Strategic Marketing Management (SMM) Track

Strategic Marketing Management Track

Merging strategy with marketing for market dominance

4.7/5

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Track Overview

The Strategic Marketing Management (SMM) Track is a specialized pathway focusing on the intersection of strategy and marketing. It equips participants with the tools to craft, implement, and evaluate marketing strategies in alignment with organizational goals. The track delves deep into market analysis, segmentation, positioning, and the strategic use of marketing mix elements. By understanding the broader business context, participants learn to drive sustainable market growth and achieve competitive advantage.

Track Consists of 3 CMI Courses
Find the details below

1: Strategic Marketing

Strategic marketing is a methodical approach to promote a company's products or services in alignment with its broader objectives. It encompasses market research, target segmentation, brand positioning, product development, pricing, promotion, distribution, and ongoing evaluation. The goal is to ensure effective market presence, align with the company's vision, and achieve sustainable growth.

In this course, you will be introduced to:

Integrated Project Management
Audience Engagement and Market Analysis
Strategic Branding and Messaging
Company Overall Planning and Alignment
Resource and Product Optimization
Budgeting and Financial Strategy

You can find the curriculum below:

Principles of Strategic Marketing

Principles of Strategic Marketing encompass foundational guidelines that align marketing strategies with an organization’s broader vision. They emphasize understanding the role of marketing, conducting situation audits, integrating corporate social responsibility, and executing targeted market tactics like segmentation. This alignment ensures efficient resource use, product innovation, and a strong relationship strategy, driving success in a competitive landscape.

Lessons

Definition of Strategic Marketing
Corprate Strategy Vs Marketing Strategy
Market Research
Designing Market strategy
The Marketing Mix
Customer Relationship Management
E-Marketing

The Strategic Marketing Plan

A Strategic Marketing Plan starts by aligning the Marketing Plan with business objectives, followed by its Implementation. Through Marketing audit and Monitoring systems, businesses gauge their competitive position and measure success using KPIs and marketing metrics. This plan, bound by effective budgeting and strong branding, also anticipates challenges with contingency planning and explores apt market entry strategies.

Lessons

Marketing Plan
Marketing Plan Audit
Competitive Advantage
Key Performance Indicators
Branding
Budgeting
Contingency Planning
Marketing Entry Strategies

Strategic Analysis Methdology

Strategic Analysis Methodology is a systematic approach to understand an organization’s position by evaluating the external environment and key stakeholders’ expectations. It contrasts primary and secondary data while monitoring competitors and market shifts. The methodology incorporates diverse tools like SWOT, Porter’s Five Forces, and the BCG Matrix, to assess political, economic, and legal shifts, ensuring comprehensive insights for informed decision-making.

Lessons

Phases of strategic management
Macro Environmental Scanning
Micro Environmental Scanning
Tools of Analysis

Consumer Behavior

Consumer behavior is crucial in tailoring effective marketing strategies, with a deep dive into both B2B and B2C customer dynamics. Through marketing research, including primary and secondary methodologies, businesses decode factors affecting purchase decisions and loyalty. Grasping models like the Black Box and principles of relationship marketing further elucidates the intricacies of demographics, psychographics, and the overall psychology of consumer choices.

Lessons

Principles of Consumer Behavior
Types of Consumer Behavior
B2B Buying Behavior
Customer Loyalty
Relationship Marketing

2: Corporate Communication Strategy

Corporate Communication Strategy is a structured approach that organizations use to convey information to internal and external stakeholders effectively. It outlines the methods and channels for disseminating key messages, aligning communication with the organization's objectives, and managing its reputation. This strategy encompasses public relations, marketing, internal communication, and crisis management, all aimed at building trust, enhancing the company's image, and achieving strategic goals. It ensures consistency in messaging and fosters engagement with various stakeholders for long-term success.

In this course, you will be introduced to:

Avoiding Miscommunication
Enhancing Services
Fostering Transparency
Building Brand Awareness
Boosting Employee Engagement
Attracting Top Talent

You can find the curriculum below:

Fundamentals of Corporate Communication Strategy

The fundamentals of a Corporate Communication Strategy involve understanding the importance and purpose of communication, its flow, various forms, constituents, and channels. It also distinguishes between corporate communication, organizational communication, and marketing communication while addressing corporate social responsibility and crisis communication.

Lessons

Importance of Corporate Communication
Purpose of Communication
Communication flow
Different Forms of Communication
Constituents of corporate communication
What are the Main Channels for Corporate Communications?
Corporate Communication Vs Organizational Communication
Corporate Communication Vs Marketing Communication
Corporate social responsibility
Crisis Communication

Corporate Communication Elements

Corporate Communication Elements include understanding its role in creating corporate identity and managing reputation and brand. It involves knowledge of PR’s role, comprehension of communication strategy concepts and evolution, and awareness of the skills and academic requirements needed for a CCS manager.

