Overview
The Giants Marketing Masterclass is a specialized course expertly tailored to enhance marketers’ skills, enabling them to engage customers effectively and drive improved business performance.
The programme adopts an empirical and evidence-based approach to teaching the latest proven marketing techniques and principles that create value for organizations. It is practitioner-focused and features contributions from numerous renowned Chief Marketing Officers and industry experts from around the globe.
After conducting thorough research, we have determined that there are six fundamental technical skills that must be both mastered and seamlessly integrated in order to achieve effective marketing.
8 Week Online Programme
The programme is 8 weeks on a part-time basis, with weekly modules and coaching sessions that can be completed in the gaps. It takes approximately 50 hours to finish.
Structure of programme
- 8 weeksThe programme structure consists of 6 key modules and considers a multi-dimensional approach from strategy to execution and existing and emerging topic areas within the discipline of Digital Marketing. Additionally, there is also live coaching available to enhance the learning experience and provide students with real-time guidance and support throughout their journey.
Students must complete all the modules, actively participate in live coaching sessions, and pass the final exam to achieve the School of Marketing Certificate in Digital Marketing. This comprehensive approach ensures that students not only acquire theoretical knowledge but also gain practical insights and personalised guidance to excel in the field of Marketing.
Six Core Modules:
Customer and Marketing Strategy and Planning
Overview
Create a strong Customer Strategy by crafting compelling propositions, tailored customer experiences, and effective communications that connect with target audiences, using the full marketing mix. This strategy is based on segmentation, targeting, and positioning principles, and incorporates up-to-date consumer insights and behaviors.
Module Breakdown
- Introduction to Customer Strategy
- What is market orientation and marketing mix
- Using the marketing funnel
- Developing consumer insights
- Determining customer needs and expectations
- Customer research process
- Segmenting and targeting
- Role of positioning
- Developing a proposition and CX journey
- Consumer psychology and its role in communications
Overview
Create a strong Customer Strategy by crafting compelling propositions, tailored customer experiences, and effective communications that connect with target audiences, using the full marketing mix. This strategy is based on segmentation, targeting, and positioning principles, and incorporates up-to-date consumer insights and behaviors.
Module Breakdown
- Introduction to Customer Strategy
- What is market orientation and marketing mix
- Using the marketing funnel
- Developing consumer insights
- Determining customer needs and expectations
- Customer research process
- Segmenting and targeting
- Role of positioning
- Developing a proposition and CX journey
- Consumer psychology and its role in communications
Creative Strategy and Execution
Overview
Determine the most effective creative inputs and processes to achieve brave, bold, differentiated and stand-out creative that creates a lasting impact on customers and drives effectiveness for the organisation.
Module Breakdown
- Introduction to creativity
- Creative principles in the context of marketing and communications
- Relationship between creativity, attention, memory and response
- Building memory structures
- Grabbing attention and creative techniques
- Role of creative storytelling
- Creativity through the marketing mix
- Role of data in designing and measuring creative campaigns
- Marketing campaign planning process
- Leveraging the creator economy
Overview
Determine the most effective creative inputs and processes to achieve brave, bold, differentiated and stand-out creative that creates a lasting impact on customers and drives effectiveness for the organisation.
Module Breakdown
- Introduction to creativity
- Creative principles in the context of marketing and communications
- Relationship between creativity, attention, memory and response
- Building memory structures
- Grabbing attention and creative techniques
- Role of creative storytelling
- Creativity through the marketing mix
- Role of data in designing and measuring creative campaigns
- Marketing campaign planning process
- Leveraging the creator economy
Integrated Channel Strategy and Selection
Overview
Build the optimal media and distribution approach to reach and engage the audience, that also compliments the creative and delivers an efficient ROI.
Module Breakdown
- Introduction to channels
- The role of reach
- Efficiency vs Effectiveness
- Media spending and budgeting
- Determining what integrated media channels to use
- Brand life stage and customer lifecycle
- New media channels
- Broad-based rich media
- D2C, e-commerce and retail media
- Precision targeting using performance channels
Overview
Build the optimal media and distribution approach to reach and engage the audience, that also compliments the creative and delivers an efficient ROI.
