8 WEEKS, 2.5 HOURS PER WEEK
(1 HOUR VIDEO LECTURE, 1.5 HOUR LIVE SESSION & ASSESSMENTS)
This course is aimed at experienced strategists, account directors and advertising professionals who want to expand their skillset and make a stronger impact as a strategist at a senior level.
Overview
Meet your Facilitator & Lecturers
Weekly facilitators (live session)
Video lecturers (pre-recorded)
What to expect
- A learning program that provokes and makes you an even better strategist, account director and/or planner.
- A collaborative environment for problem-solving and debate.
- A sense of community and camaraderie with fellow participants.
- A chance to question, experiment and share your opinion.
- An opportunity to learn from the best with real-life examples.
This course has two main elements – a pre-recorded video lecture to watch in your own time, and a live working tutorial session led by the course facilitator where participants put theory into action. This industry-certified course includes homework/assessments.
Please note, if you have enrolled in our online course, the working tutorial sessions are delivered live via Zoom/Microsoft Teams.
Who’s it for?
Suitable for experienced account, senior account, and group account directors, plus planners/strategists, researchers, and marketing and brand managers with 4+ years experience.
Course Content
Week 1: What are the fundamentals of business and marketing strategy?
Lecturer: Emily Taylor
- 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: How does advertising really work?
Lecturer: Olly Taylor
- System 1 and System 2 thinking
- Understanding brands and how people react to them
Week 3: What is brand experience and how to plan for it?
Lecturer: Dave Hartmann
- The move towards how people expect brands to come to life
Week 4: Who are the audience and how to understand them?
Lecturer: Nathan Rogers
- Segmentation
- Typologies
- Journey mapping
Week 5: Connections Planning
Lecturers: Sophie Price & Max Broer
- 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: Mike Daniels
- Core principles of behavioural economics
- Understanding the principles in action
- How and when to apply them
Week 7: How to sell strategy?
Lecturer: Smiljka Dimitrijevic
- 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
- Effectiveness
- Behind the Effies
- Effies 2023: How to guide
This industry certified course includes homework/assessment.
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Participant Feedback
Career-changing for the better!
2024 Participant
Good range of content and examples. Helped by providing little tangible tools that I’ll use moving forward plus thinking more from a business perspective, which I think is a rare skill at an agency.
2024 Participant
The content made me feel motivated and inspired – made me fall in love with what I do again.
2024 Participant