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Training · Strategy

Marketing strategy
training.

A rigorous framework for thinking about marketing as a business decision, not as tactical execution. Positioning, audiences, operating plan, resource allocation, measurement framework. Inspired by Levitt, Ries & Trout, Sharp, Kotler and contemporary practice.

12h
Standard programme
5
Training blocks
0
Recipes sold as method
Who this service is for

For teams that want to think before executing.

Marketing teams that react

Teams that spend their day in operations without a strategic framework. Training that restores perspective and a decision method beyond the day-to-day.

Senior management and boards

Executive committees that take marketing decisions without specific training. Strategic framework sessions to decide with judgement.

New or reorganised teams

Newly created marketing department, team mergers, new in-house agency. Onboarding training that gives shared language and method.

Advanced training centres

MBAs, executive programmes, master's in marketing management. Teaching block with consolidated frameworks and real cases.

Methodology

From improvised tactics to strategic framework.

Module 01

Current classic frameworks

Why Levitt is still current, what of Ries & Trout applies today, when Kotler helps and when it confuses. Intellectual housekeeping on frameworks still worth using.

Module 02

Positioning + audiences

How to decide brand positioning with judgement. How to map priority audiences. Renunciation as strategic discipline.

Module 03

Operating plan

How a 12-month marketing plan is built. Roadmap, resource allocation, KPIs, owner per initiative. A plan the team can execute on Monday.

Module 04

Decision and measurement

Measurement framework coherent with strategy. Scorecard with 5-7 strategic KPIs. Quarterly learning cycle.

What you gain

What this training delivers.

A team trained in strategy decides better, defends its decisions better, and gets more out of the same budget:

01 · Common language

Faster discussions.

Marketing, senior management, agency and sales share frameworks. Meetings stop being spent explaining concepts and focus on decisions.

02 · Discipline of renunciation

You know how to say no.

Strategy is renunciation. Training that builds the muscle of saying no to opportunities that don't fit — a muscle most teams haven't developed.

03 · CFO defence

Budget justified.

Strategic decisions justified with professional frameworks are far more defensible to the CFO and board than intuitive decisions.

04 · External-proposal filter

You don't buy hype.

When agencies and suppliers make proposals, you weigh them against criteria. You buy what adds value — not what's fashionable.

05 · Systematic learning

Real improvement cycle.

A framework to measure, learn and adjust. The team stops executing and forgetting and starts executing, measuring, learning, improving.

06 · Talent attraction

Professional department.

Good marketing professionals prefer environments with strategic culture. Training is a signal of seriousness — and that attracts the talent your department deserves.

Real cases

Training in real contexts.

Industrial company · convention

4h session for the management committee.

B2B industrial company with leadership lacking specific training in strategic marketing. The session triggered a deep review of the annual plan.

Frequently asked questions

How does this apply to my SME?

It applies as long as you serve Spanish customers or process Spanish data; the framework is mandatory above thresholds we summarise in the table.

What does it cost in 2026?

Indicative ranges for SMEs 10-50 employees: 2,500-12,000 EUR for documentation + auditor fees vary by AENOR / BV / SGS / LRQA.

Which Spanish regulation applies?

BOE references RD 311/2022 (ENS), Regulation EU 2016/679 (GDPR), LOPDGDD, NIS2, DORA and the EU AI Act 2024/1689 depending on scope.

How long does the implementation take?

Average runs 4-7 months for a single ISO. Compound integrated SGI (9001+14001+27001) usually 8-12 months.

Can I co-finance it with Kit Digital or Kit Consulting?

Yes, Kit Consulting 2026 covers up to 24,000 EUR in advisory hours; Kit Digital covers tools (CRM, ERP, ciberseguridad) up to 29,000 EUR.

References: AENOR · BOE · ISO

El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
Agri-food · 12h team

Closed programme for the department.

Marketing team of a national agri-food company with 8 people. 12h programme with workshops on real projects. Annual plan improved and defended with judgement.

MBA · recurring module

Teaching block.

Official marketing master's with a strategy module. Real cases and structured debate. Consistently high student evaluations.

Strategic sequence

A classic sequence: analysis, decision, execution, learning.

Phase 01

Analysis

Data, context, competition, audiences.

Phase 02

Decision

Positioning, priorities, allocation.

Phase 03

Execution

Actions per channel with owner and deadline.

Phase 04

Learning

Review, adjustment and next round.

When you need it

Signals that say it's the right time.

Strategy training delivers especially in these four scenarios. The sooner it's done, the more is saved in unfocused execution:

01

Your team is very executive and rarely strategic

A team that executes well but doesn't think in frameworks. Training restores perspective — and improves the executive output by giving it sense.

02

Change of team or leadership

Arrival of a new marketing director, new team, new CEO. Initial training aligns criteria and avoids semesters of friction caused by different approaches.

03

Your company is moving phase

International growth, IPO, merger, generational handover. Moments of change demand solid strategic frameworks — and training provides them.

04

Marketing decisions are political, not analytical

If decisions are made by whoever shouts loudest instead of by shared criteria, training is the way to rebalance internal conversations.

Frequently asked questions

What I get asked most about this service.

Isn't it too theoretical?+

No, if it's done well. The training combines theoretical frameworks with application to real cases and workshops on the client's own projects. Theory without application is academia; practice without theory is activism. This training holds both.

Is it the same as an MBA?+

No. An MBA is 600 hours distributed over 18-24 months covering many topics. This training is 8-20 hours specifically on strategic marketing, with depth and direct application. They're complementary, not alternatives.

Is prior knowledge needed?+

For introductory level, no. For advanced programmes, yes — marketing profile with at least 2-3 years of experience. We adapt content to the group's level during scoping.

Do you work with the company's own cases?+

Yes, in closed training programmes. The workshops are run on real briefs and challenges of the client. The programme ends with concrete proposals applicable to the real pipeline — not just conceptual learning.

Are there deliverable materials?+

Yes. Presentation, bibliography with reading keys per book, strategic plan template, scorecard template. Living material, not dead PDF.

Next step

Shall we talk about your specific case?

First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.

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