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Quest Training

Strategic Marketing Management Training Course

Develops the ability to design, implement and evaluate marketing strategies aligned with business objectives, competitive positioning and long-term growth.

MKT · Marketing & Marketing StrategyAll Levels#2780ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:Marketing & Marketing Strategy

Course Overview

The Strategic Marketing Management Training Course develops the capabilities required to design, implement, and evaluate marketing strategies that support business growth, strengthen competitive positioning, and deliver measurable commercial results. It focuses on aligning marketing decisions with organizational objectives, market conditions, customer expectations, and long-term business priorities. Participants explore strategic market analysis, customer segmentation, targeting, positioning, competitive intelligence, and value proposition development. The course examines how organizations identify attractive market opportunities, allocate marketing resources, differentiate their offerings, and respond to changing customer behaviour and competitive pressures. The programme also addresses integrated marketing planning, brand management, digital marketing alignment, marketing budgets, and performance measurement. Participants learn to translate strategic objectives into actionable marketing plans, select appropriate performance indicators, evaluate campaign effectiveness, and use market insights to improve decision-making. Through practical exercises, business scenarios, and strategic planning activities, participants develop a structured approach to managing marketing functions, coordinating cross-functional teams, and demonstrating marketing's contribution to revenue growth, customer acquisition, retention, and sustainable competitive advantage.

Learning Objectives

  • Analyse market conditions, industry trends, customer behaviour, and competitive dynamics to support strategic marketing decisions.
  • Align marketing strategies with organizational objectives, business models, and growth priorities.
  • Segment target markets using relevant demographic, geographic, behavioural, and business-related criteria.
  • Evaluate market opportunities and prioritize target segments according to commercial potential and strategic fit.
  • Develop clear positioning strategies and differentiated value propositions for target customers.
  • Apply competitive analysis techniques to identify market gaps, threats, and opportunities for differentiation.
  • Design integrated marketing strategies that coordinate brand, digital, content, and traditional marketing activities.
  • Allocate marketing budgets and resources according to strategic priorities and expected business outcomes.
  • Establish key performance indicators (KPIs) to evaluate marketing effectiveness and commercial contribution.
  • Use marketing data and customer insights to refine strategies and improve campaign performance.
  • Strengthen collaboration between marketing, sales, customer experience, and business development teams.
  • Develop a measurable strategic marketing plan with implementation priorities, timelines, and performance controls.

Who Should Attend

This course is designed for professionals responsible for marketing strategy, market development, brand positioning, customer acquisition, and commercial growth. It is particularly relevant to organizations seeking to strengthen their market position, improve marketing effectiveness, and establish a more structured approach to strategic planning and performance management. Suitable participants include: Marketing directors, heads of marketing, and marketing managers. Strategic planning and business development managers. Brand managers and product marketing professionals. Digital marketing managers and campaign strategy specialists. Sales and commercial managers involved in market expansion. Customer experience and customer relationship management professionals. Market research, business intelligence, and marketing analytics specialists. Entrepreneurs and business owners responsible for marketing direction. Department heads and executives involved in business growth and market positioning.

Learning Outcomes

  • Conduct structured market and competitive analyses to support marketing strategy development.
  • Identify and prioritize market segments based on customer needs, growth potential, and organizational capabilities.
  • Develop customer profiles and buyer personas informed by market research and behavioural insights.
  • Formulate positioning statements and value propositions that distinguish offerings from competitors.
  • Translate corporate objectives into measurable marketing goals and strategic initiatives.
  • Build integrated marketing plans that coordinate channels, campaigns, messaging, and customer touchpoints.
  • Establish marketing budgets and allocate resources according to expected returns and strategic value.
  • Select relevant KPIs to measure awareness, acquisition, conversion, retention, and marketing contribution.
  • Interpret marketing performance data and use insights to improve strategic decisions.
  • Evaluate campaign effectiveness and recommend corrective actions based on measurable results.
  • Coordinate marketing activities with sales and other business functions to improve commercial outcomes.
  • Present a practical strategic marketing plan with defined responsibilities, milestones, budgets, and evaluation criteria.

