STRATEGIC MARKETING COURSE (SMC)
RATIONALE
The business environment is
constantly changing - with lifestyles shifting drastically, purchasing power
declining steeply, and consumer buying habits changing rapidly. The marketplace has also become more challenging,
with more and more firms coming in and the competition getting tighter and
keener. This situation has put pressure
on the farsighted small business owner and manager to address the company’s
needs for long-term growth, leadership and survival. It demands that business managers mount strategic directions to
proactively adapt to the market conditions influenced by the changing
activities of both the clients and the competition.
Strategic Marketing considers a
strategic framework of knitting together profit goals and its impact on the
marketing strategy, market and product business portfolio, market segmentation
and positioning strategies. Strategic
marketing provides a perspective and emphasis that extends beyond the
traditional focus on managing the marketing mix.
The course will cover the
following topics:
+ Marketing
Mix
+ Market
Segmentation
+ Industry
and Competition Analysis
+ Product
Planning and Strategy
+ Market
Audit
+ Developing
the Strategic Marketing Plan
At the end of the course, the
participants will be able to:
/ Explain
the seven core marketing concepts;
/ Discuss
approaches in market segmentation, product life cycle strategies, and intensive
growth strategies;
/ Describe
the five major elements of the marketing mix;
/ Illustrate
the product/market portfolio analysis technique and the strategies in each
quadrant of the market-share and market growth matrix;
/ Compare
product positioning and target marketing and strategies; and
/ Formulate
a Strategic Marketing Plan.
The course is open to
owner-managers of small and medium enterprises and/or line managers responsible
for the marketing operations of the company.
COURSE
REQUIREMENTS
In order to be considered a
graduate of the course and be awarded a Certificate of Completion, the
participant should fulfill the following:
·
At least 80% attendance of total number of sessions.
·
Submission and
Presentation of a Strategic Marketing Plan.
The course will use a
combination of lecture-discussion,
exercises, film showing, workshops and case analysis.
Sessions will be conducted at the
3rd Floor of UPISSI.
* For particulars, write or call (
The Chair
Training Department
University of the Philippines
Institute for Small Scale Industries
E. Virata
Hall, E. Jacinto Street
UP Campus,
Diliman, Quezon City 1101
Tel. Nos.
928-7076 to 79
Telefax
No. (632) 920-6923
E-mail: training.issi@up.edu.ph
Homepage: http://www.upd.edu.ph/~issi