Strategic Planning

Strategic Planning Principles Workshop

This course is part of the AFA AdSchool Program: advertising short courses offered by the Advertising Federation of Australia in conjunction with UTS.

This course examines the historic development and current approaches to strategic planning for marketing communications. It provides an overview to the theory of developing effective consumer based communications and their role in developing commercially successful brands.

Fundamentally the subject provides theoretical and practical understanding of the pivotal link which the Planning function plays between marketing objectives, consumer insights and creative development and evaluation.

Guest speakers will present an insight into successful marketing campaigns by presenting recent case histories. Practical workshop sessions give the students an understanding of the use of different planning tools and how research can be used to test and fine tune creative strategy.

Key learning outcomes:
Advanced understanding of the link between planning, marketing, research and creative, the use of different planning tools, how to use research to test and fine tune creative strategy.

There are two acid tests for effective communications; Firstly, does it engage the consumer, secondly, does the boardroom see it as effective? This course examines communications from both ends of the spectrum. In these media saturated times, how do we create communications that will genuinely engage our consumer, whilst at the same time proving its effectiveness to the board?

Communications expenditure can demonstrably generate a return on investment, by measuring sales growth, market share, brand equity and awareness. However, engagement is a little more difficult to measure. This course provides an understanding of how to formulate effective, engaging communications programs and an understanding of the measures employed in auditing the performance of brand communications.

Course Content

Effective Engagement Introduction
Engaging consumers
The changing nature of brands
Engagement and Effectiveness
The latest, greatest and unconventional ways to engage people and brands
Building an integrated engaging campaign
Approaches to communication evaluation
How to develop effective communication
How to win an effectiveness award
Putting it all together
Key learning outcomes
Engage consumers and brands from clients, agencies and researchers perspectives, set measurable objectives for evaluation of all forms of communication.

In today’s complex environment, the stakes have become increasingly high for managers—whether working in the private sector, the public sector, or with non-profit community organizations. There is an increasing emphasis on accountability, efficiency, and effectiveness; on achieving clearer outcomes and managing for results; and more demanding public and consumer expectations around service quality. More than ever, organizations need to be more strategic in how they view, plan for, and purpose their goals.

In today’s world, business is characterised by change, which presents numerous challenges to anyone attempting to lead and manage it. Thinking ahead with foresight and flexibility will be the point of differentiation and set one apart. This workshop attempts to provide practical skills to the participants in a safe, experiential environment which will have a direct impact on your business.

OBJECTIVES

The 2-day programme will provide a framework for thinking about your business. Tools and concepts will facilitate thinking strategically and innovatively. Using a structured process you will be able to apply these techniques in your strategic planning activities.

Participants will be able to reflect on current business plans and strategies through a structured framework, the environment provided will facilitate the application back in the organisation.

Pages:- 1 2 3 4 5 6 7 8
[ Online / Live ] [ Corporate Training ] [ Locations ] [ Schools ] [ Job Seekers ]

Dear Visitor: You are strongly recommended to bookmark this page and come back later, since new course may be available anytime. Click to Proceed>>