Advanced Marketing Strategies - Driving Business Growth & Sustainability

Marketing Institute of Singapore - Executive Development

Course introduction

Radical changes in the market place pose great challenges to businesses performance. With product-markets maturing in the competitive landscape, customers' expectations for superior value from the goods and services escalating, and technological changes in the macro-environment, what was once effective marketing strategies are no longer as successful. To strengthen the firm's position and growth, businesses centre their marketing activities on the primary goal of satisfying customer needs in a competitive marketing environment, and compete with effective marketing strategies to seize market opportunities to increase shareholder value. This one-day advanced course will extend participants' marketing skills and knowledge in using tools, strategies, and best practices to formulate growth-oriented marketing strategies. It will cover a practical framework for driving marketing strategy through an understanding of the organisation's position and a systematic set of techniques to identify and realise market potential. Participants should preferably have completed the 2-day course on Effective Marketing Strategies.

Course Benefits

  • Adopt marketing framework for winning customers and achieving marketing objectives
  • Develop market analysis skills to capture market opportunities
  • Be more effective and efficient in marketing decisions and marketing strategies

Target Audience

Marketing Professionals across all levels of management and senior management of business owners.

Course Outline

  • Develop a framework to drive marketing strategy that aligns with corporate objectives
  • Re-assess firm's businesses, customer segments, partners and competitors for developing marketing strategies
  • Decide which objectives, markets, and competitive strategies to pursue
  • Re-thinking marketing strategies beyond marketing mix strategies to protect market position
  • Evaluate competitive strategy options that differentiate you from your competitors
  • Develop different targeting strategies for different opportunities to capture larger market shares
  • Decide market entry strategies from a pioneer or a follower's perspective
  • Formulate marketing strategies from the pioneer and follower's position
  • Determine growth-market strategies options for the market leader and its challengers
  • Determine growth-market strategies options for mature and declining markets
  • Develop marketing strategies to serve new economy markets
  • Checklist on measuring and delivering marketing performance

Available Course Sessions

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Trainer Profile

Cecilia Sim

Cecilia Sim is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. She includes gap analysis training methodology and walks the participants through self-discovery process to review past and existing workplace experiences, highlight necessary changes and revitalise next action steps for personal development and better results.

Cecilia is a bilingual facilitator who conducts programs according to learners and organisational background, needs and requirements. She has strong people skills and cross-border experiences to work with participants across different industries and cultures in the region. Her 20 years of extensive industry experiences came from her previous roles as Trainer/Facilitator, Sales Consultant, Assistant Director, and General Managers in various industries ranging from information technology, education, membership and management consulting. Her past corporate sales and marketing experiences include sales support for information systems, promotion of high profile memberships for MNC, SMEs and startup in many fields. She was responsible for portfolio repositioning, change management, sales results and performance of her team and organisation in her previous positions.

Her key competencies include corporate training, course development, and management consultancy services in the areas of sales and marketing, communication, customer services, supervisory management and mentoring.

Among many others, Cecilia's corporate clients include Ascendas Services Pte Ltd, Chemipac Marketing Services, Koda Ltd, ComfortDelGro Rent-A-Car Pte Ltd, Premier Rent a car, Diethelm Singapore Pte Ltd, Nike, Inc, MTU Asia, Kennametal Pte Ltd, American Express Singapore, Sime Darby Singapore Ltd, Spa Esprit, Applied Materials, SL Global Pte Ltd, Yung Wah Ind Co (Pte) Ltd, YHI Corp (Singapore) Pte Ltd, Chubb Singapore Pte Ltd, City Development Limited, Goodwood Park Hotel, York Hotel, PSC Group Limited, Singapore Food Industries Ltd, People's Association, WDA, Ministry of Education, Ministry of Defense, Singapore Police Force, People's Association, SAFRA. Her participants include organisations from Indonesia, Malaysia, Thailand, Vietnam, India, Pakistan, Australia, China and Hong Kong.

She holds a Master of Business Administration from University of Adelaide, Australia, Bachelor of Business Administration (Honor, major in Management Information System) from Northeastern University, Boston, USA. She also holds an Advanced Certificate in Training and Assessment (ACTA), WSQ. She is also a certified trainer for Service Professional (CSP) and GEMS.