Strategic Marketing Management

This Strategic Marketing Management (HAS-SPI-6011-1.1) module is targeted at senior managers and managers in the sales and marketing industry and for those who wish to embark on a career change to the sales and marketing sector. To stay competitive in the sales and marketing sector, managers are required to achieve their sales target. Hence, companies need to focus on

i) identifying new strategic marketing ideas reaching out to their targeted segments;

ii) changes in consumer behaviour;

iii) quality services / products;

iv) new demand; and

v) possible market share in a dynamic environment.

Digital Marketing has changed the traditional way of reaching out to potential consumers. Marketers who are not IT savvy or trained in the traditional approach to market their products / services faced challenges in learning new methodologies such as social media, video marketing, etc. in reaching out to their consumers in the market through technology. The purpose of this module enabled learners to address their performance gaps through,

i) new strategic marketing approaches;

ii) integration of business objectives with strategic marketing;

iii) exploring marketing best practices from different industries during class; and creating a unique business strategic marketing plan.

Learning Outcome: The above Learning Outcomes were mapped to the Skills Standards in HAS-SPI-6011-1.1.

Direct the development of organisational sales and marketing strategies and business targets to achieve organisational strategic objectives.