Strategic Marketing Training in Kraków, Poland

This course provides participants with a comprehensive understanding of strategic marketing principles and how to apply them to achieve long-term business success. It explores market analysis, segmentation, competitive positioning, brand strategy, customer-centric approaches, and marketing planning. Ideal for marketing professionals, managers, and business leaders, this course bridges theory and real-world application to develop strategic thinking in marketing.

Course Agenda

Introduction to Strategic Marketing

• What is strategic marketing?

• Marketing vs. strategic marketing

• Overview of the strategic marketing process

Market and Environmental Analysis

• External environment

• Industry and competitor analysis

• SWOT analysis and implications

Consumer and Buyer Behavior

• Understanding customer needs and expectations

• B2C vs. B2B buyer behavior

• Customer journey mapping

Market Segmentation, Targeting, and Positioning (STP)

• Bases of segmentation

• Evaluating and selecting target markets

• Developing differentiated positioning strategies

Crafting the Value Proposition and Brand Strategy

• Building a value proposition

• Brand equity and positioning

• Communicating brand values strategically

Strategic Marketing Mix Decisions

• Product strategy and lifecycle

• Pricing strategies for value capture

• Place/distribution strategies

• Promotion and IMC

Strategic Planning and Execution

• Marketing planning frameworks (SOSTAC, 7Ps)

• Budgeting and resource allocation

• Implementation and performance tracking

Digital and Global Marketing Strategies

• Leveraging digital channels strategically

• Data-driven marketing and customer analytics

• Global market entry strategies

Creating a Strategic Marketing Plan

• Components of a strategic marketing plan

• Team exercise: Build a plan for a real or hypothetical business

• Presentation and peer review