Download Strategic Marketing Management

Strategic Marketing Management
Know Your Company, Know Your Customers: Position your Organization for Market Success
Successful marketing demands a keen and constantly evolving understanding of your company
and customers. It also takes the know-how to capture customers’ attention, and to motivate them
to buy from you rather than from your competition.
This course develops competencies in creating effective marketing strategies for your
organization. You will deepen your understanding of the competitive environment, and build
skills in market research, segmentation and positioning. You’ll also learn how to develop
powerful value-added brands that will keep your customers coming back for more.
Benefits of Attending
Attending this course will help you:
 more clearly identify issues that will impact the marketing development, growth and
success of your organization
 analyze market forces and trends that influence your company’s competitive future
 enhance your awareness of your company’s competitive strengths, weaknesses and
opportunities
 better understand your customers and what motivates them to take action
 identify appropriate customer segments and refine market selection
 create significant positioning strategies that provide differentiation in your market
 identify and develop brand value propositions
 improve brand sustainability through knowledge of product and market evolution
 sharpen your customer-focus to deepen customer satisfaction and loyalty
 build competitive advantage through strategic marketing planning and effective use of the
marketing mix
Course Content
Marketing Essentials
 understanding the marketing environment
 SWOT analysis
 qualitative and quantitative market research
 the 4 P’s
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Understanding Consumers
 social and psychological factors in consumption
 stages of the buying decision process
 influencing buyer behaviour
 satisfaction and the customer-focused organization
Positioning and Differentiating the Market Offering
 developing and communicating a positioning strategy
 differentiation tools
 market evolution
Identifying Market Segments and Selecting Target Markets
 levels and patterns of market segmentation
 segmenting consumer and business markets
 effective market targeting
The Importance of Branding
 building a powerful brand for your organization
 effective brand communication
 building brand equity
Strategic Marketing
 putting it all together
 new strategic approaches
 leveraging the 4 P’s through effective marketing strategy
Course Format
The course employs case analysis, in-class activities, group discussion, lectures and real-world
examples to intensify your learning experience.
Note: Case readings will be distributed before the program begins. To get the greatest benefit
from the program, please read them carefully before coming to class.
Who Should Attend
Middle and senior managers with specific marketing responsibilities, as well as those who
provide strategic marketing leadership.
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Course Leaders
Dr. Darren Dahl is Professor of Marketing at the Sauder School of Business, UBC, where he
teaches courses in consumer behaviour, marketing research and strategic marketing analysis. His
research has been presented at conferences internationally, and is published in important
marketing-related journals. He has also consulted widely for organizations such as Procter &
Gamble, General Electric, Lululemon Athletica, Xerox, Teekay Shipping, Life Insurance
Corporation of India and the Government of Kuwait.
Dr. Dale Griffin is Professor of Marketing and Associate Dean at the Sauder School of
Business. He teaches consumer behavior and business research methods, and gives talks to
executives on brand building and customer motivation. A specialist in the study of consumer and
managerial decision-making, he has also consulted on service quality, customer satisfaction and
consumer protection issues. He was formerly on staff at Stanford University’s Graduate School
of Business, and is a guest speaker at many prominent North American business schools.
Course Fee
$1,150 + GST
Participant Testimonials
“I was impressed with the instructors’ ability to fit a marketing course that provides key tools for
participants into a concise two days.”
Karla Hitchcock
Marketing Strategist
Royal Roads University
“This workshop provides a good (and enjoyable!) overview of marketing, which will be useful to
me in my job.”
Roger Young
Leader, Marketing
BC Safety Authority
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Certificates
This course qualifies as a core course for an Executive Education Certificate. For more
information, view the Personal Learning Planner on our website:
www.sauder.ubc.ca/exec_ed/certificates
This course also qualifies for the UBC Certificate in Integrated Marketing Strategy:
www.tech.ubc.ca/integrate
To Register
UBC Executive Education
www.sauder.ubc.ca/exec_ed/marketing
Tel. 604.822.8400 (toll-free 1.800.618.3932)
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