Lessons

Building a Corporate Reputation
Corporate Identity
Corporate image and image factors
Corporate Communication of brand management
Media evaluation and campaign evaluation
Public opinion research and media tracking
Corporate Communication Vs Public Relations
How to become a Corporate Communication manager? Strategies

Building Corporate Communications Plan

Building a Corporate Communications Plan involves using various communication tools, creating internal and external strategic communication plans, and assessing communication channels. It also includes conducting internal and external audits to evaluate communication effectiveness for the organization.

Lessons

Characteristics of Corporate Communication
Corporate Communications Tools and channels
Overcoming Barriers to Communication
Identify your key metrics for Corporate Communications Plan
What is a Corporate Communications strategies
How to write Corporate Communication goals
Developing internal Corporate Communications plan
Developing external Corporate Communications plan

3: Research for Strategic Development

Research in strategic development aids businesses in making informed decisions, anticipating market trends, and gaining a competitive edge. Through methods like sampling and data analysis, organizations can discern patterns, innovate solutions, and adapt proactively. By grounding strategy in thorough research, firms ensure resilience and sustained growth.

In this course, you will be introduced to:

Communication Mastery
Project & Data Management
Research & Analysis
Logical & Rational Thought
Creativity & Problem Resolution
Detail & Time Management

You can find the curriculum below:

Research Proposal

Constructing a concise, professional proposal is crucial. It should clearly clarify the reasons for the research and delineate its significant milestones, ensuring stakeholders understand the value and roadmap of the study.

Lessons

Company overview
Business Objective
Research Budgeting
Proposal Writing

Research Methodology

It’s vital to select a methodology that aligns seamlessly with the research objectives. This choice determines how data will be captured and guides the specific collection methods, ensuring relevance and coherence throughout the study.

Lessons

Literature review
Data collection manager? Strategies

Sampling Techniques

Sampling involves selecting a representative group from a larger population. This subset, or sample, should be carefully chosen so that its analysis yields results as accurate as studying the entire population. Determining an appropriate sample size is essential to maintain representativeness.

Lessons

Sampling techniques
Sample size
Sampling error

Data Analysis

Before diving into analysis, it’s essential to validate the data’s integrity and relevance. Post-validation, the results are then intertwined with business needs, leading to actionable insights and strategic plans.

Lessons

Data validation
Data Analysis
Data interpretation

Reflection and Case Study

After completing the research, it’s valuable to introspectively reflect on the process, evaluating its strengths and areas for improvement. Synthesizing the core findings and juxtaposing them against a real-world case study can provide additional depth and applicability.

Lessons

Self-reflection
Case study

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Track Outcomes

Avoiding Miscommunication

Enhancing Services

Fostering Transparency

Building Brand Awareness

Boosting Employee Engagement

Attracting Top Talent

Communication Mastery

Project & Data Management

Research & Analysis

Logical & Rational Thought

Creativity & Problem Resolution

Detail & Time Management

Integrated Project Management

Audience Engagement and Market Analysis

Strategic Branding and Messaging

Company Overall Planning and Alignment

Resource and Product Optimization

Budgeting and Financial Strategy

CMI Recognition & Accreditation

Once you finish your Track you will be eligible to use this CMI Foundation Chartered Manager badge across your credentials

CMI Employer Accreditation offers you a unique opportunity to be able to reward your teams’ with nationally-recognised qualifications, as part of your in-house training. Give your team the competitive edge and provide them with practical tools that can be applied straight into the workplace.

CMI represents the benchmark for Management and Leadership skills. Backed by our Royal Charter, we are the only professional body able to offer Chartered status for your managers and leaders. Included with accredited solutions like: 12 months membership with CMI, offering digital resources, networking, mentoring and skills support.

The Chartered Management Institute (CMI) is the only organization that can award Chartered Manager status, the highest accolade for managers and leaders. For 75 years, we have inspired modern managers to become successful, confident leaders.

With CMI as your lifelong career partner, you will always have access to support, guidance and development opportunities to help you achieve your professional goals, and achieve the ultimate management accolade, Chartered Manager status.

Defining your strengths against CMI’s Professional Standard, their Career Journey map identifies opportunities to develop your management and leadership skills, whatever stage of your career you’re at.

Each Chartered Manager boosts their business revenue by £62k every year

74% of students on CMI accredited courses acquired the skills to lead change and innovation

81% of students on CMI accredited courses recognized their ability to develop people and capabilities

Boost Your Career Today

3 Installments

$700

/ per month

One Time Payment

$1680

Hear what our students and alumni have to say about their experience with our SMM Track

"The SMM Track was a comprehensive journey through strategic marketing, touching all its vital facets. It's transformed my perspective on market strategies."

Faisal Al-Otaibi

"From communication strategies to research techniques, the SMM Track offers a holistic view on modern marketing. It's been invaluable in broadening my skills."

Nadia Al-Mohannadi

"Embarking on the SMM Track was the best decision for my career. Each course, meticulously designed, gave me a unique set of tools to navigate today's marketing challenges."

Zayed Al-Nahyan

"The balance of theory and practice in the SMM Track is unparalleled. It's shaped my approach to marketing, making it more strategic and result-driven."

Strategic Marketing Management (SMM) Track