Marketing Strategy

In order for products and brands to be successful they first need well-planned marketing strategies to ensure they satisfy the goals set by the Corporate Marketing Strategy or Business Unit/Geographic Strategies. Marketing Strategy Certifications confirm a working knowledge of a framework for effectively managing the Marketing Strategy of any organization.

Marketing Strategy (MS) acts as a unifying framework to define and analyze the other Aspects of Sales and Marketing.

It defines a product or brand’s unique value proposition, target markets, and strategies to connect with defined audiences. It also specifies the overall pricing and distribution strategies of the product or brand, and outlines the objectives, metrics, and budgets for all its marketing activities.

Certification Levels Hierarchy

Marketing Strategy Fundamentals (SCMS-F)

  • Prerequisite Experience: Nil
  • Prerequisite Education: Nil
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 40 questions
    • 60 minutes
    • Un-proctored exam
  • Total Fee: $ 20

Marketing Strategy Professional (SCMS-P)

  • Prerequisite Experience: Nil
  • Prerequisite Education: Preferably SMstudy® Certified Marketing Strategy Associate
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 100 questions per exam
    • No negative marks for wrong answers
    • 120 minutes duration
    • Proctored online exam
  • Total Fee: $ 300
  • Discount: 10%

Marketing Strategy Specialist (SCMS-S)

  • Prerequisite Experience: 3 years of work experience
  • Prerequisite Education: Study of all processes from SMstudy Guide – Marketing Strategy book and 20 mandatory educational hours.
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 140 questions per exam
    • No negative marks for wrong answers
    • 180 minutes duration
    • Proctored online exam
  • Total Fee: $ 450
  • Discount: 10%

Marketing Strategy Expert (SCMS-E)

  • Prerequisite Experience: 5 years of work experience
  • Prerequisite Education: Study of all processes from SMstudy Guide – Marketing Strategy book, 40 mandatory educational hours and professional recommendation.
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 180 questions per exam
    • No negative marks for wrong answers
    • 240 minutes duration
    • Proctored online exam
  • Total Fee: $ 600
  • Discount: 10%

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Sample Marketing Strategy Course Videos

Marketing Strategy Syllabus Summary

Most Comprehensive Marketing Strategy Certification Package – Training Course + Online Proctored Exam

(6 chapters, 193 video lectures, 215 chapter test questions, 6 study guides, Interactive case studies)

Chapter 1: Introduction

Marketing Strategy Overview – Part 1
Marketing Strategy Overview – Part 2
Introduction
How to use the SMstudy® Guide?
Why Use the SMstudy® Guide?
Evolution of Sales and Marketing – Part 1
Evolution of Sales and Marketing – Part 2
Evolution of Sales and Marketing – Part 3
Conventional Mass Media Marketing
Fragmented New-Age Marketing -Part 1
Fragmented New-Age Marketing -Part 2
Innovative Internet-Enabled Business Models
Sales and Marketing as a Continuum
Corporate Strategy and its Relationship to Sales and Marketing
Aspects of Sales and Marketing – Part 1
Aspects of Sales and Marketing – Part 2
Aspects of Sales and Marketing – Part 3
Levels of Sales and Marketing Strategy – Part 1
Levels of Sales and Marketing Strategy – Part 2
Marketing Strategy Overview
Market Opportunity Analysis
Define Competition, Targeting and Positioning
Determine Pricing and Distribution Strategies
Determine Aspects of Marketing Strategy
Impact of Marketing Strategy

Chapter 2: Analyze Market Opportunity

Analyze Market Opportunity
Determine Strengths and Weaknesses
Senior Management Direction and Insights
Example of Organizational Capabilities
Assumptions and Constraints
Meetings and Discussions
Product Portfolio Analysis
BCG Growth-Share Matrix
Pros and Cons of BCG matrix
Value Chain Analysis
Marketing Research
Determine Strengths and Weaknesses: Outputs
Determine Opportunities and Threats
Determine Opportunities and Threats: Inputs
Determine Opportunities and Threats: Tools – Meetings and Discussions
Porter’s Five Forces
Market Analysis and Marketing Research
Marketing Research
PESTEL Analysis
Determine Opportunities and Threats: Outputs
Define Market and Identify Market Segments
Define Market and Identify Market Segments: Inputs
Define Market and Identify Market Segments: Tools – Part 1
Define Market and Identify Market Segments: Tools Part 2 – Behavioral Segmentation
Define Market and Identify Market Segments: Tools – Part 3
Define Market and Identify Market Segments: Outputs

