Strategic marketing is the foundation of all successful marketing activities. This section guides you through the key concepts, proven methodologies and new approaches that shape strategic thinking in modern marketing.
Marketing environment analysis introduces you to advanced SWOT analysis techniques, enabling you to obtain more nuanced and actionable insights. You will deepen yourPESTEL analysis by integrating emerging factors such as climate change or pandemics. Competitive intelligence in the digital age will equip you with the tools and methodologies to effectively monitor your competitive environment. You’ll also explore techniques for forecasting market trends and learn how to map complex business ecosystems.
The section on Advanced Segmentation, Targeting and Positioning (STP) will introduce you to new approaches to segmentation, including data-driven psychographic and behavioral methods. You’ll discover precise targeting techniques using big data and AI to identify micro-segments. Innovative positioning strategies will help you differentiate in saturated markets, while advanced perceptual mapping will enable you to visualize and optimize your positioning. Finally, you’ll explore the possibilities of large-scale personalization to tailor your offer to hyper-specific segments.
Defining and aligning strategic objectives will teach you how to harmonize your marketing objectives with the company’s overall strategy. You’ll learn how to define SMART+ objectives, integrating ethical and sustainability dimensions. Innovative growth strategies will take you beyond the traditional Ansoff matrix, while new approaches to competitive strategies will adapt Porter’s model to the digital age. Balanced Scorecard applied to marketing will enable you to measure your strategic performance holistically.
Finally, Marketing Mix 2.0 revisits the traditional 4Ps by adding new dimensions. You’ll explorecontinuous innovation and co-creation for product development, dynamic and personalized pricing strategies,omnichannel distribution channel optimization, and transmedia storytelling for promotion. You’ll also delve into the growing importance of human capital in marketing,automation and AI in marketing processes, and creatingmemorable experiences in a phygital world.
