Advanced Strategic Planning
8 WEEKS, 2 HOURS PER WEEK
(30-MINUTE VIDEO LECTURE, 90-MINUTE LIVE TUTORIAL & ASSESSMENTS)
Strategy redefined: Your next step into leadership.
What to expect
Equip yourself with the tools and critical thinking needed to turn good strategy into exceptional leadership. This course arms you with practical skills to make sharp business and brand decisions that get the right results, covering:
Advanced insight development
Refine your ability to extract insights that drive high-level strategy and breakthrough creative.
Strategic leadership
Gain the skills to lead your team with vision, influence, and a clear strategic direction.
Navigating complexity
Master the tools to handle complex data, diverse audience insights, and ever-changing market dynamics.
Building brand resilience
Explore frameworks to ensure brand relevancy and longevity in a fast-paced environment.
Who’s it for?
Senior planners, strategists and leaders with experience in account management or planning who want to deepen their expertise and earn a seat at the executive table. This course benefits those who want to shape impactful campaigns, inspire creative teams, and lead with confidence in today’s competitive advertising landscape.
Meet your Facilitators & Lecturers
From Effie-winning strategists to a network of industry leaders who share a commitment to strategic excellence, Advanced Strategic Planning gives you access to key insights and learnings from over 15 industry experts with lived experience.
Weekly facilitators (live session)
Video lecturers (pre-recorded)
Course Structure & Content
Over eight short weeks, you’ll be delivered bite-sized content designed to fit your schedule—anytime, anywhere. The best part? It takes no more than three hours a week.
Duration
Part-time.
Delivery
Pre-recorded 30-minute video lectures for flexible learning combined with in-person 90-minute tutorials to help you apply theory to practice. Weekly tutes for online courses will be delivered virtually.
Assessment
Practical projects, collaborative exercises, and a final capstone presentation to industry peers and mentors.
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Week 1: What are the fundamentals of business and marketing strategy?
Lecturer: Catherine King
- Getting clear on the difference between the role of marketing and advertising
- What is the role of the strategist?
- Interrogating the commercial business challenge or objective when responding to a client brief
- Does brand purpose have a role to play?
Week 2: What is an insight? Who are the audience and how to understand them?
Lecturer: Lisa Gumbleton
- Segmentation
- Typologies
- Journey mapping
Week 3: How does advertising really work?
Lecturer: Anna Bollinger
- System 1 and System 2 thinking
- Understanding brands and how people react to them
Week 4: What is brand experience and how to plan for it?
Lecturer: Remi Couzelas
- What makes a brand experience and how do you plan for it?
- What inputs are needed and where is it in the process?
- CX vs UX
Week 5: Connections Planning
Lecturer: Alexandra Nel
- Defining connections planning
- Understanding how thinking about connections is different to media
- Tools and tricks for getting it right
Week 6: What is behavioural economics?
Lecturer: Milla McPhee
- Core principles of behavioural economics
- Understanding the principles in action
- How and when to apply them
Week 7: How to sell strategy? Relationship between creative & strategy
Lecturer: Nancy Hartley and Lew Bentley
- What is the difference strategy makes and how to value it
- How to sell it in and set up ideas
Week 8: The pitch
- Presentations and final assessment
Plus bonus content
- Effies 2025: How to guide
- ESOV & Beyond Part I
- ESOV & Beyond Part 2
This industry certified course includes homework/assessment.
See how it has worked for others
“Learning from Effie-winning strategists and a network of industry leaders, I loved this program and highly recommend to other senior planners and strategists.”
Abbey Cubit
Media Strategist at University of Canberra
Why AdSchool?
Why AdSchool?Quality education you can trust
AdSchool’s industry-certified learning combines rigour with real-world application, preparing you for the dynamic challenges of our industry.
“Fly the Standard” of professionalism
Join a forward-thinking community setting new benchmarks for strategic excellence in Australian advertising and marketing.
Belong to a community
AdSchool’s supportive space for high achievers connects you with industry experts, mentors, and peers committed to advancing their – and your – craft.