Making strategic choices is often difficult because the choices can have far-reaching consequences for a business or brand.

Suitability, feasibility and acceptability are the three criteria that Peter Sumpton is examining in this video.

Segmentation, Targeting and Positioning (STP) is one of the most commonly applied marketing models in practice.

In this session, Peter is focusing on targeting and positioning - including building a customer persona.

Marketing objectives are a pivotal part of a marketing strategy.

In this summary session, Peter Sumpton gives pointers on how to create a handy guide to keep as a reminder what your strategic direction is.

Businesses and brands that understand the customer journey and address their customers’ pain points, can help improve their customer experience.

The goal here is to make the process efficient and easy to navigate. In this video, Peter presents this process, breaks it down into steps and highlights the touch-points.

Extended marketing mix explained

This session, run by Peter Sumpton, is incredibly important! If you don't understand the marketing mix in detail or at all, then there is a chance that you are missing out on the key ingredients that will ensure scalable success from the ground up.

How to create a strategic content map?

No matter if you are creating content yourself or outsourcing it to an agency - the starting point is documenting the journey your customer takes on the way to doing business with you. In this video, Peter goes deeper into this subject.

The DRIP model supports the marketing communication plan.

In this video, Peter will show you how useful this model is for setting broad communication goals.

There are as many opinions on content creation as there are people.

And sometimes you just have to say 'no' to your clients when they're asking if they can 'go pink' if you know it simply will not work! This session by Peter Sumpton is all about communication and content creation, sprinkled with a pinch of repurposing.

If we can't measure - we can't manage

In this session, Peter is highlighting the importance of understanding objectives and KPI's within your business in order to become a Marketing Superstar.

How do you want your clients to see you?

What is the foundation of a great marketing plan? During this short introductory session, Peter will take you to the world of celebrities to figure out who you are as a brand or business.

How to fill in the Relative Competitive Positioning worksheet

In this video tutorial, Peter uses one of the industries' examples to compile a list of competitors and position them as a market leader, challenger, follower, nicher, or innovator to give you a complete view of the market you are competing in.

How can you take advantage of opportunities after completing your SWOT analysis?

Looking outside of the business in order to find opportunities out there might come to you naturally or through some simple research. In this session, Peter Sumpton will show you how to think big as well as small - both points of view are important and shouldn't be dismissed. The sky is the limit, right?

How to approach weaknesses in the SWOT analysis

Depending on your own perception of your brand or business - you might find this section either difficult or easy. Exploring the internal weaknesses of your business requires you to be subjective and impartial - which might be a tricky task. But not to worry - Peter is here to help!

How to define strengths in the SWOT analysis without missing a thing

This video's focus is the first step of an overall, well-rounded SWOT analysis. In this session, Peter will help you list all of the internal strengths of your business, show you how strengths can be linked and transformed into opportunities later on.

One of the 3 elements of an internal audit is 'brand onion' - a tool used to analyse and understand brand identity where each layer represents a different aspect of the brand.

Peter Sumpton will discuss all the areas you need to cover while using this method in this short video. Let's start with the essence!

Marketing strategy is a forgotten art in a lot of businesses.

In this introduction video, Peter will show you how to navigate a free 'Strategy Direction' course prepared by the Marketing Study Lab and how to make the most out of all the resources it contains. Don't forget to download your worksheets and create some fantastic marketing plans!

Successful management means making optimal and responsible use of man, materials, machines, minutes and money for the advancement of mankind.

After this session, prepared by our friend Peter Sumpton, you will know how to use the '5M's model' to smoothly perform an internal audit within your business.

How to complete an internal audit of your marketing strategy plan using the VRINO model

Peter Sumpton explains here what each element of VRINO is and how you can implement it in your business or brand to improve your capabilities - internally!

Threats to your business need to be addressed and noted - especially within the SWOT Analysis.

In this talk, Peter Sumpton provides guidance on how to stay open-minded and think of threats seriously - not only in terms of competition as there is a lot more to take under consideration. This video is the last step of the SWOT Analysis - completing this will allow you to think about the future of your marketing actions.

How to complete a PESTELE Analysis

In this workshop, Peter Sumpton will walk you through all 6/7 elements that make this type of analysis. Making sure to spend some time at this stage will be incredibly helpful to formulate marketing strategies and tactics within your brand or business.

It's time for the second step of your marketing plan - the internal audit.

In this session, Peter Sumpton will explain what 'VRINO, 5 M's and brand onion' are at this stage of planning your marketing strategy. Don't worry if it's the first time for you to hear about them! Over to Peter now...

A TOWS analysis is an extension of the SWOT analysis framework that goes further in looking to match up the Strengths with Opportunities and the Threats with Weaknesses.

Let's spend some time on TOWS analysis with Peter Sumpton and add some clarity to this concept. Grab a pen and paper as you might want to develop your own TOWS analysis!

The first step of your marketing plan is the external analysis.

In this short session, Peter Sumpton will explain the importance of knowing what's going on outside of your business and analysing the external factors in order to turn weaknesses into strengths and threats into opportunities.

8 fundamental elements that you need to create your own marketing plan

In this quick course introduction session, we're going through those elements with Peter Sumpton, who strongly believes that there aren't enough strategic marketers in the world. Happy marketing, Everyone!