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  Marketing Strategies & Applications


One of the most important decisions a company has to make is its marketing strategy. A good marketing strategy appropriate to the company and its operating environment will ensure the long term survival. It will also enable it to sustain its growth and profitability. This course will explore all available marketing strategies that a company can use for its competitive advantage.


To explore frequently-used marketing tools and techniques so as to help develop appropriate marketing strategies. The ultimate goal is to enhance one’s competitive position, and to sustain growth and profitability in the future.

Course Outline!

  1. Strength and Weakness analysis
    • What is SWOT
    • S/W by product and company
    • S/W analysis map

  2. Competitive strategies
    • Competitor comparison by product and company
    • Competitor comparison map
    • Sustainable competitive advantage
    • Market position and strategies

  3. Opportunities and Threat analysis
    • Environmental scanning
    Porter’s threat of 5 forces

  4. Growth strategies
    • Ansoff’s matrix

  5. Product portfolio management
    • Boston Consulting Group model – how companies use to manage their product portfolio
    • Product life cycle strategies - Characteristics and strategies at different stages of PLC

  6. Pricing strategies
    • Importance of pricing
    • Key factors impacting pricing
    • Internal and external forces
    • Pricing strategies
    • Trends affecting pricing decisions

  7. Marketing communication strategies
    • Marketing communication tools
    • Role and importance of promotion
    • Process of marketing communication
    • Marketing communication plan
    • Marketing communication objectives
    • Advertising types and relationship to Product Life Cycle
    • Sales promotion tools, objectives, and strategies
    • Planning promotion process
    • Push versus pull strategy

  8. Distribution channel strategies
    • Types and structures of distribution channel
    • Functions and value of channel members
    • Major trends in distribution channel

Who Should Attend?

All marketing executives and managers who want to learn how to improve their marketing strategy formulation and upgrade their ability to apply marketing strategies to their marketing situations.


This is a very intensive workshop with extensive discussions and exercises. Participants will be expected to present their company’s strategies.

Duration Two Days

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