Strategic Marketing

Modern marketing is global and digital, and at the same time, it is more consumer-oriented than ever and responds to the most individual needs and desires of the consumer. Businesses operate in a special environment: new customers may come from any corner of the world, and new market participants may enter with more sustainable business models and cost structures. Even those organizations that focus only on one market and know their customer intimately must think globally and respond to the latest trends. In a rapidly changing environment, the marketing function in various organizations increasingly plays a strategic role in running the company, improving the user experience and growing the business as a whole. In order to meet customer expectations, it is necessary to effectively organize sales processes, understand customer wishes and needs, and successfully manage brands. Only a strategic approach to product, customer and business growth and cooperation can ensure sustainable business growth. This is an exciting and compelling challenge for everyone involved in marketing. The Strategic Marketing module uncovers these global trends, delves deep into them, turns them into opportunities and puts them into action through conceptual and practical strategic marketing models, methods and tools.

After completing the module:

• You will be able to plan the marketing function and link it to the organization's strategy. This will increase profitability and/or social impact.
• You will understand how a consumer makes a purchase decision, delve into different types of consumers, and identify the most important stages and points of the consumer journey.
• You will be able to position new products and services and evaluate the effectiveness of existing positioning.
• You will understand the importance and value of the brand in the modern business environment, learn to evaluate the effectiveness of the brand and test the basic principles of creation.
• You will be able to provide the most value to the customer by using experiential marketing tools.
• You will be able to evaluate the value of the product basket and try your hand at creating new products.

Main topics of the module:

• The role of marketing in an organization. Strategic and tactical marketing interfaces and separation.
• A picture of the modern consumer and the process of making a purchase decision
• User journey
• Data-driven marketing; research in marketing
• Market distinctiveness: positioning and value maps
• Business to Business Marketing: Reputation, Loyalty, Empathy and Other Aspects
• Brand strategy
• Product cart management
• Product innovation
• Pricing
• Management of distribution channels
• Digitization in marketing
• Marketing and sales interfaces