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Build the Marketing Strategy Your Business Actually Needs

Master the frameworks behind positioning, funnels, pricing, and channel decisions — with worked examples at every step.

Intermediate9 hr 35 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Most businesses market tactically without a coherent strategy behind their spending, which means wasted budget and inconsistent results. This course closes that gap by teaching you how to segment markets, own a defensible position, build a funnel that converts, and price and distribute for maximum margin. Every framework is illustrated with worked examples drawn from consumer goods, services, and B2B contexts so you can apply the thinking immediately to your own market.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Apply STP (Segmentation, Targeting, Positioning) to identify and prioritize your best customer segment

Write a positioning statement that differentiates your offer from competitors on dimensions customers care about

Map the full marketing funnel and design stage-specific tactics that move prospects toward purchase

Use jobs-to-be-done interviews to uncover the real reasons customers buy or churn

Set a price using value-based, competitive, and cost-plus methods and defend the number internally

Audit a channel mix using cost-per-acquisition data and reallocate spend toward the highest-return channels

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Market Segmentation and Targeting

Learn how to divide a market into meaningful segments, score each segment against your capabilities, and commit to a primary target with confidence. This module replaces intuition with a repeatable evaluation process.

3 lessons

The Segmentation Imperative: Why Trying to Reach Everyone FailsContent · 40 min

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Scoring and Selecting Your Target SegmentContent · 45 min

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Building Your Ideal Customer ProfileContent · 42 min

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Module 2

Module 2: Positioning and Differentiation

Learn how to claim and defend a distinctive position in your category, write a positioning statement that guides every marketing decision, and use positioning maps to identify white space your competitors have left open.

3 lessons

Positioning Fundamentals: Owning a Seat in the Customer's MindContent · 48 min

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Positioning Maps and the Positioning StatementContent · 50 min

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Jobs-to-Be-Done: The Framework That Explains Why People Really BuyContent · 52 min

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Module 3

Module 3: The Marketing Funnel and Demand Generation

Design a full-funnel marketing system that moves the right people from first awareness to purchase and repeat purchase, with specific tactics and metrics at every stage.

3 lessons

Mapping the Full Marketing FunnelContent · 47 min

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Top-of-Funnel Strategy: Building Awareness That Attracts the Right PeopleContent · 50 min

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Middle and Bottom-of-Funnel: Converting Interest Into RevenueContent · 53 min

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Module 4

Module 4: The 4 Ps: Product, Price, Place, and Promotion

Apply the classic marketing mix framework to make coherent, integrated decisions across product design, pricing strategy, distribution, and promotional spend — so all four elements reinforce your positioning rather than contradict each other.

3 lessons

Product and Price: Designing an Offer That Commands a PremiumContent · 55 min

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Place: Choosing and Managing Distribution ChannelsContent · 44 min

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Promotion: Building an Integrated Campaign That CompoundsContent · 49 min

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Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

marketing strategypositioningSTP frameworkmarketing funneljobs-to-be-done4 Psmarket segmentationpricing strategy