Marketing and Strategic Management
Course: Marketing and Strategic ManagementWhat New Marketing is all about? In this course Prof. Nigel Piercy explores two main topics, Market-led Strategic Change and Strategic Customer Management. The course duration is about 4h and 30' .
TARGET AUDIENCE: Intermediate to Advanced. Marketing Professionals, Executives, CIM Students, MBA Students, Consultants and anybody with a good knowledge of Marketing Strategy.
Putting a handle on the strategic issues in marketing through a simple framework into which theories and company differences can be located: the strategic pathway. The pathway consists of four interrelated but different sets of issues: market sensing and learning strategy; strategic market choices and targets; customer value strategy and positioning; strategic relationships and network. This framework provides an operational tool for developing and evaluating a company's market strategy. Important context underlying the search for strategic clarity is the weakness of old marketing models in coping with new markets peopled with more sophisticated buyers, and the need for strategic transformation in the process of going to market in many companies. This presentation would be based on the book: Nigel F Piercy, Market-Led Strategic Change: Transforming the Process of Going to Market, 4th ed., Oxford: Elsevier, 2009..
LEVEL: Intermediate to Advanced
RUNNING TIME: 2Hours 25Min
- Introduction to Market-led strategic change
- MLSC - New marketing 1
- MLSC - New marketing 2
- Customer is always right handed
- New marketing wins 1
- New marketing wins 2
- New marketing wins 3
- Value-based marketing strategy
- Strategic thinking and thinking strategically
- Market sensing and learning strategy
- Strategic choices and targets
- Customer value strategy and positioning 1
- Customer value strategy and positioning 2
- Strategic relationship and networks
- Strategic gaps
- Organization and process for change
- Implementation processes and internal marketing