B2B Course Descriptions
Business Strategy Thought Leadership
Equips participants to think and talk strategically about their or their client’s business and understand how value is created. Participants will learn to identify company DNA and sources of enduring strategic advantage, interrogate business strategy and engage in how to drive profit.
Securing Resources Post-COVID
New for 2020
With many businesses having massively downscaled operations in recent months, filling their priority lists are crucial business reconstruction tasks. Marketers and agencies will need to make tangible, fact-based cases to win campaign resources at a time when there is an unprecedented number of calls on much-diminished corporate cash reserves. This course provides two crucial tools that can be worked on NOW to help win budgets back.
Prepares mid-level (5+ years’ experience) personnel to successfully transition from output-based roles into value-generating, C-Suite influencing roles. Four key tools will enable participants to evaluate marketers’ strategic influence, the strategic role of the marketing department, on which of the four levels of Business Strategy the business sits and be able, as individuals, to climb the Strategic Influencing Pyramid.
Universal Brand Mapping
New for 2020
Typically, brand maps represent consumers’ perceptions on opposing dimensions, e.g. budget/premium, spicy/mild. But how do these relate to business outcomes? Centrality-Distinctiveness Mapping connects a brand’s position on a perceptual map with sales and price, guides brand strategy and resource allocation decisions, and can be applied to any product/service category, making it an ideal strategic tool for agencies working across many different clients.
Data Analytics and Graphics Masterclass
New for 2020
This 3x 90-minute group of courses draws upon the latest and best thinking in data analytics and graphical visualization techniques, equipping participants with the skillsets to succeed in a world of Big Data. Each will gain the ability to draw out information from varying types of data and visually communicate it compellingly to C-Suite decision-makers.
Proving Your Campaigns Work
Successful campaigns create far more business value than brand owners or their agencies realize. This course focuses on how to identify the three key areas of value creation usually missed in campaign reviews that will enable participants to demonstrate the tangible, incremental value created by marketing communications.
Write Compelling Case Studies
Applying business storytelling techniques, participants will learn how to write consultant-standard Marketing/Advertising campaign case studies that can be taken into the C- Suite of current and potential clients.