• Explain the key principles, terminology and professional applications of ISM Endorsed Marketing Communications and Media Planning Workshop.
• Identify operational needs and common challenges related to marketing and sales.
• Apply practical techniques for marketing plans and value propositions in relevant work scenarios.
• Develop informed decisions and actionable solutions involving sales engagement and commercial execution.
• Evaluate outcomes using conversion and customer-performance metrics and propose improvements.

• Introduction to ISM Endorsed Marketing Communications and Media Planning Workshop: scope, terminology and practical relevance.
• Core foundations: Market and customer analysis.
• Methods and tools: Marketing plans and value propositions.
• Professional practice: Sales engagement and commercial execution.
• Applied focus: Communication, influence and stakeholder dynamics.
• Workshop: Scenario-based leadership and decision-making exercises; Constructive feedback, action planning and self-assessment.
• Assessment and action planning: Conversion and customer-performance metrics.