Executive Certificate in Strategic Marketing
Aventis Executive Education Series
The Aventis Executive Education Series provides a platform for like-minded and talented senior executives across Asia to partake in collaborative learning.
Facilitated by reputable industry experts and partnered with the prestigious University of Roehampton (London), our courses provide an excellent opportunity for you to enhance your professional skills and keep yourself updated with the latest industry insights.
Get ready to learn, transform, and be empowered as a global leader.
Cohorts: 12, 13, 19, 20 December 2020
Each cohort runs for 4 days on the dates indicated above, on full-day blocks (9am – 5pm).
Marketing is globalised; marketing is digitised. Strategic Marketing is an essential tool that gives businesses a competitive edge. It determines specific objectives and drives marketing efforts to reach business goals in any given market situation. This course aims to equip you with an in-depth, critical understanding of how international companies design and implement marketing strategies to create customer value and competitive advantage in the context of increasingly sophisticated and demanding consumers, the digital revolution and globalisation. There will be a focus on product innovation and services marketing. This is an enabling module that through a combination of lectures, seminar activities, group work and group discussions will encourage you to apply key marketing concepts and techniques including market orientation, segmentation, targeting and positioning and the marketing mix to real-life situations of international companies operating in the global arena and to put forward and test your own individual, innovative, strategic marketing solutions.
- Learn about strategic marketing 4.0 and its role in driving organisation’s strategic goals.
- Be equipped with a detailed understanding of the challenges of modern marketing and develop expert level knowledge as thought leaders
- Learn how to build a marketing plan based on customer insight and competitor analysis, including segmentation, targeting and positioning.
Who Should Attend
- Business Leaders, Marketing Professionals or any professionals or entrepreneurs who want to successfully market their businesses, products, or services.
- Business development managers
- For executives with, or about to take up, marketing responsibilities; executives outside the marketing discipline, but whose role interacts with this function.
Marketing Strategist: Mr Jason Ho, (MBA Imperial College, UK)
Mr Jason is the Founder of The Guild of Storytellers, an award-winning bespoke jewellery firm with establishment across Singapore, London and Belgium. Jason has extensive experience lecturing and serving as Career Advisor (Entrepreneurship) to Oxbridge (Oxford and Cambridge) matriculated students, mentored postgraduates from Imperial College (another alma mater), UCL, LSE and King’s College (England), and being part of the CN Yang Scholars and University Scholars Programme team at NTU (Singapore) as an adjunct. His areas of expertise are in Strategic Management, Leadership, Marketing, Sustainable Business Strategy and Entrepreneurship.
Topic 1: Introduction to Strategic Marketing
Topic 2: Strategic Marketing Planning
Topic 3: Identifying the Customer: Segmentation, Targeting and Positioning
Topic 4: Implementing Marketing Strategies and the Marketing Mix
Topic 5: Managing Marketing Channels and Pricing
Topic 6: Channel Management
Topic 7: Managing Marketing Communications
Topic 8: Digital and Social Media Marketing
Topic 9: Services Marketing and Service Dominant Logic and Internal Marketing
Topic 10: Global Marketing Strategies