Professional Development

Price includes refreshments, lunch and course materials

Level: Advanced

The purpose of this course:

Developing and communicating a clear direction is vital for any organisation seeking success. Without such clarity it is impossible to develop logical and coherent goals, objectives and plans; if you do not know where you are going how will you know how to get there or whether you are being successful?

This workshop guides you through the steps for developing strategic direction.

Who this course is for:

The workshop is designed for managers with operational responsibilities needing to broaden their strategic mindset, enabling them to understand and input to the medium to long-term strategic direction.

Benefits for your organisation:

You will be equipped with a toolkit of practical techniques to engage your organisation in developing a meaningful strategic direction. You will also be better able to contribute to strategy development activities generally through the framework tools you will explore.

Benefits for you as an individual:

You will benefit from having a good understanding of the importance of developing a clear strategic direction, a glossary and examples of the language of strategy and be able to lead or facilitate a direction-setting process in your organisation.

You will learn how to:

Appreciate, understand and use the key, tools, techniques and processes needed to develop strategic direction, including:

• Putting strategic direction in context: positioning direction-setting and introducing a simple, practical model for developing it
• Explaining and simplifying terminology: clearly explaining strategy jargon, vision, mission, values, goals, objectives, strategies and their importance for strategy development and deployment
• Practical tools and techniques to develop vision and a sense of mission: this is not about producing woolly vision or mission statements. It is about clarifying where an organisation is going and the competencies it needs to succeed
• Action planning checklist: commonsense hints, tips and guidance on how to kick-start the process, who to involve and the pitfalls to avoid

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework.