Professional Certificates

Strategic Marketing Professional Certificate

15 ساعات

CMI

Global Marketing Recognition: Achieve an internationally recognized Strategic Marketing Certificate that enhances your credibility as a marketing professional.
Career Growth & Market Advantage: Develop strategic marketing skills proven to enhance organizational competitiveness and growth, setting you apart in the marketplace.
Foundation for MBA: This Strategic Marketing Certificate covers 10% of the accredited MBA program requirements, making it a valuable graduate certificate stepping stone.
Exclusive Digital Resources: Enjoy one-year of free access to ManagementDirect’s marketing research, campaign tools, data analysis, and digital marketing resources.
Flexible & Supported Learning: Self-paced learning complemented by personalized expert sessions designed around your professional schedule.

Course Content

Live sessions

test 1
test 2

Unit 1:Marketing Fundamentals | Principles of Strategic Marketing
Develop a strong foundation in strategic marketing by understanding its principles and how they align with an organization’s broader objectives. This module emphasizes effective resource allocation, innovative product strategies, and relationship-driven marketing tactics.

Module Introduction
Unit Objectives
Lesson 1:Definition of Strategic Marketing – Index
Video
Lesson 1:What is Strategic Marketing?
Lesson 1:Phases in the strategic marketing planning
Lesson 1:Marketing mix strategy
Lesson 1:Implementation phase
Lesson 1:guidelines for strategic marketing planning
Lesson 1:Preparing a strategic marketing plan
Lesson 1:The importance of strategic marketing
Lesson 1:Difference between strategic marketing & a marketing strategy
Lesson 1:Strategic Marketing Planning- further reading
Lesson 1:Marketing Strategy- further reading
Lesson 1: Quiz
Lesson 2:Corporate Strategy VS. Marketing Strategy. – Index
Lesson 2:Corporate strategy VS Marketing strategy – Video
Lesson 2: Corporate strategy main tasks
Lesson 2: Corporate strategy main tasks – Allocation of Resources
Lesson 2: Corporate strategy main tasks – Organisational Design
Lesson 2: Corporate strategy main tasks – Portfolio Management
Lesson 2: Corporate strategy main tasks – Strategic Tradeoffs
Lesson 2: Levels of Strategies
Lesson 2: Vision, mission and objective of Companies
Lesson 2: Examples of the Best Mission Statements
Lesson 2: Examples of the Best Vision Statements
Lesson 2: Goals & Objectives
Lesson 2: The 7 Steps to Setting S.M.A.R.T.E.R. Goals
Lesson 2: Objectives
Lesson 2: Comparison between Goals & Objectives
Lesson 2: Strategies
Lesson 2: Business Strategy Vs Marketing Strategy – Video
Lesson 2: Quiz
Lesson 3: Market Research. – Index
Lesson 3: Integrated Marketing Process
Lesson 3: Stage1: Market Research
Lesson 3: key objectives of market research
Lesson 3: Market research importance
Lesson 3: Market Research Methods and Examples
Lesson 3: Types of Market Research- Primary market research
Lesson 3: Qualittive Vs. Quantitaive research
Lesson 3: Types of Market Research- Secondary Market Research
Lesson 3: Steps for conducting Market Research
Lesson 3: Quiz
Lesson 4:Designing Marketing Strategy – Index
Lesson 4:STP
Lesson 4:Segmentation
Lesson 4:Targeting
Lesson 4:Positioning
Lesson 4:STP Marketing (Segmentation, Targeting, Positioning) – Video
Lesson 4: The full STP model
Lesson 4: Define the market
Lesson 4: Create audience segments
Lesson 4: Construct segment profiles
Lesson 4: Evaluate the attractiveness of each segment
Lesson 4: Select target audience/s
Lesson 4: STP conclusion – Video
Lesson 4: Quiz
Lesson 5: The Marketing Mix – Index
Lesson 5:The Marketing Mix – Video
Lesson 5:The marketing mix definition
Lesson 5:The marketing mix – Product
Lesson 5:The marketing mix – Price
Lesson 5:The marketing mix – Place
Lesson 5:The marketing mix – Promotion
Lesson 5:Tools of Integrated Marketing
Lesson 5:Tools of Integrated Marketing – Mobile Marketing
Lesson 5:Tools of Integrated Marketing – Social Media Marketing.
Lesson 5:Tools of Integrated Marketing – Public Relations
Lesson 5:Tools of Integrated Marketing – Sponsorship
Lesson 5:Tools of Integrated Marketing – Advertising
Lesson 5:Tools of Integrated Marketing – Sales Promotion
Lesson 5:Tools of Integrated Marketing – Direct Marketing
Lesson 5:Tools of Integrated Marketing – Personal selling
Lesson 5:Brand communication
Lesson 5:People
Lesson 5:Process
Lesson 5:Physical Evidence
Lesson 5: Extended Marketing Mix (7P’s) | A-Level, IB & BTEC Business – Video
Lesson 5: Quiz
Lesson 6: Customer Relationship Management – Index
Lesson 6:CRM
Lesson 6:What is CRM Database?
Lesson 6:What is CRM Automation?
Lesson 6:CRM Automation software
Lesson 6:CRM Automation Benefits
Lesson 6:Applications on CRM – Video
Lesson 6: Quiz
Lesson 7 : E Marketing – Index
Lesson 7: E-marketing
Lesson 7: Internet Marketing: Definition and focus
Lesson 7: Digital Marketing: Definition & Aspect
Lesson 7: Factors applicable for almost all e-marketing scenarios
Lesson 7: E-Marketing “impact/trends/how to implement?” – Video
Lesson 7: A study on digital marketing: case study with special reference to amazon.com – Further readings
Final Exam Unit 1

