This paper applies key strategic and marketing frameworks and tools to the analysis of real organisations, and then develops strategies to enhance their customer-centric positioning and performance.

Why are some companies consistently more successful than others? Why do some companies get ‘left behind’ when their environment changes, while others power ahead? What can senior managers and executives do to drive the performance and growth of their companies in the face of intense competition, uncertainty or even radical disruption in their industries? How can strategy professionals and marketers help these executives?

Strategists craft and implement plans to improve the future prospects and performance of high-performing organisations. Marketers support this by developing and executing integrated marketing, communications and brand strategies. Alignment of strategists and strategic marketers is crucial for designing and implementing sound customer-driven business strategies.

This paper places the practice of applied strategy and marketing at the centre of an organisation’s planning process and will enable the analysis of dynamic business landscapes. Participants develop the ability to choose and combine appropriate tools and concepts into professional end-to-end strategies, as performed in the real business world.

This course equips participants with the tools and skills required for developing strategies such as:

• Assessing a company’s sustainable competitive advantage,
• Analysing industries and competitors,
• Developing and implementing strategies at both business and corporate levels,
• Identifying and targeting attractive market segments,
• Developing a customer value proposition,
• Developing and deploying a cohesive marketing strategy.

At the beginning of the course, students will be introduced to strategy and marketing models and theories. Classroom discussions using cases will allow students to develop case analysis skills and application of the theories to case studies.