Course Overview

This course is designed for marketing professionals looking to strengthen strategic capabilities and improve the effectiveness of their marketing efforts. It provides a structured, evidence-based approach to planning and execution, focused on driving measurable impact across the full marketing mix. The first week establishes the foundations of marketing strategy. The programme challenges common assumptions about customer behaviour and introduces proven models such as the 7Ps and the marketing funnel.

It builds core competencies in segmentation, targeting, positioning, and strategic planning—enabling participants to define and align marketing activity with clear business objectives. The second week focuses on execution. It covers the development of content with strategic intent, the design of integrated campaigns across multiple channels, and the practical application of AI to enhance performance. The programme also addresses sustainability in marketing—emphasising credible, values-led communication that supports long-term brand trust.

The course is highly interactive and application-focused. Participants engage in case work, group exercises, and facilitated discussion throughout, and leave with practical tools, a tailored action plan, and access to post-course support to reinforce implementation.

Agenda

Day — 1 The Science of Marketing

Key drivers of marketing growth and performance
Evidence-based insights on customer behaviour
Strategic decision-making grounded in marketing science

Day — 2 Marketing Strategy

Key frameworks for structured planning
The marketing mix
Integration of customer experience

Day — 3 The Marketing Plan

Customer journey from awareness to action
Campaign design aligned to funnel stages
Marketing planning with defined outcomes and measures

Day — 4 Segmentation, Targeting, and Positioning

Meaningful audience segmentation and prioritisation
Message tailoring for relevance and impact
Clear and differentiated market positioning

Day — 5 Weekly Review

Summary and recap of key learning objectives
Action Planning

Day — 6 Storytelling and Creativity

Narrative frameworks for emotional connection
Creation of distinctive and consistent brand assets
Brand personality expressed through tone, style, and design

Day — 7 Strategic Content Development

Content aligned to business and marketing objectives
Messaging mapped to the customer journey
Multi-format assets for cross-channel use

Day — 8 Channel Strategy and Campaign Architecture

Selection of platforms, channels, and touchpoints
Logical sequencing of campaign components
Message, medium, and timing alignment

Day — 9 AI-Enhanced Marketing

Applications of AI in creativity, targeting, and performance
Integration of intelligent tools into marketing workflows
Evolving role of marketing professionals in an AI context

Day — 10 Course Review

Summary and recap of key learning objectives
Action Planning

Post-Course

Six (6) x hour-long Executive Coaching sessions at monthly intervals following Course Completion

Target Audience

Marketing Managers and Directors
Brand Managers
Digital Marketing Specialists
Content Creators and Content Strategists
Social Media Managers
Marketing Campaign Planners
Data Analysts and Market Researchers
Customer Experience Managers
Product Managers
Business Development Managers
Sales and Business Growth Teams
E-commerce Managers
Marketing Consultants and Advisors
Brand Ambassadors and Influencers
Organizational Leaders involved in strategic planning
IT and AI Specialists supporting marketing innovations
Customer Service Managers

Learning Outcomes

By the end of this course, you will be able to implement a successful strategy that enables you to:

Understand the key drivers of marketing growth and performance.
Gain insights into customer behaviors based on evidence and data.
Make strategic marketing decisions grounded in marketing science and analytics
Learn key frameworks for structured marketing planning.
Understand the components and roles of the marketing mix.
Explore ways to integrate customer experience into marketing strategies.
Map the customer journey from awareness to action to optimize campaign efforts.
Design campaigns aligned with different stages of the marketing funnel.
Set clear outcomes and measurable goals for marketing plans.
Develop meaningful audience segmentation and prioritization strategies.
Tailor marketing messages for relevance and impact.
Establish a clear and differentiated market position to stand out from competitors.
Understand narrative frameworks to build emotional connections with audiences.
Create distinctive, consistent brand assets that reinforce brand identity.
Express brand personality effectively through tone, style, and design elements.
Develop content aligned with business and marketing objectives.
Map messaging throughout the customer journey for maximum engagement.
Produce multi-format assets suitable for use across various channels.
Select the right platforms, channels, and touchpoints for campaign deployment.
Sequence campaign components logically to optimize flow and impact.
Align messages, media, and timing for cohesive and effective campaigns.
Explore applications of AI in enhancing creativity, targeting, and performance metrics.
Incorporate intelligent tools into marketing workflows to improve efficiency.
Understand the evolving role of marketing professionals within an AI-driven landscape.