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The marketing function is an essential element of any corporate strategy.
Do you want to learn how to exploit the marketing function in your organisation for sustainable competitive advantage?
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 an ability to influence marketing strategy, whilst ensuring it is in line with your business objectives, protects the value of the brand, and maximises business opportunities for your organisation. Regardless of the sector your organisation operates in, the nature of your target market or specificity of your customer base, the programme provides you with tactical tools that will make you an efficient leader and valuable contributor to the Marketing activities and performance.
You will also have an opportunity to explore numerous digital technologies available to you, enhancing efficiency of your marketing team, and to learn how to effectively integrate your marketing strategy with the digital aspect.
Through exercises, group discussions, case studies and various interactive activities, you will gain practical knowledge necessary to succeed as a director in the field of strategic marketing. From exploiting data, to taking advantage of the digital technologies, your knowledge base will make you an influential contribution to the board room.
Course dates coming soon...
Please register interest below and we will keep you updated
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.
DAY 1 – The role of Marketing in a corporate context
DAY 2 – Integrating Marketing Strategy with Technology
Session 1.1 -Marketing as a Business Function
The importance of Marketing as a business function
The director’s role in strategy and marketing
Review of your businesses marketing objectives
Session 2.1 - 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 digital landscape in a context of marketing strategy
Explore the current trends
Session 1.2 - 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
Session 2.2 - 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
Session 1.3 - Data and Insights
Gathering data for marketing purposes
Session 2.3 - 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
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)
Session 2.4 - 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)
No dates are available.
All dates & locations
Not quite found what you were looking for? Why not have a look at these other courses and events that may be of interest.
The Director Development Programme
Mini MBA in Digital Innovation
The Directors Leadership Programme
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Thinking about attending one of our training programmes? Or do you need more information about continuing professional development? Simply contact our helpful team using the form on the right.
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