Strategy Toolkit


The seven modules of the Strategy Toolkit will help you develop your skills as a strategic thinker. You can use them in three ways:

  1. Work through the modules as a ‘course’

  2. Support existing training schemes

  3. Refresh your knowledge whenever you need to

Find out more

learning path

  • 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.

Download the User Guide

Marketing and brand strategy

Module 1

1. How marketing works
  • Marketing and value creation
  • Buying patterns and brand growth
  • How advertising works
  • Strategic foundations

module 2

2. The role of the strategist
  • Why are strategists needed?
  • Strategic approaches
  • How is strategy changing?
  • Emerging skillsets
  • Strategy across markets

module 3

3. Analysing the brand
  • What is a brand?
  • Brand positioning
  • Brand architecture
  • Brand identity
  • Assessing brand performance

Test yourself: Dummy brief and strategy quiz

Kiehl's logo

Kiehl’s: Explain how marketing can help a brand

Can you advise a cosmetics brand considering investment in marketing? This brief asks you to define the role of communications.



Consumer insight

module 4

4. Consumer behaviour
  • Decision-making
  • Behavioural economics
  • The role of storytelling
  • Influence through word-of-mouth
  • Loyalty and habit

module 5

5. Generating insight
  • What is ‘insight’?
  • Research techniques
  • Identifying target audiences
  • Understanding core audiences

Test yourself: Dummy brief and strategy quiz

H&M logo

H&M: Decode a confusing client brief

Can you help a client understand the challenge they face? This brief asks you to decipher a confusing RFP and deliver a strategic response.



Campaign development

module 6

6. Building a campaign
  • Defining objectives
  • Writing the creative brief
  • Working with creatives
  • Pre-testing
  • Channel thinking

module 7

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

SoBe Vitamin Water logo

SoBe Vitamin Water: Plan a campaign

Can you help a niche brand build scale through marketing? This brief tests your ability to set objectives and develop a communications plan.

About

The Strategy Toolkit is designed to develop your skills as a marketing strategist.

We have worked with leading strategists around the world to develop seven different modules, each one focusing on a core knowledge area for a strategic thinker. Each module combines thought leadership, examples, tips and advice, plus video interviews with leading strategists.

There’s also a chance to test your skills, with ‘dummy briefs’.

The Strategy Toolkit was developed in association with The Effectiveness Partnership in 2015, and updated in 2021.

You can use the Strategy Toolkit in three different ways:

1. Work through the modules as a 'course' in strategic thinking;

2. Support existing training schemes within your organisation using the modules and the exercises;

3. Refresh your knowledge around a key strategic skill whenever you need to.