Special Executive Master Programme in Strategic Marketing

Course details

About the Special Executive Masters Programme

The Special Executive Masters Programme is a concise certificate training/seminar tailored for individuals seeking a deeper understanding of business concepts in a condensed and intensive format. This program is ideal for accomplished professionals or specialists across private, public, or non-profit sectors who have assumed new managerial roles and need rapid expansion of their management expertise.

This programme acts as a knowledge refresher for those who obtained their Master's Degree a significant while ago, offering a quick recall of essential concepts. It also serves as an academic update, particularly valuable for seasoned professionals who never had the opportunity to pursue their master's degree but seek both academic and practical insights. For individuals newly promoted to managerial positions, the program facilitates a smooth transition and equips them with decision-making skills.

Objectives

Upon completion of this course, participants will be able to:

- Comprehend the evolving landscape of public relations.
- Strategize and orchestrate PR programs by mastering the core responsibilities of PR professionals.
- Apply critical communication skills and techniques vital to effective PR execution.
- Harness their expertise to communicate proficiently with the organization's internal and external stakeholders.
- Validate the pivotal role of PR professionals in bolstering the organization's image and reputation through adept verbal and written communication.

Who should attend?

- Managers, supervisors, and officers with substantial experience in public relations.
- Professionals whose roles entail interaction with both internal and external stakeholders, particularly in personnel, marketing, sales, training, and administration.

MODULES:

Day 1: Grasping Public Relations in a Changing Landscape

- Unpacking the Realm of Public Relations.
- Scrutinizing the Aims of Public Relations.
- Navigating the Dynamic Functions of Public Relations in Contemporary Context.
- Evaluating the Significance of Diverse PR Functions for Corporate Excellence.
- Delving into the Components of Public Relations.
- Appraising the Substantial Advantages of PR Functions.
- Contrasting Public Relations with Marketing and Advertising.

Day 2: Essential Public Relations Skills and Strategies for Enhancement

- Mastery of Essential Public Relations Skills.
- Strategies for Enhancing Proficiency in Public Relations Skills.
- Applying Public Relations Skills in the Workplace.
- Showcasing Public Relations Skills Effectively.
- Incorporating Public Relations Skills into Resumes.
- Leveraging Public Relations Skills in Interviews.

Day 3: The Role of PR Professionals in Enhancing Organizational Image and Reputation

- Embracing the Crucial Role of Communication Skills in Business.
- Recognizing the Importance of Effective Communication.
- Validating the PR Professional's Impact on Organizational Image and Reputation through Competence in Verbal and Written Communication.

Day 4: Exploring Innovative PR Strategies: A Case Study of 'PR Hacker' Combining Direct Marketing with PR Functions for Maximum Impact

- Optimizing the Planning and Execution of PR Programs through Proficiency in PR Functions.
- Implementing Effective PR Programs.
- Unveiling the Steps to Craft a Successful PR Strategy for Business.

Day 5: Significance of Communication with Internal and External Stakeholders

- Defining Internal and External Stakeholders.
- Strategies for Enhancing Communication with Internal and External Stakeholders.
- Effectively Engaging with the Organization's Internal and External Audiences.

Module: ASSIGNMENT & STUDY GUIDELINES

This module provides the most critical information about the study course and assignment submission.

• Harvard Referencing Style Guide

• How to Summarise - Assignment Guide

• Summarising, Paraphrasing, Quotation for your Assignment

Module: MARKETING COMMUNICATION

In this Marketing Communication course, we will delve into diverse approaches and tactics employed to efficiently promote and sell products or services to a specific audience. Throughout this course, learners will acquire insights into the fundamental principles and methodologies behind crafting prosperous marketing initiatives, encompassing advertising, public relations, social media, and brand establishment. Additionally, participants will be educated on scrutinizing consumer behavior, crafting compelling messaging and creative content, and evaluating the efficiency of marketing endeavors.

• Introduction to Marketing Communication

• Consumer Decision Making & Marketing Communication

• Marketing Communication Strategy and Planning

• Strategic Role of Branding in Marketing Communication

• Conceptual Construct of Marketing Communication

• QUIZ - MARKETING COMMUNICATION

Module: INTERNATIONAL MARKETING

The Master of Business Administration (MBA) program in Marketing has been tailored to accommodate your work and personal obligations. The delivery of top-tier instruction takes place through prerecorded online lectures, enhancing your educational journey. Our institution, renowned for its expertise in practical marketing management education, excels in this domain. We center our approach on tackling authentic marketing and communication challenges. Rather than solely imparting theoretical knowledge, we emphasize immediate application in your professional life. This is achieved through a combination of case studies, webinars, business simulations, and an entirely project-based curriculum.

