Strategic Marketing Management

Choose the target market and concentrate scarce resources on the best opportunities through detailed market research, shaping the marketing strategy to achieve the organization's marketing objectives.

Analyze how to assemble the marketing mix by choosing the right price, promotion, product, and distribution for a target market, guided by market research and the environment.

Develop a competitive advantage by strategizing and aligning tactics with market insights. Use market research to set prices and advertising budgets, and align departments to meet customer needs.

Analyze competitive strategy using Porter’s five forces to identify threats from new entrants, substitutes, buyer and supplier power, and industry rivalry in technology-driven, global markets.

Understand competitors' motive and goals to plan a unique, high-quality product that gains market share. Listen to customers, analyze strengths and weaknesses, and act strategically to stay ahead.

Design an intelligence system to analyze competition, identify key parameters, gather and relay information to decision makers, and shape marketing strategies for leaders, challengers, followers, and niche players.

Position the market offering across the product life cycle to gain presence in the consumer mind through differentiation, brand image, and aligned segments and channels.

Identify target markets and customer needs before developing products or modifications. Develop ideas, screen for viability, test concepts with focus groups, build a business model, and plan commercialization.

Study how firms design global market offerings by selecting entry modes, adapting products and pricing to diverse markets, and balancing standardization with localization for international success.

Explore how product and branding strategy drives the marketing mix—product, price, place, and promotion—through augmented and potential products, core benefits, and brand equity to meet customer needs.

Examine how the country of origin shapes consumer behavior and brand recall, linking perceived quality to Japan, Germany, Swiss watches, and French perfumes, and noting positive and negative marketing effects.

Examine how promotion, advertising, public relations, and direct marketing drive a marketing mix to inform, persuade, or remind consumers, guided by the five M's: mission, money, message, media, and measurement.

Sales promotion uses consumer and trade incentives to boost short-term sales, such as free samples or price allowances, targeting fence sitters to attract new customers and reward existing ones.

Public relations thrives through ongoing engagement with customers, employees, and stakeholders, shaping corporate image, press releases, and product publicity while supporting branding and credible marketing storytelling.

Explore direct marketing, a direct channel delivering messages or services without intermediaries, and assess its growth powered by internet channels, direct mail, emails, telemarketing, TV, and kiosks.

Design the sales force to link companies and customers, set clear objectives, and enable salespeople to communicate offerings, gather competition data and changing trends, and close deals.

Learn how to recruit, select, train, supervise, and motivate a sales force, using compensation, negotiation, and relationship marketing to enhance sales performance and marketing strategy.

Learn from the market through observation and surveys to understand changing consumer preferences and attitudes. Use direct interaction with consumers to refine strategies based on market feedback.

Market sensing combines data and experience to understand how the market moves, using data, strategic models, and the wisdom of accumulated experience to assess market sentiment and behavior.

Explore how firms blend direct observation, data sensing, and market intuiting to understand consumer behavior, predict future trends, and preempt competition in fast-changing markets.

Explore online advertising models, including cpc, cpm, and cpa, and learn budgeting, bidding, and actions that drive leads and conversions across search engines.

Explore Facebook as a digital marketing tool, delivering global reach and targeted local campaigns for consumer goods, with measurable clickthrough and conversions.

Compare push and pull marketing, showing traditional push campaigns and predictive, big data based pull strategies that center consumers and target personalized messages via internet channels.

Explore how vast digital footprints fuel big data analytics, enabling highly targeted marketing and personalized recommendations, while examining ethical implications of data-driven strategies.

Explore how cutting edge technologies like big data, AI, and data analytics have transformed the sales and marketing function, enabling hyper personalization, predicting consumer behavior, and attention-based strategies.

Master search engine optimization through keyword research and keyword-rich URLs, titles, and meta descriptions. Use content marketing and analytics to reach your audience and boost engagement and sales.