Your Course of Study
Strategic Marketing Management explores the following topics:
Marketing as a Value Creation Process
- A framework for analyzing market opportunities and risks, and understanding customer needs using state-of-the-art techniques
- The role of value creation in acquiring and retaining customers
Analyzing Buyer Behavior
- Understanding the buying decision process
- Determining the needs and wants of existing and prospective customers
- Research techniques for understanding customers and prospects
Selecting the Target Market and Positioning the Product
- The advantages of market segmentation
- Product positioning as the foundation for developing the marketing mix
- Standardization versus customization: the world of one-to-one marketing
Developing the Integrated Marketing Program to Generate Maximum Customer Value
- Designing products and services that deliver meaningful customer value
- The "augmented" product as an antidote to commoditization
- Marketing communications planning: budget and the media mix
- Going to market: designing and managing the distribution channel
- Positioning the Internet as an effective online sales tool
Capturing Created Value for the Firm
- Pricing: shifting from cost- to value-based pricing
- Characteristics of profitable pricing practices
Marketing Management
- Creating the marketing plan
- Anticipating and adapting to change
- Ethical and legal issues
"Strategic Marketing Management exceeded my expectations, taking me outside my comfort zone and making me rethink old concepts and decision-making paradigms. Case discussions were particularly valuable because they enhanced my expertise and my ability to help my company grow while maintaining a highly ethical business environment. I am now a more effective marketer and a better leader for my team."
Mariella Soto [Marketing Director, LACMASS], Eli Lilly and Company, Peru