Marketing & Communication

Strategic Marketing for Senior Managers

Senior managers must shape marketing strategy that drives growth and competitive advantage. This course covers strategic marketing: market analysis, growth strategies, segmentation and value propositions, competitive strategy, marketing investment decisions, innovation and aligning the organisation around the customer.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Marketing strategy determines where and how the organisation competes. You will learn to lead marketing at a strategic level.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Strategy case studies, growth option workshops, competitive simulations and executive discussions.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Analyse markets and growth opportunities
Choose growth strategies
Define segments and value propositions
Develop competitive strategies
Make marketing investment decisions
Build customer-centric organisations

Target audience

Who should attend.

This course is suitable for:

Senior managers and directors
Marketing directors
General managers
Business unit heads
Strategy professionals

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Strategic analysis
Growth strategy
Value proposition design
Competitive strategy
Investment decisions

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Strategic Marketing

09:00–10:08Marketing and strategy
10:08–11:00Market analysis
11:00–11:30Coffee break
11:30–11:45Market analysis (continued)
11:45–12:53Case study
12:53–14:00Exercise

Day 2Growth

09:00–10:08Growth matrices
10:08–11:00New markets and products
11:00–11:30Coffee break
11:30–11:45New markets and products (continued)
11:45–12:53Prioritisation
12:53–14:00Workshop

Day 3Value Propositions

09:00–10:08Segmentation
10:08–11:00Value propositions
11:00–11:30Coffee break
11:30–11:45Value propositions (continued)
11:45–12:53Positioning
12:53–14:00Exercise

Day 4Competition

09:00–10:08Competitive strategies
10:08–11:00Simulation
11:00–11:30Coffee break
11:30–11:45Simulation (continued)
11:45–12:53Response planning
12:53–14:00Case study

Day 5Investment and Organisation

09:00–10:08Marketing investment
10:08–11:00Customer-centric culture
11:00–11:30Coffee break
11:30–11:45Customer-centric culture (continued)
11:45–12:53Strategy plan
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.