Chapter 3: Define Competition, Targeting and Positioning

Define Competition, Targeting and Positioning
Identify Competition
Identify Competition: Inputs
Tools to Identify Competition: Competitor Selection Criteria*
Tools to Identify Competition: Future Competitive Analysis*
Tools to Identify Competition: Marketing Research, Meetings and Discussions*
Identify Competition: Outputs
Select Target Segments
Select Target Segments: Inputs
Market Segment Attractiveness Matrix
Undifferentiated Strategy
Focused or Concentrated Strategy
Differentiated Strategy
Market-Product Grid and Customer Personas
Meetings & Discussions and Marketing Research
Select Target Segments: Outputs
Create Differentiated Positioning
Create Differentiated Positioning: Inputs – Part 1
Create Differentiated Positioning: Inputs – Part 2
Selecting Points of Parity and Differentiation
Perceptual Maps and Product Categories
Meetings & Discussions and Marketing Research
Create Differentiated Positioning: Outputs

Chapter 4: Determine Pricing and Distribution Strategies

Determine Pricing And Distribution Strategies: Overview
Determine Pricing Strategy
Market Attractiveness Report, Past Revenues and Cost Data.
Positioning Statement and Existing Marketing Research Reports
Purchase Timing and Existing Warranties
Opportunities and Threats
Product Features
Marketing Research
Price Elasticity of Demand
Total Cost of Ownership
Economies of Scale
Experience/Learning Curve
Target Costing
Break-Even Analysis
Perceived Value Pricing and Value Pricing
Going Rate Pricing/Neutral Pricing and Auctions
Gain-Sharing and Risk-Sharing Pricing
Variations among Product Geographies
Discounts and Offers
Characteristics required to make a good Fashion Stylist
Outputs: Determine Pricing Strategy
Determine Distribution Strategy- Inputs – Part 1
Determine Distribution Strategy- Inputs – Part 2
Determine Distribution Strategy- Inputs – Part 3
Demand Chain Planning
Value Network Analysis
Evaluation of Distribution Channel Models*
Total Cost of Distribution and Marketing Research
Meetings and Discussions
Determine Distribution Strategy- Outputs

Chapter 5: Determine Metrics, Objectives and Budget Allocation

Introduction & Overview of Determine Metrics, Objectives, and Budget Allocation processes
Determine Metrics – Part 1
Determine Metrics – Part 2
Inputs of Determine Metrics
Meetings and Discussions*
Product Life Cycle Analysis
Examples of Product Life Cycle Analysis
SMART Framework
Customer Reach Metrics
Brand Perception Metrics
Brand Recall and Brand Loyalty
Share of Mind and Share of Heart
Net Promoter Score
Product Availability Metrics
Average Inventory Level and Number of Stock-outs
Fill Rate or Demand Satisfaction Rate
Resource Utilization Rate
Maximum Capacity and Downtime
Sales and Profitability Metrics: Sales Growth
Market Share and Profitability
Customer Acquisition Cost and Customer Lifetime Value
Output of Determine Metrics
Introduction to Determine Objectives
Inputs of Determine Objectives – Part 1
Inputs of Determine Objectives – Part 2
Meetings and Discussions
Trend Analysis
SMART Framework
Output of Determine Objective
Overview of Decide Marketing Aspects and Allocate Budget
Inputs of Decide Marketing Aspects and Allocate Budget
Tools of Decide Marketing Aspects and Allocate Budget
Outputs of Decide Marketing Aspects and Allocate Budget

Chapter 6: Appendix

Corporate Strategy- Overview – Part 1
Corporate Strategy- Overview – Part 2
Senior Management Direction and Insights – Inputs
Corporate Strategy
External Factors & Organizational Capabilities
Assumptions & Constraints
Senior Management Direction and Insights
Updated Corporate Strategy
Inputs of Product Strategy
Corporate Strategy
External Factors & Organizational Capabilities
Assumptions & Constraints
Tools of Product Strategy
GE-McKinsey Matrix
BCG Advantage Matrix
Inputs of Marketing Strategy
Inputs of Marketing Strategy
Corporate Strategy
External Factors & Organizational Capabilities
Assumptions & Constraints
Meetings and Discussions
SWOT Analysis
Market Segmentation
Competition Analysis
Product Positioning
Pricing and Distribution
Metrics and Objectives
Updated Corporate Strategy
Operation Strategy – Overview
Corporate Strategy
External Factors & Organizational Capabilities
Assumptions & Constraints
Analyze Strengths and Weaknesses
Hill Framework for Formulating Operations Strategy
Product-Process Matrix
Value Stream Mapping
RATER Model
Operation Strategy – Output
Finance Strategy – Overview
Corporate Strategy
External Factors & Organizational Capabilities
Assumptions & Constraints
Meetings and Discussions
Discounted Cash Flow
Return on Investment or ROI
Decision Tree Analysis
Finance Strategy – Output
Human Resource Strategy – Overview
Corporate Strategy
External Factors & Organizational Capabilities
Assumptions & Constraints
Human Resource Strategy – Tools
Human Resource Strategy – Outputs

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