This course is designed for marketers who are moving into positions in which they will be expected to demonstrate increasing strategic awareness, and for existing marketing managers who want to have an objective process for deciding between alternative opportunities. This workshop is a foundation course, and is intended to be self-sufficient, demanding no prior in-depth working knowledge of strategic marketing frameworks. Participants will learn the definitions of each tool – what it is, and what it does, use the main steps of the strategic marketing process in a logical and prioritised way, appreciate the importance of interpreting the statements companies make about themselves, see the importance of risk analysis and scenario planning in every area of the business, understand what parameters might be important for their company, and learn how to rank them, put the steps together in the right sequence, present findings as an effective decision-making tool for senior management.