Director Development Programme - Strategic Marketing for Non-Marketing Directors
The Strategic Marketing for Non-Marketing 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 addressed through effective strategic planning in marketing.
This module 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 along with innovative models, concepts and ideas to improve the performance and effectiveness of the board and your organisation.
Course Summary
Postgraduate Certificate in Strategic Leadership for Directors - Optional
Duration:
2 Day
Location:
Virtual Central Manchester Central London
Delivery Method and Price:
Virtual Classroom:
£1,200
Face to Face Classroom:
£1,400
Interested in this Course?
About the Programme
This programme has been designed for managers, directors and senior stakeholders with a minimum of three years’ senior management experience.
This course is for you if you want to:
- Learn a range of techniques and tools for effective strategic marketing
- Develop the critical thinking skills required to build an effective marketing strategy
- Understand how an effective leadership team influences strategic marketing approaches
- Develop techniques for driving value and market share from research and insights
- Understand how to gain commercial advantage by delivering on the brand’s promises
*Please note that some of the materials and objectives may be subject to change depending on discussions, activities and needs of the cohort upon reflection of delegate responses to the pre-programme questionnaires.*
Session 1
The board, directors and strategic marketing
Key themes include:
- 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 strategies
- Monitoring marketing strategy effectiveness, output and ROI
Session 2
Strategic Marketing Defined: Key Principles
Key themes include:
- Marketing strategy vs corporate strategy
- Purpose, vision, objectives and values underpinning strategy development
Session 3
Analysing Context and Environment
Key themes include:
- Interpreting and understanding the internal environment
- Reviewing core competencies
- Scanning and understanding the external environment
- Stakeholders and competitor analysis
- Tools and techniques
Session 4
Identifying Strategic Options
Key themes include:
- Generating options through creativity, innovative thinking and collaboration: tools and techniques
- Examine opportunities and threats
- Problem-solving approaches
- Clear vision, objectives and values
Session 5
Evaluating and Selecting Strategic Options
Key themes include:
- 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
Session 6
Implementing and Monitoring Strategy
Key themes include:
- The fundamentals of strategic management
- Creating buy-in: clear long-term vision and direction
- Monitoring and measuring success: identifying critical success factors and a balanced scorecard
- Tools and techniques: VMOST (vision, mission, objectives, strategies, and tactics) evaluation tool
- Director’s responsibilities for monitoring, evaluating and reporting
- Managing deviation and change
The Postgraduate Certificate
Following completion of the Directors Development Programme ‘Strategic Marketing for Non-Marketing Directors’ Module, learners can opt to continue their studies with a Postgraduate Certificate in Strategic Leadership for Directors, validated by the University of Chester. This is a level 7 postgraduate qualification which sits between a degree and a masters.
Those opting to take the qualification will complete this Module as part of the full Directors Development Programme. On completion of all five Modules, learners can work towards achieving the PG Cert in Strategic Leadership for Directors (60 credits).
The remaining modules are as follows:
- Director Development Programme – Role of the Director and the Board
- Director Development Programme - Finance for Non-Finance Directors
- Director Development Programme - Advanced Strategic Planning for Directors
- Director Development Programme – Advanced Leadership for Directors
This is also an excellent route into a full masters, contributing 60 credits towards the 180 necessary for a masters. Students can pursue the full MBA with the University of Chester, following the PG Cert, should they so wish.
Support and Guidance
Students are provided with:
- Guidance from an experienced academic assessor
- Literature available through the University of Chester e-library
- A partner specific Moodle page which is populated with course information, video content and useful resources
- Regular group workshops pertaining to various study skills
The Assignments
Students will complete 3 assignments. Each is assessed through a work-based critically reflective essay or report. As it is work-based learning and the assessments can all be applied to the business situation/workplace, this then gives both the student and the wider organisation a chance to learn and adapt business practice.
Matt Eld
Tutor
Matt is an expert in marketing strategy and business transformation. He is a senior leader with over 25 years’ experience of improving and growing businesses, gained from a variety of senior management roles. Matt has held MD and Director posts in a FTSE 250 organisation, Marketing and Communications agency and as a business owner. A CIM Marketer by background, Matt has amassed a wealth of commercial transformation and marketing communications experience. He is an accomplished communicator and is skilled at operating at all levels of the organisation, analyzing and quickly establishing business challenges and developing sustainable solutions. He has strong influencing and negotiation skills and can drive transformation change to success with authority and a clear vision. His broad range of experience covers multiple disciplines including marketing, communications and crisis management, commercial development, change management, organisational development, IT & technology deployment, project management and business improvement.
Matt is a director level project and transformation professional with demonstrated ability to create and translate strategy into measured operational performance improvement. He has extensive experience in marketing, customer acquisition, project management, organisational redesign and commercialization, which he has gained across direct and agency environments in Higher and Further Education, Media & Publishing and Local Government sectors. He is an accomplished leader and influencer from the boardroom to front line teams across multiple location.
Our dedicated In-House Training team can work with you to create a tailored training course that creates an optimal learning experience. Our bespoke built training programmes are designed around your needs and allow you to meet the specific requirements of your business.
Click here to view our In-House Training services.
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Location:
Virtual and Face to Face
Location:
Virtual and Face to Face