There are a number of programmes that Adtherapy offers to Marketing teams.
- Some focus around mastering the skills required to create better advertising and build stronger relationships with communication partners.
- Some are specifically aimed at marketing skills.
This page outlines some of the options. We always prefer taking a direct brief. Please contact us if you would like us to help you.
Our very popular course for marketers is:
Creative Fitness
An interactive and inspiring four-module programme, designed to be run with Agency/s and Client together, that outlines the components of how to go from good to great advertising.
See more details here.
Your own Marketing Academy
Adtherapy also started the Business Marketing Academy, to help marketers easily implement a modular Marketing Leadership Development Programme, based on their own needs and their own brands/category. Already, we have 22 modules ready to customise!
See how the academy works, and the full list of courses here
Here are some options to get you thinking…
| Course Title | Competency Level | Objectives and Outcomes | Facilitator | |
| Branding | Intermediate | Discuss the concept of branding in its historical context. Explain the role of brands as a business tool today. Summarise what positioning means and why it is fundamental to successful branding. Evaluate the role of the brand/s within their business |
Ivan Moroke/
Andrea Ellens |
|
| Marketing Positioning Fundamentals | Foundation | Understand the basic theories and applications of positioning; Review key methodologies; Apply the learnings to their own industry and competitive set; Learn how to write a positioning statement |
Gillian Rightford | |
| Market research | Intermediate | Understand the difference between Marketing and Market research Understand the process and formulation of the research question Understand the key research methods and applications Evaluate the advantages and disadvantages of different research methods Understand how to write a research brief |
Ivan Moroke/Tshego Tshukutswane | |
| Creative Fitness: Transformative consumer insights 1 | Intermediate | Gain a deeper understanding of what an insight is Understand why it is important and how to write one Use and interpret 10 tools and techniques Evaluate Big Data and its insight connection |
Gillian Rightford | |
| Media Planning: The Process | Intermediate | Understand the Communication Standpoint for Media; Understand Target Marketing in Media Analyse Planning vs Buying targets Understand Channel Planning Learn Media Planning and Media Terminology Learn how to manage the Agency relationship |
Gordon Muller | |
| Digital Essentials Modules (incl Content) | Intermediate | Learn the basic language of online advertising Understand the role of design in online efficacy Understand Search Engines’ ranking factors Discover key search marketing trends and their impact on content Understand email strategy and useful tools Learn how to develop an engaged online community and a social media calendar. Practice how to launch a social media campaign using a planning template. Discover how to optimize content for viral distribution. Learn how to track and respond to mentions (Online Reputation Management) |
Dave Duarte/Helene Mills | |
| Understanding communication strategy & Deep dive Insights | Master Class | Understand the difference between marketing, brand and communication strategy Understand the terminology used in communication strategyPractical application of Insights to Pioneer Brands Learn the Communication planning processUnderstand how to critically evaluate the core objectiveWrite an insight platform and a proposition Understand the process for agency-client collaboration on one communication strategy Demonstrate how the communication strategy influences consumer behaviour and the information required to shift behaviour. |
Gillian Rightford/Stephanie Safari | |
| Media measurement: Using measurement and analytics to build effective campaigns | Intermediate | Understand how to use the analytical tools available; Understand the context and consequences of data; Understand and practice the iteration and building of campaigns driven by analytical data. |
Gordon Muller | |
| Measuring Marketing 1 (ROMI/ROCI) | Intermediate | Commercial and IP aspects of agency handoversUnderstand the importance of metrics for marketers. Motivate how measurement is essential to both strategy execution and formulation (ROMI/ROCI) Understand how measurement guides both short-term and medium-term action Assess the meaning and application of a dashboard Apply effective measures to personal/own performance. |
Mosidi Seretlo | |
| Digital: Using analytics to build effective campaigns | Intermediate | Understand how to use the analytical tools available; Understand the context and consequences of data; Understand and practice the iteration and building of campaigns driven by analytical data. |
Dave Duarte/Danielle Timms | |
| Creative Fitness: Brief writing: From Communication Strategy to Brief | Masterclass | Assess the importance of the briefing document in the creative process Understand the creative process Understand and Implement the corner stones of great briefs: positioning and insight Assess the role of a consumer insight in the creative process Write inspirational and clear briefs Evaluate brief writing techniques |
Gillian Rightford/Stephanie Safari | |
| Measuring Agencies | Intermediate | Understand agency finances & remuneration. Review remuneration methodologies Understand how benchmarking works Assess how to measure effectiveness and efficiency |
Johan van der Westhuizen | |
| Principles of Design | Intermediate | Understand the components of brand design Understand what a design brief looks like and needs Learn how to evaluate design based on key principles Learn how to apply consistency and brand equity in design |
John Pace | |
