Back from our summer holidays and hitting the ground running! We’re with the team at Yeo Valley Organic this week, delivering a tailored version of our ‘Key to Brand Management’ course. Can’t wait to get started. You might even say we’re over the mooooo-n about it…
The Key to Brand Management is our flagship course. It is designed to create a strong foundation level of marketing skills and a shared learning experience. With the whole marketing team trained, businesses speak a common language and have a shared understanding of the processes and tools used to manage brands and develop marketing activities.
The course covers a range of topics and is peppered with industry examples, practical exercises and plenty of discussion. The modules we cover are:
- Core Marketing Principles – Byron Sharp, Binet and Field
- Brand Positioning
- Situation Analysis
- Consumer Understanding
- Insights
- Writing a strategy
- Activity selection and writing a plan
- Briefing
- Creative development
- Media planning
- Working with commercial teams
- Writing and delivering retailer sell-ins
- Measurement and evaluation
There’s a lot to take in, so to make sure it sticks we always run an action planning session at the end of the course. This is where delegates reflect on what they have learnt individually and as a team and then make public commitments about the changes they are going to implement.
We can’t wait to get started!