Course Outline

Day 1

Strategic Marketing Foundations and Market Analysis

  • The role of strategic marketing in organizational performance and long-term growth.
  • Understanding the relationship between corporate strategy, business strategy, and marketing strategy.
  • Analysing the external business environment using PESTLE and relevant industry assessment techniques.
  • Evaluating industry structure, competitive forces, and market attractiveness.
  • Conducting SWOT analysis to assess internal capabilities and external market conditions.
  • Identifying customer needs, market trends, emerging opportunities, and potential threats.
  • Understanding customer decision-making processes and factors influencing purchasing behaviour.
  • Using market research, customer feedback, industry reports, and commercial data to inform decisions.
  • Evaluating market size, growth potential, demand patterns, and competitive intensity.
  • Translating market insights into strategic marketing priorities.
  • Practical Exercise: Conduct a market situation analysis for a selected organization, using PESTLE and SWOT frameworks to identify strategic opportunities, competitive threats, and priority marketing challenges.
Day 2

Market Segmentation, Targeting, Positioning, and Value Proposition

  • Principles of market segmentation and its role in effective marketing resource allocation.
  • Applying demographic, geographic, psychographic, behavioural, and organizational segmentation criteria.
  • Segmenting business markets according to industry, organizational size, purchasing behaviour, and operational needs.
  • Evaluating market segments based on attractiveness, accessibility, profitability, and strategic fit.
  • Selecting target markets and developing differentiated approaches for priority customer groups.
  • Building customer profiles and buyer personas using evidence-based insights.
  • Understanding customer value, expectations, purchasing motivations, and decision criteria.
  • Developing a compelling value proposition aligned with customer needs and organizational strengths.
  • Applying positioning strategies to establish a distinctive market identity.
  • Mapping competitor positioning and identifying opportunities for differentiation.
  • Maintaining consistency between customer promises, product or service delivery, and brand communication.
  • Practical Exercise: Develop a segmentation and targeting model for a selected product or service, then create a positioning statement and value proposition supported by customer needs and competitor analysis.
Day 3

Strategic Marketing Planning and Integrated Marketing Execution

  • Structuring a strategic marketing plan around business objectives and measurable outcomes.
  • Translating strategic priorities into marketing objectives, initiatives, and implementation plans.
  • Developing marketing strategies for customer acquisition, market penetration, market development, and product or service growth.
  • Integrating brand management, content marketing, digital channels, public relations, and traditional marketing activities.
  • Designing customer journeys and aligning marketing touchpoints with the customer decision-making process.
  • Selecting appropriate marketing channels according to audience behaviour, campaign objectives, and available resources.
  • Developing campaign briefs, key messages, communication themes, and content priorities.
  • Coordinating marketing and sales activities to improve lead quality and conversion.
  • Establishing responsibilities, implementation schedules, dependencies, and approval processes.
  • Managing marketing execution across internal teams and external agencies.
  • Identifying implementation risks and establishing mechanisms for monitoring progress.
  • Practical Exercise: Prepare an integrated marketing campaign plan for a defined business objective, including target audiences, positioning, channel selection, key messages, activities, responsibilities, and an implementation timeline.
Day 4

Marketing Budgeting, Performance Measurement, and Data-Driven Decisions

  • Principles of strategic marketing budgeting and resource allocation.
  • Developing marketing budgets based on objectives, historical performance, market opportunities, and expected outcomes.
  • Evaluating marketing investment priorities and balancing short-term performance with long-term brand development.
  • Establishing key performance indicators (KPIs) for awareness, engagement, lead generation, conversion, and customer retention.
  • Understanding customer acquisition cost (CAC), customer lifetime value (CLV), conversion rates, and return on marketing investment (ROMI).
  • Using dashboards and performance reports to monitor marketing effectiveness.
  • Analysing campaign results and identifying performance gaps.
  • Interpreting customer, sales, and digital analytics to improve marketing decisions.
  • Conducting campaign testing and applying controlled experiments where appropriate.
  • Evaluating channel effectiveness and reallocating resources based on performance evidence.
  • Developing reporting practices that communicate marketing results to senior management.
  • Distinguishing between activity metrics, outcome metrics, and indicators of strategic business impact.
  • Practical Exercise: Build a marketing performance dashboard for a sample campaign, select relevant KPIs, calculate key commercial indicators using supplied data, and recommend budget adjustments based on the results.
Day 5

