IHM Growth & MarketingStrategy.

Course description MODULE 1: Situational analysis of the growth opportunities in a product category The learning focuses on identifying the company's current business challenge in a specific product category by analysing the strengths and weaknesses of the brand and the performance of the range of products and services offered under the brand name. The learning journey also includes identifying and evaluating the competitive and environmental factors and the buying patterns driving the growth of the level of demand in the product category now and in the future. Observations made and conclusions reached then determine the scope and mission of the marketing strategy. MODULE 2: Design and implementation of the marketing strategy The learning focuses on how to adapt and develop the brand, the product offering and the go-to-market approach to fulfil the marketing strategy's scope and mission. The learning journey includes managing changes in customers' requirements and needs, distribution and media channels' reach, spending on brand building and sales activation, and the marketing strategies of competing brands. This module also covers various conflicts of interest in the distribution channel and conflicting goals in the organisation when implementing a new marketing strategy. MODULE 3: Determining the scope and mission of the marketing strategy In this module, participants are assigned in groups to independently help an external client with a current market opportunity or a performance problem in a product category. The learning journey includes researching and performing a situational analysis and using these findings to define the business challenge in the product category and recommend the scope and mission of a marketing strategy that will overcome the performance problem or successfully manage the market opportunity of the external client. Scope: The course covers approximately 400 hours, of which about 100 hours are teacher-led. The remainder includes time for private study (recommended time or more) and examinations.