Strategic marketing focuses on understanding continuously changing markets to build a competitive advantage; maximising opportunities to develop products and services that deliver both customer value and high profit potential. This course will cover:

  • Strategic marketing: define what it is, what it involves and how it relates to and differs from corporate strategy and tactical marketing
  • Strategic analysis; develop the market knowledge and insight required to deliver real value to your customers
  • Growth strategy; explore opportunities to drive loyalty, the implications of serving multiple markets and the emergence of new market and new product opportunities for sales growth
  • Positioning strategy; evaluate brand ideas and positioning propositions to drive differentiation leading to an integrated customer experience

We will review contemporary strategic marketing case studies across sectors and explore the application of effective strategic marketing practice. At the end of the course you will be able to summarise your marketing strategy decisions into a one-page Strategy Statement and decide which key strategic priorities to focus on.

Who should attend?

This course is designed for managers who aspire to or are recently managing marketing at a strategic level. It is also for anyone who wants to understand the contribution marketing can make to shaping the strategic direction of any organisation; through a better understanding of strategic marketing activities, you will be able to increase your contribution and influence in your organisation.

Learning outcomes

  • Develop insights by applying strategic analysis frameworks
  • Undertake a market analysis to review the macro environment, the competition, buying patterns and customer segments
  • Generate growth strategies including market penetration, market development, new product development and diversification
  • Evaluate brand ideas and write positioning statements
  • Decide on your key strategic marketing challenges and priorities
  • Construct a one-page Strategy Statement including target market, objectives and marketing mix decisions

Course Dates

Start Date Duration Location
22 Sep 2022 1d Virtual
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23 Nov 2022 1d Virtual
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Course Director

Debbie Clewes

Debbie is a very experienced consultant working with the CIM for many years delivering tailored in-company strategic marketing workshops across sectors including Tesco, British Heart Foundation, Rolls Royce and Barclays. She also helps marketers achieve their professional qualifications on the CIM Diploma in Professional Marketing and the Marketing Leadership Programme and leads an MBA Strategic Marketing module. Debbie is very positive, friendly and engaging and is genuinely interested in her delegates and their individual needs. She is focused on presenting the most useful strategic marketing frameworks and working collaboratively to apply these, helping inspire change and improve performance.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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