The Strategic Imperative of Marketing for Board Directors and NEDs.

Course Overview

This comprehensive course addresses a critical gap in board-level expertise by illuminating the strategic role of marketing in corporate governance. Designed for board members across industries, it bridges the divide between marketing operations and high-level decision-making. Participants will explore how marketing insights can inform risk management, competitive positioning, and shareholder value protection. By positioning marketing as a strategic tool for governance, the course aims to elevate its importance in board discussions and enhance overall board effectiveness. Through case studies, practical frameworks, and interactive sessions, board members will gain the knowledge and confidence to leverage marketing strategies for improved corporate oversight and value creation.

Learning Objectives

Upon completion, delegates will be equipped to:

Interpret how marketing insights directly impact shareholder value, risk management, and strategic decision-making at the board level.

Leverage marketing data as an early warning system for business risks, enhancing the board's oversight capabilities.

Integrate marketing perspectives into strategic planning and governance processes, leading to more informed board decisions.

Articulate and fulfil the board's role in shaping and overseeing strategic marketing initiatives that drive sustainable competitive advantage.

Navigate digital and social marketing trends and their effects on brand reputation, customer engagement, and overall corporate strategy.

Evaluate and challenge the company's competitive positioning based on market dynamics and evolving customer needs.

Assess the effectiveness of the company's brand strategy and its alignment with overall business objectives.

Extract actionable insights from market research to inform board-level strategy and risk assessments.

Evaluate the company's marketing message and its resonance in the market, ensuring alignment with corporate values and goals.

Constructively challenge and influence board-level decisions on marketing initiatives and their impact on company direction and shareholder value.

Who should attend

Board Members and NEDs seeking to strengthen their oversight of marketing’s role in governance and risk management.

Chairs and Committee Leaders (audit, risk, or strategy committees) who need to integrate marketing insights into board-level discussions.

C-Suite Executives preparing for board service who want to understand the strategic link between marketing, brand, and corporate value.

Governance Professionals and Advisors who support boards in aligning marketing with long-term business strategy and stakeholder expectations.

The Strategic Imperative of Marketing for Board Members:

Course Modules

Module 1

Marketing's Strategic Role in Corporate Governance

The evolution of marketing's role in business strategy

Linking marketing insights to shareholder value

Marketing as a risk management tool

The board's responsibility in marketing oversight

Integrating marketing perspectives into governance processes

Case studies: Successful board-level marketing interventions

Workshop: Evaluating your board's current marketing engagement

Module 2

Market Dynamics and Competitive Positioning

Understanding market forces and trends

Techniques for competitive analysis

Evaluating and challenging the company's market position

The role of innovation in maintaining competitive advantage

Assessing market opportunities and threats

Digital disruption and its impact on traditional markets

Module 3

Brand Strategy and Corporate Reputation

The strategic value of brand in corporate governance

Aligning brand strategy with business objectives

Measuring and monitoring brand health

Managing corporate reputation in the digital age

Crisis management and the board's role

Stakeholder management and brand advocacy

Module 4

Digital and Social Marketing for Board Members

Overview of digital marketing channels and strategies

Social media's impact on brand reputation and customer engagement

Data privacy and ethical considerations in digital marketing

Evaluating digital marketing ROI

Emerging technologies and their potential impact

The board's role in overseeing digital transformation

Assessing your company's digital marketing maturity

Module 5

Marketing Insights for Strategic Decision-Making

Leveraging market research for board-level insights

Interpreting customer data for strategic planning

Marketing metrics that matter to the board

Using marketing insights as an early warning system

Evaluating the effectiveness of marketing messages

Integrating marketing insights into risk assessment

Case study: How marketing data prevented a strategic misstep

Final workshop: Developing an action plan for your board

Code: LS9

Length: 5 Days

City: Barcelona, Madrid and London

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Carrer del Camp 79, Barcelona

hello@jungle-training.com

+34 910 626 769

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