unit 2:Marketing Strategy (Plan) | The Strategic Marketing Plan.
Learn how to create and execute a comprehensive marketing plan aligned with business objectives. This module covers competitive analysis, budgeting, branding, and the use of KPIs to measure success.

Unit Objectives
Unit Introduction
Lesson 1:Marketing Plan -Index
Lesson 1:marketing plan
Lesson 1:marketing plan – KEY Elements
Lesson 1:The marketing plan
Lesson 1:Marketing Plan vs. Business Plan
Lesson 1:Sample Marketing Plan Template – Further Readings
Lesson 1:Marketing plan VS marketing strategy – Further Readings
Lesson 1: Quiz
Lesson 2: Marketing Plan Audit – Index
Lesson 2: Marketing Plan Audit
Lesson 2: Marketing Audit Types
Lesson 2: Internal Variables
Lesson 2: Quiz
Lesson 3: Competitive Advantages – Index
Lesson 3: Examples of Competitive advantages – Video
Lesson 3: Examples of Competitive advantages
Lesson 3: Types of Competitive Positions
Lesson 3: The available alternatives for strategic behavior
Lesson 3: Examples of Competitive Position
Lesson 3: Quiz
Lesson 4: Key Performance Indicators – Index
Lesson 4: Key performance indicator
Lesson 4: KPI Meaning vs Metrics Meaning
Lesson 4: Why you need key performance indicators.
Lesson 4: Types of KPIs
Lesson 4: Developing the right KPIs
Lesson 4: KPI case study – Video
Lesson 4: KPI marketing – Further Readings
Lesson 4: Quiz
Lesson 5: Branding
Lesson 5: Introduction of Branding – Video
Lesson 5: Strategic Brand Management
Lesson 5: Key ingredients of customer based brand equity
Lesson 5:Brand Knowledge
Lesson 5:Brand Awareness
Lesson 5:Brand Image
Lesson 5: what is branding – Further Readings
Lesson 5: Brand and Branding – Further Readings
Lesson 5: Branding knowledge Brand building beyond product and service brand – Further Readings
Lesson 5: Quiz
Lesson 6: Budgeting – Index
Lesson 6: Strategic Brand Management
Lesson 6: The size of the marketing budget
Lesson 6: Strategic budgeting
Lesson 6: The focus of strategic budgeting
Lesson 6: Strategic Budgeting Process
Lesson 6: Marketing budget towards an effective marketing plan – Further Readings
Lesson 6: Free marketing budget templates – Further Readings
Lesson 6: Strategic Budgeting case study – Video
Lesson 6: Quiz
Lesson 7: Contingency Planning – Index
Lesson 7: Contingency planning
Lesson 7: Contingency planning seven steps
Lesson 7: Contingency Planning – Video
Lesson 7: Types of Contingency Plans
Lesson 7: Benefits of a Contingency Plan
Lesson 7: Example of a Contingency Plan
Lesson 7: Contingency FAQs
Lesson 7: Strategic Coherence definition
Lesson 7: Leadership Development
Lesson 7: Briefing Method with Example for good & bad briefing – Video
Lesson 7: Things to know about coronavirus contingency planning – Further Readings
Lesson 7: Coherence model between marketing culture and marketing effectiveness – Further Readings
Lesson 7: Top ten cultural risks global business – Further Readings
Lesson 7: Cultural Risks in Global Business – Further Readings
Lesson 7: Quiz
Lesson 8: Marketing Entry Strategies – Index
Lesson 8: Marketing Entries Strategies – Video
Lesson 8: Marketing Entry Strategies
Lesson 8: 9 main marketing entry strategies
Lesson 8: Waterfall Marketing
Lesson 8: Sprinkler market entry strategy
Lesson 8: The wave market entry
Lesson 8: Market entry strategies – Further Readings
Lesson 8: Market Share | A-Level, IB & BTEC Business – Video
Lesson 8: Quiz
Final Exam Unit 2

