The aim of the module is to form a comprehensive understanding of the range of marketing opportunities as a system of thinking, organizational system, abilities and tools for creating and maintaining the competitive advantage of a company, taking into account the characteristics of the organization and the dynamic development of the external environment.
- Topic 1. The changing role of marketing in creation of competitive advantage in turbulent era. Defining strategic marketing. Marketing thinking as a system.
- Topic 2. The levels of decision making in marketing. Alignment with corporate and business strategy.
- Topic 3. Strategic marketing audit. Strategic marketing roadmap. Analysis of external and internal environment. Value audit and STP decisions.
- Topic 4. Creating value and generating growth. Marketing – Innovation interface. The role of cross-functional coordination. Why do we mostly go beyond the marketing function?
- Topic 5. The process of strategy development. Functional marketing strategies.
- Topic 6. Developing and implementing customer experience.
- Topic 7. Marketing performance and success metrics. Analytics in customer-centric organization.
The course includes a group project that is evaluated as a final exam.
- Trainer/in: Alireza Ahmadi
- Trainer/in: Nayan Kadam
- Trainer/in: Maria Smirnova