Strategic Marketing

With this specialization in Strategic Marketing, you will give a quality boost to your daily work, accessing better valued positions in any industry" 

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Technological University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The structure and content of this Postgraduate Diploma follows the latest innovations in educational methodology of TECH Technological University, so that the student acquires the knowledge in Strategic Marketing in the most efficient way possible. Thanks to a reduced teaching load, supported by extensive audiovisual material, the student is guaranteed success in undertaking this qualification. 

Thanks to TECH Technological University innovative educational techniques you will improve your performance and professional status even before you finish your qualification" 

Syllabus

The Postgraduate Diploma in Strategic Marketing of TECH Technological University is designed for its students to graduate having more chances to succeed as successful managers in the world of Marketing. 

The content of the Postgraduate Diploma in Strategic Marketing is designed to promote the development of managerial competencies that allow for more rigorous decision-making in uncertain environments.

Throughout 450 hours of specialization, the student analyzes a multitude of practical cases proposed by the faculty, in order to make the teaching much more complete, contextual and transversal. 

This Postgraduate Diploma takes place over 6 months and is divided into 3 modules.

Module 1. Principles of Strategic Marketing 
Module 2. Marketing Processes and Variables
Module 3. Market and Customer Management

Where, when and how is it taught?

TECH offers the possibility of developing this Postgraduate Diploma in Strategic Marketing completely online. Over the course of 6 months, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. Principles of Strategic Marketing

1.1. Fundamentals of Marketing 

1.1.1  The Concept of Marketing 
1.1.2  The Basic Elements of Marketing 
1.1.3  Marketing Activities in Companies 

1.2. Marketing Strategy Dimensions 

1.2.1  Marketing Strategies 
1.2.2  Types of Marketing Strategies 

1.3. The Function of Strategic Marketing

1.3.1  The Concept of Strategic Marketing 
1.3.2  Concept of Strategic Marketing Planning 
1.3.3  Stages in the Process of Strategic Marketing Planning 

1.4. Digital Marketing 

1.4.1  Digital Marketing Concept 
1.4.2  Marketing Strategies in Digital Marketing 

1.5. Inbound Marketing 

1.5.1  Effective Inbound Marketing 
1.5.2  The Benefits of Inbound Marketing 
1.5.3  Measuring the Success of Inbound Marketing 

1.6. Marketing: From the Idea to the Market

1.6.1  The Marketing Process 
1.6.2  Ideas as Business Opportunities 
1.6.3  Marketing, a Market Drive 

1.7. Consumer Psychology and Behavior 

1.7.1  The Study of Consumer Behavior 
1.7.2  Internal and External Factors Influencing the Consumer 
1.7.3  Consumer Decision Process 
1.7.4  Consumerism, Marketing, Ethics and Society 

1.8. Market Segmentation 

1.8.1  Market Segmentation Concept 
1.8.2  Utility and Requirements of Segmentation 
1.8.3  Consumer Market Segmentation 
1.8.4  Industrial Market Segmentation 
1.8.5  Segmentation Strategies 
1.8.6  Segmentation Based on Marketing - Mix Criteria 
1.8.7  Market Segmentation Methodology 

1.9. Competitive Positioning

1.9.1  Positioning Concept on the Market 
1.9.2  The Positioning Process 

1.10. Social Marketing 

1.10.1  Social Marketing 
1.10.2  Socially Responsible Marketing 
1.10.3  Social Cause Marketing 

Module 2. Marketing Processes and Variables

2.1.  Developing the Marketing Plan 

2.1.1  Marketing Plan Concept 
2.1.2  Situation Analysis and Diagnosis 
2.1.3  Strategic Marketing Decisions 
2.1.4  Operating Marketing Decisions

2.2. Marketing Mix 

2.2.1  Marketing Mix Concept 
2.2.2  Product Strategies 
2.2.3  Pricing Strategies 
2.2.4  Distribution Strategies 
2.2.5  Communication Strategies 

2.3. Product Management 

2.3.1 Product Classifications 
2.3.2 Differentiation 
2.3.3 The Design 
2.3.4 Luxury 
2.3.5 Environmental Issues 

2.4. Pricing Principles 

2.4.1 Introduction to Pricing 
2.4.2 Stages in Pricing 

2.5. Distribution Channel Management 

2.5.1  Concept and Functions of Commercial Distribution 
2.5.2  Design and Management of Distribution Channels 

2.6. Advertising Communication 

2.6.1  Integrated Marketing Communication 
2.6.2  Advertising Communication Plan 
2.6.3  Merchandising as a Communication Technique 

2.7. E-Commerce 

2.7.1  Introduction to E-Commerce 
2.7.2  Differences between Traditional Commerce and E-Commerce 
2.7.3  Technological E-Commerce Platforms 

2.8. Marketing Information System 

2.8.1  The Concept of a Marketing Information System (MIS) 
2.8.2  Features of an MIS 
2.8.3  The Information in the MIS 
2.8.4  Structure of an MIS 

2.9. Marketing Intelligence 

2.9.1 The Concept of Marketing Intelligence 
2.9.2 Areas of Marketing Intelligence 
2.9.3 Surveillance in Marketing Intelligence 
2.9.4 Panels as Sources of Information for Marketing Intelligence 

2.10. Branding 

2.10.1 The Brand and Their Functions 
2.10.2  Brand Creation (Branding) 
2.10.3  Brand Architecture

Module 3. Market and Customer Management

3.1. Marketing Management 

3.1.1  The Concept of Marketing Management 
3.1.2  New Trends in Marketing 
3.1.3  A New Marketplace: Consumer and Business Capabilities 
3.1.4  Holistic MK Orientation 
3.1.5  Update on the 4 Ps of Marketing 
3.1.6  Marketing Management Tasks 

3.2. Relationship Marketing 

3.2.1  Concept of Marketing Relations 
3.2.2  The Customer as an Asset of the Company 
3.2.3  CRM as a Relationship Marketing Tool 

3.3.  Data Base Marketing 

3.3.1  Data Base Marketing Applications 
3.3.2  Laws and Regulations 
3.3.3  Information Sources 

3.4.  Types of Consumer Behavior 

3.4.1  The Process in Purchasing Decisions 
3.4.2  The Stages in the Buying Process 
3.4.3  Types of Consumer Behavior 
3.4.4  Features of the Types of Buying Behaviour 

3.5.  Consumer Centric Marketing 

3.5.1  Introduction to Consumer Centric Marketing 
3.5.2  Client Segmentation 
3.5.3  Marketing Strategies for the Best Customers 

3.6.  Logistics and Customers 

3.6.1  Demand Analysis 
3.6.2  Demand and Sales Forecast 
3.6.3  Sales and Operations Planning 

3.7.  The Loyalty Process 

3.7.1  In-Depth Knowledge of the Client 
3.7.2  Loyalty Process 
3.7.3  The Value of the Customer 

3.8.  Knowing the Market and the Consumer

3.8.1  Open Innovation 
3.8.2  Competitive Intelligence 
3.8.3  Competitive Economy 

3.9.  Social Web 

3.9.1  Organization in the Age of Conversation 
3.9.2  Web 2.0 Is All About People 
3.9.3  Digital Environment and New Communication Formats

3.10.  Social Media Platforms 

3.10.1  General, Professional, and Microblogging Platforms
3.10.2  Video, Image, and Mobility Platforms

A unique, key, and decisive educational experience to boost your professional development and make the definitive leap"