| Marketing plans | Intermediate | Explain the implications of a typical plan Interpret a marketing plan in order to develop appropriate actions. Write a basic plan. |
Mosidi Seretlo | |
| Contemporary PR | Intermediate | Understand the history and development of PR Understand the nuances of how PR differs from other channels Understand how to brief and work best with a PR agency Practice the key components of PR briefing, writing and evaluation Understand Measurement of PR Understand how to integrate PR with social, digital and other media |
Rachelle Bricout | |
| Digital Behaviour in Marketing | Intermediate | Learn about emerging platforms and user behaviours in the digital context. Practice how to develop Digital Customer Personas and Journeys as part of digital marketing planning Discover how to bring brand stories to life in line with a guiding principle. Discuss Digital Innovation Strategy and how it intersects with consumer needs. |
Dave Duarte/Elaine Rumboll | |
| Global Best Practice: Growth and Game plan – from Brand Portfolios to using Brand Stories for Consistent Brand management | Global Three-Day Masterclass | Day 1:
Growth Plan: Theory of Brands & How Brands Grow: the consumer perspective Theory of Mental and Physical Availability Theory of Portfolio Strategy – optimizing your assets against market opportunities
Day 2: Theory of Consumer Insights Theory of Brand DNA Building the brand story Using the Brand Story for Consistent Brand Management Reflection: where to improve your ways of working? Day 3: On site working sessions with prioritized brands & teams Review learnings Review status quo of brand Develop next steps to implement Growth and Game Plan |
Tijs Timmerman/Gillian Rightford | |
| Global Best Practice: Creating your brand story | Global Masterclass | Value proposition, vision and brand story development | Tijs Timmerman/Gillian Rightford | |
| Effective CSI* | Intermediate | Explain the concept of CSI today in the context of corporate citizenship; Understand the varying motivations that drive business CSI agendas, including compliance, philanthropy and enlightened self-interest Grasp the concept of Shared Value Appreciate the legal and governance framework that impacts the CSI agenda. |
Nick Rockey | |
| Social marketing & sustainability | Intermediate | Critically evaluate the role of sustainability activities as a strategic concept. Review global sustainability trends and practice. Motivate for the importance of the triple bottom line, and its relevance as a determinant of its value. Understand how corporate citizenship drives reputational capital. Contrast the area of corporate citizenship and its competing motivations of compliance, philanthropy and enlightened self-interest |
Martin Neethling | |
| Strategic marketing | Intermediate | Understand the marketing and strategy nexus, the marketing concept and its operationalization within a market orientation Understand the characteristics and benefits of a learning organisation, and barriers to learning. Understand how strategic choice is reflected in the segmentation, targeting and positioning process. |
Martin Neethling | |
| Modules for Executives Outside the Marketing Function | ||||
| Course Title | Competency Level | Objectives and Outcomes | Facilitator | |
| Marketing for new marketers | Master Class | Explain the history and development of marketing as a profession. Discuss the fundamentals of marketing and brand planning Summarise what marketing is, what it does, and why it matters. Distinguish between basic marketing concepts Understand the role of the marketing department within their business |
Mosidi Seretlo | |
| Integrated Marketing Communication | Masterclass | Explain the role brand communication plays within the marketing mix; Motivate the importance of speaking with “one voice”; Distinguish the role of experiences in delivering brand promises; Explain the role of staff, and ˜living the brand in a strategic communication context, including the purpose of ˜internal marketing”; Discuss an approach to effectively manage the creative process | Gillian Rightford | |
Rules of Engagement
Adtherapy’s “Rules of Engagement” is a process that Adtherapy conducts with a marketing team and (usually) a newly-appointed advertising agency. The objective is to define the goals, the parameters, the processes and protocols clearly, that will combine to create an effective, efficient and open partnership.
Process
The process begins with two initial, key strategic players in the Client and Agency teams. This aims to establish what the key areas would be in terms of optimising the output of this partnership and the ongoing relationship. Adtherapy manages the conversation between the two parties, and is able to address issues that may not have been discussed due to perceived sensitivity. These issues are raised, discussed and agreed, and do not therefore become a source of frustration later on in the relationship. These may include areas such as:
- Clarity of expectations by both parties.
- Briefing: best way to brief, to get the best work.
- Handling of criticism: How the Marketing team to convey negative feedback, and how Agency team (particularly creative) will receive and process it.
- Clear definition of decision-making pipeline, management of key resources, in both Client and Agency.
- Contractual issues and agreement of those. (This can fall outside the rules of engagement process, but it is important that this step is done, and done properly).
- Remuneration principles, amounts and agreement thereof. Also, payment terms, and process to follow: this is vital to agree and clarify, as it can be a key area of concern on both sides.
- Understanding of the goals (business and personal), likes and dislikes of the individuals in the respective teams in terms of communication processes, meeting protocols, team dynamics etc.
- Benchmarking skills sets in each team, and utilizing the relationship as a positive learning and growth experience, in the process of and the fulfillment of the Scope of Work.