Module Breakdown
- Introduction to channels
- The role of reach
- Efficiency vs Effectiveness
- Media spending and budgeting
- Determining what integrated media channels to use
- Brand life stage and customer lifecycle
- New media channels
- Broad-based rich media
- D2C, e-commerce and retail media
- Precision targeting using performance channels
Brand Strategy and Development
Overview
Develop and maximise the potential of brand and brand portfolios, in both the long and short term. Determine the brand growth levers and how to manage them over time to achieve customer and commercial success.
Module Breakdown
- Introduction to brand strategy and development
- Double jeopardy concept in marketing
- Triple jeopardy of brand attention
- Brand soul and goal diamond
- Brand distinctiveness
- Brand differentiation
- Brand positioning
- Brand partnerships
- Brand measurement
- Managing brand portfolios over time
Overview
Develop and maximise the potential of brand and brand portfolios, in both the long and short term. Determine the brand growth levers and how to manage them over time to achieve customer and commercial success.
Module Breakdown
- Introduction to brand strategy and development
- Double jeopardy concept in marketing
- Triple jeopardy of brand attention
- Brand soul and goal diamond
- Brand distinctiveness
- Brand differentiation
- Brand positioning
- Brand partnerships
- Brand measurement
- Managing brand portfolios over time
Data, Analytics and AI
Overview
Be able to harness, create and interpret data to derive new and novel customer insights, develop marketing strategies and tactics, and measure performance effectiveness.
Module Breakdown
- Introduction to data and analytics
- Best practise in data and analytics
- Commonly used tools
- Language of analytics
- Measuring mental availability
- Measuring physical availability
- Measuring emotional resonance and sentiment
- Data fallacies
- Report and providing insights
- Creating data and analytics dashboards
Overview
Be able to harness, create and interpret data to derive new and novel customer insights, develop marketing strategies and tactics, and measure performance effectiveness.
Module Breakdown
- Introduction to data and analytics
- Best practise in data and analytics
- Commonly used tools
- Language of analytics
- Measuring mental availability
- Measuring physical availability
- Measuring emotional resonance and sentiment
- Data fallacies
- Report and providing insights
- Creating data and analytics dashboards
Commercial and Performance-Driven Marketing
Overview
Develop a rigorous commercial and performance driven understanding and culture. Determine how to affect the levers of value to create a step-change in marketing effectiveness that links to the wider business and financial goals of the organisation.
Module Breakdown
- The value creation zone
- Customer acquisition costs and lifetime value
- Break-even analysis
- Product Pricing
- Zero-based budgeting
- Deriving at ROI
- Business case development
- Effectiveness techniques
- Financial statements
- Influencing the boardroom
Overview
Develop a rigorous commercial and performance driven understanding and culture. Determine how to affect the levers of value to create a step-change in marketing effectiveness that links to the wider business and financial goals of the organisation.
Module Breakdown
- The value creation zone
- Customer acquisition costs and lifetime value
- Break even analysis
- Product Pricing
- Zero based budgeting
- Deriving at ROI
- Business case development
- Effectiveness techniques
- Financial statements
- Influencing the boardroom
Six Core Modules:
Customer and Marketing Strategy and Planning
Overview
Create a strong Customer Strategy by crafting compelling propositions, tailored customer experiences, and effective communications that connect with target audiences, using the full marketing mix. This strategy is based on segmentation, targeting, and positioning principles, and incorporates up-to-date consumer insights and behaviors.
Module Breakdown
- Introduction to Customer Strategy
- What is market orientation and marketing mix
- Using the marketing funnel
- Developing consumer insights
- Determining customer needs and expectations
- Customer research process
- Segmenting and targeting
- Role of positioning
- Developing a proposition and CX journey
- Consumer psychology and its role in communications
Overview
Create a strong Customer Strategy by crafting compelling propositions, tailored customer experiences, and effective communications that connect with target audiences, using the full marketing mix. This strategy is based on segmentation, targeting, and positioning principles, and incorporates up-to-date consumer insights and behaviors.
