2 days (Face-to-face)
4 half-day sessions (Live Online)
20-21 Mar 2023 (Face-to-face)
TBC (Live Online)
Marketing is often narrowly understood by people as sales, promotion, and advertising. As a matter of fact, marketing is the most strategic aspect of business management. The objective of marketing is to satisfy customer need, but that’s also the objective of the entire organisation. That’s why marketing is a vital component of a business school executive training programme.
This programme aimed at mid-level managers who are in charge of the marketing strategy of organisation or brand managers. It also has certain appeals to senior managers if they’re actually managing the marketing aspect of the organisation.
What I aim to do is to provide the participant with a comprehensive view of marketing in two days time. Essentially, as I said, I’m presenting them a mini version of the MBA programme’s core marketing class. And it will cover the key topics such as the essence of marketing, strategic marketing planning process, customer analysis, and segmentation, targeting and positioning, and also product strategy and pricing. And we also will discuss the branding strategy at the end of the programme, especially the branding in the era of social media.
I think there are three key takeaways from this programme. First and foremost, people should understand marketing holistically. So marketing is not just product pricing, a set of tactics. It is first and foremost a philosophy, an organisational culture.
The second takeaway is marketing is all about satisfying customer need. In order for organisation to succeed in an increasingly competitive marketplace, they should provide a differentiated, especially a sufficiently differentiated consumer value in order to satisfy customer need.
And the third is in today’s digital world, customer value proposition has to be digitised. So a significant component of the value proposition has to be provided by different digital platforms. So in order to successfully do that, organisation needs to digitise themself first in order to provide a digitised customer value proposition.
Marketing is all around – we are exposed to it in almost everything we do. As a result, everyone and every organisation seems to have an intuitive understanding of what it is about. It is about selling, advertising, and promotion. So that’s just common sense.
But is this true? Is that what marketing is really all about? What about the marketing management process? Is there much more for you to learn about how marketing is done in the best companies around the world? These are the questions which we will address and debate in this programme.
Marketing is not just advertising; it should be an organisational philosophy that puts the customer at the centre of an organisation’s strategy and processes.
It starts with the analysis of the market, including customers, competitors and the ecosystem. Marketing covers segmentation, targeting and positioning, followed by strategies in areas such as product, pricing and distribution.
Strategic marketing management aims to reach and satisfy customers while increasing profitability. It helps a business become more innovative and so grow the business.
This programme will focus on four key areas of strategic marketing management: introducing marketing and marketing plans, strategic foresights and customer insights, marketing mix strategies and finally, brand building strategies.
Your learning journey
Module 1: Introduction to marketing and marketing plans
- Explain the true nature of marketing and debunk the myths
- Determine the key components of a strong marketing plan
- Identify effective marketing strategies such as segmentation, targeting and positioning.
Module 2: Strategic foresights and consumer insights
- Develop environmental sensitivity and strategic foresight
- Design strategies for identifying and responding to disruptive shifts
- Discuss methods for obtaining consumer insights.
Module 3: Product strategy
- Explain what the essence of a product is
- Apply the four design principles to a hypothetical product
- Explain how and why products should be differentiated
- How to develop category innovation.
Module 4: Strategic pricing
- Discuss the role of pricing in your marketing strategy
- Explain the relationship between customer value and price
- Describe a variety of monetisation strategies.
Module 5: Building brand resilience
- Define brand resilience
- Discuss the importance of brand resilience
- Apply the brand resilience factors to different products and situations.
Download the Open Programmes brochure for more information on the modules and faculty.
Leaders come to Cambridge to solve challenges in their organisations. If you are facing one of these five challenges, this programme will help you solve it. By the end of the programme you will:
- Learn how can we improve our relationship with our customers
- Find out how to keep current customers and find new ones
- Learn how to continuously create and capture value for, with and from our customers
- Stay ahead of the competition in a fast-changing environment
- Align our various marketing activities as an organisation and build strong brands.
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.
Faculty & speakers
Learn from our world-class faculty who bring fresh insights from their leading-edge research into all of our Executive Education programmes.
The Academic Programme Director (APD) for the Strategic Marketing Management programme is Dr Eden Yin.
Access profiles of the programme’s APD and faculty:
Download the Open Programmes brochure for more information on the modules and faculty.
Our Live Online programmes bring Cambridge to you wherever you are, delivering the best aspects of a face-to-face learning experience here in Cambridge, into your office or home. Using technologies we are all now familiar with, you will take part in breakout groups with real time interaction between your peers and faculty. You will engage in realistic simulations or use software-enabled “sprint” design development. We also introduce guest speakers, live “Cambridge Union”-style debates and panels of experts and practitioners into the class.
Our Live Online programmes take place over a number of half-day sessions, run in the mornings (UK time).
Face-to-face is a traditional, intense classroom learning experience and is all about hands-on interaction. You will be a part of exercises, debates and conversations, engaging directly with our faculty and your peers. Conversations spill over into breaktimes and meals, forming lasting connections. Share your ideas, develop your network and grow professionally, whilst enjoying the historic city of Cambridge.
Who should attend?
- Those already in the marketing function, looking to re-fresh some theory, as well as learn new insights, tools, frameworks and have discussion with peers for how to continue driving resilient and competitive marketing strategies
- Executives, in any function, who are interested in the importance of a customer-centric approach to products and marketing
- Aspiring marketers who are looking for evidence-based tools and frameworks for putting customers at the heart of the organisation and strategy
- Product designers or managers, looking to understand more about customer motivations and bringing winning products to the market
- Those who are concerned with improving their personal or organisational performance, whether they are in the private or public sector, commercial entities or NGOs
- Those who wish to connect with their customers or stakeholders on a deeper level.
Why Cambridge Judge Business School?
Cambridge Judge faculty
All of our programmes are designed and led by an Academic Programme Director, who is a member of Cambridge Judge Business School faculty. They will also deliver substantial portions of that programme.
The research conducted by Cambridge Judge Business School’s 20 research centres, across a diverse range of disciplines, flows directly into all of our programmes, bringing new insights to our programme content.
Small group learning
With small class sizes, we continue the Cambridge way of learning that emphasises high levels of interaction with both our world-class faculty and peers.
Strategic Marketing Management belongs to our Marketing-topic executive education programmes. Here are a selection of other 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:
Open Programmes team
£2,600 + VAT (Face-to-face)
£1,950 + VAT (Live Online)
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.
Registration closes at midday two working days before the programme start date.
Participants are expected to attend the full programme.
VAT is charged at the prevailing rate, which is currently 20%; e.g. £1,875 + 20% = £2,250.
For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:
Version 3 (27 October 2022)