- There are seven modules in the Strategy Toolkit, each reflecting a key knowledge area for strategists.
- The modules are grouped into three topics: Marketing and Brand Strategy, Consumer Insight and Campaign Development.
- After each topic test your knowledge with a strategy quiz and tackle a dummy brief.
Marketing and brand strategy
1. How marketing works
- Marketing and value creation
- Buying patterns and brand growth
- How advertising works
- Strategic foundations
2. The role of the strategist
- Why are strategists needed?
- Strategic approaches
- How is strategy changing?
- Emerging skillsets
- Strategy across markets
3. Analysing the brand
- What is a brand?
- Brand positioning
- Brand architecture
- Brand identity
- Assessing brand performance
Test yourself: Dummy brief and strategy quiz
Consumer insight
4. Consumer behaviour
- Decision-making
- Behavioural economics
- The role of storytelling
- Influence through word-of-mouth
- Loyalty and habit
5. Generating insight
- What is ‘insight’?
- Research techniques
- Identifying target audiences
- Understanding core audiences
Test yourself: Dummy brief and strategy quiz
Campaign development
6. Building a campaign
- Defining objectives
- Writing the creative brief
- Working with creatives
- Pre-testing
- Channel thinking
7. Evaluating success
- The basics of effectiveness
- Short-term versus long-term
- Modelling and econometrics
- Making your case
Test yourself: Dummy brief and strategy quiz
