Strategic Planning program

Course curriculum

  • 1

    Strategic Brand Plans

    • Introduction to our Beyond the MBA program

    • Download Strategic Thinking chapter of Beloved Brands

    • Why Brand Love Matters

    • Download your Strategic Thinking assignments

    • How you think; how you decide.

    • The elements of strategic thinking

    • Your brand's core strength

    • Consumer Strategy

    • Competitive Strategy

    • Situation Strategy

    • Submit your strategic thinking assignments

    • Download How to write a brand plan chapter from Beloved Brands

    • Brand plan process

    • Download your Brand Plan Assignment

    • Vision, purpose, and values

    • Key issues and strategies

    • Download Execution Plans chapter from Beloved Brands

    • Execution planning

    • Brand Plan formats

    • Brand Plan definitions

    • Apple Case Study

    • Submit your Brand Plan Assignment

    • Download your Brand Plan PowerPoint template

    • Managing your marketing career

Strategic planning training program includes strategic thinking, brand plans and marketing analytics

Strategic thinking process

We help you understand all sources of brand data, including market share, brand funnel, consumption, tracking results, and financials. You will be able to lead a best-in-class deep-dive business review that looks at the marketplace, consumers, channel, competitors, and the brand.

We will challenge you to think strategically, to prompt you to ask the right questions before you reach for solutions. Our holistic look at strategy pushes you to assess your brand’s core strength, the relationship with consumers, the competitive stance you take, and business situation.

You will learn best-in-class methods for coming up with all elements of a smart brand plan including the vision, purpose, goals, issues, strategies, and tactics. We will show you how to turn strategic thinking into smart strategic objective statements for the brand plan

You will walk away with brand plan templates that will help you build a brand plan presentation you can use for your senior management and across your organization.

Brand plan PPT template

Introducing Graham Robertson

Graham Robertson

Founder and Instructor

Graham Robertson is one of the voices for today's brand leaders. As the founder of Beloved Brands Inc, a boutique brand consulting firm, Graham has been a trusted brand advisor to many of the greatest brands around the world, including the NFL Players Association, Shell, Reebok, Slack, Acura, The Mayo Clinic, Miller beer, National Geographic, and Pfizer. In his marketing career, Graham led some of the world's most beloved brands at Coke, General Mills, Pfizer, and Johnson & Johnson, rising up to VP Marketing. He has won numerous awards, including Marketing Magazine's "Marketer of the Year," BusinessWeek's best new product award, and four Effie advertising awards. His bestselling book, Beloved Brands, is the playbook for how to build a brand that consumers will love. This book is a ‘how-to’ book for any marketer who has to get things done, and set their brand up to win in the market. Every participant in our brand management program will get a copy of the book to follow along throughout the course. Graham's passion is to help prepare brand leaders for success. With Beyond the MBA, we will help you reach your full potential in your career.

Pricing options

Includes all the training on strategic thinking, brand plans, and analytics. Includes our Beloved Brands book or PowerPoint templates.