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Strategic Marketing Management – Live Online

Back to Marketing

Two female delegates pay close attention to the speaker.

Overview

Marketing is all around – we are exposed to marketing in almost everything we 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. So it’s just common sense.

But is this really true? Is that what 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.

Our Live Online programmes offer the same quality and academic rigour associated with all Cambridge education:

  • Delivered by Cambridge Judge Business School’s world-class faculty – Cambridge Judge is a strong research-oriented business school with 19 research centres. All programmes are designed and led by an Academic Programme Director who is a member of Cambridge Judge faculty.
  • Drawing upon the strengths and resources of the wider University of Cambridge and the Cambridge ecosystem, including accessing global alumni and specialists as guest speakers
  • Small class sizes (maximum 30) and high levels of interaction with world-class faculty.
  • Emphasis on quality outcomes – we seek to monitor our delivery against the individual needs of participants. It is no accident that a little over half of our open programme participants come back to Cambridge Judge at least once, often multiple times.

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.
Icon: Executive Education Certificates of Achievement.

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

  • Those who are concerned with improving their personal or/and organisational performance private or public sector, from commercial entities or NGOs
  • Anyone who needs to connect with their customers or stakeholders should find the programme is relevant and stimulating.

Academic Programme Director

Eden Yin

University Senior Lecturer in Marketing

PhD (University of Southern California)

Faculty & speakers

Jaideep Prabhu

Professor of Marketing

PhD (University of Southern California)

Dates & fees

Dates

Duration

Fees *

7-10 June 2021

4 half-day sessions (mornings, UK time)

£1,875 + VAT

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 277KB) (updated 4 September 2019)
Terms & Conditions for Organisation-funded Applicants (pdf, 295KB) (updated 4 September 2019)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

Please ensure that you have read our Frequently Asked Questions, which provide important additional information about our Live Online programmes.

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:

Claire Wright

Business Development Director
Open Programmes
Tel: +44 (0)1223 330741
Mob: +44 (0)7548 708067

Schedule a call with Claire

[email protected]

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Claire Wright


Version 1 (3 December 2020)

Suite

Marketing

Duration

4 half-day sessions (mornings, UK time)

Dates

7-10 June 2021

Book a place

Download a brochure