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Key details

Mode of delivery: Online Course

Course code: MPR18O

Duration: 8 days

Fee: £5,496.00 + VAT

CPD Hours: 48

Course Overview

This intensive course provides marketing professionals with a focused, practical foundation in strategic marketing. Designed to sharpen strategic thinking and improve planning effectiveness, the programme equips participants with the tools and frameworks needed to make smarter, more impactful marketing decisions. The course begins by examining the science behind marketing performance, drawing on evidence-based insights into customer behaviour and growth drivers. Participants will then explore key strategic frameworks, including the marketing mix and customer experience integration, before moving into campaign and planning disciplines — covering the full customer journey from awareness to action. Through targeted sessions on segmentation, targeting, and positioning, participants will learn how to define and prioritise audiences, tailor messaging, and establish a clear and differentiated market position. The final session of week 1 focuses on reviewing key learnings, identifying strategic priorities, and outlining practical next steps for implementation within participants’ own roles and organisations.

This course also focuses on developing impactful marketing content and strategies. It begins with storytelling techniques that foster emotional connections, creating consistent brand assets, and expressing brand personality through tone and design. The programmethen explores how to develop content aligned with business goals, tailored to each stage of the customer journey, and adaptable across multiple formats for various channels. Finally, it covers selecting the right platforms, sequencing campaign elements strategically, and aligning messaging, media, and timing to ensure cohesive and effective marketing campaigns.

The programme is interactive and application-focused, combining expert input with group exercises and case-based discussion. Participants will leave with greater clarity, renewed confidence, and a clear plan for applying strategic marketing principles in their day-to-day work.

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 – Course 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

Course Review

Summary and recap of key learning objectives
Action Planning

Post-Course

Five (5) x hour-long Executive Coaching sessions at monthly intervals following Course Completion

Target Audience

This course is suitable for:

Marketing Executives, Officers, Coordinators, Managers, Senior Marketing Managers, Directors, and Strategic Marketing Professionals
Brand Managers, Product Managers, Brand Ambassadors, Brand Strategy, and Product Marketing Professionals
Customer Experience Professionals and Leaders
Digital Marketing, Social Media, Content Strategy, Content, E-Commerce, Marketing Campaign, and Channel Strategy Professionals and Managers
Data Analysts and Market Researchers supporting marketing decisions
IT and AI Specialists supporting marketing campaigns and tools
Business Development, Sales, Growth, and Commercial Strategy Professionals and Leaders
Marketing Consultants, Advisors, Entrepreneurs, Founders, SME Owners, and Professionals responsible for marketing strategy, campaign execution, storytelling, channel strategy, or growth