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Director Development Programme - Strategic Marketing for Non-Marketing Directors

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Director Development Programme - Strategic Marketing for Non-Marketing Directors

The Strategic Marketing for Non-Marketing Directors course will introduce you to the processes and methodologies of marketing planning and strategy. You will develop a tactical perspective on the underlying issues that affect a business and how they can be addressed through effective strategic planning in marketing. 

This module will bring benefits to both you and your organisation. With formal training in strategic marketing, you will improve your personal effectiveness, confidence and influence at board level. Additionally, you will bring a fresh perspective along with innovative models, concepts and ideas to improve the performance and effectiveness of the board and your organisation. 

Course Summary

Qualification:

Post Graduate Certificate in Strategic Leadership for Directors


Duration:

2 Day


Location:

Virtual Central Manchester Central London


Delivery Method and Price:

Virtual Classroom:
£1,150

Face to Face Classroom:
£1,350

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About the Programme

This programme has been designed for managers, directors and senior stakeholders with a minimum of three years’ senior management experience. 

This course is for you if you want to: 

  • Learn a range of techniques and tools for effective strategic marketing 
  • Develop the critical thinking skills required to build an effective marketing strategy 
  • Understand how an effective leadership team influences strategic marketing approaches 
  • Develop techniques for driving value and market share from research and insights 
  • Understand how to gain commercial advantage by delivering on the brand’s promises  

Upon completion, delegates will gain:

  • A clear understanding of the board and director’s role in strategic marketing development and the ability to articulate the importance of a well-developed marketing strategy
  • A Director’s view of digital and social marketing
  • Developed techniques for driving value and market share from research and insights
  • An understanding of the importance and value of brand and how to leverage commercial advantage through a delivered brand promise
  • An understanding of the range of tactics and techniques for influencing the purchasing decision making process
  • Practical frameworks for effective public affairs and stakeholder communications
  • The ability to deploy a range of techniques and tools for effective strategic marketing and the development of a strategic marketing plan
  • The ability to assess the marketing landscape, analysing the key strategic considerations both internally and externally to the organisation
  • A sound knowledge and understanding of the importance of stakeholders in business growth and how to actively engage them as brand advocates
  • Increased confidence to challenge and influence board level decisions on marketing and company direction

Session 1

The board, directors and strategic marketing

Key themes include: 

  • 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 strategies 
  • Monitoring marketing strategy effectiveness, output and ROI

Session 2

Strategic Marketing Defined: Key Principles

Key themes include: 

  • Marketing strategy vs corporate strategy 
  • Purpose, vision, objectives and values underpinning strategy development

Session 3

Analysing Context and Environment

Key themes include: 

  • Interpreting and understanding the internal environment 
  • Reviewing core competencies 
  • Scanning and understanding the external environment 
  • Stakeholders and competitor analysis 
  • Tools and techniques 

Session 4

Identifying Strategic Options

Key themes include: 

  • Generating options through creativity, innovative thinking and collaboration: tools and techniques 
  • Examine opportunities and threats 
  • Problem-solving approaches 
  • Clear vision, objectives and values 

Session 5

Evaluating and Selecting Strategic Options

Key themes include: 

  • Assessing and measuring risk and impact 
  • Financial assessment and impact 
  • Option appraisal: aligning with vision, objectives, and values 
  • Decision matrix analysis 
  • The Ladder of Inference 

Session 6

Implementing and Monitoring Strategy

Key themes include: 

  • The fundamentals of strategic management 
  • Creating buy-in: clear long-term vision and direction 
  • Monitoring and measuring success: identifying critical success factors and a balanced scorecard 
  • Tools and techniques: VMOST (vision, mission, objectives, strategies, and tactics) evaluation tool 
  • Director’s responsibilities for monitoring, evaluating and reporting 
  • Managing deviation and change

You can attend the Directors Development Programme ‘Strategic Marketing for Non-Marketing Directors’ module on an accredited and non-accredited basis. Learners opting for the accredited route will complete this module as part of the full Directors Development Programme. On completion of all five modules, participants can work towards achieving the PGCert in Strategic Leadership for Directors (60 credits). 

The remaining modules are as follows: 

  • Director Development Programme – Role of the Director and the Board 
  • Director Development Programme – Finance for Non-Finance Directors 
  • Director Development Programme – Advanced Strategic Planning for Directors 
  • Director Development Programme – Advanced Leadership for Directors 

The Postgraduate Certificate 

This PG Certificate in Strategic Leadership for Directors is accredited by the University of Chester and is a postgraduate qualification which sits between a degree and a masters. This is also an excellent route into a full masters, contributing 60 credits towards the 120 necessary for a masters. Students can pursue the full MBA with the University of Chester, following the PGCert, should they so wish.  

Support and guidance 

Students are provided with: 

  • Guidance from an experienced academic assessor 
  • Literature available through the University of Chester e-library 
  • A partner-specific Moodle page which is populated with course information, video content and useful resources 
  • Regular group workshops relating to various study skills  

The assignments 

Students will complete three assignments. Each is assessed through a work-based critically reflective essay or report. As it is work-based learning and the assessments can all be applied to the business situation/workplace, this then gives both the student and the wider organisation a chance to learn and adapt business practice.   

Matt Eld

Matt Eld

Tutor

Matt is an expert in marketing strategy and business transformation. He is a senior leader with over 25 years’ experience of improving and growing businesses, gained from a variety of senior management roles. Matt has held MD and Director posts in a FTSE 250 organisation, Marketing and Communications agency and as a business owner. A CIM Marketer by background, Matt has amassed a wealth of commercial transformation and marketing communications experience. He is an accomplished communicator and is skilled at operating at all levels of the organisation, analyzing and quickly establishing business challenges and developing sustainable solutions. He has strong influencing and negotiation skills and can drive transformation change to success with authority and a clear vision. His broad range of experience covers multiple disciplines including marketing, communications and crisis management, commercial development, change management, organisational development, IT & technology deployment, project management and business improvement.

Matt is a director level project and transformation professional with demonstrated ability to create and translate strategy into measured operational performance improvement. He has extensive experience in marketing, customer acquisition, project management, organisational redesign and commercialization, which he has gained across direct and agency environments in Higher and Further Education, Media & Publishing and Local Government sectors. He is an accomplished leader and influencer from the boardroom to front line teams across multiple location.


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Is this course right for you?

  • Learn a range of techniques and tools for effective strategic marketing
  • Develop the critical thinking skills required to build an effective marketing strategy
  • Understand how an effective leadership team influences strategic marketing approaches
  • Develop techniques for driving value and market share from research and insights
  • Understand how to leverage commercial advantage through a delivered brand promise

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