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Diploma in BID Leadership

Leadership is different from management. Leadership is about doing the right things right. It’s about setting directions, building visions, and making something new. It's about taking a group of people on a journey and mapping out what an organisation needs to do to succeed. At its best it is creative, inspiring, motivating and exciting. 

At the same time, while leaders set the direction, they must also use management skills to guide their people to the right destination, in a smooth and efficient way. They need to be confident in the key managerial areas of people, money, law, governance and communications. This programme looks at each of these areas in turn.  

Good leadership requires self-reflection, along with an understanding of where a business might be going. The Diploma in BID Leadership will allow that. Working in a small learning set, the group will self-reflect, share, learn and discuss. It's designed for senior BID employees, with some five years of experience and is ideal for graduates of the Certificate in BID Management. This course is designed for senior BID personnel and/or graduates of the Certificate in BID Management.

Class 1 of 2022 will take place in-person, in London, whilst Class 2 will be held virtually via zoom.

If you are interested in applying for this course please email Evan or call 07517996851.

Session 1 (10th May 2022, 10:00 -16:00)

An Introduction to the Diploma in BID Leadership

This introductory session will allow the group to introduce themselves, talk about their experiences and what they want to gain from the course. It will introduce the habits of horizon scanning, recording, reflecting and setting up a learning set so that the group can share experiences, knowledge and information.

Session Tutor – Professor Christopher Turner

Session 2 (18th May 2022, 9:00 -13:00)

The Psychology of Leadership

Session 2 (pre-work)

In advance of this session, delegates will receive an invitation to complete an online psychometric questionnaire. This will allow an understanding about your own leadership style and really help you get the most out of this experience.

Session 2

Understanding Your Leadership Style

You will be introduced to the psychology of leadership. Using your psychometric evaluation report we will focus on building your understanding of your own personal leadership style and preferences while at work.

Understanding Others

We then build on the principle that we all see the world in different ways and approach situations in a unique manner. You will be introduced to a framework that will allow you to better read what your people need from you as a leader, and how best to adapt and connect with your key BID stakeholders.

Driving Team Performance

This session concludes with us directing our attention towards the collective needs of the team. We will provide a valuable lens for you to assess your team’s resilience and performance levels, enabling you to make the necessary adjustments that will increase your team’s chances of success.

Tutor – Adam Brown

Session 3 (24th May 2022, 9:00 - 16:00)

Corporate Matters

This session will look at the basic elements of English company law and the rights and liabilities of the people involved in running a limited company. Including;

  • Limited companies and companies limited by guarantee
  • The company’s constitution – the purpose and effect of articles of association
  • Rights and obligations of the members of a company
  • Appointing and removing directors
  • Directors’ duties and potential liabilities

Tutor – Keith Lewington

Session 4 (7th June 2022, 9:00 -16:00)

Using Media Effectively

This will be a practical session focusing on effective press and social media campaigning. At the end of the session, you will be able to take away tips and information and put them into practice immediately. The session will cover how to plan a community campaign using the highly effective ‘OASIS’ model - making sure everything you do is intelligent, impactful and fits in with your objectives. You will look at how to secure quality coverage in the press - including what makes a ‘newsworthy' story that will cut through the noise. The session will look at how to create content for your social media channels that is interesting, relevant and engaging. You will learn effective ways to approach tv and radio interviews and tips on public speaking.

Tutor - Ray Sadri

Session 5 (14th June 2022, 9:00 -16:00)

Objectives, Strategy & Tactics

Tutor - TBC

Session 6 (21st June 2022, 9:00 -16:00)

Avoiding and resolving difficult employment law and personnel issues

This session will look at the importance of understanding employment law and associated issues. Including;

  • Disciplinary issues and dismissals - What steps do I need to take to avoid an unfair dismissal?
  • Managing poor performance - How do I deal with individual performance issues in my team?
  • Hiring and firing employees - How do I protect the BID and protect myself?
  • Protected conversations and settlement agreements - How do I negotiate a clean break exit?

Tutor - Richard Stace

Session 7 (28th June 2022)

Pre-reflective presentation session with Chris Turner ahead of the final reflective session.

Session 8 (5th July 2022)

Reflective presentation

This final session will bring together the various elements of the programme by way of a self reflective presentation from each participant on their learning during the course, allowing them to think critically about their own development and practical progress. Reflective reports of this sort develop a capacity for critical reflection on professional performance. This is key to developing ethical practice in a wide range of fields, from business, to medicine, to teaching. People who have experience with reflective reports are better able to reflect on their day to day practice, and they also have the ability to summarise and contextualise their performance for colleagues and governing authorities. This session will consolidate your understanding of the sessions, following which the Diploma award decision will be made. Delegates must have attended all of the sessions to complete the Diploma.

Tutor - Professor Chris Turner

Session 1 – Professor Christopher Turner

Professor Turner is an economist and information scientist who has taught and researched in several universities. He has produced books and papers, lectured and undertaken consultancy around the world, and is currently Chief Executive of British BIDs.


Session 2 – Adam Brown

Adam Brown is an experienced Learning and Development Practitioner with a wealth of leadership and stakeholder management experience from high-end hospitality institutions, such as Marriott International and Radisson Edwardian Hotels, as well as working with teams across global manufacturing, logistics and elite sport to increase communication and effectiveness. Adam is a member of the Chartered Institute of Personnel and Development and is certified in a number of psychometric evaluation tools.


