Strategic Marketing for Competitive Advantage/ 20-May-2019 - 24-May-2019

Strategic Marketing for Competitive Advantage

Bankers Committee members pay N 135,812.00 only


Competitive advantage and optimal customer satisfaction are achieved through an in-depth understanding of market conditions and the implementation of focused strategic objectives. This course focuses on the various marketing elements of the marketing mix and proffers strategic options and tactics for implementing a result-based marketing plan premised on long term revenue growth, profitability and sustainability.

Target Participants

Managers in marketing and market research, sales, advertising, relationship management functions, and those with the responsibility for managing client relationships to meet organizational targets.


At the end of the course, participants should be able to effectively:

  • Identify the issues involved in scanning the market environment;
  • Appreciate the techniques for developing a market focused strategy;
  • Implement strategic product development programme; and
  • Structure and Implement marketing channels based on customer expectations


  • Scanning the Marketing Environment

- Introduction
- Conceptual Clarifications
- Environmental Scanning - What it is
- Methods of Scanning the Environment
- Environmental Forces

  • Strategic Market, Product & Company Positioning

- What is Strategy
- Strategic Marketing
- Positioning and Criteria for Successful Positioning
- Value Proposition

  • Developing a Market Focused Strategy

- Target Market and Market Optimization
- Why a Market Focused Strategy
- Strategy Process
- Market Focused Strategy Process

  • Optimising Your Target Market

- What is Marketing Optimization?
- Tactics for Achieving Sales Optimization
- Success Metrics
- Sales Skills Required and Case Studies

  • Strategic Customer and Market Segmentation

- Market segmentation and Targeting.
- Basis/ Variables of segmentation
- Target Market (examples & characteristics)

  • Gaining Competitive Advantage through Customer-Centric Strategy

- Competitive Advantage - An Overview
- Drivers of Competitive Advantage
- Potential Strategies for Differentiation
- Customer Centric Strategy- Meaning and Practical steps/ The Journey

  • Product Development, Innovation and Brand Strategy

- Developing a New Product
- Role of Innovation in Product Development
- Eight Stages New Product Development
- Brand Strategy

  • Identifying and Structuring Marketing Channels

- Marketing Channel
- Marketing Channel Functions
- Channel Intermediaries
- Factors Suggesting Type of Wholesaling Intermediary to Use
- Marketing Channels for Consumer Products

  • Developing and Implementing Integrated Marketing Communication

- Overview and Introduction

- Factors to consider in developing Integrated Marketing

  • Communication

- Set ‘ASMART’ Objectives
- Product Life Cycle and Integrated Marketing Communication

  • Value Chain Marketing

- First Principles
- Market/Competitive Analysis
- Customer mapping & segmentation
- Positioning
- Marketing Mix development

For more information: call Layo: 0802 477 6297 or Email:

Register Now

If you would like to attend this training programme, please fill the form below and we will contact you as soon as possible. You can also pay for courses online.

Our learning sessions are unique in 4 ways

  1. Programme design & delivery recognize the needs of adult learners in career
  2. Experience sharing by practitioners, with well over two decases of experience in areas relevant to course topic, whom we call "Programme Directors"
  3. Course delivery by practitioners based on conceptual research background
  4. The essence of our corproate brand and orientation within concept implementation thinking

The fees cover tuition, course materials, group lunch, tea/coffee and snacks but EXCLUDE accommodation.
Dress Code: Formal

Discount on Fees

3 participants 5% Discount
4 participants & Above 7.5% Discount

Payment of Fees

Payment of fees should be in cash or CERTIFIED CHEQUE/BANK DRAFT made payable to the FITC before the commencement date or on arrival at the venue.

Refund of Fees

Fees paid for participants who do not turn up eventually would be refunded, subject to deduction of 25% administrative cost.


Formal lectures, case studies, participative group exercises and experience sharing.


The programme commences at 10.00a.m. on Monday, 9.00a.m other days and ends at 4.00p.m. daily.

In-plant Option

Do you intend to train more than 20 participants? Are you considering an in-plant option?
Please call us ☎

International Participants

International participants should please inform FITC of their attendance ahead of the programme, to enable us prepare airport pick-up for them.

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