Customer focus Business culture Predictive marketing How can you achieve more profitability and sales growth whilst steering away from a sales, product or advertising focused strategy? This lesson examines the breadth of business cultures and the core theoretical concepts of “market orientation”. We’ll also review extensive literature on how to build a marketing-oriented organisation.

Research design Qualitative methods Quantitative methods Backwards market research In this class, discover the basis of good market research, the differences between qualitative and quantitative and how to use the data to build a solid foundation for your marketing strategy. Learn the techniques of primary and secondary research, compare POETS and QUANTS, and define the […]

Market mapping Demographics Firmographics Behavioural What is segmentation and why is it so crucial to marketing success? In this session, Mark will walk you through the main approaches to segmentation, while exploring the various available methods and their application. You will familiarise yourself with a framework for effective segmentation, and analyse successes and failures in […]

Strategic decisions Mass marketing Target segment portraits Targeting criteria In this module, you will be taught how to consider the key issue of who you do and do not target. Mark talks through the core principles of segmentation as well as its importance to business success. Supported by real-life case studies, we’ll also examine the […]

Brand position Articulation Disruptive execution Perceptual maps This session looks at the key strategic step of positioning. We’ll start by looking at positioning in its many guises and its importance to the marketing process. We’ll then explore the process of defining, mapping and most importantly, articulating your brand position to the market but also to […]

What is strategy? Strategy vs tactics Zero-based budgeting Leadership A capstone session in which we’ll look back at the key themes and learnings from the first six strategy modules and discuss what is and what isn’t strategy. We’ll also delve into purchase funnels, zero-based budgeting and SMART objectives. The course focus of this module is […]

Product diversification NPS Usability testing Co-branding Here we tackle the first of the 4 Ps, Product Development. What do we mean by “product” and what are the challenges of successful product or service development? We’ll look at the numerous touchpoints you have with your customer, discuss the value of NPS and product diversification, then finally […]

Direct and indirect Channel conflict Retail price maintenance Omni-channel This module examines the core challenges of channels and implications of big retail; helping you to understand the pros and cons of direct and indirect distribution, and explores the issue of channel conflict through real-life examples. We’ll also discuss how to manage the “Rise of retailers” […]

Price thermometer Four levels of profitability Volume vs Value Danger of discount This session explores the role of pricing in driving both external impact and internal profitability. We’ll look at the pricing thermometer (Dollan & Gourville), post-purchase perception and look at how to conduct reliable pricing research. We’ll also look at how some of the […]

The S curve Profitability matrix Price setting Elasticity This module reviews the many different tools and approaches to marketing communications as well as exploring integrated methods to planning and the evolution of communication. We’ll also analyse the digital marketing landscape and define a step-by-step guide to a winning integrated strategy.

Brand equity Brand management Brand health Commodification This lesson explores the notoriously slippery concept of brand, examining what “brand” really means and outlining the fundamentals of brand definition, from equity and management to brand health and tracking. We also look at employer branding, financial brand equity and most importantly, why brand is your organisation’s most […]

Exam Next steps Having completed the exam, this debrief session is your chance to see what a “perfect” answer would have looked like. Find out how the grades were awarded and crucially, who was named top of the class. We’ll also tell you how to get hold of your certificate and what comes next….