Claim OwnershipStrategic Marketing Management
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© Copyright 2025 Alexander Chernev
Description
Unlock the power of strategic thinking with Alexander Chernev, Professor of Marketing at the Kellogg School of Management at Northwestern University. Based on his textbooks Strategic Marketing Management and Marketing Management: Theory and Practice, this foundational course offers a structured, results-driven approach to marketing, positioning it as a value-creation process at the heart of every successful business.
The course begins with a comprehensive framework for marketing management, introducing essential concepts such as marketing strategy, tactics, and actionable marketing planning. You’ll then explore the core pillars of strategy — defining target customers, creating compelling customer value propositions, and developing sustainable company value models.
The course progresses into tactical execution, covering product and service development, brand building, pricing strategies, promotional campaigns, and distribution channel management. Finally, it focuses on long-term growth, including market expansion strategies, customer experience management, and building lasting customer equity backed by data-driven insights.
Designed for entrepreneurs, marketing professionals, product managers, brand strategists, and senior executives, this course combines theoretical rigor with practical tools to help you tackle real-world business challenges and capitalize on emerging market opportunities. Whether you’re launching a startup or enhancing an established brand, it provides the strategic mindset and resources needed to drive measurable marketing success.
The course begins with a comprehensive framework for marketing management, introducing essential concepts such as marketing strategy, tactics, and actionable marketing planning. You’ll then explore the core pillars of strategy — defining target customers, creating compelling customer value propositions, and developing sustainable company value models.
The course progresses into tactical execution, covering product and service development, brand building, pricing strategies, promotional campaigns, and distribution channel management. Finally, it focuses on long-term growth, including market expansion strategies, customer experience management, and building lasting customer equity backed by data-driven insights.
Designed for entrepreneurs, marketing professionals, product managers, brand strategists, and senior executives, this course combines theoretical rigor with practical tools to help you tackle real-world business challenges and capitalize on emerging market opportunities. Whether you’re launching a startup or enhancing an established brand, it provides the strategic mindset and resources needed to drive measurable marketing success.
27 Episodes
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Explore marketing as a strategic discipline focused on creating customer value and driving business growth across all functions. This episode clarifies common misconceptions, distinguishing marketing from sales, advertising, and promotions. Learn how marketing begins before product development and extends beyond the sale, guiding product design, pricing, communication, and distribution. Discover how marketing defines the market, identifies unmet needs, and aligns business efforts to deliver value. The discussion covers the broad scope of marketing across B2C, B2B, and C2C markets and emphasizes its role in fueling innovation and growth. Marketing isn’t a department—it’s the core engine of a value-driven organization.
Discover how to build an effective marketing strategy by defining your target market, crafting a compelling value proposition, and applying the 3-V market value principle. This episode breaks down the core concepts of strategy and tactics in marketing, highlighting the importance of aligning your offering with customer needs, company objectives, and collaborator interests. Explore how the 5-C framework—customers, company, collaborators, competitors, and context—guides market analysis and decision-making. Learn to apply the 7-T Framework to design, communicate, and deliver customer value through targeted marketing tactics. Master the seven key attributes of a market offering—product, service, brand, price, incentives, communication, and distribution—and learn how to use them to create customer value.
Unlock the power of the G-STIC framework to develop and execute a successful marketing action plan. This episode walks through the five core components—Goal, Strategy, Tactics, Implementation, and Control—explaining how each step shapes a company’s ability to create value and adapt to market changes. Learn how to define clear business goals, craft a value-driven strategy, align your tactics, and ensure your implementation is on point. The episode also explores how control mechanisms track performance and guide adjustments in response to evolving market conditions. G-STIC brings structure and agility to marketing planning, ensuring competitive advantage and sustained success.
Learn how to build an effective marketing plan with key principles, strategic frameworks, and execution tactics that drive business success. This episode outlines the purpose, structure, and essential elements of a marketing plan, emphasizing clarity, relevance, conciseness, and actionability. It explores the G-STIC framework—Goal, Strategy, Tactics, Implementation, and Control—offering detailed guidance on creating, implementing, and updating a plan. You’ll discover how to align marketing goals with business objectives, craft compelling value propositions, and monitor performance using clear metrics. The episode also addresses common pitfalls in planning, reasons to update your strategy, and how market changes—like evolving customer needs or new competitors—can impact your marketing effectiveness. Whether launching a new product or managing an existing one, this blueprint ensures your marketing actions remain focused, integrated, and responsive to change.
Learn how to identify target customers with strategic and tactical targeting techniques that build competitive advantage and market value. This episode explains the essence of targeting in marketing, showing why selecting the right customer segment is crucial to designing meaningful value propositions. It explores the difference between strategic targeting—focused on customer needs and company value—and tactical targeting, which uses customer profiles to reach those audiences efficiently. You’ll discover the core principles of effective targeting: compatibility and attractiveness, balancing your company's resources with customer potential. This episode outlines how to assess monetary and strategic value, avoid common pitfalls, and apply the resource advantage principle to dominate niche or underserved markets.
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