What you'll learn
Understand the importance strategic marketing planning plays on delivering business targets
Control marketing activity across multiple channels and be confident measuring success
Never be short of marketing ideas when you learn how to create and run a robust marketing strategy
Understand the principles of scalable marketing from strategy to evaluation
Requirements
no requirements needed
Description
This is a crash course in marketing strategy to help marketing managers and business owners build a roadmap to delivering and scaling business results. This course includes the fundamental areas of marketing strategy layered with my 14 years of experience to show you how I apply elements of strategy to channels, and tactics to get results needed. You will learn four key principles of marketing strategy - Strategy, Planning, Execution, EvaluationAs part of understanding what is a marketing strategy we'll cover ways to identify your market position, see how audience insights impact marketing messaging and delve into measurement to set robust marketing targets. In the planning section we'll approach channels with our marketing strategy in mind and start thinking about the ways we can use them to reach target audiences. You will have access to a brand interaction mapping template so you can go through all channels at your disposal and map out the brand interactions your audiences will be encountering at different stages of the user journey. The course will also include a checklist of all the important areas to cover when undertaking a channel audit.When it comes to execution, it's all about tactics. Here, you will learn how to inform tactics using your strategy. You can utilise the marketing plan template included to start working through the logistics of your marketing ideas and enjoy a bird's eye view of all your marketing tactics.Evaluation is often the after-thought in marketing. Here, I offer a few key prompts to get you into the mindset of keeping your strategy always informed with latest learnings and data.Each lecture asks questions to encourage you to dig deeper into your marketing data and activity to really understand if it's fit for purpose. You can use the headings of this course to build your very own marketing strategy or update an existing one. Marketing templates included as part of this course will get you thinking about how to take control of activity and plan on the go, while being laser-focused on overarching goals.
Overview
Section 1: Introduction
Lecture 1 Introduction
Lecture 2 Is this training right for you?
Section 2: Strategy
Lecture 3 Audience data & profiling
Lecture 4 Market landscape & market growth
Lecture 5 Competitors and Company Position
Lecture 6 Business Objectives, Marketing Targets and Forecasting
Section 3: Planning
Lecture 7 Marketing Channels
Lecture 8 Channel Audit Checklist
Lecture 9 Messaging and Metrics
Lecture 10 Channel Approach - Integrate, Repurpose, Automate
Section 4: Execution
Lecture 11 Marketing Planner Template
Lecture 12 Strategy to Tactics
Lecture 13 Case Studies
Section 5: Evaluation
Lecture 14 Evaluation Framework
business owners,marketing managers,marketing executives,marketing professionals

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