Executive Education - Executive Courses & Action Learning Workshops

Strategic Marketing Management Course
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 Management. Customer Relationship Management. 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. Product Lifecycle (PLC). Marketing Channels.

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. 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 the subject matter (in power-point 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 work-based 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