Marketing Skills: Strategic Marketing: Masterclass

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Course Overview

The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. Today's changing business environment drives the continual search for competitive advantage and this Masterclass is designed to provide delegates with the knowledge, tools and techniques to achieve this.

Audience

Marketers with strategic responsibility and those developing into senior organisational roles.

Experienced managers from a non-marketing background who need to take decisions with a customer or market impact will also benefit.

Skills Gained

This Masterclass is designed to extract experienced and senior managers from their day-to-day operating environment to refresh thinking and generate new ideas to enhance their performance and transfer to their team.

The 'split' nature of the programme allows participants to reflect on experiences and learning from the first module, before returning to address the specific strategic marketing challenges facing their own organisation. Following the programme participants have the option available of utilising individual mentoring which ensures that learning is focused directly into the organisation.

'Split nature' - this programme has two modules, three weeks apart to give participants the chance to go back to their organisation, reflect on what they've covered and come back ready to tackle the issues most pertinent to them.

This Masterclass provides an opportunity to benchmark your thinking and reflect on new approaches. Traditional strategic logic and toolkits are married with relevant, contemporary case examples for maximum impact. The non-competitive, shared-learning environment is a balance of traditional 'delivery' from a highly-experienced consultant practitioner, with 'clinic' sessions, group activities and social learning amongst peers. It will enable you to ask if what you are currently doing is right - and how others approach similar challenges or processes in different contexts.

Course Outline

• Write strategic and operational marketing plans
• Assess your organisation's use of strategic marketing and make constructive recommendations to maximise 'business' benefits from a customer orientation
• Have an in-depth appreciation of a customer-focused planning process and be able to map your organisation's decision-making against this
• Use the key tools and techniques that ensure planning is externally focused
• Recognise barriers to high-performance organisations and teams and be able to recommend practical steps to overcome these in a variety of scenarios
• Appreciate the critical importance of control and be able to recommend a range of control metrics in financial and marketing terms

Marketing Skills: Strategic Marketing: Masterclass / 0174