Professional Certificate in Market Development and Brand Strategy

Overview

About this course.

This Professional Certificate in Market Development and Brand Strategy is aimed at equipping participants with the core competencies required to engage in strategic market positioning, to accurately identify and capitalise on market development opportunities. On completion, participants should be able to use the skills developed to implement a market development strategy, access untapped markets, broaden their customer reach and manage the evolution of a successful brand.

Participants are introduced to various components of market development with special emphasis on brand management, sales strategy, customer data analytics, cross-border customer engagement, behavioural economics and integrated approaches to marketing communications.

Curriculum

What you will be able to do.

Learning objectives:

• Identify the different stages in market development, and how strategy should differ at each
• Demonstrate the principles of competition and competitive analysis to formulate market strategy
• Recognise the market and brand strategies that allow you to enter and grow market share
• Demonstrate segmentation analysis to determine who your ideal customers are, and why
• Explore how to manage a sales team, identify key accounts and prioritise sales opportunities
• Formulate an integrated marketing communications plan

Programme structure

Six modules.

• Brand strategy – the strategic role brands play in creating long-term value and competitive advantage; managing a branding campaign, designing brand architecture, managing multi-brand portfolios, brand valuation, and arresting and rejuvenating decaying brand equity, with emphasis on linking brand performance to business performance
• Sales force management – the knowledge and competencies to manage a sales force, lead each salesperson to excel and accelerate sales performance, and the principles a new sales manager needs to avoid losing market share
• International market strategy – evaluating risk, modifying brand strategies and understanding the importance of local knowledge in non-domestic operations, from packaging practices to shelf presence
• Behavioural economics – applying psychological insights to economic decision-making; demystifying consumer behaviour, the emotional connections brands need to leverage, and the consumer path to purchase
• Integrated marketing communications – the principles and practice of IMC beyond advertising, the range of media and methods available, and a conceptual framework for communications planning
• Customer analytics – measuring, managing and analysing marketing performance to maximise effectiveness and optimise return on investment, and gathering and analysing data on consumers and competitors

Audience

Who it is for.

The programme is particularly useful to people involved directly or indirectly in the market development and branding strategy operations of an organisation, or with an interest in becoming involved:

• Sales professionals
• Marketing professionals
• Business owners
• Brand managers
• Entrepreneurs
• Business development professionals

Details

Delivery and fee.

Fees and structure are those on the current course outline. Confirmed dates for every course are on our upcoming intakes page; the Executive Education team confirms the next intake on enquiry.

How we teach

Learning you can apply on Monday.

Our teaching approach incorporates syndicate learning, case studies, regular assessments and immersion in real-life industry projects. Assessment varies by course, combining assignments, tests and participation.