Operational Marketing Training

Lesson 1 • The Marketing Mix Revisited

Reframes the classic 4Ps as operational levers that teams manage daily. Connects each element to measurable business outcomes.

Lesson 2 • Defining Operational Marketing

Clarifies what operational marketing is, how it differs from strategic marketing, and why the distinction matters. Establishes the conceptual baseline for the entire course.

Lesson 3 • The Operational Marketing Cycle

Introduces the plan-execute-measure-optimise loop that governs all operational marketing work. Provides a repeatable framework students apply throughout the course.

Lesson 1 • Customer Segmentation Techniques

Teaches demographic, psychographic, behavioural, and needs-based segmentation approaches. Students apply segmentation to real datasets to identify priority audiences.

Lesson 2 • Competitive and Market Analysis

Equips students to assess market size, growth trends, and competitor positioning. Outputs feed directly into campaign strategy and messaging decisions.

Lesson 3 • Translating Insights into Action

Bridges raw research findings and operational decisions by building customer personas and insight statements. Ensures data drives creative and channel choices.

Lesson 1 • Campaign Timeline and Workback Planning

Builds skills in constructing realistic campaign timelines using workback scheduling from launch date. Introduces dependency mapping and buffer management.

Lesson 2 • Setting SMART Marketing Objectives

Translates business goals into specific, measurable marketing objectives using the SMART framework. Establishes the success criteria that govern all downstream decisions.

Lesson 3 • Channel Mix Planning

Guides selection of paid, owned, and earned channels based on audience behaviour and campaign objectives. Introduces reach, frequency, and touchpoint sequencing concepts.

Lesson 4 • Audience and Messaging Strategy

Defines target audience profiles and develops the core value proposition and key messages for a campaign. Connects segmentation outputs to creative direction.

Lesson 1 • In-Flight Budget Optimisation

Develops skills to monitor spend pacing, identify underperforming allocations, and reallocate budget mid-campaign. Connects financial discipline to performance outcomes.

Lesson 2 • Budget Allocation Across Channels

Teaches methods for distributing budget across channels based on objectives, audience reach, and historical performance. Introduces portfolio thinking for spend decisions.

Lesson 3 • Cost Estimation and Vendor Management

Covers how to estimate production, media, and agency costs accurately and negotiate with vendors. Reduces budget overruns through structured cost-control practices.

Lesson 1 • Social Media Advertising Operations

Teaches audience targeting, creative formats, and campaign management across major social platforms. Emphasises A/B testing and creative refresh cycles.

Lesson 2 • Search Engine Marketing Essentials

Covers paid search campaign structure, keyword strategy, ad copy, and quality score optimisation. Connects search intent to conversion-focused messaging.

Lesson 3 • Email Marketing Campaign Management

Covers list segmentation, email design, deliverability, and automation workflows. Students build a triggered email sequence from brief to deployment.

Lesson 4 • Display and Programmatic Advertising

Introduces display ad formats, programmatic buying models, and audience targeting through data management platforms. Covers brand safety and viewability standards.

Lesson 1 • Insight-Driven Optimisation

Translates performance data into prioritised optimisation actions using structured analysis frameworks. Closes the plan-execute-measure-optimise loop introduced in Chapter 1.

Lesson 2 • Attribution and ROI Analysis

Explains attribution models, their trade-offs, and how to calculate marketing ROI and ROAS. Equips students to defend budget decisions with data.

Lesson 3 • Dashboard Design and Reporting

Guides students in building clear, decision-ready dashboards for different stakeholder audiences. Covers data visualisation principles and reporting cadence.

Lesson 4 • KPI Framework and Metric Selection

Teaches how to select metrics aligned to campaign objectives across awareness, engagement, and conversion stages. Prevents vanity metric traps by anchoring KPIs to business outcomes.

Lesson 1 • Launch Sequencing and Activation

Teaches phased launch approaches including soft launch, beta, and full rollout. Covers channel activation sequencing to build momentum and manage risk.

Lesson 2 • Post-Launch Review and Iteration

Establishes a structured post-launch review process to capture learnings and feed them into the next planning cycle. Reinforces the continuous improvement mindset.

Lesson 3 • Cross-Functional Launch Readiness

Covers how to align sales, product, customer service, and operations teams before launch. Introduces readiness checklists and pre-launch gate reviews.

Lesson 1 • Compliance, Brand, and Quality Governance

Establishes governance frameworks for brand consistency, regulatory compliance, and content quality across all marketing outputs. Covers approval workflows and audit trails.

Lesson 2 • Marketing Operations as a Discipline

Defines marketing operations, its scope, and its value in scaling marketing effectiveness. Positions MarOps as the connective tissue between strategy and execution.

Lesson 3 • Marketing Performance Governance

Builds a performance governance system including regular business reviews, budget accountability, and strategic realignment processes. Connects operational metrics to executive reporting.

Lesson 4 • Process Design and Standardisation

Teaches how to map, document, and standardise recurring marketing processes to reduce errors and increase speed. Covers process ownership and version control.