Magazine article Marketing

Course Deconstruct: Marketing Communication Masterclass by the Marketing Directors

Magazine article Marketing

Course Deconstruct: Marketing Communication Masterclass by the Marketing Directors

Article excerpt

This oneor two-day course aims to help the planning and creation of effective marketing communications, with a focus on practical exercises and challenges.

Sharon Steele, marketing and communications manager at First Ark Group, recently took the course.

'First Ark is a social-impact business and our challenge is to instil marketing in the culture of our organisation. The masterclass was custom-designed to motivate and equip our marketing communications team to raise its game and win colleagues' hearts and minds.

Many in marketing tend to work in siloed tactical roles, for example website design. This masterclass helped everyone see the bigger picture It gave us the confidence and skills to ask penetrating questions and 'push-back' to colleagues commissioning work so our team really could make a difference. In turn, this has enabled our colleagues to appreciate the benefits of marketing and what it can do, and one year on we've made terrific progress.

Everyone in the team was challenged and inspired in different ways, due to their different levels of prior marketing experience. The group exercises were stimulating and fun as everyone worked together and under time-pressure to a common end. The main overall benefit was the common understanding, language and way of thinking it gave everyone. This has helped us work better together and share and solve problems. The creative exercises were more in our comfort zones, though not something we do collectively.

The module on metrics was most challenging. …

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