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
