Sales and Marketing Strategy Course

Course Highlights

What You’ll Learn

Marketing strategy at a professional level requires both the creative capability to build compelling communications and the analytical discipline to measure whether they are working. This module develops both, with primary emphasis on the analytical discipline most founders lack.

• Key elements and objectives of a marketing strategy: how to write marketing objectives that are specific enough to measure, directly connected to revenue targets, and useful as decision criteria rather than aspirational statements
• Key elements and considerations for the marketing mix, the 4Ps (product, price, place, promotion), as an integrated decision framework rather than a separate checklist
• How different platforms and marketing activities impact the business, understanding the conversion economics of each channel and its relationship to customer lifetime value, rather than just reach
• How to determine marketing objectives for various channels in accordance with organisational requirements, channel-specific objective setting that aligns with budget, team capacity, and growth stage
• How to identify the forms of marketing programs best suited to the product or service offering, matching program type (content, performance, events, partnerships, PR) to product characteristics and customer behaviour
• Advantages, constraints, and interactivity among different traditional and digital marketing channels, the honest assessment of each channel’s economics, reach characteristics, conversion rates, and integration potential that most marketing frameworks avoid
• The broad range of marketing technologies and tools available from CRM and marketing automation to attribution platforms, ad networks, and content distribution tools
• How to determine suitable channels, platforms, technologies, and tools for marketing activities, matching technology selection to strategic objectives rather than to what is popular or what competitors are using
• How to select the marketing channel mix that best satisfies the target market, using a structured decision framework for allocating limited marketing resources across channels
• How to recommend steps to integrate traditional and digital marketing efforts, the practical integration architecture that makes channels reinforce each other rather than operate in silos
• Performance indicators of different marketing channels, the channel-specific metrics that actually predict revenue outcomes (not the vanity metrics that make dashboards look good)
• Techniques to measure the impact of the marketing channel mix on business performance attribution models, contribution analysis, and the measurement infrastructure required to make marketing a measurable investment
• Types of tools used to assess the marketing mix, channel evaluation matrices, performance benchmarks, and the analytical methods that compare channel effectiveness objectively
• How to evaluate customer response and sales performance to determine the effectiveness of marketing channels, reading customer response data with a commercial lens
• How to monitor marketing channel mix against overall sales performance, the ongoing alignment discipline that keeps marketing spending connected to revenue outcomes
• How to define a marketing plan across a range of channels and platforms, through a structured planning document that connects objectives, channels, content, budget, and measurement

Course Objectives

What You’ll Take Away

By the end of this course, you will be able to:

• Analyse marketing objectives and define integrated strategies aligned to organisational goals
• Select and integrate appropriate traditional and digital marketing channels to satisfy target markets
• Evaluate customer response and optimise marketing performance across integrated channels

Skills You’ll Acquire

This module builds the marketing strategy and measurement capabilities that turn a marketing budget into a predictable revenue investment.