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Strategic Marketing

Post-Experience Module Outline


Strategic Marketing (SM)



In order to achieve sustained competitive advantage, companies need to meet or exceed customer's requirements. Most managers within the operational functions of a manufacturing or engineering company will have mainly "internal" customers. These managers need to appreciate the impact of their actions on the external customer and understand how to deal correctly with the external customer in order to align the whole business with the market.


Objectives: On completion, the participant will be able to: 

  1. Understand the role of marketing as a discipline and as a business function.

  2. Understand the marketing process.

  3. Appreciate the elements of the marking mix and their inter-relationships.

  4. Relate their own role to the marketing process and the external customer.



  1. The concept of marketing.

  2. Marketing process.

  3. The product life cycle.

  4. Market definition external factors.

  5. Market segmentation and positioning.

  6. The marketing mix (product, price, promotion, and place).

  7. Marketing research.

  8. Implementation and control of marketing plans.

  9. Syndicate work on Case Studies.


Duration: 2.5 Days

Assessment: Post Module Assignment

This module is approved by BAE SYSTEMS as a Manufacturing Developing You (MDY) programme “Elective Module”.