Strategic marketing
Strategic Marketing
This programme ensures learners understand the key principles of marketing strategy and how to apply them to their job on a daily basis. It ensures learners understand the difference between marketing strategy and marketing tactics, what the key tools of marketing strategy are and how to use them in order to identify, anticipate and satisfy the needs of their customers, through developing a deep understanding of their markets and their customers, knowing how to apply meaningful segmentation successfully and develop compelling differentiated value propositions.
Learners will be able to adopt a market and customer focussed approach so as to ensure your organisation is making what will sell rather than trying to sell what it makes.
- Those new to marketing strategy or those without formal marketing education
- Marketing managers
- Marketing strategy managers
- Marketing executives
- Product managers
- Marketing macro drivers identification template
- Market risk analysis toolkit
- Voice of customer project development template and toolbox
- Segment prioritisation tool
- Value proposition development template
Competitive Intelligence
This e-learning has been developed for those who are responsible for finding out more about their competitors and want to predict possible competitive moves and how to differentiate from them in ways that work for customers.
It includes processes and simple but powerful practical tools and techniques that learners can apply immediately for themselves and gain competitive advantage for their organisation.
- Business data specialists
- Market data specialists
- Business and market intelligence managers
- Competitive intelligence executives and managers
- Market research specialists
- Marketing managers
- Marketing executives
- Sales support managers
- Key Account managers
- Competitive intelligence process map
- Competitive intelligence project brief template
- Key competitor identification tool
- Data sources
- Source key question template
- Data validation matrix
- Analysis tools including benchmarking project template, 5 forces, success analysis, competitor aptitude analysis framework, competitor strategy analysis
Developing Your Value Proposition
A failure to deliver or communicate sufficient value lies at the heart of most unsuccessful launches and many portfolios have too many under-performing products & services.
This programme provides a framework, diagnostic and tools to understand and develop Compelling Value Propositions (CVPs) that resonate with target customers and deliver competitive advantage.
Individuals from across the organisation involved in new product and service development, whether corporate or start-up, and need to improve the impact of their portfolio and the processes used to deliver it:
- Product & service managers
- New product development managers
- Marketing managers
- Marketing executives
- Product & service marketing managers
- Product & technical development managers
- Business development specialists
- A framework & development process to understand and guide value proposition development
- An assessment tool to evaluate your portfolios and ‘Value leakage’ gaps
- A toolkit to help develop compelling value propositions, including:
- A market mapping tool
- Information needs analysis tool
- A Segment development tool
- A customer insight process and related templates including
- Customer story process and template
- Customer journey and experience map
- Customer profile / persona template
- Insight summary
- Key product benefits matched to segment needs
- Product positioning statement template
- Value proposition statement template
- Business case checklist