Understanding Marketing Strategy is designed to create clarity and alignment around what constitutes marketing strategy.

The focus is on explaining the purpose of strategy, the role of each strategic component, and how they connect to guide decisions. Participants gain a clearer understanding of what strategy is responsible for, how it differs from planning and tactics, and how it provides direction for execution.

Rather than teaching how to build a full strategy, the clinic focuses on recognising strong strategy, understanding its structure, and using the right language when discussing it.

The clinic focuses on the fundamentals of marketing strategy, including:

1. What marketing strategy is (and what it is not)

2. The role strategy plays in guiding decisions and execution

3. The core components that make up a marketing strategy

4. How understanding, choice and direction fit together

5. Where strategy is commonly confused with tactics or activity

6. How strategy sets up and informs strong execution

Examples are used throughout to show how strategy is expressed in practice.

Participants leave with:

• Clearer understanding of what constitutes marketing strategy

• Stronger grasp of the core strategic components

• A shared language for discussing strategy

• Greater confidence distinguishing strategy from plans and tactics

• Clearer expectations of what strategy needs to provide

This clinic is well suited to:

• Marketers new to marketing strategy

• Teams onboarding new starters or graduates

• Groups needing alignment on what strategy means in practice

• Organisations looking to establish a shared baseline understanding

Understanding Marketing Strategy is delivered as a 90-minute clinic, either online or in person.

The session combines clear explanation, worked examples and guided discussion. It is designed to be fast, focused and immediately clarifying, without pre-work or follow-up.