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 program.
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.
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.
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.
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:
So you can...
To achieve
or Professionals with:
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?
In this course, we look at the essentials of great Business-to-Business advertising and communication. In three stages, you'll find out how to turn samey, forgettable propositions into memorable, distinctive and effective campaigns that engage business audiences on a human level.
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.
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.
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
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.
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.
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 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.
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.
In this course, we look at the essentials of great Business-to-Business advertising and communication.
In three stages, you'll find out how to turn samey, forgettable propositions into memorable, distinctive and effective campaigns that engage business audiences on a human level.
In part one we consider a new way to look at your audience (A). In part two, we look at the benefits that matter for decision-makers (B). In part three, we look at the best channels to tell your story (C).
You'll learn about:
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?
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:
So that you can:
Who is this for?
Marketing managers who:
Prerequisites
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?
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:
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.
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:
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:
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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