Core Strategic Planning

8 Weeks, Tuesdays, 6:00 PM – 8:30 PM

Get equipped for the rest of your career with a core set of strategic principles and tools that can be applied in any situation, plus latest global thinking. A “must do” for planners and any strategists at the beginning of their career. Endorsed by the APG.

Overview

Learn about the origins of strategic planning, how to develop a deep understanding of consumers and brands, briefing creatives, evaluating ideas, developing an effectiveness case and the latest research tools and techniques. Students will be equipped with all the essential skills to develop an end-to-end communications strategy.

Meet your Lecturers
Sydney
Fran Clayton
Chief Strategy Officer
Fran has held senior leadership roles in a number of agencies in both Australia and the USA and has worked... MORE
Sydney
Ben Hourahine
Strategy Partner, Partner at AnalogFolk
Ben Hourahine is Strategy Partner at AnalogFolk Sydney and Co-Chairman of the APG in Australia. An industry leader and a... MORE
Melbourne
Brigitte Bayard
Planning Director at Clemenger BBDO Melbourne
Brigitte Bayard is a Planning Director at Clemenger BBDO Melbourne, with over 9 years experience across many industries including FMCG,... MORE
Anuj Mehra
Head of Strategy at GTB Australia
Anuj Mehra is the Head of Strategy of GTB Australia and Chairs the APG in Melbourne. His unique integrated marketing... MORE
What to expect

Fast paced sessions covering theory and practice. Learn by doing. Practical tools to apply learnings the next day, with expert guest speakers, weekly reading suggestions and assignments. Come ready to discuss, experiment, and share your opinions.

 

Who’s it for?

Suitable for Junior Planners, Account Executives, Account Managers, Junior Marketing Managers/Professionals and Researchers, with up to 2 years work experience, who want to sharpen their strategic prowess.

Course Content

WEEK ONE – PLANNING PRINCIPLES
Introduction; the history of planning; planning principles

WEEK TWO – THE PLANNING CYCLE 
Planning cycle overview; interrogating and defining the business problem; what is an insight; getting to an insight 

WEEK THREE – BRAND STRATEGY 
Definition and history of brands; Brand strategy fundamentals and tools

WEEK FOUR – RESEARCH 
Quantitative vs qualitative research; new research techniques; how advertising works and is evaluated

WEEK FIVE – BRIEF WRITING AND BRIEFING 
The role of the creative brief; how to write a brief; how to inspire

WEEK SIX – CREATIVE DEVELOPMENT 
Idea versus execution; creative against strategy; creative feedback

WEEK SEVEN – CHANNEL PLANNING
Digital and channel strategy; the future of strategic planning

WEEK EIGHT – EFFECTIVENESS + PRESENT MAJOR ASSIGNMENT
Writing an effectiveness case study

Endorsed and revised annually by the Industry Committee, Account Planning Group (APG)

Related articles

Why planners are going ‘back to basics’ in the digital era by Kate Smither
The ‘unhealthy obsession’ distracting strategic planners by Anuj Mehra
How the evolution of planning is affecting strategy by Lily Tidy
Do today’s strategic planners need to shift focus? QLD planners weigh in by Amanda Windus, Justin Cloete & Mike Redfern

Read former AdSchool participant Jake Batty’s key takeaways from the course.
Additionally, Callam Hanks a former AdSchool participant shares “My road to social and content manager“.

FAQ

What is the difference between “Core Strategic Planning” and the “Advanced Strategic Planning” courses?

Strategic Planning Core Skills” is narrower in focus. It concentrates on explaining the tools and techniques available to a strategic planner working on a communications strategy or campaign from beginning to end – strategic skills as applied to creative (typically advertising ) campaigns. The focus is on the campaign. It is aimed at people with up to 2 years experience. 

The “Strategic Planning Advanced Skills” course is aimed at more experienced people (3+ years), and will give them a broader perspective of the total business context – business strategy, opportunities through segmentation, the changing face of brands and branding, communications and connections planning etc.  This course is more focused on the brand rather than the campaign and considers the future of strategic planning. 

Participant Feedback

I’m really glad I was able to take part in this course and definitely makes me more and more interested in pursuing a career in strategy. It was also great meeting others who were at my level in the industry.

Content was valuable and practical, and the group discussions were engaging

It was great to mix and work with people from different agencies