Lead with Strategic Marketing Excellence – Executive Professional Certificate in Marketing
Master advanced marketing frameworks, competitive strategy, brand equity, customer lifetime value, integrated communications, digital transformation, and global marketing. Based on classic strategic marketing principles used by top global organisations. 100% online, globally recognised.
Strategic Marketing for Executive Leaders
This 4‑week executive certificate is designed for marketing managers, business leaders, and experienced professionals who want to deepen their strategic marketing knowledge. You will explore advanced concepts including holistic marketing orientation, competitive dynamics, brand architecture, customer equity, integrated marketing communications, digital transformation, global strategy, and marketing leadership.
Programme Objectives
- Analyse markets using advanced frameworks (PESTLE, Porter's Five Forces, SWOT)
- Develop and execute holistic marketing strategies
- Build and manage brand equity and brand portfolios
- Maximise customer lifetime value (CLV) and customer equity
- Design integrated marketing communications (IMC) campaigns
- Lead digital transformation and omnichannel marketing
- Formulate global marketing strategies for international growth
Target Audience
- Marketing managers and directors
- Brand managers and product marketing leads
- Business owners and senior entrepreneurs
- Consultants and strategic advisors
- Professionals aspiring to C‑level marketing roles
Duration & Mode
Duration: 4 Weeks (flexible pacing)
Learning Hours: 100+ Hours (self‑paced + executive workshops)
Mode: 100% Online – case studies, simulations, strategic projects
Certification: Executive Professional Certificate in Marketing
Price: $50 (₦75,000)
Your 4‑Week Executive Journey
Eight advanced modules covering the full spectrum of strategic marketing management. Each module takes approximately 3‑4 days to complete.
📘 Week 1 – Module 1: Strategic Marketing Foundations & Holistic Orientation
EPC-MKT 701 | Core marketing concepts, holistic marketing, customer value, relationship marketing
- The scope of marketing: defining marketing for the 21st century
- Core marketing concepts (needs, wants, demands, value, exchange, relationships)
- The holistic marketing concept: relationship, integrated, internal, performance marketing
- Marketing management tasks and the marketing plan
- Customer value, satisfaction, and loyalty
- Customer lifetime value (CLV) and customer equity
- Building customer relationships: CRM, engagement, and advocacy
- Marketing environment: macro (PESTLE) and micro (actors) analysis
- Advanced situation analysis: Porter's Five Forces, SWOT, competitor analysis
📘 Week 1 – Module 2: Segmentation, Targeting, Positioning & Brand Positioning
EPC-MKT 702 | Advanced STP, value proposition, positioning maps, brand positioning
- Market segmentation: geographic, demographic, psychographic, behavioural, needs‑based
- Effective segmentation criteria: measurable, accessible, substantial, differentiable, actionable
- Target market selection strategies: undifferentiated, differentiated, concentrated, micromarketing
- Positioning: developing a unique, credible, and sustainable competitive position
- Perceptual mapping and positioning statement development
- Value proposition design: customer jobs, pains, gains
- Point of difference (POD) and point of parity (POP)
- Brand positioning and repositioning strategies
- Practical case: developing a full STP strategy for a global brand
📘 Week 2 – Module 3: Brand Equity & Product Strategy
EPC-MKT 703 | Brand equity models, brand architecture, product levels, PLC, new product development
- What is a brand? The role of brands in consumer decision‑making
- Brand equity models: Keller's CBBE (Customer‑Based Brand Equity) and Aaker's model
- Building brand equity through marketing programs and associations
- Brand architecture: branded house, house of brands, sub‑brands, endorsed brands
- Brand portfolios, brand extensions, co‑branding, and licensing
- Product levels: core benefit, actual product, augmented product
- Product mix and product line decisions (width, length, depth, consistency)
- Product lifecycle (PLC) stages and strategic implications
- New product development process: ideation, concept testing, business analysis, development, test marketing, commercialisation
📘 Week 2 – Module 4: Pricing & Distribution Strategy
EPC-MKT 704 | Advanced pricing models, value‑based pricing, channel design, omnichannel
- Pricing fundamentals: value‑based, cost‑based, competition‑based
- Consumer psychology and pricing (reference prices, price cues, anchoring)
- New product pricing strategies: skimming vs penetration
