Marketing Strategy Consultant Course

Lesson 1 • Core Marketing Concepts and Vocabulary

Introduces essential terminology: market, segment, value proposition, and positioning. Shared vocabulary enables precise analysis in later chapters.

Lesson 2 • The Strategic Marketing Planning Process

Maps the end-to-end planning cycle from situation analysis to execution. Students see how each course module fits the full process.

Lesson 3 • What Marketing Strategy Actually Is

Distinguishes marketing strategy from tactics and operations. Establishes the strategic lens used throughout the course.

Lesson 1 • Customer Journey and Behavior Mapping

Maps how customers discover, evaluate, and buy. Reveals friction points and opportunity gaps that inform strategy.

Lesson 2 • Research Design for Strategic Decisions

Covers primary vs. secondary research and when to use each. Grounds research choices in the strategic questions they must answer.

Lesson 3 • Customer Interviews and Surveys

Teaches structured techniques for collecting direct customer data. Students practice designing instruments that yield strategic insight.

Lesson 4 • Analysing and Synthesising Research Data

Transforms raw data into patterns and strategic conclusions. Connects analysis outputs to positioning and segmentation decisions.

Lesson 1 • Building Actionable Customer Personas

Converts segment data into vivid, decision-ready personas. Personas become the reference point for positioning and messaging work ahead.

Lesson 2 • Segmentation Variables and Frameworks

Covers demographic, psychographic, behavioural, and firmographic bases for segmentation. Students select variables appropriate to their market context.

Lesson 3 • Evaluating Segment Attractiveness

Applies criteria such as size, growth, accessibility, and fit to rank segments. Connects attractiveness scoring to resource allocation decisions.

Lesson 1 • Positioning Statement Development

Teaches the classic positioning statement formula and its modern adaptations. Students write and critique positioning statements for real scenarios.

Lesson 2 • Repositioning Strategies

Addresses when and how to shift an existing brand's position. Covers risk management and stakeholder communication during repositioning.

Lesson 3 • Competitive Analysis and Positioning Maps

Uses perceptual maps to visualise competitive space and identify white space. Builds on competitive intelligence gathered in Chapter 2.

Lesson 1 • Brand Identity and Equity Fundamentals

Defines brand equity components: awareness, associations, loyalty, and perceived quality. Establishes why brand is a strategic asset, not just a visual.

Lesson 2 • Building a Brand Platform

Constructs the brand platform: purpose, values, personality, and voice. Provides the foundation for consistent messaging across all channels.

Lesson 3 • Brand Architecture Decisions

Compares branded house, house of brands, and hybrid models. Students select architecture based on portfolio complexity and strategic goals.

Lesson 4 • Brand Extensions and Portfolio Growth

Evaluates when and how to extend a brand into new categories. Covers stretch limits and cannibalisation risks.

Lesson 1 • Campaign Measurement and Optimisation

Defines KPIs for each channel and establishes feedback loops for optimisation. Connects measurement to strategic learning and budget reallocation.

Lesson 2 • IMC Principles and Channel Ecosystem

Introduces the paid-owned-earned framework and the logic of channel integration. Students map channels to customer journey stages.

Lesson 3 • Content Strategy and Storytelling

Builds content strategy aligned to brand narrative and audience needs. Covers content formats, editorial calendars, and distribution logic.

Lesson 4 • Messaging Strategy and Creative Briefs

Translates positioning into campaign messaging hierarchies and creative briefs. Ensures all executions ladder up to the brand platform.

Lesson 1 • GTM Strategy Fundamentals

Defines the components of a GTM plan and how they connect to business objectives. Distinguishes GTM from ongoing marketing operations.

Lesson 2 • Distribution and Channel Strategy

Evaluates direct, indirect, and hybrid distribution models. Students design channel strategies that match customer buying behaviour.

Lesson 3 • Pricing Strategy and Revenue Design

Covers value-based, competitive, and cost-plus pricing models and their strategic implications. Students select and justify pricing for a given market context.

Lesson 4 • Launch Planning and Risk Management

Builds a phased launch plan with contingency triggers. Students identify launch risks and design mitigation responses.

Lesson 1 • Competitive Response and Market Dynamics

Prepares students to detect and respond to competitive moves and market shifts. Covers scenario planning as a strategic adaptation tool.

Lesson 2 • Strategic Review and Adaptation Process

Establishes a structured cadence for reviewing strategy against market and performance data. Builds the habit of evidence-based strategic adjustment.

Lesson 3 • Marketing Metrics and ROI Frameworks

Establishes a hierarchy of marketing metrics from activity to business impact. Students select metrics aligned to strategic objectives.

Lesson 4 • Marketing Analytics and Data Interpretation

Applies analytical thinking to marketing dashboards and reports. Students distinguish signal from noise and draw strategic conclusions.