Combine classic methodology for developing a marketing strategy with a tactical program that uses modern marketing solutions, and analyzes results using data and analytics.

The truth is, the fundamentals of marketing have not changed very much since the days of the Mad Men-style ad agencies of the 1960s. The number of challenges remain about the same: what is your objective; how do you plan to achieve it; who is your target audience; what value can your product offer?

What is new is that the number of solutions has grown exponentially.

Until the 1990s, most marketing solutions involved TV, radio, newspaper, billboards, an event, a mail drop...and that's about it. Today, your marketing tool kit might include a TikTok, a web takeover, pre-roll, Facebook, paid content, Google ads, search, AI, augmented reality, stunts, geo-fencing, and many more tools being created every day.

This session is designed for people who are responsible for marketing for their organization, and are interested in identifying more modern tools. Over the course of two days, participants will explore marketing strategy fundamentals, ways to find and evaluate creative ideas, and how to use some popular digital and social media analytics.

Key Learning Outcomes 

• Explore the strategic fundamentals of marketing, such as:
  • The 4Ps of Marketing
  • Brand positioning, personality, and value proposition
  • Market segmentation and target markets
• Examine methods used to develop creative marketing concepts
• Compare the benefits of using popular digital and social media
• Use some popular digital and social media tools

Continuing Education Contact Hours: 14

What our Participants Say 

"A great course for both aspiring and seasoned professionals. Engaging, informative and insightful."

- Alina Avula, Fall 2023 Partcipant

Instructor(s)

Michael Pickard

Michael Pickard has spent 20 years in the private sector and 7 years in the university sector as a strategist, researcher, planner and creative director. Having worked for two leading Canadian advertising agencies and an international software development company, Michael has helped develop strategies, creative concepts, and promotional campaigns for tourism destinations, tech firms, airlines, universities, packaged goods brands and not-for-profits. Michael's experience started in traditional advertising but has grown into analytics, data analysis, and digital/social media.