- Product mix pricing: product line, optional product, captive product, by‑product, bundle
- Price adjustment strategies: discounts, allowances, segmented, psychological, promotional, geographical, dynamic pricing
- Distribution channel design: channel functions, channel levels, channel conflict
- Managing channel partners: selection, motivation, evaluation
- Omnichannel retailing and integrated channel experience
- Logistics and supply chain management: order processing, warehousing, inventory, transportation
📘 Week 3 – Module 5: Integrated Marketing Communications (IMC) & Digital Channels
EPC-MKT 705 | IMC planning, advertising, PR, sales promotion, direct marketing, digital integration
- The promotion mix: advertising, public relations, sales promotion, personal selling, direct marketing
- Integrated Marketing Communications (IMC) – concept, process, and strategic importance
- Developing effective communications: identify audience, set objectives, design message, choose media, select source, collect feedback
- Advertising: objectives, budget, message strategy, media planning, evaluation
- Public relations and corporate communications: tools and functions
- Sales promotion: consumer, trade, and business promotions
- Personal selling and sales force management
- Digital marketing integration: SEO, SEM, social media, email, content, mobile, influencer
- Measuring IMC effectiveness and ROI
📘 Week 3 – Module 6: Digital Transformation & Marketing Analytics
EPC-MKT 706 | Digital disruption, martech stack, data‑driven marketing, attribution, predictive analytics
- Digital transformation in marketing: drivers, challenges, and opportunities
- Marketing technology stack (martech): CRM, marketing automation, analytics, personalisation
- Data‑driven marketing: first‑party, second‑party, third‑party data
- Key marketing metrics: impressions, CTR, CPC, CPA, ROAS, CLV, CAC, retention rate, churn
- Marketing analytics tools: Google Analytics 4, social media analytics, attribution modelling
- Marketing mix modelling (MMM) and multi‑touch attribution (MTA)
- Predictive analytics and AI in marketing
- Building marketing dashboards and performance scorecards
- Ethics and privacy in digital marketing (GDPR, CCPA)
📘 Week 4 – Module 7: Global Marketing & Competitive Strategy
EPC-MKT 707 | Global market entry, adaptation vs standardisation, competitive advantage, blue ocean strategy
- Deciding whether to go global: push and pull factors
- Market entry strategies: exporting, joint ventures, licensing, franchising, wholly owned subsidiaries
- Standardisation vs adaptation of the marketing mix (global localisation / glocalisation)
- Global branding and product adaptation
- Global pricing, distribution, and communications
- Competitive strategy: Porter's generic strategies (cost leadership, differentiation, focus)
- Competitive positioning: market leader, challenger, follower, nicher
- Blue ocean strategy vs red ocean competition
- Analysing and responding to competitor moves
📘 Week 4 – Module 8: Marketing Leadership, Ethics & Capstone Project
EPC-MKT 708 | Marketing organisation, leadership, ethics, sustainability, strategic marketing plan
- Organising the marketing function: functional, product‑based, market‑based, matrix structures
- Marketing leadership and change management
- Marketing ethics and social responsibility: sustainable marketing, greenwashing, consumer protection
- Ethical issues in digital marketing (privacy, targeting, misinformation)
- Corporate social responsibility (CSR) and purpose‑driven marketing
- Future trends: metaverse marketing, AI‑generated content, voice search, Web3
- Capstone: develop a comprehensive strategic marketing plan for a real or hypothetical brand
- Plan components: executive summary, situation analysis, STP, marketing mix, IMC plan, budget, KPIs, implementation roadmap, risk assessment
- Final presentation and executive feedback
How You'll Be Evaluated
Executive‑level assessments + final strategic marketing plan
Learning Outcomes
- Develop and implement holistic marketing strategies
- Build and manage brand equity and brand portfolios
- Maximise customer lifetime value and customer equity
- Design integrated marketing communications campaigns
- Lead digital transformation and data‑driven marketing
- Formulate global and competitive marketing strategies
- Apply ethical and sustainable marketing practices
Career Opportunities
Tools & Frameworks Covered
Practical components: Real‑world case studies, competitive simulation, brand audit, global strategy workshop.
Trusted by Marketing Executives Worldwide
Ready to Earn Your Executive Certificate?
Gain advanced strategic marketing skills and a globally recognised executive credential in just 4 weeks. Enrol today – limited seats available.