Marketing for Senior Managers

Below is an outline of a typical senior management programme focusing on strategic marketing. At the planning level, the distinction between strategy and tactics becomes blurred - sometimes the successful implementation of a strategy is dependent on detailed specifications.

The outline should be seen only as a guide. All our courses are bespoke and elements can be modified, added or removed depending on your specific requirements. Our emphasis is always on achieving "sustainable success", so our courses are pragmatic and rooted in the real world.

The "Marketing Concept"

The Strategic Marketing Process "Marketing is becoming an integrated part of the whole organization, rather than a specific function. Who’s responsible for setting the direction of a business? Who sets the marketing direction for Cisco? For Apple? For Microsoft? More and more, it’s the CEO who’s becoming the chief marketer."

Regis McKenna

"Many companies do not understand that marketing is a business philosophy that requires a complete change in attitudes and practices for everyone in the organisation. Instead they see it as setting up a marketing department, harder selling, boosting advertising or upgrading the brochures. The business is then pushed towards a sales rather than a marketing orientation."

Peter Doyle

"Failure to understand the importance of market segmentation , market share, service, and reputation, among other things, is the principal reason why companies fail to compete successfully in so many world markets. Making what they consider to be good products and then giving them to the sales force to get rid of is just not enough."

Malcolm McDonald

Establishing the Current Position

Marketing Audit - market standing, brand, resources, skills, systems, measures and controls, culture
Forecasts
Macro-environment - PESTLE
Importance of a Marketing Information System