unit 3:Strategy (Strategic) Analysis | Strategic analysis methodologies.
Master strategic analysis tools to evaluate an organization’s market position and stakeholder expectations. This module includes macro and micro environmental scanning and advanced analysis frameworks.

Unit Objectives
Unit Introduction – Video
Lesson 1: Phases of Strategic Management – Index
Lesson 1: Phases of Strategic Management – Overview
Lesson 1: Four Phases of Strategic Management
Lesson 1: Case Studies
Lesson 1: Levels of Strategies with Persons Most Resposible
Lesson 1: Quiz
Lesson 2: Macro Environmental scanning – Index -Part One
Lesson 2: Environmental scanning
Lesson 2: How Macro Environmental scanning affect the marketing strategy and when to use each tools
Lesson 2: Macro Environment Factors
Lesson 2: Social and cultural forces
Lesson 2: SWOT Analysis
Lesson 2: SWOT analysis example
Lesson 2: PESTLE
Lesson 2: PESTEL analysis – Further Readings
Lesson 2: Porter 5 forces
Lesson 2: Porter 5 forces – Threat of New Entrants
Lesson 2: Porter 5 forces – Rivalry among Existing Firms
Lesson 2: Porter 5 forces – Threat of Substitute Products or Services
Lesson 2: Porter 5 forces – The Bargaining Power of Buyers
Lesson 2: Porter 5 forces – The Bargaining Power of Suppliers
Lesson 2: The Relative Power of Other Stakeholders
Lesson 2: competitive-analysis-frameworks- Further readings
Lesson 2: Macro Environmental scanning – Index -Part Two
lesson 2: Ansoff Matrix
Porter’s Five Forces – Video
Lesson 2: Ansoff Matrix -Market penetration
Lesson 2: Ansoff Matrix -Market Development
Lesson2: Ansoff Matrix -Product Development
Lesson2: Ansoff Matrix -Diversification
Lesson2: ANSOFF Matrix – Further readings
Lesson 2: Quiz
Lesson 3: Micro Environmental scanning – Index
Lesson 3: How to make Market research ? – Video
Lesson 3: Micro Environment definition
Lesson 3: Micro Environment Factors
Lesson 3: Market Research definition
Lesson 3: Market research importance
Lesson 3: Types of Market Research
Lesson 3: Primary Market Research
Lesson 3: Secondary research
Lesson 3: Steps for conducting Market Research
Lesson 3: Step #1: Define the Problem
Lesson 3: Step #2: Define the Sample
Lesson 3: Step #3: Carry out data collection
Lesson 3: Step #4: Analyze the results
lesson 3: How can researchers measure the obtained results?
Lesson 3: Step #5: Make the Research Report
Lesson 3: Step #6: Make Decisions
Lesson 3: Benefits of Efficient Market Research
Lesson 3: Primary vs. Secondary Data – Further Readings
Lesson 3 : Quiz 🧮
Lesson 4: Tools Of Analysis – index
Lesson 4: Tools of Analysis – Overview
Lesson 4: Porter’s Value Chain Analysis
Lesson 4: The firm’s primary activities
Lesson 4: How to Improve the Value Chain ?
Lesson 4: Market Share Analysis
Lesson 4: Market share analysis activites
Lesson 4: marketshare – Furether Readings
Lesson 4: Internal Surveys & Statistical
Lesson 4: The Theoretical Foundations of Employee Survey Research
Lesson 4: Employee survey research
Lesson 4: managing employee surveys – Further Readings
Lesson 4: Explanation with examples of Porter’s Value chain analysis in marketing – Video
Lesson 4: TWOS Analysis
Lesson 4: Explanation with examples of BCG analysis in marketing – Video
Lesson 4: BCG analysis
Lesson 4: The Use of the Growth-Share Matrix in Strategic Planning – Further Readings
Lesson 4: Life Cycle Analysis
Lesson 4: Life Cycle Analysis- 4 stages
Lesson 4: Resources analysis
Lesson 4: In-depth Resource Analysis with VRIO
Lesson 4: Definition of objectives and the scope of study
Lesson 4: Resources analysis – Video
Lesson 4: Strategic management 3 Resource analysis, competences – Further Readings
Final exam

