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Marketing Strategy

How to build sustained competitive advantage

Marketing Strategy, 19 October 2017, Amsterdam

How to build sustained competitive advantage


Intended Audience

This class is specifically designed for people who work in Marketing, Brand or Communications and who want to deepen their understanding of strategic Marketing.  Participants should have at least 5 years of relevant work experience and a college (HBO) or university (WO) education.


The format of the class will be highly immersive and interactive, so participants should be comfortable working in teams and should be willing to share their own professional experiences.


Learning Objectives

By the end of the course, you will be able to:

  • Understand the critical importance of segmentation, targeting, and positioning

  • Develop a compelling Value Proposition House

  • Create a stronger, more impactful Marketing plan

  • Draft a world-class integrated communications brief

  • Identify areas for brand alignment in your company



This course is intended to help you think more strategically about Marketing, so that you can develop and implement more impactful Marketing plans.


Marketing strategy, quite simply, is about making choices and then aligning all of your company’s activities around those choices.  Therefore, this course will help identify the critical decisions which need to be taken by your organisation and importantly the consequences those decisions should have on your company as a whole.


Through a combination of case-study discussions and business simulation exercises, you will experience first-hand what it takes to develop a coherent Marketing strategy.  You will have the opportunity to practice analysing potential customer segments, selecting the right target audience, and determining the best position for a new proposition.


And because the best strategy in the world isn’t worth anything if it doesn’t get implemented, you will learn tools and techniques to bring your strategy to life.  You will be exposed to the latest thinking around customer journey mapping and touchpoint prioritisation to ensure you will be able to pragmatically apply the knowledge you gain to your current business situation.


This full-day course, taught directly by Marketing expert Gary Raucher, will leave you with the tools and techniques you need to bring your current Marketing strategy to the next level.


Good to Know

To ensure an intimate and collaborative environment, the course will be capped at 15 participants.  To ensure ample opportunity to learn from peers, the course will have a minimum of 6 participants.


The venue for this session will be in Amsterdam, and will be easily accessible by both car and public transportation.


The cost of the one-day Marketing Strategy course is 975 euros ex BTW. Payment details will be provided once you have registered for the course. 

If you would like any further information about this course, please contact

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