Marketing Strategy

Planning 18 lessons · Self-paced or live

Planning

Positioning
Channel mix
Budget

Most underperforming campaigns are executed well against the wrong plan. This track works upstream: who the customer is, what the offer promises, which channels can realistically reach them, and how much of the budget each deserves.

It is a practical planning course, not a theory survey. You build positioning, a channel plan, a budget allocation and a measurement framework for a real business, and stress-test each one against constraints.

Level All levels

Content 18 lessons

Format Self-paced or live

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What you learn

The six things this
track is built around

Audience and demand research

Interviews, search demand, review mining and market sizing that informs a plan instead of decorating it.

Positioning and messaging

Articulating the offer, the alternative and the reason to switch, then turning that into channel-ready messages.

Funnel design

Mapping the path from unaware to customer and identifying where the real drop-off is.

Channel selection

Matching channels to intent and buying cycle, and being honest about which ones a small budget cannot support.

Budget allocation

Splitting spend across acquisition and retention, testing reserves and seasonality.

Measurement framework

Defining the few metrics that matter, target setting and building a reporting cadence people will actually read.

Structure

The modules, in order

Modules run in sequence because each one assumes the previous one. Experienced specialists usually start partway through, which we agree before the plan is written.

Included 18 lessons

Plus the templates and checklists attached to this track, which stay yours after the training ends.

Module 1 — Situation analysis

Market, competitors, current performance and the constraints nobody wrote down.

Module 2 — Customer research

Qualitative and quantitative research methods and turning findings into segments.

Module 3 — Positioning

Offer, differentiation, messaging hierarchy and message testing.

Module 4 — Channel planning

Channel roles, sequencing, creative requirements and realistic expectations per channel.

Module 5 — Budget and forecasting

Allocation models, simple forecasts, scenario planning and knowing when a target is impossible.

Module 6 — The plan document

Writing a plan that a team can execute and a stakeholder can approve, with a review rhythm attached.

Who it is for

This track fits you if

Business owners planning the year

Marketing managers building a channel mix

Specialists who want to argue strategy credibly

Founders spending their own money on ads

Outcomes

By the end you can

Write a marketing plan that survives contact with a budget

Choose channels for reasons you can defend in a meeting

Set targets that are ambitious and still arithmetically possible

Spot the strategic problem behind a tactical symptom

Pricing on request

We do not publish price lists. Every plan is quoted individually after we look at your channels, your team size and the level you are starting from.

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Tell us what you already run and what you would like to improve. We reply with a plan for this track, what to skip, and an individual quote.

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