Marketing For Non-Marketing Directors

COURSE OVERVIEW

The marketing function is an essential element of any corporate strategy. Learn how to exploit the marketing function in your organisation for sustainable competitive advantage with the Marketing For Non-Marketing Directors Programme. Whether you are an aspiring or an experienced Director, with limited or no marketing background, this course will provide you with skills and practical knowledge to confidently steer your organisation’s strategy, and leverage business opportunities created by the function of Marketing. Following the completion of the course, you will have the ability to influence marketing strategy and maximise business opportunities for your organisation. Regardless of the sector, your organisation operates in, the nature of your target market or the specificity of your customer base, the programme provides you with tactical tools that will make you an efficient leader and valuable contributor to Marketing activities and performance.

At a glance

Face-to-face and Virtual
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£1595 + VAT
2 places remaining

Through exercises, group discussions, case studies and various interactive activities, you will gain the practical knowledge necessary to succeed as a director in the field of strategic marketing. From exploiting data, to taking advantage of digital technologies, your knowledge base will make you an influential contribution to the board room. You will also have an opportunity to explore numerous digital technologies available to you, enhancing the efficiency of your marketing team and learning how to effectively integrate your marketing strategy with the digital aspect. 

DAY 1 – The role of Marketing in a corporate context

Marketing as a Business Function

  • The importance of Marketing as a business function.
  • The director’s role in strategy and marketing.
  • Review of your business marketing objectives.
  • Group Discussion.

Strategic Models, Competitor Analysis, Brand identity

  • Explore strategic models and concepts.
  • Analyse the competitive landscape and identify consumer trends and behaviours for your business.
  • Brand identity and position within the market.
  • Evaluate the businesses strengths and identify areas of possible opportunities and risk.

Data and Insights

  • Gathering data for marketing purposes.
  • Session 1.4 - Using Data and Insight to Develop your Marketing Strategy.
  • Using Data and insight to develop your marketing strategy.  
  • (Evidence-driven Marketing Strategy: design, implementation, evaluation).

DAY 2 – Integrating Marketing Strategy with Technology

The importance of digital in the business world - digital landscape in context

  • The importance of digital and new technologies in the business world.
  • Applying principles of the digital landscape in the context of marketing strategy.
  • Explore the current trends.
  • Case studies.

Social Media as a tool for storytelling and brand positioning

  • Understanding how social media needs to be a part of your overall marketing strategy - Influencing change, storytelling and brand positioning etc.

Considerations when developing an Integrated Marketing Strategy

  • Considerations when developing an Integrated Digital Marketing Strategy.
  • Defining, designing and building a brand using a variety of tools.

Designing and Implementing an effective Digital Marketing Strategy

  • Implementing an effective Digital Marketing strategy - the essentials to achieve your organisational goals and objectives.
  • (Practical discussion-based, applying knowledge to build a strategy for specific business needs).
  • Understand the director’s role in strategy and marketing.
  • Explore strategic models and concepts to design and implement an effective marketing strategy.
  • Analyse the competitive landscape and identify consumer trends and behaviours that will inform the business strategic marketing plan.
  • Evaluate the businesses strengths and identify areas of possible opportunities and risk.
  • Appreciate the role of GDPR.
  • Develop techniques to define your organisation’s brand and position within the market.
  • Understand how Big Data can improve business output.
  • Understand the role of digital and new technologies in business operations.
  • Gain an insight into how technology (Artificial Intelligence and Machine Learning) is changing the marketing landscape.
  • Explore the digital landscape and the associated risks and benefits.
  • Discover and understand the influence and applications of Social Media.
  • Find out how to develop a unique brand narrative and storytelling in today's marketplace.
  • Develop a strategic marketing plan for your organisation.

Directors with limited or no marketing background, this course will provide you with skills and practical knowledge to confidently steer your organisation’s strategy, and leverage business opportunities created by the function of Marketing.

Martin Corlett-Moss

Martin has worked in the marketing industry for 31 years. For the first part of his career, he worked client-side for various major motor manufacturers and for the last 20 years has worked agency-side for a broad range of large and small clients.

As both Marketing Director and Managing Director, he has worked with clients at every level to implement marketing strategies and develop tactical campaigns across companies as diverse as Lloyds TSB, Mercedes, Scania and Harper Collins. Over the last 8 years, he has worked with companies throughout a wide range of industry sectors, from start-up entrepreneurs to larger, well-established brands.

He delivers training, coaching, and consultancy on every element of marketing, and has trained hundreds of companies in how to develop their marketing: what to do, what not to do, and how it all fits together.

He is a combination of strategist, planner, and tactical marketeer with a wealth of real experience working as, and with, marketing directors, owner-drivers, CEOs and teams.

View Course Brochure

All dates and locations

Nov 22 - Nov 23, 2022
£1595 + VAT
Mar 1 - Mar 2, 2023
£1595 + VAT
Jul 3 - Jul 4, 2023
£1595 + VAT