Strategic Marketing for Competitive Advantage


Course introduction

At the core of every business is the need to obtain, grow and retain customers. The marketing function has always been concerned with understanding and delivering value to that effect. Marketers have to constantly reinvent themselves to keep up with new technologies and changing customers’ expectations in the face of increased global competition.

The strategic marketing workshop provides a comprehensive examination of the latest marketing tools, methodologies and strategies for generating and growing customer value.

Course Benefits

Upon completion of this workshop, participants will be able to;

  • Analysing market opportunities and risks
  • Understanding the buying process and determining customer needs
  • Creating a foundation for marketing success by segmenting the market, assessing competitors and positioning products
  • Creating value for the customers over your competition
  • Developing an integrated marketing strategy, including distribution channels, partnerships and marketing communications Streamlining product portfolio

Target Audience

Managers, Technical, Financial Professional or any functions interfacing with marketing.

Course Outline

Introduction to Marketing Strategy

  • Understanding Vision and Mission
  • Setting Business Objectives the SMART Way
Environment Analysis and Market Intelligence
  • Performing the Internal Audit
  • Analysing the Macro Environment
  • Analysing the Micro Environment
Customers Centric Strategies
  • Customer Needs and Insight
  • Understanding Customers Perception and How to Manage Perception
  • Understanding The Type of Customers and Their Behaviour
Strategic Brand Management
  • The Importance of Branding
  • Brand Value and Brand Equity
Developing the Product Strategy
  • Product Portfolio Planning
  • Adapting the Product Components
Channel Design and Management
  • Partnerships and its Role
  • Channel Leadership
Strategic Pricing and Value Creation
  • Developing Strategies Beyond Demand and Supply
  • Marketing ROI
Integrated Marketing Communication

Developing Your Communication Strategy

Traditional versus Non-Traditional Platforms


The programme has been designed to incorporate role play to simulate corporate marketing functions. Participants are required to apply the marketing knowledge in the decision-making process. The module also encourages learning through a series of lectures, discussions and exercises. While the lectures aim to equip participants with general frameworks and understanding of strategic marketing, the discussion and exercises help individual participant understanding the respective functions of marketing and its role within the organisation.

Participants are also required to make calculated marketing decisions through a series of open discussions with one another from different backgrounds and industries to encourage wider perspectives and viewpoints

Key Information
Duration 2 days
Time 9 am to 5 pm
Date 12 - 13 Mar 2019
10 - 11 Jun 2019
05 - 06 Sep 2019
09 - 10 Dec 2019

Course Fee
Member $818.55
Non-Member $963.00
  • Members enjoy a 15% discount before GST
  • Group Discount (3 or more participants) - 10%
  • All fees are inclusive of 7% GST
Funding Available

  • SDF Grant Amount: S$28.00
  • SDF Course Code:CRS-N-0021687
SkillsFuture Credit
(Individual Singaporean aged 25 and above)
Pre-approved SkillsFuture funding of S$500.00

Available Course Sessions

Please click here to stay updated on upcoming sessions.

Trainer Profile

Dr Donald Tan

All of our Associate Trainers offer our high level of service therefore are subject to regular peer assessments and interview prior to joining our Institute. They must all be qualified and have relevant experience to an agreed level and are subjected to continual audit and evaluation. Strict internal assessment is implemented as an integral part of our quality control mechanism.