Course description
Communication is essential in any relationship. Building and managing relationships with consumers and customers has a direct bearing on marketing communications. Marketing communications helps define an organisation's relationships with customers not only by the kind of messages exchanged, but also by the choice of media and occasion to suit their customers’ preferences
The Strategic Marketing and Communications for Directors course will introduce you to the processes and methodologies of marketing planning and strategy. You will develop a tactical perspective on the underlying issues that affect a business and how they can be remedied through effective strategic planning in marketing.
This course will bring benefits to both you and your organisation. With formal training in strategic marketing, you will improve your personal effectiveness, confidence and influence at board level. Additionally, you will bring a fresh perspective back to your organisation along with innovative models, concepts and ideas to improve the performance and effectiveness of the board and your organisation.
Upcoming start dates
Upcoming start dates
Suitability - Who should attend?
This programme has been designed for Managers, Directors and senior stakeholders
Outcome / Qualification etc.
Upon completion, delegates will gain:
- A clear understanding of the board and director’s role in strategic marketing development and the ability to articulate the importance of a well-developed marketing strategy.
- A Director’s view of digital and social marketing.
- Developed techniques for driving value and market share from research and insights.
- An understanding of the importance and value of brand and how to leverage commercial advantage through a delivered brand promise.
- An understanding of the range of tactics and techniques for influencing the purchasing decision making process.
- Practical frameworks for effective public affairs and stakeholder communications.
- The ability to deploy a range of techniques and tools for effective strategic marketing and the development of a strategic marketing plan.
- The ability to assess the marketing landscape, analysing the key strategic considerations both internally and externally to the organisation.
- A sound knowledge and understanding of the importance of stakeholders in business growth and how to actively engage them as brand advocates.
- Increased confidence to challenge and influence board level decisions on marketing and company direction.
Training Course Content
Day 1
The board, Directors and strategic marketing
- The role of the Director and board in strategy marketing
- Understanding the relationship between the board and strategic marketing
- Unlocking the potential of the board and directors to develop effective marketing strategy
- Monitoring marketing strategy effectiveness, output and ROI
Strategic marketing Defined: the key principles
- Marketing strategy Vs Corporate strategy
- Purpose, vision, objectives and values underpinning strategy development
Day 2
Analysing ConFixed and Environment
- Interpreting and understanding the internal environment
- Reviewing core competencies
- Scanning and understanding the external environment Stakeholders and competitor analysis
- Tools and techniques
Day 3
Identifying Strategic Options
- Generating options through creativity, innovative thinking and collaboration: tools and techniques
- Examine Opportunities and Threats
- Problem solving approaches
- Clear vision, objectives and values
Day 4
Evaluating and Selecting Strategic Options
- Assessing and Measuring risk and impact
- Financial assessment and impact
- Option appraisal: aligning with vision, objectives and values
- Decision matrix analysis
- The Ladder of Inferenc
Day 5
Implementing and monitoring Strategy
- The fundamentals of strategic management
- Creating buy-in: clear long-term vision and direction
- Monitoring and measuring success: identifying critical success factors and Balanced scorecard
- Tools and techniques: VMOST, Balanced scorecard
- Directors responsibilities for monitoring, evaluating and reporting
- Managing deviation and change
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London Premier Centre
London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...