Marketing Strategy Course

Lesson 1 • Marketing's Role in Organizational Strategy

Positions marketing strategy within corporate and business-unit strategy levels. Students understand how marketing decisions align with broader organizational goals.

Lesson 2 • Core Marketing Concepts Revisited

Reviews the marketing mix and customer value concepts as strategic tools. Reframes familiar concepts within a strategic decision-making lens.

Lesson 3 • The Strategic Marketing Process

Outlines the end-to-end process from analysis to execution and review. Provides a repeatable framework students apply in later chapters.

Lesson 1 • Translating Insights into Strategy

Converts raw research findings into prioritised strategic recommendations. Closes the loop between customer insight and marketing mix and positioning decisions.

Lesson 2 • Data Sources and Secondary Research

Maps available internal and external data sources for market intelligence. Reduces research costs by maximising use of existing data before primary collection.

Lesson 3 • Quantitative Research Methods

Introduces survey design, sampling, and statistical analysis for marketing decisions. Provides the measurement rigour needed to validate qualitative findings at scale.

Lesson 4 • Research Design and Planning

Establishes how to frame research questions and select appropriate methodologies. Prevents costly misalignment between business questions and research outputs.

Lesson 1 • Industry and Competitive Analysis

Analyses industry structure and competitive dynamics to assess attractiveness. Builds the competitive intelligence foundation needed for positioning decisions.

Lesson 2 • Macro-Environmental Analysis

Examines broad forces shaping market conditions using structured frameworks. Connects environmental trends to strategic opportunity and threat identification.

Lesson 3 • Synthesising the Situational Analysis

Integrates external and internal findings into a coherent strategic picture. Students practise converting analysis into actionable strategic insights.

Lesson 4 • Internal Capability Assessment

Evaluates organisational strengths and weaknesses relative to market requirements. Grounds strategy in realistic resource and capability constraints.

Lesson 1 • Market Segmentation Principles

Introduces criteria and methods for dividing heterogeneous markets into actionable segments. Establishes the analytical base for targeting and positioning decisions.

Lesson 2 • Positioning Strategy Development

Defines how a brand occupies a distinct place in the target customer's mind. Translates competitive and customer insights into a clear positioning statement.

Lesson 3 • Targeting Strategy and Segment Selection

Provides frameworks for evaluating segment attractiveness and selecting priority targets. Aligns targeting decisions with organisational capabilities and strategic goals.

Lesson 4 • Value Proposition Design

Builds a compelling value proposition that operationalises the positioning strategy. Bridges STP analysis to marketing mix decisions covered in the next chapter.

Lesson 1 • Product and Service Strategy

Covers product portfolio decisions, lifecycle management, and innovation strategy. Connects product choices directly to the value proposition and positioning.

Lesson 2 • Marketing Mix Integration and Coherence

Evaluates how the four mix elements reinforce each other to deliver a unified customer experience. Students audit a mix for internal consistency and strategic fit.

Lesson 3 • Distribution and Channel Strategy

Analyses channel design, partner selection, and omnichannel integration decisions. Ensures product availability aligns with target customer access preferences.

Lesson 4 • Pricing Strategy and Tactics

Examines value-based, competitive, and cost-based pricing approaches and their trade-offs. Equips students to set prices that reflect positioning and maximise profitability.

Lesson 1 • Brand Equity and Its Drivers

Defines brand equity and the dimensions that build or erode it over time. Establishes why brand investment is a strategic asset, not just a communication cost.

Lesson 2 • Brand Building Across Channels

Examines how brand expression adapts across digital, physical, and experiential channels. Ensures brand coherence while allowing channel-specific creative flexibility.

Lesson 3 • Brand Identity and Architecture

Covers the components of brand identity and how to structure multi-brand portfolios. Guides decisions on brand extension, sub-brands, and endorsed brand structures.

Lesson 4 • Brand Health Monitoring and Crisis Management

Introduces metrics and processes for tracking brand health and responding to threats. Prepares students to protect brand equity under competitive or reputational pressure.

Lesson 1 • Marketing Budget Development

Covers budgeting methods and the logic for allocating resources across programmes. Equips students to defend budget requests with strategic and financial rationale.

Lesson 2 • Plan Review and Adaptive Management

Establishes cadences and processes for reviewing plan performance and making adjustments. Builds organisational agility into the marketing planning cycle.

Lesson 3 • Strategy-to-Tactics Translation

Converts high-level strategic choices into specific programmes, campaigns, and activities. Bridges the gap between strategic intent and operational marketing execution.

Lesson 4 • Marketing Metrics and KPI Frameworks

Defines leading and lagging indicators that track plan performance against objectives. Connects measurement choices to the strategic goals established earlier in the plan.

Lesson 1 • Growth Strategy Frameworks

Examines Ansoff matrix, blue ocean strategy, and other growth models for market expansion. Equips students to evaluate and select growth paths aligned with organisational ambition.

Lesson 2 • Innovation and Disruption Strategy

Examines how disruptive innovation reshapes markets and how incumbents can respond. Prepares students to build innovation into ongoing marketing strategy.

Lesson 3 • Integrated Strategy Capstone

Synthesises all course frameworks into a single, cohesive marketing strategy document. Students present and defend strategic recommendations using evidence-based reasoning.

Lesson 4 • Customer Lifetime Value and Retention Strategy

Introduces CLV modelling and strategies that maximise long-term customer profitability. Shifts strategic focus from acquisition to retention and relationship deepening.