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STRATEGIC MARKETING IN EMERGING ECONOMIES
The Strategic Marketing Management in Emerging Markets programme is a four-day course
that is geared towards honing the marketing orientation and profitability of organisations in
emerging markets. Delegates will be given an opportunity to understand better the role of
marketing directors and managers and given the tools and know-how to improve the
effectiveness and efficiency of their organisation’s marketing effort.
This programme introduces the specialist knowledge and thinking necessary to meet the
challenges facing marketers in emerging markets, which are characterised by high degrees
of uncertainty, complexity, and social inequality. However, it also addresses the requirement
for marketing to be accountable to its stakeholders, particularly in terms of the investments
made in marketing programmes and the returns generated from these.
Programme objectives
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To gain an understanding of the concept of marketing, as a value creation process,
particularly from a strategic perspective.
To provide a systematic approach to analysing marketing situations and developing
marketing solutions to problems.
To enable executives to develop marketing strategies to deliver value.
To provide a formal structure for developing a strategic marketing plan.
To understand the key objectives of marketers in terms of brand management and
customer relationship management.
To learn tools to measure the effectiveness of marketing programmes.
To gain insights into digital and new media and their application to marketing.
To understand the adaptation of marketing strategies in emerging markets.
The programme will be held over four days. Pre-course preparation will be required through
the pre-course readings, as well as preparation outside of the class contact time.
Course methodology
The programme will comprise:
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Individual reading and preparation.
Formal interactive lectures.
Individual and syndicate case study assignments.
In-class discussion of readings and case studies.
The philosophy behind this approach is to develop a way of thinking, and of approaching
strategic marketing issues, to enable delegates to perform as marketing-oriented executives.
The course aims to develop delegate’s understanding of marketing decision-making and
skills as marketing decision makers. To help them develop and test their understanding and
skills, extensive use is made of case studies, particularly local (SA) cases, and the course
centres on class discussion and participation, rather than simple lecturing.
Course content
The programme will include the following topics:
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The development of a strategic marketing plan and a market driven strategy.
Understanding the strategic marketing process and the role of the Chief Marketing
Officer.
Developing marketing strategies for competitive advantage: how to deal with the
competition.
Digital marketing and the use of new media in strategic marketing.
Brand management and development of brand equity as part of strategy.
Customer relationship management and development of customer equity.
Marketing metrics and the measurement of Marketing ROI.
Marketing management in emerging markets.
Specialist issues in strategic marketing management, such as developments in services
marketing, global marketing, etc.
Who should attend
This programme is intended to benefit marketing directors and managers as well as those
directors who have some strategic marketing responsibility. Senior product managers,
regional and area managers and other functional managers who are interested in strategic
marketing will also benefit from the programme.
Academic staff
Academic coordinator is Professor Geoff Bick, professor of marketing at the GSB
(http://www.gsb.uct.ac.za/s.asp?p=412); supported by Professor Russell Abratt
(http://www.huizenga.nova.edu/Faculty.cfm/abratt/), professor of marketing at the Huizenga
School, Florida, USA, and Mark Peters, senior lecturer in marketing at the GSB.