Director's Role in Strategy and Marketing

This course provides an introduction to the key ideas and processes for creating and managing the organisation's overall and marketing strategies. It considers the main approaches to strategic direction and marketing within the organisation, and will assist you in your role of leading the strategic process. It also identifies the critical elements of the strategic process and facilitates their exploration and practice.

Who should attend

Directors and Executives, from all sizes of organisations and industry sectors.

What to expect

• Gain a clear understanding of the role of the board in the development and implementation of strategy
• The opportunity to examine the issues surrounding strategy and marketing with fellow directors in a risk free environment
• The opportunity to examine and use a variety of techniques that assist the strategic process
• An opportunity to examine how your board formulates, implements and monitors its business and marketing strategies
• An opportunity to discuss and assess marketing concepts with directors from other organisations before taking them back and applying them within your own business
• Provides reference material and real life examples and post-course e-learning that reinforce the key learning points

Course Objectives

Participation on this course will enable you to:

• Understand what strategy is and how a board uses it to generate value.
• Appreciate the strategic importance of a clear purpose as provided by vision, mission and values, and effective strategic thinking.
• Be equipped with tools to help make an effective situation appraisal and evaluate the relationship between the internal and external environments of the organisation
• Understand that good strategic analysis is essential to good strategy formulation and implementation.
• Have an understanding of the means by which strategic options may be generated and evaluated to arrive at the strategy that will deliver the vision.
• Understand the role of the Board in implementing strategy and the part played by marketing. Appreciate the importance of operational capability, its sources and the means by which it can be acquired.
• Obtain an overview of risk and measurement with respect to strategy implementation.

This course counts towards the Certificate in Company Direction.