In an increasingly dynamic and competitive business environment, marketing has evolved to become a cornerstone of business strategy. The Course on the Changing Role of Marketing within Business Strategy offers you the chance to acquire the essential skills you need to excel in this booming sector. You’ll learn about the guidance the consumer, competition and the importance of a strategic internal perspective. You will discover the transformative role of CRM and its evolution towards e-CRM, optimising relationship marketing management and mastering the Social CRM to generate leads. You’ll also gain an in-depth understanding of the strategic and operational functions of the marketing, with a particular focus on digital marketing. This course will equip you to carry out effective analysis and planning, from segmentation and positioning right through to the implementation of a comprehensive marketing plan. If you’re looking to broaden your professional horizons and be part of the growing demand for skills in the marketing sector, this course is your best ally.
The Changing Role of Marketing within Business Strategy
Business Communication
200 hours
Introduction
Objectives
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To identify the role of the marketing in business strategy.
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To analyse the focus on customer and its impact on marketing.
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Explore relationship marketing and CRM strategies.
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Understanding the evolution of the CRM to the e-CRM within the company.
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Implement strategies for digital marketing Indeed.
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To evaluate information systems for segmentation market.
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Develop a plan to marketing tailored to the property sector.
Table of Contents
TEACHING UNIT 1. THE ROLE OF MARKETING WITHIN BUSINESS STRATEGY
1. Consumer focus
2. Competence-based approach
Internal guidance
TEACHING UNIT 2. CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
1. Relationship marketing
2. From CRM to e-CRM
3. Customer service strategy
4. Optimisation of Relationship Marketing Management
5. Real-time Management
6. Social CRM and Lead Generation
TEACHING UNIT 3. MARKETING AND STRATEGIC MANAGEMENT
1. Functions of strategic marketing
2. Functions of operational marketing
3. Digital marketing strategies
TEACHING UNIT 4. MARKETING ANALYSIS AND PLANNING
1. Marketing information systems
2. Segmentation
3. Positioning
TEACHING UNIT 5. MARKETING IN THE PROPERTY SECTOR
1. Marketing as a management system
2. The marketing plan
TEACHING UNIT 6. IMPLEMENTING THE MARKETING PLAN
1. Marketing mix: the product
2. Marketing mix: distribution
3. Marketing mix: price
4. Marketing mix: communication/general aspects
5. A customer management model
6. Building brand awareness
7. Face-to-face interaction, contact centres and visitor management
8. Managing the relationship: using the CRM
9. Online property marketing
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