to develop strategic competitive advantages.

This programme is for

  • Directors
  • Brand Managers
  • Senior Executives
  • Head of Customer Insights
  • Customer Experience Managers / Directors
  • Business Owners & Entrepreneurs
  • Social Media Managers
  • Senior Marketing Managers / Directors
  • Vice President of Marketing
  • General Manager
  • Director of Business Development
  • Director of Operations

What will you master?

Building Successful Brands

A good brand is considered to be one of the most important things within an organisation.  This is not only true for profit oriented organisations that sell products or services, but also for not-for profit organisations that are responsible for generating funding to carry out their activities.  Furthermore, with the increase in competition, it has now become important that even Government departments engage in building a positive brand image that appeals to the general public.  Participants will learn the techniques and strategies used by the best practices organisations from a variety of sectors.  Participants will then be able to apply these to their own organisations.

Service-Dominant Business

We have seen a shift from a product focused to a service focused organisation.  The service-dominant logic propagates the importance of services for organisations.  This is not only relevant for organisations providing services but also those that sell products.  Many companies, from automobile manufacturers, to clothing retailers, that predominantly sell products have been able to adopt the services logic to further their business.  We will look at how an organisation can adopt the service logic to enhance and improve their business.

Understanding Customers

Our ‘customers’ are changing their habits, usage behaviour and the way they do business.  It is hence imperative for organisations to understand their customers.  These customers can be of a variety of shapes, sizes and types.  This segment of the workshop will look at understanding the behaviour of customers in both for-profit organisations as well as not-for-profit organisations (including hospitals, schools, public sector, charities, etc.)

Marketing Analytics with Big Data

Companies, consumers, and social media is producing tons of data.  Often this data goes to waste, as we are unable to harness it.  Many organisations are still using basic marketing analytic data to understand their business, markets, and competitors.  This workshop will look into the use of Big Data, and how it can be used to develop better insights into organisations and their environment.

Building a Strategic Competitive Advantage

Succeeding in a dynamic marketplace with an ever increasing competition is a challenge for all types of firms – whether big or small, for profit or not-for-profit.  To succeed in today’s marketplace, organisations must have something unique, something that others don’t and can’t have.  The only way organisations can attract and retain customers is to have a strategic competitive advantage.  This programme focuses on helping you to realise that strategic competitive advantage and then to help you in instilling the competitive advantage within your organisation.  Within this paradigm, the programme will focus on four key areas of marketing.

Customer Loyalty

Getting customers is easy, retaining them is hard, however it costs less to retain an existing customer than to grain a new one.  Then why are companies struggling to retain their customers?  Through this programme we will take a new look at loyalty and redefine it within the current market framework.  We will re-assess loyalty programmes, and take a look at the role NPS (net promoter score) plays within the marketing domain.  We will look at ways of making loyalty programmes and NPS work.  The programme will also look at loyalty from an emotional attachment perspective, i.e. getting your customers to love your brand.

Customer Experience Management

Customer Experience Management has become a buzz word within the marketing domain.  Successful implementation of CEM within an organisation has many advantages, including higher customer satisfaction, improved returns on investment, and overall a greater shareholder value.  However, few companies actually know what they are doing when it comes to CEM.  This programme will take an in depth look at CEM in broader terms (not just experience management  for customers, but also for business partners).  We will study the best practice firms, and use a model to develop our own CEM programmes.  The programme will also look at tools that will help us to reassess our CEM programmes in order to improve them in line with global best practices.

Social & Digital Media

More people own mobile phones than they have bank accounts.  The dynamics through which we reach our customer has shifted from mass media (such as TV, Radio, etc) to digital media.  However, few companies have been able to utilise this media to their best advantage.  This programme will focus on understanding how social & digital media fits into the broader marketing strategy.  Participants will learn how to develop an effective social media strategy, including examining the various social & digital media tools and how each fits into the integrated marketing communications plan.

International Marketing

Globalisation has significantly changed the way business is conducted.  There are both challenges and opportunities to doing business in an increasing smaller global village.  Within this programme you will learn how to analyse global marketing opportunities and risks.  You will learn how to exploit those opportunities and counter the risks. The programme will explore emerging economies such as BRICS, MINTS, N11, etc and how to do business within these lucrative markets.  The programme will also focus on analysing international consumers’ behaviour, and how to assess the needs and wants of these customers.  After completing the programme you will be able to develop appropriate target markets and positioning strategies that will help your organisation to maximise the value for customers and help you to efficiently and effectively reach your goals.

Training Philosophy

At the Institute of Customer Management, we believe in using the latest technology to facilitate the learning process.  As a part of some of the training workshops, participants will receive a state-of-the art Apple MacBook Air, or an iPad Pro (or similar device).  The training programme will be taught with the help of these devices, thus improves the learning process significantly.

What does the training investment include

  • Tuition for the full workshop
  • Training material for the workshop
  • Teas and lunches during the workshop
  • Sightseeing tour of the city/cities
  • Apple MacBook Air or iPad Pro 12.9” (or iPhone X)
  • Certificate from the Institute of Customer Management
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