Strategic Marketing

Course introduces students to key principles and practices for designing marketing strategies that support business growth and competitive advantage. The course covers market analysis, customer segmentation and targeting, and brand strategy. Students will learn to analyse market trends, select strategic segments, and position brands in alignment with company values and audience needs. The course highlights strategic thinking, customer insight, and the ethical use of technologies in modern marketing.

The course covers the following topics:
• Market Analysis – Understanding the competitive landscape and industry dynamics
• Segmentation & Targeting – Profiling and prioritizing profitable and relevant customer segments
• Brand Strategy I (Brand Identity) - Creating a strong foundation in parallel to the company values and direction
• Brand Strategy II (Brand Positioning) – Building a distinctive market position to stand out in a crowded market

• Bachelor’s degree or equivalent qualification.
• At least 3 years of work experience in business or entrepreneurship
• Valid temporary residence permit or EU citizenship.

Õpiväljundid:

Upon completion of the course, the student:
1. Demonstrates advanced understanding of strategic marketing concepts, frameworks, and analytical tools to evaluate market environments and competitive landscapes in an international context. (Knowledge)
2. Designs and implements strategic marketing plans — including branding, target audience selection, and integrated marketing communication campaigns — that align with organizational objectives and promote sustainable value creation. (Application)
3. Collaborates effectively in diverse, cross-functional teams to develop and communicate evidence-based marketing strategies, demonstrating respect for ethical standards and cultural diversity in global markets. (Social)
4. Critically reflects on professional growth as a strategic marketer, integrating feedback and self-assessment to enhance analytical judgment, leadership, and decision-making in complex marketing situations. (Individual)
5. Demonstrates strategic thinking, analytical reasoning, and communication skills to solve real-world challenges across industries and functions. (Transferable)

To successfully complete the course and receive a certificate, participants must actively participate in sessions, complete independent assignments, and submit a final presentation.

Student progress will be evaluated through a balanced mix of individual assignments, active participation in class activities, and a group project. The group project includes both a written component and a final presentation. This structure encourages critical thinking, collaboration, and the practical application of strategic marketing concepts.

Participants who complete the course will receive a continuing education certificate with ECTS

• The courses takes place at EBS’s modern campus in Tallinn, Lauteri 3. Students have access to ergonomic classrooms, the EBS library, and the cloud-based Canvas learning platform. The study process is supported by online tools such as Canvas and MS Teams. Free Wi-Fi is available throughout the building.