Course Overview

The aim of the workshop is to give genuine insight into understanding what is the role of marketing, what drives senior marketers and tune into how they think about their role in the business – as well as their objectives.

Learning Outcomes

  • The core principles of marketing in a non-technical way that reflect the realities of marketing, rather than the textbook view
  • Learning the principle difference between strategy and tactics, product and brand
  • Why has marketing has changed, how the increase in new channels and technologies has increased complexity, and in turn, how this has dramatically changing the environment, the skills and the measurement required
  • The role of the CMO, the role that marketing plays in typical business and how it delivers a return for the business
  • How the CMO engages with the other departments including the CEO, CIO and CFO
  • The KPIs that marketers must deliver, the role of budgets – and the role of effectiveness in marketing today
  • What are the various marketing structures possible and explore how marketing operates with other internal departments
  • Marketing-specific topics such as creativity, media and channel choices and work through the actual issues that marketers think through day to day – often with their agencies
  • The role of reporting and communicating results to the wider organisation – as well as to senior management and the rest of the organisation
  • Understanding the application of martech tools and technology to drive and outputs such as brand growth, customer acquisition, conversion retention

4 November 2020,9.30am-1pm


Online Learning


Colin Lewis


Aoife Moreton


Part 1 - Understanding the Core Principles of Marketing

The learning outcome of this is for the participants to understand the core principles of marketing in a non-technical way that reflect the realities of marketing, rather than the textbook view. We will define how the context for why marketing has changed, with the increase in new channels and technologies, and how this has dramatically changing the environment, the skills and the measurement required. The difference between the ‘classic’ view of marketing and ‘digital marketing’ will also be discussed.

Part 2 - What is the role of the CMO

This section will explain why the role of the CMO marketing has undergone more changes in recent years than any other functional area, why the demands are higher. Being a CMO is not just about making decisions or data-driven making. A key role is to convince CEOs and CFO to accept and implement decisions. Getting alignment across the business is required for budget, plans, tech investments, creative and advertising choices.

Part 3 - Marketing Teams : Understanding the Structure

Decisions around marketing structures for marketing depend very much on the vertical as well as the outcomes that the organisation needs to achieve and where accountability sits. Understanding structure and key business drivers, revenue and profit sources is the key to unlocking CMO decision making.

Session 4 - Measuring Marketing: Measurement, Analytics, Media & Effectiveness

The learning outcome from this is for participants to understand that the real challenge of marketing is to translate all marketing activities into financial results that affect the bottom line. The part of the course will also address one of the biggest themes in marketing today – the role of marketing effectiveness

Marketer Pathways Competencies

Marketer Competencies

  • Integrated Analytics
  • Digital Marketing
  • Customer Centricity

Business Competencies

  • Planning & Prioritisation
  • Organisational Awareness
  • Decisions & Judgement
  • Commercial Awareness


People Competencies

  • Communication & Interpersonal Skills
  • Relationship Management
  • Leadership

Course Trainer


Colin Lewis

  • Multiple award-winning MBA trained senior marketer with proven leadership experience with blue-chip international travel, tech and telco brands
  • Trained teams of marketers at Experian, Facebook, Unilever, Britvic
  • Brands he has managed in a senior marketing role include 118118, Thomas Cook, bmi-British Midland
  • Direct experience of working in B2B companies selling retailing, big data, chatbots and distribution software
  • Writer & columnist for world’s #1 marketing magazine since 2016
  • Author, Econsultancy, Best Practice in eCommerce – a 54,000 word and 160-page guide to the best practices in eCommerce today from all over the globe

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.