Course Description:
This course is designed for experienced marketers, business professionals, and entrepreneurs seeking to deepen their understanding of advanced marketing principles. It focuses on strategic marketing planning, data-driven decision-making, branding, digital strategy, behavioural psychology, and emerging trends like AI and personalization.
Module 1: Strategic Marketing Frameworks
Learning Objectives
By the end of this module, learners will be able to:
- Apply advanced versions of SWOT, PESTLE, and Porter’s Five Forces to strategic planning
- Use the Ansoff Matrix and BCG Matrix to develop growth strategies
- Refine a brand’s positioning and value proposition
- Analyze the competitive landscape using a real-world case study (Tesla)
Module 2: Consumer Psychology & Behavioral Economics
Learning Objectives
By the end of this module, learners will be able to:
- Understand the irrational yet predictable nature of consumer behavior
- Apply behavioral economics principles to real marketing scenarios
- Use neuromarketing and psychological pricing to improve persuasion
- Design more effective campaigns, websites, and offers using psychological insights
Module 3: Data-Driven Marketing & Analytics
Learning Objectives
By the end of this module, learners will be able to:
- Define and interpret the most critical KPIs in modern marketing
- Use cohort analysis, LTV, and CAC to inform acquisition and retention strategies
- Understand and apply marketing attribution models
- Leverage analytics tools like Google Analytics, Tableau, and Power BI
- Utilize predictive analytics and marketing mix modeling for future planning
Module 4: Advanced Digital Marketing Tactics
Learning Objectives:
By the end of this module, learners will be able to:
- Understand and apply algorithmic and programmatic advertising strategies
- Optimize website performance through data-driven CRO techniques
- Elevate SEO beyond keywords using Google’s E-A-T and entity-based search
- Build intelligent email automation funnels tailored to behavior
- Design a high-impact performance marketing strategy across channels
Module 5: Brand Strategy & Storytelling
Learning Objectives:
By the end of this module, learners will be able to:
- Craft a differentiated brand identity and positioning strategy
- Understand and apply brand architecture models
- Use storytelling frameworks to build emotional connection
- Leverage user-generated content (UGC) and community-led growth
Module 6: Product Marketing & Go-to-Market Strategy
Learning Objectives
By the end of this module, learners will be able to:
- Craft effective positioning statements and messaging hierarchies
- Design and execute launch plans across pre-, during-, and post-launch stages
- Enable internal teams with sales collateral and training
- Build competitive battlecards and handle objections strategically
Module 7: B2B vs. B2C Marketing Tactics
Learning Objectives
By the end of this module, learners will be able to:
- Identify key differences in B2B and B2C customer journeys and buying behavior
- Build B2B content strategies that generate leads and authority
- Design B2C campaigns that drive emotion, urgency, and loyalty
- Apply Account-Based Marketing (ABM) tactics for B2B customer acquisition
Module 8: International & Cross-Cultural Marketing
Learning Objectives
By the end of this module, learners will be able to:
- Compare market entry strategies and assess global growth risk
- Develop culturally sensitive messaging and localization tactics
- Evaluate when to standardize a brand globally vs. adapt locally
- Analyze real-world global branding decisions and their outcomes
Module 9: AI, MarTech & Emerging Trends
Learning Objectives
By the end of this module, learners will be able to:
- Understand how AI is transforming personalization, automation, and creative workflows
- Evaluate leading MarTech and CRM platforms for efficiency and scalability
- Explore the role of blockchain in transparency and customer loyalty
- Align with emerging ethical and sustainability expectations in modern marketing
Module 10: Capstone Project & Real-World Application
Module Goal
Apply the full spectrum of marketing strategy—from brand positioning to GTM execution—in a hands-on, high-impact final project. Students will build and present a complete marketing strategy for a real or fictional brand, receiving feedback from peers and instructors.
