A postgraduate course in marketing strategy and planning: the research behind strong strategic choices, applied to a running case, with a hands-on tool in every module.
Analyse the external and internal environment and set clear marketing objectives before choosing any strategy.
How to generate the customer insight a segmentation or positioning decision actually needs, through qualitative and quantitative research rather than assumption.
Divide a market into meaningful segments, choose which to target, and build a positioning statement that gives the segment a reason to choose you.
Analyse industry competitive forces and benchmark named rivals to choose a defensible competitive strategy.
Cost-plus, competitive and value-based pricing compared, and how to set a defensible price using willingness-to-pay evidence rather than a cost markup or a glance at competitors.
Translate a competitive strategy and a priced product into product, place and promotion decisions, with a budget and timeline that can actually be implemented.
Choosing a channel mix strategically — online and offline, owned and paid — using a structured framework rather than a list of tactics to try.
Choosing the right KPIs for each channel and objective, understanding attribution models, and reporting marketing performance honestly against the plan's original targets.
Synthesise the course into one integrated marketing plan: situation, research, STP, competitive strategy, pricing, mix, channels and measurement, ready to present to stakeholders.
~4.5 hrs/week · A 12-week programme alongside work or study.
~10 hrs/week · For an intensive block or a dedicated study period.