How to Develop a Focused and Effective Business Strategy | School of Marketing | ANA

How to Develop a Focused and Effective Business Strategy

Time is wasted and productivity is impaired because marketers do not effectively communicate how marketing investments help a company achieve its business strategy. This course is designed to help you to understand the ingredients of a credible and competitive business strategy.  You will be provided with a proven framework that illustrates how best in class companies apply business-centric principles to build a competitive advantage.  The course will show you how to apply the ingredients to speed the development or refinement of your own business strategy. As a result, you will be able to demonstrate that marketing is a critical factor in any business’ profitability.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

  • Business unit leaders and their key team members who want to learn how to develop or how to enhance their business strategy
  • Anyone in the unit who can benefit from and contribute to helping the unit create an effective business strategy
  • Anyone looking for a business strategy framework that may also be applied to create an effective marketing strategy or plan

Learning Objectives

  1. Create an effective business strategy
  2. Develop a plan to actually execute the strategy
  3. Recognize that strategy and plans must adapt to a changing environment

Find out what you'll learn from instructor Mitchell Goozé in the video below.


Estimated Length of Completion

Approximately 50 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Mitchell Goozé

Mitchell Goozé is a principal with the Customer Manufacturing Group, a leading marketing/sales process management consultancy. In addition to process-related topics, Mitchell focuses on marketing strategy, innovation, and customer insights. Previously, he was the president of four Teledyne companies and has been involved in the launch of several new-to-the-market consumer and technology products. Mitchell has served on the boards of several private companies as well as the boards of The American Electronics Association and ASUCLA. He has also served on the board of advisors of The Leavey Graduate School of Business at Santa Clara University and the Northern California New Media Center.

Mitchell is the author of three books on marketing and numerous articles, and he was named Marketing Speaker of the Year by the world’s largest chief executive officer membership organization. In addition to being an ANA Faculty member, Mitchell has been an invited guest lecturer at the Graduate Business Schools at Stanford University, Columbia University, and Santa Clara University.