Strategic Marketing and Communications for Directors
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Strategic Marketing and Communications for Directors Course
Introduction:
Effective communication is crucial for building and managing relationships with customers. It plays a vital role in marketing communications, shaping how an organization interacts with its customers through messages and media choices that cater to their preferences. The Strategic Marketing and Communications for Directors course focuses on marketing planning and strategy, providing insights into the issues businesses face and how to address them through effective strategic marketing planning.
Course Objectives:
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, analyzing the key strategic considerations both internally and externally to the organization.
- 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.
Who Should Attend?
This program has been designed for Managers, Directors and senior stakeholders.
Course Outlines:
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
Analyzing Context and Environment
- Interpreting and understanding the internal environment
- Reviewing core competencies
- Scanning and understanding the external environment Stakeholders and competitor analysis
- Tools and techniques
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
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 Inference
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