Marketing strategy is an integral part of a firm-wide strategy, but not all Australian companies leverage their strategic marketing capabilities.  During this intensive executive education program, you will work on developing a new marketing strategy, or optimising your existing strategy, with the goal of improving your organisation’s competitive advantage.

The program will help you to:

• Analyse strategic marketing problems with modern analytical frameworks and be capable of generating appropriate strategic solutions.
• Develop, evaluate and execute strategic marketing plans.
• Correctly identify and use decision making criteria related to specific strategic marketing problems and opportunities.
• Connect your marketing to innovation in your business and make informed strategic choices to improve strategic outcomes.
• Acquire and use the toolkit required for productive senior-level strategy conversations including being able to explain the importance of marketing strategy for superior business performance and shareholder value.

On completion of this program you will be up-to-date with valuable strategic marketing tools and skills. Benefits include development of specialist marketing strategy knowledge; increased ability to prepare thorough and convincing marketing strategies; increased understanding of strategic marketing issues and ability to provide high level advice in senior management and boardroom contexts. The format is highly practical and interactive.

Program Overview

The first full-day workshop covers strategic market analysis, including the principles of value-based marketing and market analysis.  You will be able to apply analytical approaches to market and segment analysis, identify value-maximising strategic market objectives and determine your strategic market focus.  You will also learn how to develop a marketing strategy based on competitors, market conditions, customer needs and the broader environment.

The second day covers the marketing strategies that drive sales volume, enhance marketing productivity and result in superior customer benefits.  Optimal pricing will also be discussed. 

Who should attend?

This program is applicable to professionals with responsibilities for marketing within their organisation or who are responsible for aligning marketing activities with business strategy. Professionals who have no marketing responsibilities, but want to understand more about how strategic marketing can benefit their organisation, should also attend.  The program is appropriate for individuals from private, public and not-for-profit organisations.

Presenter

Professor Bryan Lukas is one of Australia's leading brand experts.

Time and Location

Day 1:
8.30am – 4.30pm, Tuesday 21 February, Level 12, 198 Berkeley Street, Carlton
Day 2:
8.30 am – 4.30pm, Wednesday 22 February, Level 12, 198 Berkeley Street, Carlton

Fees

$2500 plus GST*

*When undertaken on an assessed basis as part of a Specialist Certificate, course fees are GST exempt.

To apply

Download our application form (pdf 92Kb)

Assessment and awards

All Open Programs may be taken on an assessed or non-assessed basis.

Those who wish to undertake this program on an assessed basis will be eligible for 6.25 credit points toward a Specialist Certificate in Strategic Marketing.

Assessment is due 4 weeks after completion of the subject and comprises:

• 1500 word exercise on a marketing problem
• 1000 word case study on the use of the demonstrated marketing tool
  

CPD hours

This program constitutes 16 hours professional development as part of the Australian Marketing Institute Certified Practising Marketer Program.