MKT-10/ Introduction to Strategic Marketing

3-Day Intensive Course for Marketing, Strategy & Business Professionals

3 Intense Days
7 Hours per Day (Split into two 3.5-hour sessions)

Learning Path Visual

Your journey from customer insight to market impact:

Day 1: Foundations of Strategic Marketing
Explore marketing strategy fundamentals, customer-centric thinking, and the key models that define competitive positioning in today’s digital economy.

Day 2: Segmentation, Targeting & Positioning (STP)
Learn how to segment markets, define buyer personas, and position products effectively. Create messaging strategies and value propositions that stand out.

Day 3: Marketing Mix & Performance Management
Design a go-to-market strategy using the 7Ps. Track impact using KPIs and dashboards. Align strategy with digital channels, customer journeys, and growth metrics.

Course Overview

Marketing isn’t just about promotion — it’s about precision and purpose.
This course gives professionals the tools and frameworks to think strategically about marketing. You’ll learn how to segment and target customers, build brand positioning, craft go-to-market strategies, and measure performance across digital and offline channels.

Designed for those new to marketing strategy or transitioning from operational marketing into leadership roles.

You’ll learn how to:

• Define market segments and prioritize customer targets

• Create strong value propositions and brand positioning

• Apply key strategic tools: SWOT, PESTEL, BCG Matrix, Ansoff, Porter’s 5 Forces

• Design marketing mix strategies (7Ps)

• Align product, price, place, and promotion with customer behavior

• Use marketing KPIs and dashboards to track effectiveness

What’s Inside Each Day

Day 1 — Foundations of Strategic Marketing

• What is strategic marketing? How it differs from tactical marketing

• Marketing in the business model: B2B, B2C, D2C, and platform models

• Core frameworks:

  • SWOT and PESTEL

  • Porter’s 5 Forces

  • BCG Matrix and Ansoff Matrix

• Customer behavior in a digital world

• Workshop: Analyze a market using SWOT and 5 Forces

Focus: Strategy • Market Context • Business Alignment

Day 2 — Segmentation, Targeting & Positioning

• Types of segmentation: demographic, geographic, psychographic, behavioral

• How to define and prioritize target markets

• Building personas and customer journey maps

• Crafting your value proposition (VP)

• Positioning statements and perceptual maps

• Workshop: STP analysis for a real-world product

Focus: Targeting • Positioning • Differentiation

Day 3 — Marketing Mix & Performance Management

• The 4Ps → 7Ps: Product, Price, Place, Promotion, People, Process, Physical Evidence

• Go-to-market strategies (GTM)

• Digital vs. traditional channel strategies

• Budgeting, performance metrics, ROI

• KPIs, dashboards, and analytics

• Workshop: Build a 7P-based marketing strategy with KPIs

Focus: Tactics • Execution • Measurement

Course Goals

By the end of this course, you’ll be able to:

• Understand and apply strategic marketing models

• Segment markets and target customers more precisely

• Create clear, competitive brand positioning

• Design a well-balanced marketing mix aligned with strategy

• Track marketing success through data-driven KPIs

Who Should Take This Course?

• Marketing professionals transitioning into strategic roles

• Entrepreneurs and product owners planning GTM strategies

• Business analysts supporting market growth

• Junior brand managers or campaign planners

• Consultants and coaches advising on growth strategy

• Students or career switchers entering marketing or product roles

Class Reference: MKT-10
Form Updated on: 06/17/2025 (Version 1)
Last Modified on: 06/17/2025

Program Note

Includes editable templates for STP, positioning maps, SWOT, marketing mix planners, and KPI dashboards. Case studies drawn from SaaS, consumer goods, education, and service industries.

Brief pédagogique en français

MKT-10/ Introduction à Strategic Marketing est présenté ici en version synthétique française afin que les équipes pédagogiques puissent évaluer rapidement l'intérêt du module.

Le module s'inscrit dans la famille Management. Il peut être adapté au calendrier de l'école, au niveau Tous niveaux, au volume horaire 3 jours et aux modalités d'évaluation prévues.

Objectif d'intervention

Ce module vise à relier les notions business à des livrables professionnels clairs et évaluables.

Livrables et activités possibles

• présentations, briefs, analyses ou recommandations structurées
• vocabulaire métier et communication avec parties prenantes
• mise en situation autour d'une décision, d'un projet ou d'un cas d'entreprise

Adaptation école

LC peut ajuster le déroulé, la langue d'enseignement, les supports, les exercices et les critères d'évaluation selon la promotion, le diplôme, le niveau d'autonomie attendu et les contraintes de planning.

Pour une version détaillée du syllabus en français, LC confirme le programme final après cadrage du niveau, des heures, du calendrier et des livrables attendus.