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.
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
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.