Strategic Marketer-2

Professionally Certified

Strategic Marketer

Strategy, planning, and in-depth understanding.

 

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Take your strategic thinking to a new level with a Professional Certification in Strategic Marketing.

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?

  • Complete six workshops - 5 core workshops and 1 elective workshop, (to be completed within two years)
  • Then, complete a work-based project which is assessed by the University of Canterbury 

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 >>

Professionally Certified Strategic Marketer

 

 

 

Enrol in the Strategic Marketer Professional Certification

The core workshops are:

Digital Strategy

Digital is an increasingly important channel for any business. As a result, the need to understand digital resources, assets, tools, and channels is key. This course will provide an in-depth view of those digital elements, and how they combine to contribute to a digital strategy.

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Breakthrough Marketing Plans

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.

Learn more

Critical Thinking for Marketers

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.

Learn more

Stakeholder Management

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.

Learn more

Building Blocks of Brand Strategy

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.

Learn more

Course Overview

Bringing you key marketing foundations that you can apply to a business, corporate or non for profit (or perhaps just a good idea!)

You will learn:

  • Frameworks to develop a digital strategy
  • The role of different digital tools and channels in achieving marketing goals
  • The changing nature of digital marketing channels, including programmatic
  • The role of data in digital strategy
  • How to avoid being backed into a corner by the ‘logic’ of digital

So you can...

  • Work within a framework that will help guide your digital strategy
  • Match the right digital tools and channels to your digital strategy
  • Identify the right measures of success

To achieve

  • A digital strategy that compliments your overall marketing strategy
  • Meaningful outcomes for campaigns
  • Best value from agency partners

This is for Marketers who:

  • Want to improve their understanding of digital resources, assets, tools, and channels, and identify how these contribute to their digital strategy
  • Need to learn how to plan a digital strategy that aligns with their organisation’s overall marketing strategy
  • Are required to manage digital resources, work with digital agency partners and contribute to digital strategies

or Professionals with:

  • at least 3-5 years’ experience in marketing, who need to understand the digital tools and channels required to deliver on digital strategy for their organisation

Course Overview

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:

  • The key elements of good plans
  • The planning process to develop a plan
  • Strategies for growth and strategic initiatives
  • Writing and presenting the plan

You will:

  • Gain the ability to distil a marketing plan to one page
  • Understand what is a good marketing plan looks like – why do some plans succeed and some fail?
  • Identify what strategies are available to you and how do you prioritise which you use
  • How you gain support for your marketing plan.

Prerequisites: Each participant needs to purchase a workbook either digital or hardback.

Course Overview

"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!)

  • Heuristics, shortcuts, and why everyone is smart in hindsight
  • Why your unconscious biases are invisible to you (but no one else)
  • The better educated you are, the less thinking you’ve probably been doing

Part Two: Why Learning Organisations Aren’t Real

  • The inertia of the status quo and compliance
  • How evolution has made deference a survival skill
  • The special problem of thinking in groups

Part Three: Why Everyone Can be a More Critical Thinker

  • Fixed and growth mindsets
  • Thinking about your thinking
  • Shining a light on your own thinking processes

Part Four: Channeling Socrates - and Borrowing His Critical Thinking Toolkit

  • Scientific thinking, hypotheses, and falsification
  • How to build a compelling argument by thinking about counterfactuals
  • Making sure you’ve identified the right problem
  • How to ask the right question
  • Establishing the burden of proof

Course Overview

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:

  • To understand what a stakeholder actually is, how they differ, why all are important but not necessarily created equal
  • The importance of walking in others’ shoes in earning your stripes
  • How to find points of commonality, and frame a narrative that all stakeholders can relate to
  • How to turn the most aggrieved stakeholder into you best advocate
  • How to manage organisational priorities that are at odds with your consumer

Course Overview

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:

  • What is a brand and why do brands matter?
  • Understand the role and impact of brand positioning, vision, values, and purpose
  • Designing and implementing branding strategies with supporting frameworks
  • Introducing new products and developing brand extensions
  • High-level understanding of brand management and measurement.

