Industrial company · convention
4h session for the management committee.
B2B industrial company with leadership lacking specific training in strategic marketing. The session triggered a deep review of the annual plan.
A rigorous framework for thinking about marketing as a business decision, not as tactical execution. Positioning, audiences, operating plan, resource allocation, measurement framework. Inspired by Levitt, Ries & Trout, Sharp, Kotler and contemporary practice.
Teams that spend their day in operations without a strategic framework. Training that restores perspective and a decision method beyond the day-to-day.
Executive committees that take marketing decisions without specific training. Strategic framework sessions to decide with judgement.
Newly created marketing department, team mergers, new in-house agency. Onboarding training that gives shared language and method.
MBAs, executive programmes, master's in marketing management. Teaching block with consolidated frameworks and real cases.
Why Levitt is still current, what of Ries & Trout applies today, when Kotler helps and when it confuses. Intellectual housekeeping on frameworks still worth using.
How to decide brand positioning with judgement. How to map priority audiences. Renunciation as strategic discipline.
How a 12-month marketing plan is built. Roadmap, resource allocation, KPIs, owner per initiative. A plan the team can execute on Monday.
Measurement framework coherent with strategy. Scorecard with 5-7 strategic KPIs. Quarterly learning cycle.
A team trained in strategy decides better, defends its decisions better, and gets more out of the same budget:
Marketing, senior management, agency and sales share frameworks. Meetings stop being spent explaining concepts and focus on decisions.
Strategy is renunciation. Training that builds the muscle of saying no to opportunities that don't fit — a muscle most teams haven't developed.
Strategic decisions justified with professional frameworks are far more defensible to the CFO and board than intuitive decisions.
When agencies and suppliers make proposals, you weigh them against criteria. You buy what adds value — not what's fashionable.
A framework to measure, learn and adjust. The team stops executing and forgetting and starts executing, measuring, learning, improving.
Good marketing professionals prefer environments with strategic culture. Training is a signal of seriousness — and that attracts the talent your department deserves.
B2B industrial company with leadership lacking specific training in strategic marketing. The session triggered a deep review of the annual plan.
Marketing team of a national agri-food company with 8 people. 12h programme with workshops on real projects. Annual plan improved and defended with judgement.
Official marketing master's with a strategy module. Real cases and structured debate. Consistently high student evaluations.
Data, context, competition, audiences.
Positioning, priorities, allocation.
Actions per channel with owner and deadline.
Review, adjustment and next round.
Strategy training delivers especially in these four scenarios. The sooner it's done, the more is saved in unfocused execution:
A team that executes well but doesn't think in frameworks. Training restores perspective — and improves the executive output by giving it sense.
Arrival of a new marketing director, new team, new CEO. Initial training aligns criteria and avoids semesters of friction caused by different approaches.
International growth, IPO, merger, generational handover. Moments of change demand solid strategic frameworks — and training provides them.
If decisions are made by whoever shouts loudest instead of by shared criteria, training is the way to rebalance internal conversations.
No, if it's done well. The training combines theoretical frameworks with application to real cases and workshops on the client's own projects. Theory without application is academia; practice without theory is activism. This training holds both.
No. An MBA is 600 hours distributed over 18-24 months covering many topics. This training is 8-20 hours specifically on strategic marketing, with depth and direct application. They're complementary, not alternatives.
For introductory level, no. For advanced programmes, yes — marketing profile with at least 2-3 years of experience. We adapt content to the group's level during scoping.
Yes, in closed training programmes. The workshops are run on real briefs and challenges of the client. The programme ends with concrete proposals applicable to the real pipeline — not just conceptual learning.
Yes. Presentation, bibliography with reading keys per book, strategic plan template, scorecard template. Living material, not dead PDF.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.