Strategic Marketing

Overview

The Strategic Marketing course is aimed at providing marketing managers and professionals with a solid conceptual and operational framework for the planning of the whole marketing process. Besides the most consolidated strategic marketing systems and tools, new topics related to the evolution of the global economic scenario will be examined.  

Obiectives

The Strategic Marketing course is aimed at providing marketing managers and professionals with a solid conceptual and operational framework for the planning of the whole marketing process. Besides the most consolidated strategic marketing systems and tools, new topics related to the evolution of the global economic scenario will be examined.  

Recipients

The Strategic Marketing course is aimed at those who already work in the marketing environment, possibly in a specific strategic marketing area, but wish to master or consolidate specific competencies in the field to more effectively manage their role.  

Contents

[su_spoiler title="Company strategic planning: the role of marketing" open="yes" style="fancy"]
  • Defining a market oriented mission
  • Defining company objectives
  • Defining an activity portfolio
  • Analysis of the current portfolio
  • The Boston Consulting Group (BCG) method
  • The General Electric Method
  • Growth and positioning strategies
  • The Ansoff matrix
[/su_spoiler] [su_spoiler title="Marketing planning and customer relations development" open="yes" style="fancy"]
  • Cooperation with other company functions
  • Cooperation with other marketing system operators
[/su_spoiler] [su_spoiler title="Marketing strategy and marketing mix" open="yes" style="fancy"]
  • Customer oriented marketing strategy
  • Segmentation
  • Defining a target market (targeting)
  • Differentiation and positioning
  • Developing an integrated marketing mix
[/su_spoiler] [su_spoiler title="Managing the marketing effort" open="yes" style="fancy"]
  • Marketing analysis
  • SWOT analysis
  • The marketing plan
  • Marketing plan contents
  • Marketing realisation
  • Organising the marketing function
  • Marketing control
[/su_spoiler] [su_spoiler title="Measuring and managing marketing profitability" open="no" style="fancy"] [/su_spoiler]  

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace
 

Benefits

Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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