Strategic Marketing and Communications for Directors

Course Info

Length: 1 Week

Type: Online

Available Dates


  • July-01-2024


  • Aug-05-2024


  • Sep-02-2024


  • Oct-07-2024


  • Nov-04-2024


  • Dec-02-2024


Course Details

Course Outline

5 days course

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
Analysing 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 Inferenc
 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

Course Video