So you can...

  • Develop a brand strategy and plan
  • Implement a brand plan and manage a brand's performance overtime
  • Communicate internally the power and leverage of their brand

To achieve:

  • Increased value for your brand
  • Taking your brand to the next level
  • Better brand positioning
  • Competitive edge
  • Increased brand equity

Who is this for?

  • Any marketers who want a better understanding of brand, brand strategy and management
  • Agency professionals wanting to conceptualise powerful ideas to strengthen their clients' brands
  • Small business owners needing to better their understanding of branding concepts & the development of competitive advantage

Electives (choose 1 day, or two 1/2 days)

Advanced Social Media Marketing

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.

Learn more

Google Analytics 4

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.

Learn more

SEO & CRO - Need to Know

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

Learn more

Mastering the Art of Creative Briefing

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.


Learn more

Customer Experience

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.

Learn more

The Secret Sauce of Great Copywriting

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.

Learn more

Mapping the Customer Journey 1/2 day

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.

Learn more

Behavioural Science for Customer Journeys 1/2 day

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 more

Course Overview

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:

  • Objective planning that aligns with your business objectives
  • Effective content planning
  • Advanced Facebook Pixel and LinkedIn Insight Tag usag
  • Custom event codes and advanced Custom Audience creation
  • Using social media to support other areas of digital marketing
  • How to apply social media marketing to different levels of the marketing funnel

Who is this for?

  • This course is recommended for people who already have an understanding of the different social media platforms, and want to integrate them deeper with your wider marketing strategy.

Course Overview

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.

Join the discussion with Kim, a 13 year Google Analytics veteran, and figure out how to make the most effective use of this tool.

You will learn about:

  • How Analytics works at a high level
  • How to align Analytics with your needs/goals including best practice setup advice
  • Overview of the standard reports and advanced segments
  • Favourite tips, tricks, ideas from over 10 years of Analytics usage

So that you can:

  • Meld Analytics data with your marketing experience to make better decisions
  • Confidently communicate analytics insights with stakeholders, clients and agencies
  • Get a better understanding of digital performance and how it adds to overall business goals

Who is this for?

Marketing managers who:

  • Want to understand how to assess the performance of their marketing campaigns
  • Want to start using Analytics to prioritise website changes
  • Want to use data to understand to drive more decision making
  • Want to better understand how their digital agencies are performing

Prerequisites

  • Basic understanding of Google Analytics, navigation, reports
  • Edit access to your Google Analytics
  • Optional: Edit access to your Google Tag Manager

 

Course Overview

Search

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.

Convert

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...

  • Interpret Google market figures & definitions
  • Perform an SEO audit and gain insights
  • Select a high-quality SEO company

To achieve:

  • Increased visitors to your site via search engines
  • Increase ROI
  • Confidence in the complex world of SEO
  • Convert your hard-earned website visitors into leads and sales
  • Analyse and interpret website statistics and visitor behaviour
  • Offer the right information and place the right calls to action
  • Perform tests to see exactly what works, what doesn't, and revenue leaks
  • Increased conversions
  • An immediate improvement in the revenue and leads generated by your website
  • Confidence in the complex world of SEO

Who is this for?

  • Anyone who wants real-life take-home value from an SEO course run by industry leaders.
  • Someone that wants to understand what their agency is doing for them and to check that everything is properly covered.
  • Anyone who wants to learn how to convert web traffic to real-time customers
  • CMS professionals – facing challenges maintaining website architecture and content
  • E-commerce professionals – wanting to win back potential customers and sales
  • Social media marketers and data analysts – needing to convert clicks to sales

Course Overview

The latest evidence from marketing effectiveness gurus has shown marketers how easily audiences are affected by the power of brand communication and how this increases the bottom line.

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.

