Strategic marketing is at the heart of business success, and this course offers a deep dive into the techniques and frameworks that drive long-term brand performance. The programme begins with the fundamentals of marketing strategy, exploring how organisations set clear objectives and align their marketing efforts with overall business goals. Participants will gain a strong grasp of the role of product portfolios and marketing capabilities in shaping a brand’s strategic direction.

The course then explores how to analyse industry trends, evaluate competitive forces, and understand the broader marketing environment. Learners will be introduced to essential tools for customer and market analysis, enabling them to identify opportunities and threats with confidence. The modules on sustainable competitive advantage and growth strategies help learners build marketing plans that not only stand out but also endure.

From segmentation, targeting, and positioning to crafting an effective marketing mix strategy, students will learn how to fine-tune every element of a campaign for optimal impact. The course also covers international marketing, allowing participants to understand how global markets function and how to adapt strategies across different cultural and regulatory landscapes. Finally, learners will walk away with practical knowledge on how to develop and implement a strategic marketing plan that delivers measurable results.