This programme will sharpen your strategic marketing & decision- making skills, including designing, organizing, executing and evaluating marketing activities in complex environments. You will explore today’s big marketing challenges, such as the importance of developing value propositions for your existing and emerging market segments, impact of digital & social media on brand management, low-price competition and market commoditization.

Reframing current challenges as lucrative opportunities and providing participants with a great suite of conceptual and practical strategic marketing tools and frameworks, you will return to your workplace ready to make a real difference for your customers, partners, industry and business.

We will also explore how marketing is globalised and at the same time digitised. The days of isolated or shielded markets closed to foreign suppliers or competitors are no more. All companies now operate in an environment where customers can be scattered around the globe and new entrants can emerge from any economy with a number of different business models and cost structures.

The programme is specifically for B2B or B2C marketing, research, strategy and product managers. Whether you are new to the role or have experience, you will benefit by attending and it does not require prior knowledge of strategic marketing. It is particularly beneficial to those who are required to make their organisation much more strategically focused, and is both strategic and tactical in content.

Training Topics

The Marketing Environment
• Understanding the external environment
• Understanding the performance environment
• Understanding the internal environment
• Marketing audit

Marketing Strategy
• Strategic marketing planning – activities
• Implementation
• Managing and controlling marketing programmes
• Marketing planning

Strategic Market Segmentation
and Positioning
• The STP process
• Market segmentation in consumer markets
• Segmentation in business markets
• Target markets
• Segmentation limitations
• Positioning

International Market Development Strategy
• International market development: a growth strategy
• International competitive strategy
• International market selection
• International marketing environment
• Market entry selection criteria

New Proposition Development
and Innovation
• Product levels
• Classifying products
• Product range, line, and mix
• Product lifecycles
• Development propositions for products and services
• Service development
• The process of adoption
• Diffusion theory

Price and Customer Value Decisions
• Price elasticity of demand
• The concept of pricing and cost
• The relationship between pricing and
propositional costs
• Pricing management

Digital and Social Media Marketing Strategy
• Evolution of the internet
• Evolution of social media
• Digital marketing communications
• Crowdsourcing
• Legal and ethical considerations

Strategic Branding Decisions
• How brands work: associations and personalities
• Brand names
• Types of brand
• Branding strategies
• How to build brands
• Brand co-creation
• Sector branding
• Brand equity

Key Information About the Course

Level: Advanced

Duration: 3-Day Programme

Date: 20th-22nd Octobar 2019

Fee: 7500QAR

Awarding: Excellence Training Centre

Contact: +974 7442 2210 | +974 7060 3669

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Learning Outcomes

• Distinguish between low cost, differentiation, focus and best cost strategies

• Understand how to apply strategic marketing tools and frameworks to your business

• Learn how to build a compelling marketing plan based on customer insight and competitor analysis, including segmentation, targeting and positioning

• Understand how to evolve from traditional business models to digital business models

• Develop a formidable brand strategy  and positioning leading to the creation and management of communications with a focus on new social media

• Develop pricing models and the latest market distribution strategies

• Evaluate new markets - explore the implications of serving multiple markets and of the emergence of new markets as opportunities for sales growth.

Dr. Gopal Kutwaroo is a customer marketing, sales, strategy & leadership trainer/consultant & industry telecoms and software executive. 25 Years proven (VP/Senior Director) telecommunications and software industry (British Telecom Group, Siemens Telecoms, Dell, Cisco, Microsoft, NCR, Nokia) career record of progressive success driving the strategic development and operational execution of customer-centric, B2B/B2C marketing and business development initiatives. Driven extensive customer centric and customer experience strategies, value proposition development, Go-to-Market (GTM) excellence, storytelling, multi-faceted marketing solutions, channels and alliances and strategic insights to accelerate growth and transition organizations from product-focused to customer-driven organizations.

Managed global teams of between 5-500, revenue accountability from £10m to £5bn and budget responsibility from £1m-£30m

Dr. Kutwaroo has developed and delivered in-company and public training/learning programmes for over 320 global organisations (over 2,500 delegates) in marketing, sales, digital marketing and strategy, leadership and channel-alliance management with average delegate satisfaction scores over 90%.