Advanced Marketing Approaches (online)


This course is for marketing professionals and business owners who feel they have mastered the essentials of marketing and who are now looking to develop their knowledge and apply it at a new level. This is the next course for those who have completed Branding and Marketing.

The common theme in this course is making marketing live across the organisation, and to gain buy in for new marketing approaches with your own team and others.

This course is of value to those who want to:

  • Shape and deliver profitable customer value propositions that are aligned with sales and marketing objectives
  • Develop a content creation culture, generating original and compelling content formats and campaigns
  • Build a high-performance marketing team which is aligned to organisational purpose and accountable towards business objectives
  • Capitalise on how excellence in customer service can work in partnership with marketing and increase demand for products or services

Advanced Marketing Approaches has five main objectives:

  1. Introduce you to aspects of marketing that you may have not considered before
  2. Give you the space to consider how to implement new ideas and concepts to your own business
  3. Explore in greater detail how to apply topics you are familiar with in new ways
  4. Challenge your perception about the effectiveness of your own marketing initiatives or campaigns
  5. Feel motivated and inspired to develop your marketing knowledge at both a personal and professional level.

Our expectations

At the end of the day you will come away with:

  • A deeper understanding of marketing and how to capitalise on this
  • Motivation to try new things based on the case studies you will have encountered, and from the encouragement of your peers on the course
  • New contacts, reference points and tactics
  • A sense of how to think differently about marketing
  • A desire to continue your knowledge and understanding of this topic.

Programme details

Session 1: Shaping and Delivering Value Propositions

Companies who know who their customers are and what they care about, are better able to communicate the value they offer.
This session looks at value propositions from multiple angles and aims to give you the confidence, knowledge and tools to improve existing as well as future propositions.

  • What is a value proposition, and why they are important
  • Successful value propositions and the business benefits they deliver
  • How we define value (economic, perceived, relational & experiential)
  • Value proposition case studies from different business sectors
  • Ways to create a value proposition

Session 2: Content Planning and Execution

Sustainable content creation requires the combination of an organisational culture, creativity, planning and resourcing, and balancing these factors is key.
Here we explore the ways to establish your organisation as a publisher of content across all its channels, building the systems and processes for effective, and sustainable content generation.

  • Which model of content planning should I use?
  • How do you put the right skills and resources in place?
  • Why is a culture of content creation across the organisation important?
  • How do you measure effectiveness?
  • Is my mix of content right for my audience segments?

Session 3: Customer Service as Marketing

Whilst customer service is looked upon as a separate discipline, this session explores the overlap between it and digital marketing.
In this session we consider the influence and importance of customer service as a marketing tool, and why it should not be treated in isolation

  • Why customer service is a function of marketing
  • How customer feedback has become more influential that traditional marketing
  • Ways in which tone of voice is a customer service marketing tool
  • How successful customer service leads to demand creation and strengthens brand identity
  • Brands that provide exceptional customer service and the lessons to learn from them

Session 4: Building a Winning Marketing Team

This session focusses on the attributes of high-performing marketing teams. It aims to help youdefine a model for your own organisation, your place within it, and ways to be more effective.

This session provides ways to observe, diagnose team performance and individual contributions towards team success.

  • Which skills and competencies does your team have, and need?
  • Why does open communication matter?
  • How do you know if you are being successful?
  • When should you outsource?
  • How do you align with other functional teams across the organisation?

Dates, Times and Delivery

The Advanced Marketing Approaches (online) course will run over two weeks delivered in four online sessions.
Each session will be 90 minutes.

These live video sessions will be held at 11:30 - 13:00 (UK time) on:

  • Tuesday 18 and 25 April
  • Thursday 20 and 27 April

A world clock, and time zone converter can be found here:

This is a ‘virtual classroom’ course, and is designed to replicate the experience of a classroom. The sessions are ‘live’ and are not recorded.

No attendance at Oxford is required and you do not need to purchase any software.


Participants who attend the full course will receive a University of Oxford electronic certificate of attendance. 

The certificate will show your name, the course title and the dates of the course you attended.

You will be required to attend all of the live sessions on the course in order to be considered for an attendance certificate. 


Description Costs
Course Fee £395.00


All courses are VAT exempt.

Register immediately online 

Click the “book now” button on this webpage. Payment by credit or debit card is required.


Oxentia Ltd

Oxford’s Global Innovation Consultancy

The Oxentia Team

Oxentia is the global innovation management and technology commercialisation consultancy that started its life as an operating division within the world-leading technology transfer company of the University of Oxford, Oxford University Innovation. 

Oxentia is a key component of Oxford’s thriving innovation ecosystem.

Since 2004, Oxentia has delivered innovation services to a worldwide customer base of public and private sector clients in over 80 countries. 


If you would like to discuss your application or any part of the application process before applying, please click Contact Us at the top of this page.

IT requirements

This course is delivered online using Microsoft Teams. You will be required to follow and implement the instructions we send you to fully access Microsoft Teams on the University of Oxford's secure IT network.

To participate you must be familiar with using a computer for purposes such as sending email and searching the Internet. You will also need regular access to the Internet and a computer meeting our recommended minimum computer specification.
It is advised to use headphones with working speakers and microphone.