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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.

Dr Eden Yin - it was an honour to hear your thoughts, some of which I will implement once I am back. Thank you for providing the fundamental paradigm shift (much required) in my product-centric approach to a more value and big data driven approach. It was amazing!
Deep Bajaj, Founder, PeeBuddy & Sirona


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
This programme was very insightful and useful. I can use the information that I have obtained on the course to help the businesses that I work with to achieve their goals. You have given me a fresh approach to marketing. I will definitely emphasise 'the value' everywhere!
Faye Eldridge, Founder & Marketing Consultant,
Faye Eldridge


  • 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.

It was a pleasure to take part in the Strategic Marketing Management programme and interact with both faculty and fellow participants. The mix and variety of backgrounds made the interactions rich on all the topics covered. The Cambridge experience and knowledge shared during the programme were of very high quality. I am looking forward to renewing the experience with the General Management Certificate of Achievement.
Baydhir Badjoko, Managing Director, The Consultants BVBA, Belgium

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

Eden Yin

University Senior Lecturer in Marketing

PhD (University of Southern California)

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Faculty & speakers


Ahmed Khwaja

Professor of Marketing, Business & Public Enterprise

PhD (University of Minnesota)

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Dates & fees

Dates Duration Fees *
25-26 June 2020 2 days £2,500 + VAT
19-20 November 2020 2 days £2,500 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,500 + 20% = £3,000.

* 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, 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.

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:

Elodie Cameron

Marketing & Business Development Manager
Tel: +44 (0)7879 116925

Elodie Cameron

Version 8 (1 November 2019)




2 days


25-26 June 2020
19-20 November 2020

Contact us to find out more about Strategic Marketing Management.

Contact us

To find out more about our range of open enrolment programmes, download our brochure.

Download the brochure