Strategic Marketing: Compete Successfully Course

Lesson 1 • Marketing Strategy Overview

Introduces the STP model and the marketing mix as integrated strategic tools. Previews how each element connects across the course.

Lesson 2 • The Marketing Environment

Examines internal and external forces shaping marketing decisions. Connects environmental scanning to strategic opportunity identification.

Lesson 3 • Defining Strategic Marketing

Distinguishes strategic marketing from tactical execution and operational tasks. Establishes the conceptual framework used throughout the course.

Lesson 1 • Qualitative Research Methods

Teaches focus groups, interviews, and ethnographic observation techniques. Builds ability to extract deep customer motivations from unstructured data.

Lesson 2 • Research Design Fundamentals

Covers primary vs. secondary research and when to use each method. Anchors research choices to specific strategic questions.

Lesson 3 • Quantitative Research and Surveys

Covers survey design, sampling, and basic statistical interpretation. Enables reliable measurement of market size, attitudes, and behaviour.

Lesson 4 • Translating Insights into Strategy

Bridges raw research findings to strategic marketing decisions. Teaches structured frameworks for prioritising and communicating insights.

Lesson 1 • Crafting the Positioning Statement

Teaches a structured template for writing clear, testable positioning statements. Ensures alignment between target segment, benefit, and reason to believe.

Lesson 2 • Segment Attractiveness and Selection

Evaluates segments by size, growth, profitability, and competitive intensity. Guides targeting decisions using structured scoring models.

Lesson 3 • Market Segmentation Principles

Introduces demographic, psychographic, behavioural, and geographic segmentation bases. Establishes criteria for evaluating segment quality and viability.

Lesson 4 • Positioning Strategy Development

Defines positioning as the unique space a brand occupies in customer minds. Connects positioning choices to competitive differentiation.

Lesson 1 • Managing Brand Over Time

Addresses brand lifecycle, crisis management, and long-term equity protection. Equips students to sustain brand strength through market changes.

Lesson 2 • Brand Equity and Its Drivers

Explains brand equity as a strategic asset built through awareness, associations, and loyalty. Links equity to pricing power and market share.

Lesson 3 • Brand Identity and Visual System

Defines brand identity elements including name, logo, colour, and voice. Teaches how identity reinforces positioning and builds recognition.

Lesson 4 • Competitive Differentiation Strategies

Examines product, service, channel, and experience-based differentiation levers. Connects differentiation to sustainable competitive advantage.

Lesson 1 • Pricing Models and Structures

Explores subscription, freemium, bundling, and dynamic pricing models. Matches pricing structure to business model and customer segment.

Lesson 2 • Pricing Decisions and Adjustments

Covers discount management, promotional pricing, and price change communication. Maintains margin discipline whilst responding to market conditions.

Lesson 3 • Pricing Fundamentals and Objectives

Covers cost-based, competition-based, and value-based pricing foundations. Aligns pricing objectives with broader marketing strategy.

Lesson 4 • Customer Price Sensitivity

Teaches price elasticity and psychological pricing effects on purchase behaviour. Enables smarter price-setting by understanding customer thresholds.

Lesson 1 • IMC Strategy and Planning

Introduces the IMC framework and the role of each communication channel. Connects communication planning to positioning and target segment needs.

Lesson 2 • Measuring IMC Effectiveness

Teaches attribution models, KPIs, and campaign performance analysis. Closes the loop between communication investment and business outcomes.

Lesson 3 • Digital and Social Media Channels

Examines search, social, email, and display as strategic communication tools. Teaches channel selection based on audience behaviour and funnel stage.

Lesson 4 • Advertising and Content Strategy

Covers paid media planning, creative strategy, and content marketing integration. Builds skills to brief and evaluate advertising that supports brand goals.

Lesson 1 • Product Launch Planning

Teaches pre-launch, launch, and post-launch activities for new product introductions. Reduces launch risk through structured planning and cross-functional alignment.

Lesson 2 • Customer Acquisition Strategy

Designs acquisition funnels and demand generation programmes for target segments. Balances paid, owned, and earned tactics to optimise acquisition cost.

Lesson 3 • Go-to-Market Planning Framework

Defines the components of a GTM plan including target, value proposition, and channels. Connects GTM planning to the STP and positioning work completed earlier.

Lesson 4 • Sales and Channel Strategy

Covers direct, indirect, and hybrid channel models and their trade-offs. Aligns channel strategy with customer buying behaviour and margin goals.

Lesson 1 • Competitive Advantage Frameworks

Reviews Porter's generic strategies and resource-based view as foundations for competitive advantage. Connects frameworks to real strategic choices.

Lesson 2 • Competitive Dynamics and Rivalry

Analyses how competitors interact, signal, and respond in contested markets. Prepares students to anticipate and shape competitive dynamics.

Lesson 3 • Market Leader Defence Strategies

Covers position defence, flanking, and preemptive strategies for market leaders. Teaches how to protect share whilst expanding the overall market.

Lesson 4 • Disruption and Strategic Renewal

Addresses disruptive innovation, blue ocean thinking, and strategic renewal cycles. Equips students to lead proactive transformation before disruption forces it.