Strategy, planning, and in-depth understanding.
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Strategic thinking underpins every effective marketing campaign. Without it, marketing is just guesswork.
Build your understanding of strategy and long-term planning with workshops from the Professional Certified Strategic Marketer programme.
The programme is flexible so you can fit it into your busy schedule, you can complete our workshops either in-person, or online.
How does it work?
Once you pass your work-based project, you are then given a certification as a Professionally Certified Strategic Marketer, and you are awarded a postgraduate level 8 micro-credential from the University of Canterbury.
Scroll down to view our upcoming core and elective workshops for this certification.
Or click the button to the right to enrol yourself in the Professional Certification programme so we know you are working towards becoming certified >>
Based on the best seller from Professor Tim Calkins of Kellogg School of Management, Colleen Ryan provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.
In this workshop, Carl Davidson will draw from behavioural science and cognitive psychology to demonstrate some of the flaws in our everyday ways of thinking and provide some tools to sharpen your critical thinking and problem-solving mindset.
In this course, you’ll learn how to identify stakeholders inside and outside your organisation, manage seemingly different stakeholder priorities to find that sweet spot of commonality, the importance of key messaging and how to frame a narrative that everyone thought was their idea.
This course will show you how to develop and implement a brand strategy and plan. You’ll learn how to position your brand, manage your brand’s performance over time, and gain a competitive edge.
Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their work to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and too dense. They end up sitting on a shelf, unread and unrealised. Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them.
Based on the best seller from Professor Tim Calkins of Kellogg School of Management, Colleen Ryan provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.
Course Content
The course is split into four sections:
You will:
Prerequisites: Each participant needs to purchase a workbook either digital or hardback.
"Many people think they are thinking when they are merely rearranging their prejudices." - William James
In a world drowning in data and awash with bullsh*t, critical thinking just might be the most important skill marketers need.
In this workshop Carl Davidson will draw from behavioural science and cognitive psychology to demonstrate some of the flaws in our everyday ways of thinking, and provide some tools to sharpen your critical thinking and problem solving mindset.
In the process, you’ll see why critical thinking is rare (it’s much harder than you’d expect) and why most organisations make it much harder still.
You’ll learn why we’re all wired to think like lawyers rather than scientists, and why David Ogilvy was right about how evidence gets misused.
The workshop will then introduce a range of tools to unleash your critical thinking, nurture your scepticism, and supercharge your decision-making acumen.
It will benefit anyone with an interest in improving their thinking and decision-making skills, or in improving those skills among the people they work with. If you work with knowledge on a daily basis then this is the workshop for you.
Workshop Topics
Part One: The Bad News - You’re Not as Smart as You Think You Are (No Matter How Smart You Are!)
Part Two: Why Learning Organisations Aren’t Real
Part Three: Why Everyone Can be a More Critical Thinker
Part Four: Channeling Socrates - and Borrowing His Critical Thinking Toolkit
Stakeholder Engagement – or to quote Daryl Carnegie - how to win friends and influence people!
The very term stakeholder engagement carries with it a mystique and an aura of importance best left for the most senior of executives or the most expensive of consultants. The good news is that there’s no secret handshake involved and while it is possibly the most important skill you’ll ever need, it’s not rocket science.
It just takes insight, empathy, and a little less of ‘me’ focus and more focus on the objectives of others. Just like any good friend, right?!
In this course, you’ll learn how to identify stakeholders inside and outside your organisation, manage seemingly different stakeholder priorities to find that sweet spot of commonality, the importance of key messaging and how to frame a narrative that everyone thought was their idea.
The learning objectives are:
Companies live and die by the value of their brand. Whether you're looking for the tools to build your brand from the ground up or you're having trouble positioning yourself in a saturated market, this course gives you the planning tools you need from an industry-leading brand strategist.
This course will show you how to develop and implement a brand strategy and plan. You’ll learn how to position your brand, manage your brand’s performance over time, and gain a competitive edge.
The workshop materials will be supported by case studies and practical examples and give you the opportunity to apply these key learnings to your own brand. Back in your workplace, you will be armed with a practical toolbox to develop your brand plan and successfully implement and manage your own brand's performance.
This course is a must for marketers with a curiosity to know more about branding and taking their brands to the next level.
You will learn:
So you can...
