How to create
a marketing strategy
This 13-lesson course gives you a comprehensive overview of how marketing planning works. You'll learn how to formulate a simple marketing strategy, understand the differences between ATL and BTL communications, and learn how price, product, distribution and brand work. We'll explain what influences customer decision-making, how to leverage internal data, and how to think about marketing in both online and B2B environments. At the end, you'll put all this to practical use in your own case study.
About the course
Course content and schedule
- Introduction to marketing theory
- Marketing strategy
- Marketing objectives
- Practical example
You will discover why research is the basis for good decision-making. You will learn how to segment the market, collect data and effectively use information from internal and external sources.
- Marketing Environment
- Dividing the Marketing Environment
- Marketing Information
- Practical Example
- Marketing Research
- Marketing Research Process
- Types of Marketing Research
- Sampling
- Practical Example
You will understand what all makes up a product and how it changes over time. You will learn how to adapt the marketing mix to the different phases of the life cycle.
- Product Composition
- Product Life Cycle
You will learn how to set the price to match the market and the value to the customer. Learn about modern approaches such as dynamic pricing and smart pricing.
- Price definition
- Pricing
You will explore different distribution strategies and their impact on the business. You will learn how to select and motivate partners for an effective customer journey.
- Distribution Policy
- Distribution Route
You will get an overview of communication models and tools. You will learn how to plan targeted BTL communication and understand its role in the marketing mix.
- Introduction to Marketing Communication
- Marketing Communication Tools
You will learn the principles of ATL communication. You will learn how to design a campaign, determine its objectives and evaluate its impact.
- Types of communication campaigns
- AIDA model
- Practical example
Understand the specifics of the online environment within the marketing mix. We will focus on SEO, affiliates and communication tools outside of social networks.
- Online marketing
- Online marketing tools
- Inbound and outbound marketing
- Social media and marketing
- Practical example
You will find out how marketing for companies and for services differs. You will learn how to use the extended marketing mix in an environment with different decision logic.a
- B2B Services Marketing
- Marketing mix in B2B
- Practical example
You will learn how a brand is built, what makes up its identity and how to work with it. You will learn the basics of effective public relations as part of strategic marketing.
- Public relations
- Brand management
- Practical example
Technical requirements
all you need is an open mind, a willingness to think and an interest in understanding marketing as a whole.
Bring your own laptop or tablet
A stable internet connection
The course is partly online, so a reliable connection is handy - and ideally a quiet environment for consultations.
That's all. We'll give you the rest.
Who is the course for?
Methods of teaching
- Self-study with clearly structured materials
- Tutorials and individual consultations with the tutor
- Assessed assignment - own marketing strategy proposal
- Final online test and in-person workshop
Who will you learn from?
Ing. Martin Čmarada
He has also taught at Unicorn University for over a decade. He excels at combining theoretical knowledge with practice and draws on real projects when teaching
His professional motto could be: helping others to grow through sharing knowledge and experience, which he fulfils both as a teacher and manager.
Testimonials
If you fully engage with the course, you’ll gain a solid understanding of marketing as well as sales and product strategy. You’ll know what you need to provide to others and what they need to provide to you. Plus, having your own case study guided by such inspiring and expert instructors—that alone can be priceless!
- Ivana R.
Product manager
How to create a marketing strategy
If you’ve thought up until now that marketing is just advertising, the Strategic Marketing course will quickly set you straight. As someone who wants to pursue a career in marketing, I appreciate the emphasis the instructor places on the practical application of knowledge and on understanding topics in context.
- Adéla M.
student
How to create
a marketing strategy
