Marketing Strategy and Planning

How can you develop a world-class marketing strategy?

How can you create a marketing strategy that gives your organisation a competitive edge? This Postgraduate Award will provide a step-by-step process for creating a world-class strategic marketing plan that delivers growth and profits.

You will explore practical tools and frameworks that allow you to gain maximum impact from your limited resources. These begin with contemporary approaches to understanding both business and consumer markets and uncovering unmet needs. You will then learn techniques for prioritising highly attractive customer groups and developing differentiated value propositions for them.

The course will also discuss today’s marketing leadership challenges, notably around digitalisation, sustainability, and the need for agility in a rapidly changing environment. You will be able to apply your learning straight back into your current role, as you will be encouraged to use the tools and frameworks to develop strategies for your own organisation.

Start Date 10 October 2023
Duration 4 days
Location London - The Shard
Format Part-time
Fees £4,200 *

* See fees and funding for fees breakdown.

Duration

This Postgraduate Award will run across four days of face-to-face teaching at our London base in The Shard, with a six week window to complete your assignments.

Structure

Day one: Prof Mairead Brady explores and critiques marketing leadership. You will address how marketing managers and leaders can develop agility to balance conflicting demands and explore some of the challenges of digital transformation.
Day two: Led by Prof Hugh Wilson. You will explore market definition and market mapping, looking at defining product-markets and needs-based segmentation. You will also develop an understanding of assessing market attractiveness and competitive position.
Day three: Led by Prof Hugh Wilson. You will look at defining marketing objectives and strategies, exploring how you can organise the marketing planning process. You will also discuss key themes such as sustainability and marketing.
Day four: To consolidate your learning, you will be asked to develop a portfolio matrix of your products and segments, propose some priorities, and develop marketing objectives and strategies for a customer group.

What will you learn?

You will be able to effectively review markets and select the most powerful way of segmenting them
You will learn key techniques for focusing resources such as the directional policy matrix
You will enhance your skills in developing differentiated value propositions
You will learn how best to organise a planning process
You will reflect on how best to handle contemporary marketing leadership challenges such as disruption, digitalisation and sustainability.

"This Postgraduate Award addresses the core challenges faced by marketing leaders across all sectors: how to prioritise their limited resources; how to be agile in a turbulent environment; and how to work cross-functionally to grow revenue and profits. The course is practical and hands-on, leaving you with actionable tools and insights that you can apply straight away."

Hugh Wilson Course Director

Benefits to you and your business

Applied learning - Each Postgraduate Award provides knowledge, tools and strategies to take straight back to the workplace. Assignments directly link what is learnt in the classroom to your organisation.
Flexible on time - This Postgraduate Award will run across four days of face-to-face teaching at our London base in The Shard, with a six week window to complete your assignments.
Flexible on finance - You can pay for each Postgraduate Award individually, allowing you to build up to higher awards gradually, when budget allows.

Which other PGAs should you consider?

Explore the PGAs that would work well with Marketing Strategy and Planning:

Start Date 10 October 2023
Duration 4 days
Location London - The Shard
Format Part-time
Fees £4,200 *

* See fees and funding for fees breakdown.

Qualifications Available

Postgraduate Award (PGA)

Through a short concentrated period of study you will rapidly delve into a subject area and develop projects to apply directly to your organisation.

Successful completion of four Postgraduate Award modules plus an assessed Project Module, will grant you an Executive Diploma in one of our specialist subject areas or in Advanced Management.

VIEW OUR SUBJECT-SPECIFIC POSTGRADUATE AWARDS

Postgraduate Certificate

Successful completion of three Postgraduate Awards will grant you a Postgraduate Certificate.

It is ideal if you aren't sure whether you want to take your studies onto the Executive Diploma level, but want to make your mark with an accredited qualification from the University of Warwick, and enhance your CV.

VIEW OUR SUBJECT-SPECIFIC POSTGRADUATE AWARDS

Executive Diplomas

Successful completion of four Postgraduate Award modules plus an assessed Project Module, will grant you an Executive Diploma in one of our specialist subject areas.

You can complete your Executive Diploma in just over one year, through four modules each studied over four days. If you need more flexibility, then you also have the option to stack your qualification by applying for a single Postgraduate Award at a time.

VIEW OUR SUBJECT SPECIFIC EXECUTIVE DIPLOMA PATHWAYS

Design your own Executive Diploma

Tailor your qualification by completing any four Postgraduate Award modules from our selection of subject areas below, plus the assessed Project Module to gain an Executive Diploma in Advanced Management.

If you need more flexibility, then you also have the option to stack your qualification by applying for a single Postgraduate Award at a time.

VIEW THE EXECUTIVE DIPLOMA IN ADVANCED MANAGEMENT