Strategic Marketing Programme
offered by INSEAD - France

Private University
1 Campus
Estd. 1957

Strategic Marketing Programme
at
INSEAD - France
Overview

Learn how to build a marketing plan based on customer insight and competitor analysis

Duration	5 days
Total fee	₹8.16 Lakh
Mode of learning	Online
Course Level	UG Certificate

Strategic Marketing Programme
at
INSEAD - France
Highlights

Earn a certificate of completion from Insead
Gain hands-on experience of marketing in an international context

Strategic Marketing Programme
at
INSEAD - France
Course details

Skills you will learn

Marketing Research Sales Marketing Competitor analysis Brand management Psychology Brand Strategy Marketing Planning Branding

Who should do this course?

For executives with, or about to take up, marketing responsibilities

What are the course deliverables?

Build a marketing plan
Develop a brand strategy
Evaluate new markets

More about this course

This course will sharpen your marketing skills, including designing, organising, executing and evaluating marketing activities in this complex global environment
You will explore today's big marketing challenges, such as the impact of social media on brand management, low-price competition and market commoditisation
Reframing current challenges as opportunities and providing participants with conceptual and practical tools, you will return to your workplace ready to make a difference

Strategic Marketing Programme
at
INSEAD - France
Curriculum

Marketing strategy

Choosing where and how to compete

Foundations of marketing and application to your industry

Strategic importance of branding, targeting and positioning

Behavioural economics, consumer psychology and the key principles of consumer and managerial decision-making

The marketing mix

Translating strategy into action

Role of new media, including risks and opportunities

Methodology to analyse your brand identity and evaluate its consistency

Role of market research in developing strategies

Importance of managing the product line and sales funnel to adjust to local needs

Allocation of resources to different elements of the marketing mix

Strategic Marketing Programme
at
INSEAD - France
Faculty details

Klaus Wertenbroch, Professor of Marketing

Professor Wertenbroch's teaching focuses on behavioural economics and consumer decision-making, strategic brand management and pricing. He has taught in MBA, PhD and Executive Education programmes in the US, Europe and Asia, and has worked with clients including Allianz, Booz Allen Hamilton, Cemex, Citigroup and ExxonMobil.