Throughout the day, different thinking systems will be analysed to determine the best way to use them, throughout the briefing cycle, as well as some simple tools used for gaining better insights.

From design to implementation, the creative brief is your roadmap for all your stakeholders to follow, so you need to make it right the first time.

By attending this workshop, you will be able to build a compelling strategy for your organisation and leave with a template takeaway for creating a brief, making the process quicker and easier, and getting your results faster.

Course Overview

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:

  • Customer Centricity Drivers - hype or evolution?
  • Principles of a customer-centric vision & CVP.
  • Knowing & understanding your customer.
  • Analytics and insights to understand your core customer persona.
  • How your customer persona interacts with your brand.
  • Journey mapping and methodology.
  • Customer level marketing principles.
  • Developing customer advocacy.
  • Building a comprehensive feedback loop.
  • Measuring customer success.
  • UX Design.

Course Overview

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.

You will learn about:
  • writing for a target audience
  • embodying the brand tone of voice and planning for success
  • editing for clarity and conciseness
  • reviewing for persuasion
  • creative formulae for developing creative ideas

Course Overview

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:

  • Use tools and processes to visualise the entire Customer Journey
  • Identify opportunities to reduce friction and enhance relationships
  • Better understand your customer’s needs, context, and questions
  • Learn from case studies
So you can...
  • Apply lessons learned to your organisation
  • Identify key stages and creating your own Journey maps
  • Improve your Customer Experience and drive business growth
Who is this for?
  • Marketers who have a basic understanding of Customer Journey Mapping and want a deeper dive
  • Organisations that are moving to a customer-centric business model
  • People who have done the Introductory Customer Journey Mapping Course and are hungry to delve into the next steps.

Course Overview

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:

  • Challenge yourself and your thinking (the who, the what and the why)
  • Explore the motivation behind ‘CX’
  • Relate organisational objectives to customer behaviour
  • Identify opportunities to reduce friction and enhance relationships
  • Consider best practice and the ethics of ‘nudges’

Strategic Certification Workshops

Type
Location
Reset
2023-Mapping-Sept-AKL
Elective

Mapping the Customer Journey

Having excellent Customer Service is vital to differentiate your business from the pack. You will...

19 Sep 2023 Auckland
2023-Copywriting-Sept-WLG
Elective

The Secret Sauce of Great Copywriting

Great copywriting is one of the most critical elements of successful marketing. Telling your story...

21 Sep 2023 Wellington
2023-DigStrat-Sep-WLG
Core Workshop

Digital Strategy

Digital is an increasingly important channel for any business. As a result, the need to understand...

26 Sep 2023 Wellington
2023-DigStrat-Oct-LAL
Core Workshop

Digital Strategy

Digital is an increasingly important channel for any business. As a result, the need to understand...

4 Oct 2023 Online
2023-ADVSM-Oct-AKL
Elective

Advanced Social Media Marketing

Dive deeper into the social platforms that everyone is familiar with to find the hidden tools to...

4 Oct 2023 Auckland
2023-Copywriting-Oct-LAL
Elective

The Secret Sauce of Great Copywriting

Great copywriting is one of the most critical elements of successful marketing. Telling your story...

4 Oct 2023 Online
2023-BuildingBlocks-Oct-LAL
Core Workshop

Building Blocks of Brand Strategy

Whether you're looking for the tools to build your brand from the ground up or you're having...

5 Oct 2023 Online
2023-CX-Oct-AKL
Elective

Customer Experience

To meet the growing expectations of your customers, it starts with truly understanding them and...

5 Oct 2023 Auckland
2023-BehavSci-Oct-LAL
Elective

Behavioural Science for Customer Journeys

Make your customer the hero. Join us to look at the drivers of human behaviour, and how a greater...

10 Oct 2023 Online
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A Step Up For Your Career

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.

Professional Development That Fits Your Schedule

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.

NZ Marketing Academy FAQ

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.

Get Professionally Certified,
when it suits you.

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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