Overview
Marketing is all around you - you are exposed to marketing in almost everything you do. As a result, everyone and every organisation seem to have an intuitive understanding of what marketing is all about: marketing is about selling, advertising, and promotion. Hence, marketing is just common sense. Is this really true? Is that marketing all about? Do you really understand the marketing management process? These are the questions which we will address and debate in this programme.
Marketing is far more than just advertising and promotion; it is first and foremost an organisational culture and philosophy that has customers at the centre of an organisation's strategies and business processes. It is also the strategic analysis of the market environment, including customer, competitor, company, context and collaborator, and then also the strategic execution of segmentation, targeting and positioning, followed by a set of specific strategies in areas such as product, pricing, place (distribution), promotion and people.
Strategic marketing management is a powerful organisational practice and process to best reach and satisfy customers while increasing long-term profitability and productivity. It will also help a business become more innovative and better penetrate a market, and hence achieve desired growth.
Topics
This programme deals with strategic marketing planning and analysis. Topics covered in the programme include:
- Essence of marketing
- Strategic marketing planning process
- Understanding consumer needs
- Consumer decision making: system 1 vs. system 2 model
- Analysing competitors and company
- Strategic segmentation and micro segmentation
- Calculating market potential and targeting
- Perceptual map and brand positioning
- Emotionalising your products
- Creating total experience
- Value-based pricing
Benefits
- Understand the true nature of marketing. Debunk the myths.
- Develop a deep understanding around consumer needs and motives.
- Learn about effective marketing strategies such as segmentation, targeting and positioning.
- Develop an agenda for bringing winning products to market.
- Investigate value-based pricing to maximise your long-term profitability.
This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.
As the flagship marketing programme within this functional group of programmes, we strongly advise attendance if marketing is an area to be covered in your GMCA choice.
Who should attend
This programme is targeted at those who are concerned with improving their personal or/and organisational performance in both the private and public sectors, from either commercial entity or NGOs. As connecting with customers broadly defined is relevant to all sorts of organisations, anyone who needs to connect with their customers or stakeholders should find it relevant and stimulating.
Faculty & speakers
Eden Yin
University Senior Lecturer in Marketing
PhD (University of Southern California)
Dates & fees
| Dates | Duration | Fees * |
|---|---|---|
| 15-16 November 2018 | 2 days | £2,300 + VAT |
| 14-15 March 2019 | 2 days | £2,300 + VAT |
| 28-29 November 2019 | 2 days | £2,300 + VAT |
VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,300 + 20% = £2,760.
* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.
For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:
Terms & Conditions for Self-funded Applicants (pdf, 233KB) (updated 31 January 2018)
Terms & Conditions for Organisation-funded Applicants (pdf, 250KB) (updated 31 January 2018)
Registration closes at midday two working days before the programme start date.
Participants are expected to attend the full programme.
If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:
Elizabeth McDonald
Corporate Business Development Director
Tel: +44 (0)1223 765496
Version 5 (26 June 2018)
