Course in Strategic Analysis for Marketing Development

In a marketplace shaped by rapid change, digital disruption, and intense competition, marketing is no longer a set of promotional tools—it has become a strategic science rooted in precise analysis and long-term planning.
Without a deep understanding of the business environment, consumer trends, and external forces, organizations risk falling behind in a landscape that rewards adaptability and insight.
Geneva Institute of Business Administration presents the course Strategic Analysis for Marketing Development to equip professionals with advanced tools and frameworks to analyze market conditions, identify opportunities, address challenges, and formulate integrated marketing strategies that drive competitive advantage and sustained growth.

Target Group

• Marketing managers and team leaders aiming to enhance their strategic planning capabilities.

• Business development professionals involved in shaping the organization’s market direction.

• Marketing consultants and analysts seeking structured, data-driven approaches to marketing analysis.

• Product and brand managers responsible for market positioning and consumer engagement.

• Senior executives who contribute to high-level strategic decisions with direct impact on market performance.

• Entrepreneurs and business owners seeking to future-proof their ventures through strategic marketing planning.

• Market research specialists and business intelligence professionals working in corporate or consulting environments.

Objectives

• Enable participants to apply strategic analysis methods to accurately evaluate marketing environments.

• Train participants to build forward-looking marketing scenarios based on research and data insights.

• Strengthen understanding of internal and external factors influencing marketing decisions.

• Improve capabilities in identifying target markets and building competitive positioning.

• Equip participants with tools to analyze marketing performance and detect growth opportunities.

• Link analytical findings to actionable, results-driven marketing strategies.

• Enhance foresight into future market challenges and equip teams with proactive planning tools.

• Foster a strategic mindset that aligns marketing planning with long-term business goals.

Course Outline

• Introduction to Strategic Marketing Analysis

  • The role of analysis in modern marketing strategy

  • Differences between operational and strategic analysis

  • The importance of reliable data in shaping market decisions

  • Aligning institutional vision with marketing directions

• External Environment and Market Forces Analysis

  • Understanding competitive forces using Porter’s Five Forces

  • PEST analysis of political, economic, social, and technological influences

  • Studying market dynamics and consumer behavioral shifts

  • Assessing the global context and its effect on local marketing strategies

• Internal Capabilities and Organizational Readiness

  • Identifying strengths and weaknesses in marketing operations

  • Analyzing value chains and support systems within the business

  • Reviewing resource alignment with marketing objectives

  • Recognizing internal challenges that affect market responsiveness

• Competitor Analysis and Market Positioning

  • Monitoring competitor activity and strategic behavior

  • Segmenting competitors by threat level and market share

  • Mapping competitive positions across market segments

  • Designing appropriate strategic responses to market movements

• Customer Behavior and Market Needs Analysis

  • Understanding purchase motivations and decision-making patterns

  • Segmenting markets based on behavioral and demographic traits

  • Gathering and interpreting customer data through marketing research

  • Mapping customer journeys to align marketing efforts with expectations

• Product, Pricing, and Marketing Mix Evaluation

  • Assessing product life cycles in relation to market fit

  • Developing pricing strategies based on perceived value and cost dynamics

  • Reviewing the effectiveness of distribution and promotion channels

  • Connecting the marketing mix to analytical performance indicators

• Emerging Trends and Future Marketing Challenges

  • Examining digital transformation and its implications for marketing

  • Analyzing generational shifts in behavior and expectations

  • Identifying economic, environmental, and technological disruptions

  • Turning future challenges into strategic marketing opportunities

• Strategic Alternatives and Marketing Decision-Making

  • Outlining possible strategic paths based on analysis results

  • Evaluating and prioritizing strategies based on impact and feasibility

  • Creating a marketing roadmap grounded in analytical thinking

  • Aligning strategic options with broader organizational goals

• Marketing Performance and Key Indicator Analysis

  • Defining relevant marketing KPIs linked to strategic outcomes

  • Identifying performance gaps and corrective actions

  • Reviewing past campaigns for continuous improvement

  • Measuring the strategic impact of analytical decisions on performance

• Transforming Analysis into Actionable Marketing Plans

  • Translating insights into daily marketing operations

  • Assigning roles and responsibilities to ensure effective execution

  • Producing analytical reports to guide executive decisions

  • Optimizing resource allocation based on strategic priorities