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A practical intermediate course on building and executing a modern marketing strategy. Participants learn how to define the right goals, segment audiences, craft positioning and value propositions, select channels, plan content, and measure results with clear feedback loops.
You will translate business objectives into a focused strategy, create a simple go to market plan, and set up a measurement framework that guides iteration. You will practice turning research into positioning, selecting a channel mix, budgeting at a high level, and aligning stakeholders.
After this training you will be confident in:
• Framing objectives and identifying the few metrics that matter
• Segmenting audiences, mapping journeys, and crafting positioning and value propositions
• Choosing a channel mix and content themes that match intent across the funnel
• Building a simple go to market plan with budgets, timelines, and responsibilities
• Setting up measurement, reporting, and lightweight experimentation to improve results
• Familiarity with basic marketing concepts and common channels
• Access to a sample product or service to use for exercises
• Optional but helpful: brand guidelines and recent analytics snapshots
*We know each team has their own needs and specifications. That is why we can modify the training outline per need.
Module 1: From business goals to marketing objectives
• Clarifying business model, revenue drivers, and constraints
• Translating goals into measurable marketing objectives and guardrails
• Selecting north star and supporting metrics
Module 2: Audience segmentation and journey mapping
• Defining priority segments and jobs to be done
• Mapping awareness, consideration, conversion, and retention journeys
• Identifying barriers, triggers, and proof points along the path
Module 3: Positioning and value proposition
• Competitive landscape and differentiation opportunities
• Crafting a positioning statement and value proposition per segment
• Message architecture and tone guidelines that scale across channels
Module 4: Go to market focus
• Choosing entry segments and minimum viable scope
• Offer packaging, pricing considerations, and basic objection handling
• Risk assessment and alignment with product and sales
Module 5: Channel strategy and content plan
• Matching channels to intent and budget across the funnel
• Content themes, formats, and cadence that support positioning
• Asset inventory and reusability plan
Module 6: Planning and resourcing
• Simple roadmap with milestones, owners, and dependencies
• Budget allocation across channels and experiments
• Vendor and partner selection criteria
Module 7: Measurement and iteration
• KPI tree and reporting cadence for stakeholders
• Attribution basics and setting realistic benchmarks
• Experiment design and decision rules for continuing, pausing, or scaling
Module 8: Putting it together
• One page strategy summary and channel plan
• Execution checklist for the first 90 days
• Risk register and mitigation playbook
Hands-on learning with expert instructors at your location for organizations.
Master new skills guided by experienced instructors from anywhere.
