Marketing Team Management Course

Lesson 1 • Marketing Team Structures and Models

Examines functional, agile, and hybrid team structures and their trade-offs. Enables managers to select the right model for their organization's size and goals.

Lesson 2 • Core Marketing Roles and Specializations

Maps key roles—content, demand generation, brand, analytics—and their interdependencies. Helps managers build balanced teams with complementary skill sets.

Lesson 3 • Setting Team Vision and Direction

Covers translating business objectives into a clear team vision and measurable direction. Connects organizational strategy to day-to-day team priorities.

Lesson 4 • Leadership Styles in Marketing Contexts

Contrasts directive, coaching, and servant leadership styles and their impact on creative teams. Prepares managers to adapt their style to team maturity and project type.

Lesson 1 • Sourcing and Attracting Marketing Talent

Covers proactive sourcing channels, employer branding, and candidate pipeline strategies. Reduces time-to-hire and improves candidate quality for marketing positions.

Lesson 2 • Defining Roles and Competency Profiles

Guides creation of precise job descriptions and competency frameworks for marketing roles. Ensures hiring criteria align with team strategy established in Chapter 1.

Lesson 3 • Onboarding for Marketing Team Integration

Designs a 30-60-90 day onboarding plan that accelerates new hire productivity and belonging. Directly reduces early attrition and shortens ramp-up time.

Lesson 4 • Building Team Diversity and Inclusion

Addresses inclusive hiring practices and diverse team composition as drivers of creative output. Connects equitable processes to stronger marketing innovation and retention.

Lesson 1 • Managing Underperformance Constructively

Provides a structured approach to identifying, addressing, and resolving underperformance in marketing roles. Equips managers to act early and document fairly.

Lesson 2 • Individual Performance Planning

Covers creating individual performance plans tied to team goals and role competencies. Ensures each team member has clear, measurable expectations from day one.

Lesson 3 • Ongoing Feedback and Coaching

Teaches continuous feedback models and structured one-on-one meeting formats for marketing managers. Replaces annual review dependency with real-time performance guidance.

Lesson 4 • Marketing Goal Frameworks

Compares OKRs, SMART goals, and KPI trees as tools for aligning marketing effort to outcomes. Provides a practical framework selection guide based on team maturity.

Lesson 1 • Project Management for Marketing Teams

Introduces agile sprints, Kanban boards, and waterfall planning as tools for marketing execution. Gives managers practical methods to track progress and remove blockers.

Lesson 2 • Campaign Briefing and Creative Direction

Teaches how to write effective campaign briefs and provide clear creative direction to teams. Reduces revision cycles and aligns creative output to strategic intent.

Lesson 3 • Cross-Channel Campaign Coordination

Covers orchestrating campaigns across paid, owned, and earned channels with consistent messaging. Ensures channel owners collaborate rather than operate in silos.

Lesson 4 • Annual Marketing Planning Process

Walks through a structured annual planning cycle from situation analysis to budget allocation. Connects team capacity and goals set in Chapter 3 to executable plans.

Lesson 1 • Measuring Marketing Return on Investment

Introduces ROI, cost-per-outcome, and attribution models to evaluate marketing spend effectiveness. Enables data-driven budget decisions and stakeholder reporting.

Lesson 2 • Resource Allocation Across Campaigns

Teaches prioritization frameworks for allocating budget and headcount across competing campaigns. Links resource decisions to expected return and strategic priority.

Lesson 3 • Marketing Budget Fundamentals

Explains budget types, cost categories, and the relationship between spend and business outcomes. Establishes financial vocabulary needed for all subsequent budget topics.

Lesson 4 • Building and Presenting a Marketing Budget

Guides construction of a defensible marketing budget aligned to campaign plans from Chapter 4. Prepares managers to present and justify spend to senior leadership.

Lesson 1 • Reporting Insights to Stakeholders

Teaches how to structure data narratives and present marketing performance to non-technical audiences. Builds manager credibility through clear, evidence-based communication.

Lesson 2 • Marketing Analytics Fundamentals

Covers key marketing metrics, data sources, and the difference between descriptive and predictive analytics. Builds the analytical foundation required for all sections in this chapter.

Lesson 3 • A/B Testing and Experimentation

Introduces controlled experimentation methodology for optimizing campaigns, messaging, and channels. Equips managers to build a test-and-learn culture within their teams.

Lesson 4 • Customer and Audience Insights

Covers qualitative and quantitative methods for understanding customer behavior and audience segments. Feeds directly into campaign planning and messaging decisions.

Lesson 1 • Managing Up and Executive Stakeholders

Teaches how to communicate marketing strategy, manage expectations, and gain executive buy-in. Protects team resources and priorities through effective upward influence.

Lesson 2 • Partnering with Product and Engineering

Covers go-to-market collaboration, product launch coordination, and feedback loops with product teams. Ensures marketing and product roadmaps are synchronized.

Lesson 3 • Aligning Marketing with Sales Teams

Addresses the marketing-sales relationship, shared funnel ownership, and lead handoff processes. Resolves the most common source of cross-functional friction for marketing managers.

Lesson 4 • Running Effective Cross-Functional Meetings

Covers meeting design, facilitation, and follow-through for cross-functional marketing initiatives. Reduces meeting waste and improves collaborative decision-making speed.

Lesson 1 • Developing a Strategic Marketing Mindset

Shifts focus from campaign execution to long-term brand positioning, market dynamics, and competitive strategy. Builds the strategic perspective required for senior marketing leadership.

Lesson 2 • Succession Planning and Talent Pipeline

Addresses identifying high-potential team members, preparing successors, and building leadership depth. Ensures team resilience and reduces single-point-of-failure risk.

Lesson 3 • Measuring and Communicating Team Impact

Teaches how to quantify and communicate the marketing team's contribution to business outcomes at the executive level. Builds the business case for team investment and growth.

Lesson 4 • Building a Learning and Development Culture

Covers skill gap analysis, individual development plans, and creating continuous learning habits in teams. Directly reduces attrition and builds long-term team capability.