To achieve:
Who is this for?
Dive deeper into the social platforms that everyone is familiar with to find the hidden tools to get the most out of your social media presence and learn how to integrate it into your wider marketing strategy.
Take a significant step forward in understanding and applying AI in the field of marketing. This workshop will empower attendees with the knowledge and practical skills they need to harness the power of AI in their own marketing endeavours.
Make your customer the hero. Join us on this 1/2 day workshop to look at the drivers of human behaviour, and how a greater understanding of these touchpoints, including digital experiences, can be applied to customer experience.
Learn how to create and distribute quality content to bring in customers and measure the effectiveness of content strategies to deliver the best return on your investment.
In this one day workshop, we will cover the importance of customer-centricity for branding purposes and what is required to develop a comprehensive customer-centric marketing strategy.
As a marketer, you know digital storytelling is key to helping your audience understand the value of what you provide. But how do you do it right?
Digital is an increasingly important channel for any business. As a result, the need to understand digital resources, assets, tools, and channels is key.
Google Ads is constantly changing and evolving how marketers engage with ad campaigns. Join Rod Russell for a hands-on Google Ads course which will take you through the best practices on setting up, creating, and leveraging Google Ads to work with you.
This one-day course is highly practical focusing on how to get the best out of this new analytics platform, how to cut through the flood of information, and focus on the critical few metrics that can make a big difference to you in your role as a marketer.
Designed for marketing leaders, this workshop will increase your leadership effectiveness by providing insights, frameworks, tools and behaviours to grow your leadership skills.
You will need the insight, tools, and information to better understand your customer's journey. The Marketing Association is proud to help you on that journey by introducing our half-day workshop into Customer Journey Mapping.
Are you staying ahead of your competition? Using marketing insights to your advantage can help you stay up-to-date with the latest trends and best practices, so you can continuously improve your marketing efforts, get ahead of your competitors, and stay there.
Make your marketing content work smarter, not harder. Starting with understanding your customer, through to reporting and evaluation, this workshop aims to answer the question “Why Marketing Automation?”
Join Keith Norris, marketing law expert, for a 75 minute view of the laws and regulations all marketers need to know.
In this one-day workshop, you will learn to identify what an ideal creative brief looks like and explore the implications of Field & Bidet's analysis of effectiveness, to understand why it is so important to master the creative brief.
Delivered in a clear, easy to comprehend manner, this workshop is ideal for any marketer that wants to drive organic traffic to their website or is just curious to understand what your agency is doing for you
Great copywriting is one of the most critical elements of successful marketing. Telling your story through words is one part of the equation, creating content that people care about enough to engage with is another! Join us to discover how you can craft copy that adds credibility and charisma to your brand.
So your business has created profiles on Facebook, Instagram and LinkedIn. You’ve dabbled in paid advertising and are starting to see results. Now what?
Dive deeper into the social platforms that everyone is familiar with to find the hidden tools to get the most out of your social media presence and learn how to integrate it into your wider marketing strategy.
Covering more advanced social media tools and tactics, this course will give you a greater understanding of these platforms and the confidence to experiment with more complex social strategies while keeping aligned with your brand’s wider marketing activities.
During the day we focus on the three major platforms in New Zealand; Facebook, Instagram and LinkedIn to find out how the advanced functions of the platforms can fit into your marketing mix.
Learn how to support existing marketing activity and apply social media tools to different levels of the marketing funnel. We also discuss how social media can be effectively aligned with and support existing marketing activity.
You will learn to:
Who is this for?
Get ready to dive into practical exercises and hands-on experience as you acquire the knowledge and skills necessary to harness AI tools, such as ChatGPT, for a range of marketing tasks.
Discover how to create compelling content, streamline your social media efforts, optimise SEO, and gain valuable insights through AI-powered analytics.
Scroll down for more details on learning outcomes, and to learn about the expert facilitators.
To design the ‘X' in CX you need to know and understand the ‘C’!
Make your customer the hero.
Join us on this 1/2 day workshop to look at the drivers of human behaviour, and how a greater understanding of these touchpoints, including digital experiences, can be applied to customer experience.
You will learn how to:
Make your ads be something of value, consumable, shareable, high return content. How do you do this? Our successful content marketing business owner and industry expert will show you how.