unit 4:Consumer-Buyer Behavior (Consumer Psychology) | Consumer Behavior.
Gain insights into consumer behavior for both B2B and B2C markets. Understand the factors influencing purchasing decisions and loyalty while applying research methods and relationship marketing principles.

Unit Introduction
Unit Objectives
Lesson 1:Principles of Consumer Behavior – Index
Lesson 1: Introduction of consumer Behavior – Video
Lesson 1: Maslow’s Hierarchy of needs
Lesson 1: Why Maslow’s Hierarchy Of Needs Matters – Video
Lesson 1: Stages of Buying Process
Lesson 1: How exactly can you do that?
Lesson 1: A consumer behavior analysis should reveal
Lesson 1: Check out a few ways you can retain customers in the final stages of the consumer buyer process:
Lesson 1: consumer behavior analysis
Lesson 1: Factors that influence consumer behavior
Lesson 1: Quiz
Lesson 2:Types of Consumer Behavior – Index
Lesson 2: Complex buying behavior
Lesson 2: Dissonance-reducing buying behavior
Lesson 2: Habitual buying behavior
Lesson 2: Variety seeking behavior
Lesson 2: Consumer buyer behavior VS. Consumer markets
Lesson 2: The central question for marketers
Lesson 2&3: Quiz
Lesson 3: B2B buying behavior – Index
Lesson 3:B2B buying Behavior
Lesson 3: Social and professional influences
Lesson 3: The concept of loss aversion
Lesson 3: The status quo bias
Lesson 3: “Buying jobs”
Lesson 3: Early engagement
Lesson 3: How to Adapt Your B2B Sales Strategy
Lesson 3: Examples of B2B buying behavior – Video
Lesson 3: B2B buyers survey takeaways – Further Readings
Lesson 4:Customer loyalty and how to conduct relationship marketing – Index
Lesson 4: Customer Loyalty
Lesson 4: Why customer loyalty is essential
Lesson 4: Customer loyalty helps in effective planning.
Lesson 4: practical ways to make customers Happy
Lesson 4: Measuring loyalty
Lesson 4: Quiz
Lesson 5: Relationship Marketing – Index
Lesson 5: Relationship Marketing
Lesson 5: Relationship Marketing Principles
Lesson 5: Relationship Marketing & Customer Loyalty – Video
Unit Outro
Final Exam Unit 4
Final Exam Quiz

MBA's

Postgraduate Programs

Undergraduate Programs

Strategic Business Management Expert Track

Strategic Financial Management Expert Track

Strategic Marketing Management Expert Track

Strategic HR Management Expert Track

Strategic Marketing Professional Certificate

What Will You Learn?

