Executive Strategic Marketing Course

Lesson 1 • Marketing's Role in the Enterprise

Defines marketing as a strategic function, not a tactical department. Establishes the link between marketing decisions and firm-level financial outcomes.

Lesson 2 • Core Marketing Concepts and Frameworks

Introduces foundational models used throughout the course. Provides a shared vocabulary for strategic analysis and decision-making.

Lesson 3 • The Strategic Marketing Process

Maps the end-to-end process from market analysis to execution. Shows how each stage feeds the next in a disciplined planning cycle.

Lesson 1 • Research Design for Strategic Decisions

Covers primary and secondary research methods suited to executive contexts. Teaches how to frame research questions that directly inform strategic choices.

Lesson 2 • Competitive Intelligence Gathering

Teaches systematic methods for monitoring competitors and market shifts. Outputs feed directly into positioning and differentiation decisions.

Lesson 3 • Translating Insights into Strategy

Bridges raw data and strategic action through structured synthesis tools. Ensures insights drive decisions rather than accumulate in reports.

Lesson 1 • Target Market Selection Criteria

Provides a structured decision framework for choosing which segments to pursue. Balances market attractiveness against organisational capability and fit.

Lesson 2 • Positioning Strategy Development

Teaches how to craft a distinct, credible, and sustainable market position. Links positioning to customer insight and competitive differentiation.

Lesson 3 • Advanced Segmentation Strategies

Extends basic segmentation into multi-variable and predictive approaches. Builds on Chapter 2 profiles to identify high-value, actionable segments.

Lesson 4 • STP Integration and Execution

Synthesises segmentation, targeting, and positioning into a unified strategic brief. Prepares the STP output for downstream marketing mix decisions.

Lesson 1 • Brand Management and Governance

Establishes processes for maintaining brand consistency across channels and teams. Addresses brand governance structures and crisis response protocols.

Lesson 2 • Brand Architecture Decisions

Covers house-of-brands, branded-house, and hybrid architecture models. Guides decisions on brand hierarchy when managing portfolios or entering new markets.

Lesson 3 • Brand Identity and Positioning Alignment

Connects brand identity elements to the positioning strategy from Chapter 3. Ensures visual, verbal, and experiential cues reinforce the intended position.

Lesson 1 • Measuring Communications Effectiveness

Provides tools for evaluating IMC performance against stated objectives. Closes the planning loop by feeding measurement back into future strategy.

Lesson 2 • Paid, Owned, and Earned Media Strategy

Distinguishes the roles of paid, owned, and earned media in an integrated plan. Teaches how to orchestrate all three for amplification and efficiency.

Lesson 3 • Digital and Social Communications

Covers digital channel strategy including search, social, email, and content. Connects digital tactics to broader IMC objectives and brand standards.

Lesson 4 • IMC Planning Framework

Introduces the integrated communications planning process from objectives to evaluation. Anchors all channel decisions in the positioning and value proposition from prior chapters.

Lesson 1 • Pricing Governance and Change Management

Addresses how to implement, communicate, and defend price changes internally and externally. Builds organizational capability for disciplined pricing decisions.

Lesson 2 • Strategic Pricing Foundations

Establishes pricing as a strategic lever, not a financial afterthought. Links pricing decisions to value proposition, positioning, and competitive context.

Lesson 3 • Pricing Architecture and Portfolio Pricing

Covers tiered pricing, bundling, and product-line pricing across a portfolio. Ensures pricing architecture maximizes revenue without cannibalizing premium tiers.

Lesson 4 • Customer Value-Based Pricing

Teaches how to quantify customer willingness to pay and set prices accordingly. Uses segmentation data from Chapter 2 to differentiate pricing by segment.

Lesson 1 • Growth and Expansion Strategies

Applies Ansoff and adjacent growth frameworks to post-launch expansion decisions. Guides market penetration, development, and diversification choices.

Lesson 2 • Channel Strategy and Distribution

Covers direct, indirect, and hybrid channel models and their strategic trade-offs. Aligns channel selection with target segment access and customer experience goals.

Lesson 3 • Sales and Marketing Alignment

Addresses the structural and process causes of sales-marketing misalignment. Builds shared definitions, handoff protocols, and joint accountability frameworks.

Lesson 4 • Product Launch Execution

Provides a stage-gate launch process from pre-launch through post-launch review. Covers internal enablement, external activation, and real-time performance management.

Lesson 1 • Marketing Leadership and Influence

Develops the executive presence and cross-functional influence skills needed to lead marketing at the C-suite level. Addresses board-level marketing communication.

Lesson 2 • Marketing Performance Dashboards

Teaches how to design executive-level marketing dashboards tied to business outcomes. Ensures metrics selected reflect strategic priorities, not just activity volume.

Lesson 3 • Strategic Marketing Planning Cycle

Establishes an annual and multi-year marketing planning rhythm aligned to corporate strategy. Integrates all prior chapter outputs into a cohesive strategic plan.

Lesson 4 • Marketing Operating Model Design

Defines the structure, processes, and capabilities of a high-performing marketing function. Addresses centralized vs. decentralized models and agency management.