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Marketing & Business Strategy
Understand customers, design the marketing mix, measure what marketing returns, and choose where to compete. 4 of 12 courses are open; the rest are planned and listed with what they will cover.
Understand customers, design the marketing mix, measure what marketing returns, and choose where to compete. Courses are listed in the order to take them, from introductory to advanced; each lists what it requires. Courses marked Planned are not written yet, but their syllabus is here and some link to plates and tools that already cover part of the ground.
Suggested order
If you are starting out, take the courses in this order: each comes after everything it requires, and the general before the specialised. Step 1, M01, is open now and starts from scratch.
- M01 Marketing Fundamentals
- M02 The 4Ps Marketing Mix
- M04 Market Research
- M05 Market Segmentation and Positioning
- M10 Branding and Product Strategy
- M09 Pricing and Consumer Psychology
- M03 The 7Ps of Services Marketing
- M07 Digital Marketing
- M06 Customer Analytics and RFM
- M11 Competitive and Strategic Analysis
- M08 Marketing Analytics
- M12 Integrated Marketing Strategy
Introductory
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M01Complete
Marketing Fundamentals
What marketing is, how customers and organisations buy, and how a business sets objectives and chooses how to compete.
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M02Complete
The 4Ps Marketing Mix
Design a product, set its price, choose where it is sold and decide how it is promoted, and make the four decisions fit together.
Intermediate
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M04Complete
Market Research
Plan research around a decision, use secondary sources and qualitative work, design questionnaires and samples, size markets, research competitors, and turn survey data into honest insight.
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M05Complete
Market Segmentation and Positioning
Segment, target and position: find groups of customers who want different things, choose the ones to serve, and decide how to stand out to them, with data rather than hunches.
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M10Planned
Branding and Product Strategy
Brand equity and architecture, product portfolios, new products and growth strategy.
What it will cover
- Brand equity
- Brand identity
- Positioning
- Brand architecture
- Brand loyalty
- Product portfolio analysis
- New product development
- Product life cycle
- Ansoff matrix
- BCG matrix
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M09Planned
Pricing and Consumer Psychology
Elasticity, value-based and dynamic pricing, discounts and what behavioural economics says about price.
What it will cover
- Price elasticity
- Cost-based pricing
- Value-based pricing
- Competitive pricing
- Psychological pricing
- Dynamic pricing
- Discount strategies
- Behavioural economics
- Pricing experiments
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M03Planned
The 7Ps of Services Marketing
People, process and physical evidence: marketing what can’t be held, stored or inspected first.
What it will cover
- Product, price, place, promotion for services
- People
- Process
- Physical evidence
- Service quality
- Customer experience
- Service recovery
- 4Ps and 7Ps compared in retail, hospitality, banking and professional services
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M07Planned
Digital Marketing
Search, social, email and content, and the funnels that turn attention into customers.
What it will cover
- SEO
- SEM
- Organic and paid search
- Social media strategy
- Email marketing
- Content marketing
- Conversion funnels
- Landing page optimisation
- Customer journeys
- Engagement metrics
- Campaign measurement
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M06Planned
Customer Analytics and RFM
Score customers by recency, frequency and value, and measure lifetime value, retention and churn.
What it will cover
- Recency
- Frequency
- Monetary value
- RFM scoring
- Customer segmentation
- Customer lifetime value
- Customer acquisition cost
- Retention rates
- Churn
- Cohort analysis
- Loyalty strategies
Advanced
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M11Planned
Competitive and Strategic Analysis
SWOT, PESTEL, Five Forces and value propositions, turned into a recommendation.
What it will cover
- SWOT
- PESTEL
- Porter’s Five Forces
- Competitor benchmarking
- Value proposition
- Competitive positioning
- Blue Ocean Strategy
- Strategic recommendations
- Go-to-market planning
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M08Planned
Marketing Analytics
The metrics that show whether marketing pays, and how to measure them without fooling yourself.
What it will cover
- CTR
- Conversion rate
- CPA
- CAC
- ROAS
- ROI
- Customer lifetime value
- Attribution
- A/B testing
- Funnel analysis
- Acquisition metrics
- Retention metrics
- Marketing dashboards
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M12Planned
Integrated Marketing Strategy
The capstone: a full marketing plan with budget, forecast and a consulting-style recommendation.
What it will cover
- Marketing plan development
- Budget allocation
- Campaign planning
- Multichannel strategy
- Marketing forecasting
- International marketing
- Performance monitoring
- Strategic evaluation
- Final consulting project
Prerequisite map
The map as a list
- M01 Marketing Fundamentals: no required courses; F00 and B01 recommended.
- M02 The 4Ps Marketing Mix: no required courses; M01 recommended.
- M04 Market Research: requires M01 and B04; M02 recommended.
- M05 Market Segmentation and Positioning: requires M01 and B04; M04 and B02 recommended.
- M10 Branding and Product Strategy: requires M02.
- M09 Pricing and Consumer Psychology: requires M02.
- M03 The 7Ps of Services Marketing: requires M02.
- M07 Digital Marketing: requires M02.
- M06 Customer Analytics and RFM: requires M05; B02 recommended.
- M11 Competitive and Strategic Analysis: requires M01; M10 recommended.
- M08 Marketing Analytics: requires M07; B04 recommended.
- M12 Integrated Marketing Strategy: requires M05 and M08 and M11.