Strategic marketing
The aim of this unit is to develop learners' understanding of the concepts, approaches, and technical aspects of strategic marketing, as well as the challenges associated with marketing in today's business environment. This includes how strategy integrates product development, promotion, distribution, pricing, relationship management, and other elements.
Professor / Charle Seville
Marketing economist
Oxford Brookes University Business School
Qualifications and Accreditations
- Fellow of the Chartered Institute of Marketing
- Fellow of the British Academy of Higher Education
- Certified by the Market Research Society
- Economic expert in transfer pricing
- All courses
- Courses
Lecture Sessions
After each 20-minute lecture, 10 to 15 multiple-choice questions to assess understanding (total of 12 hours).
Workshops
24 Hours
of face-to-face workshops
of face-to-face workshops
Study Materials
Main textbook: Saunders, M., Lewis, P., and Thornhill, A. (2010) Research Methods for Business Learners. Harlow: Prentice Hall.
Pre-recorded Lectures
24 hours of pre-recorded lectures, each lasting 20 minutes (with subtitles in English, Arabic, and various other languages).
Assessment
Research Proposal
2,500 words Correction and awarding of certificate
2,500 words Correction and awarding of certificate
The Importance of Strategic Marketing
Strategic marketing refers to an integrated approach that links all marketing decisions to the organization's vision, mission, and long-term goals.
Unlike traditional marketing, which focuses on short-term results—such as seasonal campaigns or temporary promotions—strategic marketing aims to achieve sustainable growth and build long-term loyalty. While tactical marketing seeks immediate sales, strategic marketing focuses on building a solid foundation for future success by aligning every step with the core purpose of the brand and its long-term vision.
Building
Deep customer loyalty
Strategic marketing focuses on long-term relationships by creating valuable experiences that turn customers into loyal brand advocates, thereby enhancing organic and sustainable growth.
Flexibility
And adaptability
Strategic marketing helps organizations anticipate market trends and adapt to technological changes and evolving customer needs, thereby ensuring the continuity of their success.
Achievement
Competitive advantage
A clear marketing strategy contributes to distinguishing the organization from its competitors and building a unique and impactful position in the market.
Alignment
with the vision and mission
Strategic marketing ensures that all campaigns and initiatives are consistent with the organization's mission and values, thereby enhancing trust and strengthening the brand identity.
Why study strategic marketing in
Ibis College ?
At IBIS College, the Strategic Marketing unit combines theoretical, creative, and analytical aspects to provide learners with a comprehensive understanding of the relationship between business strategy and marketing excellence. Through real case studies, practical projects, and advanced digital simulations, trainees will learn how to lead successful marketing initiatives in a highly competitive global business environment.
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(Digital Marketing Strategies)
Master digital marketing tools such as SEO and digital advertising.
Learn social media marketing to enhance brand visibility.
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(Strategic Brand Management)
Acquire skills to build strong brands characterized by emotion and loyalty.
Focus on excellence in competitive markets and engaging with consumers.
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(Market Analysis)
Learn to conduct precise market research to understand customer needs and market trends.
This helps you effectively identify strategic opportunities.
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(International Marketing)
Understand the challenges and strategies of marketing at the global level.
Learn to adapt to different cultures and new markets.
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(Customer Relationship Management - CRM)
Explore advanced strategies for managing customer relationships and enhancing their loyalty.
Rely on data analysis to make precise marketing decisions.
Learning Outcomes
Strategic marketing refers to an integrated approach that links all marketing decisions to the organization's vision, mission, and long-term goals.
Unlike traditional marketing, which focuses on short-term results—such as seasonal campaigns or temporary promotions—strategic marketing aims to achieve sustainable growth and build long-term loyalty.
While tactical marketing seeks to achieve immediate sales, strategic marketing focuses on building a solid foundation for future success by aligning every step with the core purpose of the brand and its long-term vision.
Understanding Strategic Financial Management
Strategic financial management aims to improve financial performance by efficiently managing financial risks, achieving continuous profitability and financial stability, ensuring an appropriate return on investment (ROI), and aligning financial decisions with the organization’s strategic vision. To achieve this, companies must first define clear financial and operational goals, assess the available and potential financial resources and capabilities, and develop a comprehensive financial plan to allocate resources efficiently in a way that serves the strategic objectives.
Evaluating the budgeting processes in organizations.
