Sessions
Discover the next sessions of our open program in marketing strategy below. Click on the session you are interested in to obtain its full calendar.
About
In a globalized economy, a company's marketing strategy must take into account multiple social, cultural and demographic variables. With a good understanding of these, the company can anticipate future trends, consumer behavior and needs, and offer personalized products and services. However, a good understanding of the market does not always guarantee customer loyalty or sales growth. Customers have become more powerful, competition more intense, and society is demanding greater responsibility from companies in their commercial activities.
The aim of this short program is to present the basic concepts involved in developing marketing strategies and, at the same time, to provide participants with practical tools for analysis (e.g. PESTEL, 5-Forces, Ansoff Matrix, BCG Matrix, AIDA), judgment and implementation. Numerous real-life case studies will be discussed in order to broaden participants' spectrum of thinking and bring in innovative ideas.
Learning objectives
- Introduce external and internal concepts for strategic marketing, such as PESTEL, sector analysis and the value chain.
- Identify the variables of the marketing mix (product, price, promotion, placement) and define their roles in marketing strategy.
- Determine the market selection process, types of entry modes and discuss expansion and growth strategies.
Target audience
- Anyone interested in understanding standardization decisions for adapting the marketing mix (price, promotion, placement, product).
- Managers of SMEs or start-ups wishing to establish an effective marketing strategy.
- Marketing and communications directors and managers wishing to update their knowledge and share their challenges.
Program
This short program marketing strategy was built for professionals seeking to learn about fundamental concepts and then practice them trough practical exercises. There is a strong emphasis on practical application supported by academic excellence, with the use of exercises and break-out groups, industry examples and guest speakers. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases .
This approach will allow the participants to deploy the concepts presented during the course as well as forging a strong analytical mindset to tackle future challenges they might face on .
Modalities
admission criteria
MotivationWe offer quality programs accessible to all professionals who have decided to develop new skills.
ParticipationThis short program requires your presence and participation
study rulesPayment terms
Price: 2 250 CHFAll expenses related to continuing education are, except in exceptional cases, tax deductible .
Discount (10%): -225 CHFA discount is offered to Alumni HEC.
Payment terms
