curriculum
WHERE ARE WE NOW
- Being strategic about the Brief
- Deepening your research and analysis skills
- The 5 C Audit
- Company (Business/Brand)
- Consumer
- Category/Competitor
- Culture
- Channel
WHERE WE WANT TO GO
- Communication platform development
- If then logic
- Ideas / Ideals / Disruption
- Brand development
- Review of models and approaches
- Concept writing & manifestos
HOW WILL WE GET THERE
- Communication planning
- Persona development & Journey planning
- Program design and blueprinting
- Understanding media planning and how to leverage your partnership with media
ARRIVING & KNOWING WE HAVE ARRIVED
- From inspirational to 1-page briefs, how to get your vision across
- Crafting the work together
- Accountability: keeping track and optimising for business; brand; marketing, communication goals and KPI’s
What you will get out of this course
Self-awareness
- Of your personal thinking style and preference and how to leverage this as a key strength.
- How to become a whole-brain-thinker, with the incorporation of the NBI® Thinking Style Assessment.
A toolkit with the most useful frameworks and models
- The confidence to make decisions about when and how to apply each tool depending on what your challenge requires.
- In addition to the training itself, participants will receive a copy of tools/cheat sheets and deeper reading in the form of handouts.
Practice & coaching
- Strategic thinking is a muscle that can be built. This course provides a space from the everyday challenges of work for self-development.
- Coaching and community feedback.
A portfolio of work
- Every participant will receive a project brief to apply their learnings to.
- The structure of the training will allow the project to be completed over the course of the 6-8 week period.
LOOK AT USUAL THINGS WITH UNUSUAL EYES.
– VICO MAGISTRETTI