IHM Growth & Marketing Strategy.

Course description SUB-QUALIFICATION 1: The current state of the brand, the value proposition and the conditions for growth in a product category The learning focuses on how, based on the company's business challenge in the product category, to assess the strengths and weaknesses of the brand and of the range of products/services offered under the brand's name. In addition, the learning covers identifying and assessing the competitive and external factors that shape the growth phase that currently characterises the product category. The observations and conclusions then become the starting point for choosing the direction of the marketing strategy. SUB-QUALIFICATION 2: Designing and implementing the marketing strategy The learning focuses on developing the ability to shape the brand, the range offered under its name and the go-to-market plan, based on different conditions in the business and in the market. This includes being able to master variations and changes in customers' demands and needs, distribution and media channels, investments in brand building and sales activation, and competing brands' strategies. When a new marketing strategy is implemented, various conflicts of goals and interests arise both in the distribution channel and internally in the organisation, and these are also covered here. SUB-QUALIFICATION 3: Deciding the direction of the marketing strategy The learning focuses on independently, in a group, exploring a business challenge for an external client. The learning includes exploring, identifying and defining a business challenge and, based on the observations made, deciding on and recommending the direction of the marketing strategy. Scope: The course comprises about 400 hours, of which about 100 hours are teacher led. The remaining time includes time for self study (recommended time or more) and examinations.