Competitive Advantage, Marketing Leadership, and Strategic Implementation

  • Building sustainable competitive advantage through differentiation, customer value, innovation, and brand strength.
  • Evaluating competitive responses and adapting marketing strategies to changing market conditions.
  • Managing brand consistency and reputation across communication channels and customer interactions.
  • Developing customer retention, loyalty, and relationship marketing strategies.
  • Using customer feedback and satisfaction data to identify opportunities for improvement.
  • Integrating digital transformation, marketing automation, and data analytics into strategic marketing operations.
  • Assessing emerging technologies and their implications for marketing planning and customer engagement.
  • Managing ethical marketing, responsible data use, transparency, and reputational risks.
  • Leading cross-functional marketing initiatives and aligning stakeholders around shared objectives.
  • Establishing governance, accountability, and review mechanisms for marketing implementation.
  • Conducting strategic marketing reviews and adjusting priorities based on results and market changes.
  • Preparing implementation roadmaps with milestones, responsibilities, resource requirements, and evaluation criteria.
  • Practical Exercise: Develop a strategic marketing roadmap for a selected organization, integrating market priorities, positioning, marketing initiatives, budget allocation, KPIs, implementation milestones, and a structured performance review process.

Upcoming Dates

Selected date

Baku · 11 – 15 Jan 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
ManamaScheduled
2 – 6 Nov 2026€4,700—
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MuscatScheduled
9 – 13 Nov 2026€5,300—
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MilanScheduled
9 – 13 Nov 2026€6,000—
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OnlineScheduled
15 – 19 Nov 2026€1,700—
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ParisScheduled
23 – 27 Nov 2026€5,700€5,130until 2 Nov
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RiyadhScheduled
30 Nov – 4 Dec 2026€4,200€3,780until 9 Nov
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RomeScheduled
7 – 11 Dec 2026€5,800€5,220until 16 Nov
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ViennaScheduled
14 – 18 Dec 2026€5,700€5,130until 23 Nov
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AbujaScheduled
21 – 25 Dec 2026€5,100€4,590until 30 Nov
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AccraScheduled
28 Dec 2026 – 1 Jan 2027€5,100€4,590until 7 Dec
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AmmanScheduled
3 – 7 Jan 2027€3,100€2,790until 14 Dec
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AmsterdamScheduled
4 – 8 Jan 2027€5,400€4,860until 14 Dec
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BakuScheduled
11 – 15 Jan 2027€4,800€4,320until 21 Dec
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BarcelonaScheduled
18 – 22 Jan 2027€5,400€4,860until 28 Dec
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CairoScheduled
25 – 29 Jan 2027€3,300€2,970until 4 Jan
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Cape TownScheduled
1 – 5 Feb 2027€5,100€4,590until 11 Jan
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CasablancaScheduled
8 – 12 Feb 2027€4,300€3,870until 18 Jan
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DammamScheduled
15 – 19 Feb 2027€4,200€3,780until 25 Jan
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DohaScheduled
15 – 19 Feb 2027€4,400€3,960until 25 Jan
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DubaiScheduled
21 – 25 Feb 2027€4,400€3,960until 1 Feb
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GenevaScheduled
1 – 5 Mar 2027€6,300€5,670until 8 Feb
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IstanbulScheduled
8 – 12 Mar 2027€4,700€4,230until 15 Feb
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JeddahScheduled
14 – 18 Mar 2027€4,200€3,780until 22 Feb
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KigaliScheduled
22 – 26 Mar 2027€5,100€4,590until 1 Mar
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LisbonScheduled
29 Mar – 2 Apr 2027€5,400€4,860until 8 Mar
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Kuala LumpurScheduled
29 Mar – 2 Apr 2027€4,400€3,960until 8 Mar
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LondonScheduled
5 – 9 Apr 2027€5,600€5,040until 15 Mar
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MadinahScheduled
12 – 16 Apr 2027€4,200€3,780until 22 Mar
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MadridScheduled
19 – 23 Apr 2027€5,400€4,860until 29 Mar
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MakkahScheduled
26 – 30 Apr 2027€4,200€3,780until 5 Apr
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