Module Breakdown
- Introduction to Customer Strategy
- What is market orientation and marketing mix
- Using the marketing funnel
- Developing consumer insights
- Determining customer needs and expectations
- Customer research process
- Segmenting and targeting
- Role of positioning
- Developing a proposition and CX journey
- Consumer psychology and its role in communications
Creative Strategy and Execution
Overview
Determine the most effective creative inputs and processes to achieve brave, bold, differentiated and stand-out creative that creates a lasting impact on customers and drives effectiveness for the organisation.
Module Breakdown
- Introduction to creativity
- Creative principles in the context of marketing and communications
- Relationship between creativity, attention, memory and response
- Building memory structures
- Grabbing attention and creative techniques
- Role of creative storytelling
- Creativity through the marketing mix
- Role of data in designing and measuring creative campaigns
- Marketing campaign planning process
- Leveraging the creator economy
Overview
Determine the most effective creative inputs and processes to achieve brave, bold, differentiated and stand-out creative that creates a lasting impact on customers and drives effectiveness for the organisation.
Module Breakdown
- Introduction to creativity
- Creative principles in the context of marketing and communications
- Relationship between creativity, attention, memory and response
- Building memory structures
- Grabbing attention and creative techniques
- Role of creative storytelling
- Creativity through the marketing mix
- Role of data in designing and measuring creative campaigns
- Marketing campaign planning process
- Leveraging the creator economy
Integrated Channel Strategy and Selection
Overview
Build the optimal media and distribution approach to reach and engage the audience, that also compliments the creative and delivers an efficient ROI.
Module Breakdown
- Introduction to channels
- The role of reach
- Efficiency vs Effectiveness
- Media spending and budgeting
- Determining what integrated media channels to use
- Brand life stage and customer lifecycle
- New media channels
- Broad-based rich media
- D2C, e-commerce and retail media
- Precision targeting using performance channels
Overview
Build the optimal media and distribution approach to reach and engage the audience, that also compliments the creative and delivers an efficient ROI.
Module Breakdown
- Introduction to channels
- The role of reach
- Efficiency vs Effectiveness
- Media spending and budgeting
- Determining what integrated media channels to use
- Brand life stage and customer lifecycle
- New media channels
- Broad-based rich media
- D2C, e-commerce and retail media
- Precision targeting using performance channels
Brand Strategy and Development
Overview
Develop and maximise the potential of brand and brand portfolios, in both the long and short term. Determine the brand growth levers and how to manage them over time to achieve customer and commercial success.
Module Breakdown
- Introduction to brand strategy and development
- Double jeopardy concept in marketing
- Triple jeopardy of brand attention
- Brand soul and goal diamond
- Brand distinctiveness
- Brand differentiation
- Brand positioning
- Brand partnerships
- Brand measurement
- Managing brand portfolios over time
Overview
Develop and maximise the potential of brand and brand portfolios, in both the long and short term. Determine the brand growth levers and how to manage them over time to achieve customer and commercial success.
Module Breakdown
- Introduction to brand strategy and development
- Double jeopardy concept in marketing
- Triple jeopardy of brand attention
- Brand soul and goal diamond
- Brand distinctiveness
- Brand differentiation
- Brand positioning
- Brand partnerships
- Brand measurement
- Managing brand portfolios over time
Data, Analytics and AI
Overview
Be able to harness, create and interpret data to derive new and novel customer insights, develop marketing strategies and tactics, and measure performance effectiveness.
Module Breakdown
- Introduction to data and analytics
- Best practise in data and analytics
- Commonly used tools
- Language of analytics
- Measuring mental availability
- Measuring physical availability
- Measuring emotional resonance and sentiment
- Data fallacies
- Report and providing insights
- Creating data and analytics dashboards
Overview
Be able to harness, create and interpret data to derive new and novel customer insights, develop marketing strategies and tactics, and measure performance effectiveness.
Module Breakdown
- Introduction to data and analytics
- Best practise in data and analytics
- Commonly used tools
- Language of analytics
- Measuring mental availability
- Measuring physical availability
- Measuring emotional resonance and sentiment
- Data fallacies
- Report and providing insights
- Creating data and analytics dashboards
Commercial and Performance-Driven Marketing
Overview
Develop a rigorous commercial and performance driven understanding and culture. Determine how to affect the levers of value to create a step-change in marketing effectiveness that links to the wider business and financial goals of the organisation.