Session 3 – Keith Lewington

Keith is a solicitor specialising in company law. He was head of the corporate department of a large national law firm for many years before joining the agile law firm Excello Law 10 years ago, where he has gained wide experience with BID companies. He has also lectured solicitors and others on company law topics for the past 30 years.


Session 4 - Richard Stace

Richard is a solicitor who specialises in employment and discrimination law. He spent the first half of his professional career in a regional law firm establishing and leading a team of employment law solicitors and the second half running his own niche employment practice. Within the BIDs industry, Richard was a non-executive Director and Chairman of Central Management Solutions Ltd, delivers training to BID companies and levy-payers, and currently advises a number of BIDs on their employment and HR issues.


Session 5 - Marilyn Martin

Marilyn is a qualified Chartered Accountant with a wealth of experience in advising businesses in a number of industries, including retail, manufacturing, construction, and employment agencies, with a particular specialism in the healthcare sector. Marilyn has extensive knowledge and experience in auditing, accounting, taxation and general business advice, to include business planning, assisting clients with fundraising and acquisitions and disposals.


Session 6 - Ray Sadri

The session will be run by Ray Sadri who is an ex BBC journalist and former central government chief press officer - he now helps run community campaigns in the worlds of business and politics.


Session 7 – Professor Christopher Turner

Professor Turner is an economist and information scientist who has taught and researched in several universities. He has produced books and papers, lectured and undertaken consultancy around the world, and is currently Chief Executive of British BIDs.

"As always when undertaking a course with British BIDs you get to share that experience with industry colleagues, which is always so insightful. The DiBL was fantastic for those working in the industry newly in position as a BID manager or equivalent. It was an opportunity to reflect on your leadership style, governance, financial management and communications. I’d highly recommend this course."

"I would recommend this Diploma to anyone in a BID leadership role, and I found it to be a very useful follow up from the Certificate in BID Management. This is a leadership course tailored to the needs of BID professionals and delivered by a team of knowledgeable and engaging tutors. It provides opportunities not only for learning and reflection on key topics such as corporate and financial matters, HR and people management, media campaigns and our own leadership styles, but also valuable opportunities to meet, network and share experiences with other people working in the industry."

“By doing the Diploma in BID Leadership Diploma, I was able to reflect and learn how to become a better leader to my peers and BID members. I learnt the essentials of running the BID behind the scenes! The course allowed me to understand the roles of BID directors and the formality of BID law. I would recommend this course if you are new to a management role in BIDs.”

"The Diploma in BID Leadership was a powerful yet compact course that recognised participants are busy leaders. The sessions were full of key lessons and industry practice that complemented our own knowledge, and importantly, allowed us to share experiences with each other which brought the subject material to life. I cannot recommend this course enough."

“ The Diploma in BID Leadership is a perfect accompaniment to the CiBM for leaders in the BID community as it moves beyond teaching the technical know-how and deep dives into valuable and interesting topics that will support you in driving great performance.

The 7 sessions are really comprehensive and very practical because they are all delivered by experts in their field who have the experience and knowledge to help you develop new strategies and ways of thinking and the fact that it is done alongside likeminded BID leaders makes the learning even more immersive and fun.”

"I recently attended the first class of the Diploma in BID Leadership. The course outline covered all the principal topics for any person leading a BID.

I found each session to be informative and challenging. Each week I found a number of important takeaways which encouraged me to review my BID processes. The session on my own leadership style and how it might affect others was of particular interest and has certainly made me reflect and make changes in my style and how I respond to my colleagues. I suspect this will be ‘work in progress’ for some time to come.

Also of note was the session on “Communicating with the Media”. I could have arrogantly said I had nothing to learn from this session. How wrong was I. It gave me more tools and more insight into what my strategy and follow up should contain. A thoroughly worthwhile eight weeks which has broadened my knowledge and me as a BID leader. "

"BID leaders are increasingly expected to have knowledge in so many areas of business - people management, governance, finance, employment law, marketing - and are expected to apply those in the context of unprecedented and complex place-shaping challenges. The Diploma in BID Leadership is an excellent programme to build your Swiss Army Knife of BID leadership skills, and provides you with an invaluable network of fellow BID professionals to work with, as BID leaders collectively consider the essential role we increasingly play in the recovery plans of our towns and cities."

"I enjoyed the DiBL course and found that there were useful pieces from all of the individual sessions. I have taken a lot away and will be using elements from all sessions within my role at Ipswich Central."

The following will be studying the DIBL class two of 2021.

1. Cherry Shine, Wolverhampton City Centre BID

2. Jodie McAndrew, Collectively Camberley

3. Gavin Stewart, Brilliant Brighton

4. Sharon Clarke, Worthing BID


Paul Spencer, Winchester BID

Danielle McRorie-Smith, Go Forth Stirling

Natasha Patel, Your Acton BID

Ian Sandison, Cambridge BID

Cyril Bekoe, Ilford BID

Sally Gilborn, North Notts BID

Vicky Lee, Bristol City Centre BID

Lucy Stanford, Nottingham BID


Mike Crane, Uxbridge BID

Craig Hurring, South Bank BID

Sophie Alexander, Ipswich Central

Melanie Beck, MyMiltonKeynes

Mike Truelove, Hereford BID

Chris Travers, Orpington 1st

Steve Bluff, Bristol Broadmead