• International Marketing Distribution

• International Marketing Environment

• Marketing Communication Strategy and Planning

• Nature and Scope of International Marketing

• Trade Distortion and the Marketing Barriers

• QUIZ - INTERNATIONAL MARKETING

Module: STRATEGIC MARKETING

In this course, students will delve into the art of recognizing market opportunities, dissecting consumer behavior, and crafting potent marketing strategies that align with customer requirements and steer toward corporate objectives. The course's subject matter encompasses areas such as market research, product innovation, pricing methodologies, distribution channel intricacies, and promotional maneuvers. Moreover, students will acquire the capacity to gauge the impact of marketing initiatives and adapt their strategies in response to the dynamic business landscape.

• Fundamental Concepts in Marketing

• Understanding The Marketing Mix

• Understanding the Extended Marketing Mix

• Understanding External and Internal Environment for designing a market plan

• CASE STUDY - How Starbucks is using pricing strategy for profit maximization

• Marketing planning and strategy

• Strategising for Marketing Operations

• Marketing Function Interrelationships and Entrepreneurial Marketing

• The Strategic Marketing Process

• CASE STUDY - MasterCard Global Targeted Content Marketing

• Strategic Positioning In the Business Environment

• Segmenting And Targeting Strategies

• Fundamentals of Branding

• CASE STUDY - Starbucks's Misunderstandings In Australia

• Branding Decisions and Strategies

• RESEARCH - Market entry strategies of passenger carmakers

• Understanding Brand Identity Personality And Positioning

• Concepts in Digital Branding

• QUIZ - Strategic Marketing

Module: STRATEGIC LEADERSHIP

Throughout this course, participants will acquire comprehensive insights into the formulation and execution of successful business strategies. They will explore the establishment of efficient organizational frameworks and fostering a culture that champions innovation and excellence. Additionally, the curriculum encompasses critical subjects like decision-making, risk mitigation, and the promotion of ethical leadership. Learners will be equipped with the skills to assess the competitive environment, pinpoint avenues for expansion, and devise approaches that harness their organization's strengths to attain prosperity.

• Understanding the Principles, Concepts, and Approaches to Leadership

• CASE STUDY - King of the Hill

• Understanding Leadership Influences: Individual, Team and The Organisation

• CASE STUDY - How Google builds the perfect team

• Leadership and organisational performance

• Ethical Decision Making And Organisational Value

• CASE STUDY - Collaboration Shifts a Dysfunctional Culture

• QUIZ - Strategic Leadership

Module: ADVANCED BUSINESS RESEARCH METHODS

The goal of this course is to enhance learners' skills in crafting research proposals for diverse academic management research endeavors. During this course, participants will cultivate a profound comprehension of the philosophical, practical, and ethical aspects of research within the business landscape.

• Research Philosophies and Principles

• VIDEO - Overview of the Research Onion

• Selecting a Research Topic

• Searching and Reviewing Literature

• VIDEO - How to write a Literature Review

• Developing conceptual Framework

• PDF - How to create a Conceptual Framework

• Research Strategy and Design

• Research Methods I

• Research Methods II

• PDF - How Observation is Used As a Research Method

• Research Methods: Data Analysis

• Research Proposal and Writing Up

• Research Ethics

• QUIZ - Advanced Business Research Methods

Module: STRATEGIC MANAGEMENT

The objective of this unit is to enhance learners' comprehension of models for strategic and change management. It also aims to enable them to assess strategic plans, suggest strategic alternatives, formulate implementation strategies, and guide organizational transformations.

• CASE STUDY - Strategic Management Approach by TESCO

• Analysing Business Environment and its Impact on Strategic Decision Making

• Understanding the External Business Environment Dynamics

• Understanding The Internal Business Environment Dynamics

• CASE STUDY - Staying ahead in a competitive environment

• CASE STUDY - McDonald's strategic partnership for innovation as competitive advantage

• Understanding Market Situational Analysis and Organisational Position Measurement

• Analysing The Effects Of Exiting Plans On Organisation

• Understanding Mandatory Competency & Competitive Advantage of An Organisation

• Understanding The Relationship Between Corporate, Business & Operational Strategies

• Understanding Strategic Models & Tools

• Analysing and deciding on the strategic options

• Developing Appropriate Vision, Mission & Strategic Goals For An Organisation

• Developing An Agreed Strategy Plan For New Action Plan

• Proposing an Effective Structure For Building Efficient Relationships With Stakeholders

• CASE STUDY - Ethics and CSR at Honda

• Understanding organisational strategic change management

• Implementing Strategic Plan

• QUIZ - Strategic Management

Accreditation

The content of this course has been independently certified as conforming to universally accepted Continuous Professional Development (CPD) guidelines.

Entry requirement

The Academic Requirement for this Programme is not stringent, given its non-credit bearing nature. Nonetheless, students should possess practical experience in roles such as a Team Lead, Supervisor, or Manager.

Sample Certificate