The context within which marketing functions and practices operate has shifted radically over recent times, fuelled by evolving digital technologies, challenging and changeable market conditions and significant changes in customer behaviours and needs. It is increasingly the marketing leader’s role to build and sell the case for reshaping the organisational environment where necessary 

Many organisations need marketing to strengthen performance as they strive to meet evolving customer expectations and emerging needs. It is the marketing leaderjob to be the driving force behind areas such as insight and appraising the role of brand equity and corporate reputation in directing and sustaining change within the organisation. Vision, strong relationships with the leadership team, strong cross-functional collaborations and an ability to prove ROI to the C-Suite are all vital to the modern marketing leader’s success. 

We will highlight contemporary practice in effectively leading and engaging others to deliver marketing change and managing the process. The sessions include industry leading approaches and examples on how driving a customer-facing organisational structure and strong culture can support plans to optimise corporate capability. The workshop is broken into the three core areas needed for leading marketing change; building the right case for change, creating a powerful change culture and implementing effective change.  

Who should attend?

Marketers who either anticipate or know marketing change is critical to future organisational success and want support and ideas to help navigate it successfully. You will be looking to successfully manage marketing change within your team and function, or you may be looking to lead and champion genuine customer-centric marketing within the context of broader organisational transformation. 

Learning outcomes

Building the case for change  

  • Understand the role of Marketing Change Leader in organisational strategy  
  • The role of brand equity, corporate reputation, culture and values in directing and sustaining marketing change 
  • Appreciate the need for new internal collaborations for the desired marketing change to succeed 
  • Evaluate barriers, benefits and challenges to your organisation in implementing future change 

Create a powerful change culture

  • How to successfully navigate marketing change with relevant stakeholders
  • Understand the role of internal communications in engaging others with change 
  • Appreciate how to use insight to facilitate change and develop a culture for continuous and sustainable innovation 

How to implement effective change 

  • Understand the difference and challenges between marketing and broader strategic leadership 
  • Understand the process and environment needed to implement, review and reflect on the effectiveness of change 

Course Dates

Start Date Duration Location
23 Jun 2022 1d Virtual
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11 Aug 2022 1d Virtual
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19 Oct 2022 1d Virtual
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08 Dec 2022 1d Virtual
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Course Director

Vanessa Moon

Vanessa Moon’s experience in marketing, brand, insight and integrated communications stretches over 28 years. Her reputation has been built across a variety of agency and client roles and longstanding project, training and consultancy work that includes clients such as Taylors of Harrogate, Yorkshire Tea, Asda, Avon, BBC Studios, Kraft, KP, Bacardi-Martini, Haymarket, Xerox, Zava, TFL, Tesco, Lloyds and Legal & General to name a few. She has trained and consulted international brands across EU, EMEA, Latin and Central America, held roles on several Marketing Excellence Councils, is currently a CIM faculty director and a course director at Oxford College of Marketing and director of Brand Usability. She is a popular guest speaker and facilitator and is consistently recognised as engaging and inspiring - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business. Vanessa encourages marketing with social purpose.


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