Strategic Marketing Management Training Course


2 days – the course is delivered mainly through lecture, group and case discussion

Who Should Attend

Entry to Mid - Level marketing representatives and managers as well as other company employees who interact with the marketing function.


Upon completion, participants will receive a Certificate of Completion from The Performance Management Academy.





Your company needs to capitalize on the changing dynamics of your environment. Learn to develop your market positioning and grow your business profitability. This course is ideal for entry to mid-level marketers. Strategic Marketing integrates knowledge, experience and strategic decision making.

Course Summary:

This is an entry to mid-level course on developing market position and growing your profitability. Organizational competitive advantage and optimal customer satisfaction is achieved through the understanding of market conditions and the exploration of strategic alternatives. This course reviews the various marketing elements (product, price, place and promotion) and looks at strategic options and tactics for implementation with an eye on long term revenue growth, profitability and success.

Course Outline and Key Topic Areas include:

•    Developing a Market Focused Strategy
•    Strategic Customer and Market Segmentation
•    Optimizing your Target Market
•    Strategic Market, Product and Company Positioning
•    Channel Partnerships and Strategic Relationships
•    Product Development, Innovation and Brand Strategy
•    Pricing to Achieve Strategic Objectives
•    Sales Management and Direct Marketing Options
•    Developing Business and Marketing Strategic Alternatives
•    Developing and Implementing Integrated Marketing Communications

How You Will Benefit:

•    Learn to conduct strategic planning and build effective marketing and business plans
•    Identify appropriate vision, mission and strategic options and translate them into actionable tactics
•    Implement strategic product development programs through the stages of its life cycle
•    Avoid the commoditization pitfall by developing your augmented product strategy
•    Identify and isolate strategic pricing options
•    Utilize thorough customer, competitor and market analysis to identify your strategic options
•    Optimize market share through market segmentation and targeting strategies
•    Gain sustainable competitive advantage through a customer-centric strategy
•    Implement a strategic integrated marketing promotion plan that encompasses sales promotional campaigns
•    Identify and structure marketing channels based on customer expectations


"Having Performance Management Academy work with our team was the best decision we could make. Together, we learned the importance of being a good manager – armed with useful information, practical tools and a common language to bring forward as we work to improve the quality of our interactions with one another and our staff. Our facilitator was very skilled and took every opportunity to take our comments and questions about present day situations in our work place, and put them in the context of the useful information we were learning through the course. It was interesting, engaging, and allowed us a whole new perspective on why, as managers, “how” we do something is just as important as “what” we do. I would recommend this workshop to any organization that values its employees and workplace health and productivity."

Indigenous Management and Supervisory Skills - Management Essentials
Chief Executive Officer, Kitselas Band Council

"The presentation, material and knowledge shared provided relevant and comprehensive best practices in recruitment and selection. The candidate screening and communications techniques were particularly insightful. I would definitely recommend this session to both new and seasoned recruiters and hiring managers. "

Progressive Recruiting, Interviewing and Selection
Recruitment and Staffing Specialist, Nasittuq Corporation

"As a manager of many years in different sectors of employment (e.g.; First Nations, Federal Government, Provincial Government and Private Sector) and having attended Management Training courses over the years, this three day (3-day) course was the most informative and motivational and provided the proper tools and knowledge on how to improve as managers. The Facilitator was most accommodating and I felt that all the people who participated felt very comfortable with him. He was very down to earth and extremely entertaining with his presentation style."

Management and Supervisory Essentials
Health Care Manager, First Nations Health Board

"Thank you very much for the workshops. They were very interesting and we all gained more knowledge with the items discussed. Great workshop and well as interesting. Additionally, we had many laughs during the exercises. Thank you ThePMAC."

Management Essentials
Executive Director, Constance Lake First Nation

"Nerahten Developments Limited is committed to the training of its staff, that all of its employees perform their jobs properly and professionally in accordance with established policies and procedures. As we have stated to the Instructor on our departure, we were very satisfied with the five day management training session. The Instructor (Charles Hendriks) explained concepts and ideas effectively, facilitated discussion encouraged participation, responded to students’ questions and had thoroughly knowledge of the course material. The text book material was informative, current and classroom/ facilities was suitable. I feel that I have gained valuable skills and knowledge that will help me in my work performance. I would like to thank all the individuals who made this training session possible and would recommend this course to others. "

Management Essentials
Projects Administration, Nerahten Developments, Fort Good Hope, NT

"I will definitely apply what I learnt in this training to my current position. Thank you." "The material was relevant and appropriate." "I enjoyed the whole experience. The trainer is skilled in engaging the class and providing information in a helpful manner. I highly recommend this training!"

Indigenous Management and Supervisory Skills - Management Essentials
Virtual On-Line Training - Comments from a variety of managers from various organizations - including Treaty 3, Kenora, ON

"I am very pleased with the Indigenous Supervisor Management Skills course. The presenter was well prepared and the content is exactly what I needed to help me function well in my job!! Thank you!!"

Indigenous Management and Supervisory Skills - Management Essentials
Friendship House Association, Prince Rupert, BC

"This training was excellent. It was a great combination between skill and knowledge-basedlearning. There were opportunities to practice what was taught through roleplay and group discussions."

Indigenous Management and Supervisory Skills - Management Essentials
Policy Analyst, Ta'an Kwach'an Council, Whitehorse, Yukon