Essential Planning Skills

Next ONLINE Course: Dates TBC

This is one of our most popular courses. Course tutors are the experts in each field and include Shekhar Deshpande of Facebook, Amelia Torode, Neil Godber of Wunderman Thompson, Phil Barden and Julian Saunders.  This is a course with a difference. We want to focus the course on practising the Principles of Planning rather than just learning them. Our ambition is to arm you with ‘cheat sheets’ that will help you put the principles into action the minute you walk out the door.

Who is it aimed at?

This course is ideally suited for Planners and Strategists with 2 years+ of experience in the industry. It is designed for Strategists from a variety of disciplines – be it brand planning, digital planning, channel planning, engagement planning. It is also suited for Strategists with specialist experience who would like a more well-rounded view of Strategy, even though they may have spent more than five years in business.

What will you learn?

As with any APG training course this modular course mixes the theory and and practice of planning and is highly interactive, enabling you to take away tools and approaches and use them immediately in your day-to-day job.


Our ambition is that rather than blow you away with awesomeness, we will arm you with ‘cheat sheets’ that will help you put the principles into action the minute you walk out the door. We daresay you should remember (at least) the best bits a year after we have finished with you.

How have we chosen our modules?

We have drawn upon a panel of industry experts across Planning disciplines (in other words, old and classic ones as well as young and cool ones). With their help, we have identified the core areas that would be relevant to all strategists, across disciplines.

Course Content & Modules


Module 1: Getting to your one big marketing objective.

Module 2: Identifying the basis for your strategy

Tutor: Amelia Torode - Fawnbrake, The StratHack Company


Module 3: How to have powerful and enduring Brand Ideas.

Module 4: Unearthing and profiting from insights

Tutor: Shekhar Deshpande - Facebook


Module 5: Writing a creative Brief without writing one | Tutor: Shekhar Deshpande - Facebook

Module 6: Briefing and working with creative people | Tutor: Dave Masterman - VCCP 


Module 7: 21st century Brand thinking | Tutor: Julian Saunders - Joined-up Company

Module 8: The practical side of Behavioural Economics | Tutor: Phil Barden - Decoded


Module 9: Effectiveness | Tutor: Neil Godber - Wunderman Thompson

Module 10: Understanding people through (quant) data | Tutor: Sam Fowler - Craft Media

Module 11: Channel Planning | Tutor: James Caig


"Great overview of the Planning process – great for highlighting room for improvement and getting inspiration.  Helped put all of the pieces together."

- Planner, Integrated Agency


"Really well thought out structure and outstanding teachers – covered all the areas I had questions on as a planner."

- Planner, Creative Agency


"Incredibly useful – especially when putting our newly learned skills to the test with practical applications."

- Planner, Digital Agency


"Great breadth of content brought alive by a multitude of approaches and models, and made accessible through carefully thought out practical exercises."

- Planner, Digital Agency
Course Details





ONLINE using Zoom

Please note, the sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.


£985+VAT  (APG Membership required)