The days of isolated or shielded markets where foreign suppliers or competitors cannot play are no more. All companies now operate in an international environment where customers can be scattered around the globe and new entrants can emerge from any economy with different business models and cost structures. This presents an exciting but daunting challenge for those with responsibility for marketing.
INSEAD’s Strategic Marketing Programme is an intensive five-day programme designed to sharpen your marketing skills in designing, organising, executing and evaluating marketing activities in this complex and constantly altering global environment. Whilst studying the key strategic elements of the marketing process, you will explore today’s big marketing challenges including the impact of social media on brand management, low-price competition and market commoditisation.
- Understand the marketing process and learn how to create a marketing plan using customer insight and competitor analysis, including segmentation, targeting and positioning
- Develop a brand strategy and positioning, leading to the development and management of communication, pricing and distribution strategies, including a focus on new, social media
- Explore the implications of serving multiple markets and of the emergence of new markets as opportunities for sales growth and as threats from new branded entrants into home markets