Course Content

Live sessions

test 1

test 2

Module Introduction

Unit Objectives

Lesson 1:Definition of Strategic Marketing – Index

Video

Lesson 1:What is Strategic Marketing?

Lesson 1:Phases in the strategic marketing planning

Lesson 1:Marketing mix strategy

Lesson 1:Implementation phase

Lesson 1:guidelines for strategic marketing planning

Lesson 1:Preparing a strategic marketing plan

Lesson 1:The importance of strategic marketing

Lesson 1:Difference between strategic marketing & a marketing strategy

Lesson 1:Strategic Marketing Planning- further reading

Lesson 1:Marketing Strategy- further reading

Lesson 1: Quiz

Lesson 2:Corporate Strategy VS. Marketing Strategy. – Index

Lesson 2:Corporate strategy VS Marketing strategy – Video

Lesson 2: Corporate strategy main tasks

Lesson 2: Corporate strategy main tasks – Allocation of Resources

Lesson 2: Corporate strategy main tasks – Organisational Design

Lesson 2: Corporate strategy main tasks – Portfolio Management

Lesson 2: Corporate strategy main tasks – Strategic Tradeoffs

Lesson 2: Levels of Strategies

Lesson 2: Vision, mission and objective of Companies

Lesson 2: Examples of the Best Mission Statements

Lesson 2: Examples of the Best Vision Statements

Lesson 2: Goals & Objectives

Lesson 2: The 7 Steps to Setting S.M.A.R.T.E.R. Goals

Lesson 2: Objectives

Lesson 2: Comparison between Goals & Objectives

Lesson 2: Strategies

Lesson 2: Business Strategy Vs Marketing Strategy – Video

Lesson 2: Quiz

Lesson 3: Market Research. – Index

Lesson 3: Integrated Marketing Process

Lesson 3: Stage1: Market Research

Lesson 3: key objectives of market research

Lesson 3: Market research importance

Lesson 3: Market Research Methods and Examples

Lesson 3: Types of Market Research- Primary market research

Lesson 3: Qualittive Vs. Quantitaive research

Lesson 3: Types of Market Research- Secondary Market Research

Lesson 3: Steps for conducting Market Research

Lesson 3: Quiz

Lesson 4:Designing Marketing Strategy – Index

Lesson 4:STP

Lesson 4:Segmentation

Lesson 4:Targeting

Lesson 4:Positioning

Lesson 4:STP Marketing (Segmentation, Targeting, Positioning) – Video

Lesson 4: The full STP model

Lesson 4: Define the market

Lesson 4: Create audience segments

Lesson 4: Construct segment profiles

Lesson 4: Evaluate the attractiveness of each segment

Lesson 4: Select target audience/s

Lesson 4: STP conclusion – Video

Lesson 4: Quiz

Lesson 5: The Marketing Mix – Index

Lesson 5:The Marketing Mix – Video

Lesson 5:The marketing mix definition

Lesson 5:The marketing mix – Product

Lesson 5:The marketing mix – Price

Lesson 5:The marketing mix – Place

Lesson 5:The marketing mix – Promotion

Lesson 5:Tools of Integrated Marketing

Lesson 5:Tools of Integrated Marketing – Mobile Marketing

unit 2:Marketing Strategy (Plan) | The Strategic Marketing Plan.
Learn how to create and execute a comprehensive marketing plan aligned with business objectives. This module covers competitive analysis, budgeting, branding, and the use of KPIs to measure success.