Evaluating the organization's budgeting objectives.
Preparing a comprehensive (Master) budget for the organization.
A critical evaluation of the budget and budgeting processes within the organization.
Recommending effective short-term and long-term financing sources.
Assessing the need for short-term working capital and long-term funds for the organization.
Evaluating suitable short-term and long-term financing sources for the organization.
Justifying the choice of financing sources using a set of criteria related to cost and risk.
A critical evaluation of investment options.
Applying financial evaluation methods to analyze competing investment projects in different types of organizations.
Justifying the organization’s strategic investment decision using relevant financial information.
A critical analysis of strategic investment decisions using relevant information.
Courses that may interest you
Develop your marketing skills in depth through the strategic marketing unit within the MBA program at Ibis Business School.
This module is designed to enable learners to acquire the analytical and creative skills necessary to design, implement and manage effective marketing strategies that contribute to the sustainable growth and long-term competitive advantage of organizations.
This module allows you to have an advanced understanding of the dynamics of modern marketing, and demonstrates how a strategic marketing approach can integrate with the overall business objectives to achieve real value for customers and organizations alike.
What is strategic marketing
Strategic marketing refers to an integrated approach that links all marketing decisions to the organization's vision, mission, and long-term goals.
Unlike traditional marketing, which focuses on short-term results—such as seasonal campaigns or temporary promotions—strategic marketing aims to achieve sustainable growth and build long-term loyalty.
While tactical marketing seeks to achieve immediate sales, strategic marketing focuses on building a solid foundation for future success by aligning every step with the core purpose of the brand and its long-term vision.
The Importance of Strategic Marketing
Strategic marketing goes beyond being a set of methods, it represents the main pillar for real growth and building strong and sustainable brands.
Here are the reasons why adopting a strategic marketing approach is necessary for every modern enterprise:
1. Alignment with vision and mission
Strategic marketing ensures that all campaigns and initiatives are consistent with the organization's mission and values, thereby enhancing trust and strengthening the brand identity.
2. Achieving a competitive advantage
A clear marketing strategy contributes to distinguishing the organization from its competitors and building a unique and impactful position in the market.
3. Flexibility and adaptability
Strategic marketing helps organizations anticipate market trends and adapt to technological changes and evolving customer needs, thereby ensuring the continuity of their success.
4. Building deep customer loyalty
Strategic marketing focuses on long-term relationships by creating valuable experiences that turn customers into loyal brand advocates, thereby enhancing organic and sustainable growth.
Why is strategic marketing studied at Ibis Business College?
At IBIS College, the Strategic Marketing unit combines theoretical, creative, and analytical aspects to provide learners with a comprehensive understanding of the relationship between business strategy and marketing excellence. Through real case studies, practical projects, and advanced digital simulations, trainees will learn how to lead successful marketing initiatives in a highly competitive global business environment.
Upon completing this module, the learner will be able to:
Adopt a strategic mindset to effectively assess marketing opportunities and challenges.
Design and implement innovative marketing strategies that intelligently target customers and drive towards achieving corporate success.
Use digital marketing tools to enhance electronic presence and increase interaction with the target audience.
Apply brand and Customer Relationship Management (CRM) strategies to enhance long-term loyalty and brand value.
Dealing with international markets with confidence and a thorough understanding of global marketing practices and cultural diversity.
Understanding strategic marketing
Critical assessment of the nature and objectives of strategic marketing in the organization.
Critical analysis and application of various marketing concepts in a range of organizational contexts
Explain the processes associated with strategic marketing
Strategic objectives of marketing
Develop smart strategic marketing goals for an organization.
Critical review of the external environment and competition in which the organization operates.
Draw conclusions related to the internal environment and stakeholders within which the organization operates.
Market Segmentation and targeting
Critical exploration of market segmentation in a regulatory context.
Evaluation of target segments in an organizational context.
Designing a distinctive brand website for target segments in an organizational context.
Marketing mix
Assess the importance of an integrated marketing mix in an organizational context.
Designing an effective marketing mix in an organizational context.
Critical analysis of the relationship between the product life cycle and the marketing mix in an organizational context.
The brand name
Critical analysis of the nature of branding and the importance of brand building.
A critical discussion of the need to integrate the brand pyramid, brand positioning and brand management.
Clarify how to use the brand to promote business or products.
