Executive Education - Executive Action Learning Workshops
 

Course Title:	Strategic Marketing Management
	Planning, building and managing markets and customers

Course Methods:  Executive Action Learning (Experiential Workshop)
Course Venue:     Client's site or at IIM Las Vegas, Nevada, USA
Course Duration:  3 days
Course Time:        9AM-4PM
Course Fees:        Based on number of executives and level of customization

Course Audience

• CMO's Executive Management Team: Marketing Managers, Sales Managers, Advertising Managers, Public Relations Managers, Market Research Managers, Customer Relationship Managers, Project Managers, Entrepreneurs, and Marketing Management Consultants.

Course Objectives

• Provides a review of the Strategic Marketing Management Framework
• Offers experiential analysis to understand the challenges of CMOs and Marketing Managers
• Focuses on marketing management best practices, tools and models to implement an effective marketing and sales management system
• Emphasizes planning and executing strategic marketing programs
• Provides insights on how to develop marketing strategies, initiatives and programs to build and sustain a competitive market advantage
• Provides a practical framework for planning and controlling of marketing communication programs

Course Focus

• Develop the core executive marketing skills and competencies. The core competencies include marketing knowledge, planning, control, problem-solving and communication. The development and evaluation of these skills are based on IIM's proprietary KASAC executive education model.

Key Concepts

• Marketing Mix 4Ps (Product, Price, Place and Promotion), Market Research, Sales, Public Relations, Advertising, Branding, E-Marketing, Competition, Sustainable Competitive Advantage, PEST Analysis, Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis, Porter’s Competitive Advantage, Porter’s 5 Competitive Forces and Value Chain

Customization Subjects

• Marketing Principles: products and services lifecycles, the marketing "Ps", product design, delivery and distribution, packaging and presentation, pricing and promotion and people
• Marketing Strategy: focuses on development, implementation, and control of marketing strategies needed to attain and sustain a competitive market advantage
• Marketing Research:
  • Understanding customers to create value - understanding the psychological aspects of buyer behavior and how clients make buying decisions and interpret advertising and sales messages
  • Competitive intelligence
• Advertising and Brand Communications: managing the brand, the elements of the marketing-mix product policy, channels of distribution, communication, and pricing to satisfy customer needs profitably.
• Marketing Communications Mix: understanding the elements of marketing communication program including advertising, personal selling, public relations, sales promotion and direct marketing. understanding the decision-making process when developing promotional campaigns to support a firm's brand or product/service strategy.
• Publicity and Public Relations: study of the implications of public relations on marketing, corporate identity, public policy advocacy and lobbying, issues management, media relations
• Marketing Laws and Ethics

Courseware Content

IIM's marketing management courseware includes:

1. Participant's coursework and assessment project guide
2. Executive summary of subject matter (in powerpoint lecture notes format):
   • Summary of essential concepts and marketing management best practices
   • Examples and case studies
3. Marketing management toolkit (management frameworks, decision models, checklists, etc.)
4. Experiential workbased assessment project
5. Online resources for the completion of the experiential assessment project

Executive Team Performance Evaluation (Optional)

• Performance will be evaluated on the basis of individual or team project deliverables
• Candidates can complete customized experiential / work-based projects such as developing a relevant analysis document, management strategy, action plan or a senior management presentation
• IIM course advisor will review the deliverables and provide improvement feedback
• There are no traditional quizzes or theoretical exams.

Course Prerequisites

• For accelerated team workshops, participants must have similar levels of experience. This is not required for public courses or individual self-paced distance-learning courses

Course Registration

• Custom executive education courses are available only to companies and government organizations upon request. Contact Us
• Individual registration is available for public courses, please visit Management Training Courses