WORKSHOP

Our Strategic Marketing Workshop at Heriot-Watt

Educator Cards
Ali Owji
Ali Owji, M.Sc.
Founder of Trustline

Bridging Business Theory with Real-World Execution

We had the opportunity to deliver a guest lecture at Heriot-Watt University, focusing on strategic marketing and real-world application for postgraduate students. This workshop aimed to go beyond textbook definitions and introduce students to how data, research, and execution come together to drive business success. 

Through engaging examples and actionable frameworks, we guided students through the foundational building blocks of marketing strategy, from understanding the external environment to shaping effective campaigns through segmentation, targeting, and the marketing mix. Real case studies, data tools, and analytics dashboards helped bring these concepts to life in a way that aligned classroom learning with the realities of modern marketing.

Key Learning Points

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What we covered during the workshop

Setting the Stage: What Is Strategic Marketing & Foundational Analysis

We began by defining marketing strategy as the process of identifying the right market, creating a competitive edge, and building a plan that drives sustainable success. Students explored the classic three-phase framework of planning, implementation, and control, a structure that guided the rest of the session.

To support strong strategy, we introduced SWOT and PESTLE analysis. Students learned that evaluating internal capabilities and external forces is essential to identifying opportunity and reducing risk. Regular analysis ensures businesses remain agile and competitive.

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Understanding Audiences & Leveraging Data Insights

This section focused on knowing your audience and understanding market dynamics. Students examined segmentation, targeting, and positioning strategies, and learned how brands shape messaging based on behavior and demographics. Porter’s Five Forces helped frame competitive threats.

We then moved to analytics, using real dashboards from Google Analytics and other tools to show how data becomes insight. Students explored how campaign performance can be measured, optimized, and aligned with broader strategy through data.

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Building, Executing & Controlling the Strategy

We brought it all together through the execution phase — segmentation, targeting, and the marketing mix. Students learned how the 4Ps (product, price, place, promotion) are tailored to customer needs and competitive realities. We also covered pricing models, distribution planning, and promotional tactics.

To close, we discussed how marketers measure and manage performance. Students reviewed KPIs, budgeting, and media planning techniques to ensure that marketing initiatives align with financial goals and deliver sustainable results.

This workshop gave Heriot-Watt students a real-world view into what it takes to plan, execute, and evaluate a modern marketing strategy. With clear frameworks, industry insights, and real examples, the session helped bridge the gap between theory and practice. 

We were impressed by the students’ engagement and thoughtful questions, and we look forward to continuing to support Heriot-Watt’s academic mission through further collaborations.

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