Learn how to create and distribute quality content to bring in customers, and measure the effectiveness of those strategies and deliver the best return on your investment.
Become a CX Champion
In this one day workshop, we will cover the importance of customer-centricity for branding purposes and what is required to develop a comprehensive customer-centric marketing strategy.
You will discuss ways to create insightful customer journey maps, identify 'moments of truth', and evaluate the various ways customer experience is delivered and measured.
We will also look at different digital and multi-channel customer interaction platforms and review customer feedback loops and how they measure success.
You will learn about:
In this intensive, hands-on one-day workshop led by narrative strategist Steve Ballantyne, you’ll learn how to transform your storytelling skills from print to the screen, for both B2B and B2C audiences. If you’re a marketer, digital marketer or content creator, this course will give you the templates and tools you need to take your digital storytelling to the next level.
Steve has worked with over 150 brands throughout Australasia, over a 30 year career.
We start the day by examining the neuroscience of storytelling and uncovering the hidden structure that sits beneath all great stories. Then we look at what we can learn from brands and individuals succeeding in the digital storytelling space such as game designers, influencers, and movie makers. We also dive into practical areas like… how to use storytelling in your Google AdWords campaigns, website copy and everyday emails.
This workshop is an artful balance of storytelling theory and practical application backed up by compelling case studies from local and international brands. You’ll also get a chance to workshop your brand story during the day and use story frameworks to write your own backstory.
As a result, the need to understand digital resources, assets, tools, and channels is key. This short course will provide an in-depth view of those digital elements, and how they combine to contribute to a digital strategy.
Google Ads is constantly changing and evolving how marketers engage with ad campaigns.
Join Rod Russell for a hands-on Google Ads course which will take you through the best practices on setting up, creating, and leveraging Google Ads to work with you.
Google Analytics is a tool that aids better decision making, points towards insightful recommendations and allows a strong understanding of how your digital is performing.
But Analytics can also be frustrating because it provides so much data but no context on understanding which numbers are important and which can be ignored.
This one-day course is highly practical focusing on how to get the best out of Analytics, how to cut through the flood of information and focus on the critical few metrics that can make a big difference to you in your role as a marketer.
You will learn about:
So that you can:
Who is this for?
Marketing managers who:
Prerequisites
You’re a marketer. You may also be a leader. If you are, you have two careers. Your marketing career and your leadership career.
You are always trying to get better at marketing. There are many resources to help you and your constant practice refines your marketing capabilities.
But what about your leadership. It’s likely that your leadership career is mostly one of trial and error, learning as you go. Most leaders do not get external guidance on how to develop their leadership… how to become a better leader.
This in person, one day intensive leadership workshop is designed for marketing leaders. It will increase your leadership effectiveness by providing insights, frameworks, tools and behaviours to grow your leadership skills.
Learning Outcomes:
Having excellent Customer Service is vital to differentiate your business from the pack.
You will need the insight, tools, and information to better understand your customer's journey.
The Marketing Association is proud to help you on that journey by introducing our half-day workshop into Customer Journey Mapping.
You will learn how to:
In today's fast-paced environment, staying ahead of your competition is critical. Using marketing insights to your advantage can help you stay up-to-date with the latest trends and best practices, so you can continuously improve your marketing efforts, get ahead of your competitors, and stay there.
This workshop gives you the tools to gain a deeper understating of your customers, make data driven decisions, and improve your overall ROI. Experienced insight leaders from TRA will introduce a powerful insights brief and train you how to utilise it in the most practical, advantageous way.
Whether you’re a marketing manager, market researcher, or data analyst, learning how to effectively gather and analyse marketing and brand data can help you make informed decisions that lead to better business outcomes. Look forward to increased revenue, improved customer satisfaction, and enhanced brand awareness.
Make your marketing content work smarter, not harder.
This new workshop is all about getting to grips with Marketing Automation.
Starting with understanding your customer, through to reporting and evaluation, the workshop aims to answer the question “Why Marketing Automation?”
Discover the power of MA and how to make it work for your organisation.
About this workshop:
This workshop is designed as a foundation for marketers who are new to Marketing Automation (MA), or want to understand more about the core principles which drive MA.
Ever feel overwhelmed by marketing legal jargon? These days, marketing law is an absolute need-to-know for all people in the marketing industry. With the continuous influx of new digital content, how are we supposed to keep up!
