Advanced Strategic Planning

8 Weeks

This course is aimed at more experienced planners/ professionals (3+ years) who want to expand their skill set and their horizons and make an impact as a strategist at a senior level. It will stretch the delegates, and offers inspiration, provocation and practical application. Endorsed by the APG.

Overview

The course provides an overview of the entire brand development process and provides key frameworks to help make brand-building decisions. The structure of the course will follow the ideal brand development process; from business opportunity to defining an insight, to communications and the measurement of results. It will bring to life text-book theory by providing inspiring real-life examples from the experts who are successfully building brands right now.

 

Meet your Lecturers
ONLINE
David Warren
Freelance Planning Director at The Monkeys Sydney
David has 17 years’ experience of marketing, brand and communications strategy. Since arriving in Australia nine years ago he has... MORE
Perth
Smiljka Dimitrijevic
Strategy Director at 303 MullenLowe Perth
Smiljka is a naturally strategic thinker with a background in marketing and a passion for the creative world of advertising.... MORE
Perth
John Linton
Head of Planning at 303 MullenLowe Perth
John Linton's career in advertising almost wasn’t, having originally trained in Corporate Finance and Psychology. However, a chance internship (and... MORE
What to expect

Fast paced sessions covering theory and practical. Come ready to discuss, experiment, and share your opinions. Upon completion, participants will have a deeper understanding of contemporary planning and best practice examples of business strategy, branding, segmentation, defining an idea, communication and connections planning.

Who’s it for?

Suitable for experienced Planners, Strategists, Account Directors, Senior Account Directors, Group Account Directors, Researchers, Marketing and Brand Managers with 3+ years experience.

Course Content

Week 1. Fundamentals of strategy

  • The essence of strategy
  • Beyond classical business strategy
  • How marketing creates value
  • Thinking strategically

Week 2. Brand theory & practice part 1

  • Defining brands
  • Brand equity and the benefits of a strong brand
  • How to analyse brands
  • Salience vs. Differentiation

Week 3. Brand theory & practice part 2

  • Developing a brand positioning
  • How to express a brand idea
  • How to build an iconic brand
  • Share of voice or share of experience?

Week 4. Account planning then and now part 1

  • Planning schemas
  • Developing a creative strategy

Week 5. Account planning then and now part 2

  • Writing the brief
  • How to sell strategic thinking

Week 6. Principles of effectiveness

  • Theories of brand growth
  • How advertising works
  • The thinking behind work that worked

Week 7. Understanding consumers as people

  • Cognition & behaviour
  • Implications for research
  • Implications for creative

Week 8. Recap of key concepts & team presentations

 

Participant Feedback

I’d definitely recommend this course. I feel like this 8 weeks has resulted in a fundamental shift in my strategic approach to a problem.

Great course – I know will help me take the next step in my career and talk with confidence in meetings and at work.

Reminded me why I got into this game. Loved dedicating time out of my week to talk about brands and why we love them.