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.
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
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.
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)
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
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.
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