The Marketing Compliance workshop is all about helping businesses avoid marketing tactics that could invade the safeguards of the privacy rights of consumers. Are you taking special care to ensure your business practices, customer data, and marketing content are in compliance with the laws and policies that protect your customers?
What's covered?
Make this workshop your all around compliance, law, and best practices overview.
As consumers, marketing managers and business people we use Google every single day to find products and services to fulfil our needs… so do our clients and customers.
The first half of this hands-on, practical workshop will leave you buzzing with actionable SEO strategies and a greater understanding of how and why Google ranks certain websites highly.
Delivered in a clear, easy to comprehend manner, this workshop is ideal for any marketer that wants to drive organic traffic to their website or is just curious to understand what your agency is doing for you.
The second half of this course will teach you how to convert your hard-earned website visitors into leads and sales through OPTIMISING your Conversions. Filled with tips and techniques, you will leave with the skills to make an immediate difference to the revenue and leads generated by your website.
You understand your website traffic- but how do you convert that traffic to sales?
Is your website content relevant to your prospective customers?
Just how easy is it for customers to navigate your website?
So you can...
To achieve:
Who is this for?
How do you write copy that resonates with your customers?
Want to write a punchy brand proposition line?
Need to banish that frustrating writer’s block, and let the creative juices flow?
Great copywriting is one of the most critical elements of successful marketing. Telling your story through words is one part of the equation, creating content that people care about enough to engage with is another! Join us to discover how you can craft copy that adds credibility and charisma to your brand.
A new collaboration between the NZ Marketing Academy and the University of Canterbury, the Strategic Marketer certification is unique in New Zealand.
Because it was created by marketing experts, it strikes a balance between strategic theory and practical, real-world skill-building. It’s a wide-ranging course designed to help you take the next step in your career.
Structured to fit around full-time work, the Strategic Marketer course involves a blend of in-person and online learning. Choose six MA workshops and complete an independent project assessed by the University of Canterbury.
You'll walk away being a Professional Certified Strategic Marketer and have a micro-credential issued by the University of Canterbury - and valuable new insights into strategic planning.
Step up your strategic thinking.
A Professional Certification is issued by the New Zealand Marketing Association, the professional body for marketers in New Zealand, and demonstrates you have a knowledge base that will enable you to be more effective in your chosen role. By entering this pathway you’ll not only gain the expertise you need to advance your career, but you’ll also prove to employers you’re equipped to take on modern marketing challenges.
Complete the core courses and specified elective/s and then complete your work-based project. This project is assessed by the University of Canterbury for which you will receive a mark of a pass or fail. On successful completion, you will be issued a certification from NZ Marketing Association and receive a University of Canterbury micro-credential.
No, it doesn’t matter – the content is the same whether you do the course live online or face-to-face.
The time between your first course and the last course can be no longer than 2 years.
Once issued with a professional certification you need to complete within the following two years the equivalent of two days of professional development. This may be made up of:
- MA Workshops – this can be either online or face-to-face.
- MA Conferences
- Brainy breakfasts – 4 = 1 day of professional development
- Sunrise Sessions - 6 = 1 day of professional development
- Any University marketing related qualification
• Professional Certified Marketer, Core Skills: Open entry
• Professional Certified Digital Marketer and Professional Certified Strategic Marketer:
- 3 years of work experience
or
- Masters level marketing qualification
The University of Canterbury has developed a rubric for these assessments. In education terminology, rubric means "a scoring guide used to evaluate the quality of students' constructed responses". Put simply, it is a set of criteria for grading assignments.
The project put forward must be a live current scenario – not something that is retrospective
The cost is $495+ GST to be paid directly to the University of Canterbury.
The following dispensations will be given:
- If you have completed courses at MA within the last 2 years then they will be recognised as credit towards the relevant courses. e.g. I did copywriting in 2021 then I get credit for this either as a core course in the core skills or as an elective in the other two certifications.
Yes – we will give a 20% discount for courses if all are paid for up front. You will have two years to complete the six courses.
Our Professional Certifications and workshops have been specially designed for the busy, working professional that's short on time. Customise when and how you finish the certifications with our flexible pathways.
Contact us today to find out which certification is right for you.
I want in!
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