Module Breakdown
- The value creation zone
- Customer acquisition costs and lifetime value
- Break-even analysis
- Product Pricing
- Zero-based budgeting
- Deriving at ROI
- Business case development
- Effectiveness techniques
- Financial statements
- Influencing the boardroom
Overview
Develop a rigorous commercial and performance driven understanding and culture. Determine how to affect the levers of value to create a step-change in marketing effectiveness that links to the wider business and financial goals of the organisation.
Module Breakdown
- The value creation zone
- Customer acquisition costs and lifetime value
- Break even analysis
- Product Pricing
- Zero based budgeting
- Deriving at ROI
- Business case development
- Effectiveness techniques
- Financial statements
- Influencing the boardroom
The Giants Marketing Masterclass is a CPD-accredited programme. Upon completion of the programme, you will have a CPD-accredited certificate and have covered 50 hours of professional development training.
Learning on the go and in the gaps
All modules consist of 3 mobile and tube travel-friendly learning tools. Developed to make sure you get the most from your learning
Live Coaching
Gain access to 1-2-1 sessions with a coach to help you navigate the programme and contextualise the learning.
Podcasts
All lessons are available as podcasts on the platform of your choosing. Ideal for learning on the go.
Leading resource
Get access to 6 learning modules plus loads of extra content with the latest industry tools and techniques.
Expert Comment
We are thankful to a range of CEOs and CMOs who have contributed to the content and have provided expert opinion to this programme, including:
-
Lord Karan Bilimoria
Founder and Chairman of Cobra Beer -
Lindsey Clay
CEO of Thinkbox -
Keith Weed
NED of WPP and Sainsburys -
Conny Bramms
CDMO of Unilever -
Becky Brock
Commercial Director at Costa Coffee -
Becky Moffat
CMO at HSBC Uk -
Will Butler-Adams OBE
CEO at Brompton Bicycle Ltd -
Lex Bradshaw-Zanger
CDMO, UK & Ireland at L’Oréal -
Gary Booker
CMO , Innovation & Strategy Officer at Rentokil Initial
-
Ian Whittaker
Tech Analyst and Strategy Consultant -
Sharry Cramond
Marketing Director of M&S Food -
Mark Read
CEO of WPP -
Paul Polman
Ex-CEO Unilever and Founder of Imagine -
Hamish Goulding
Group Head of Brand Strategy at HSBC -
Pano Christou
CEO at Pret A Manger -
Mimi Nicklin
CEO at Freedom -
Mark Evans
MD, Marketing at Direct line group -
Ben Rhodes
Brand Director at Phoenix Group -
Dan Sherwood
Marketing Director at Santander UK
Who is the programme for?
We built this powerful programme for marketing managers and leaders who are facing these challenges:
Struggling to Move the Needle
You are finding it difficult to diagnose the growth drivers of your organisation. We will hold your hand in understanding those drivers and transform it into strategies and actions that that move the needle.
Attempting to turn theory into action
You’ve learnt the marketing theory but find it hard to contextualize that into your day job. Our team of experts will provide 1:1 support to help you take meaningful action in your organisation.
Guesswork in your Strategy
Take the guesswork out of your marketing. Apply proven strategies from CMOs and executives from L’Oreal, M&S, WPP and Direct Line Group which are personalised to your organisation.
Complexity holding you back
Your organisation has multiple teams, strategies and objectives to navigate. Develop your technical and strategic skillset to understand how these critical parts in your organisation come together and how you can utilise them to drive commerciality in marketing.
What people say
Online Programme
- 8 Weeks
- 8 Week access to the programme
- Access to leading resources
- 1 - 2- 1 Live Coaching
£2000
(Plus Vat)
Other payment options are available, email: info@schoolofmarketing.co.uk
Have a question? Get in touch.
Ask us anything, we are happy to answer any questions! If you would like to inquire about the In-person course please let us know.
