BeginnerStart here. No prior knowledge assumed.
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Lesson 1
What is Marketing Strategy?
Strategy vs tactics — why marketing without strategy produces activity without results, and how the two connect.
Lesson 2
Market Research Fundamentals
Understanding your market, competitors, and customers — the research methods that produce actionable insights.
Lesson 3
Customer Segmentation
Dividing markets into meaningful groups — the segmentation approaches that lead to better targeting and messaging.
Lesson 4
Brand Positioning
Defining the specific space your brand occupies in the market — positioning statements, value propositions, and competitive differentiation.
Lesson 5
Marketing Funnel Strategy
Mapping the customer journey from awareness to advocacy and designing marketing for each stage.
What is the difference between strategy and tactics?
What is a positioning statement?
IntermediateBuild on the basics.
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Lesson 1
Go-to-Market Planning
Launching products and entering markets — the GTM framework and how to sequence activities for maximum impact.
Lesson 2
Channel Strategy
Choosing and prioritising marketing channels based on audience, budget, and goals — not best practices.
Lesson 3
Marketing Budget Allocation
How to allocate marketing budget across channels and activities — the frameworks that guide data-driven decisions.
Lesson 4
Competitive Analysis
Understanding competitors — their positioning, channels, messaging, and the gaps your brand can exploit.
Lesson 5
Content Strategy
How content fits into marketing strategy — content as a strategic asset rather than a tactical output.
What is a go-to-market strategy?
What is channel strategy?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Marketing Metrics and KPIs
The metrics that matter at the business level — CAC, LTV, payback period, and how to connect channel metrics to business outcomes.
Lesson 2
Growth Marketing
Growth loops, product-led growth, and the marketing approaches that compound over time.
Lesson 3
B2B Marketing Strategy
How marketing strategy differs in B2B — longer sales cycles, multiple decision-makers, account-based approaches.
Lesson 4
International Marketing Strategy
Expanding to new markets — localisation, channel differences, and the strategic decisions that determine success.
Lesson 5
AI in Marketing Strategy
How AI changes strategic planning — market intelligence, personalisation at scale, and competitive dynamics.
What is Customer Acquisition Cost?
What is product-led growth?