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The complete first module, not a sample
Module 1 is the argument the whole course rests on: that marketing is one of the two functions that create growth, not a support desk that makes things look nice. Get this settled and every later decision about budget, channels and measurement has something to stand on. The lessons are written rather than filmed, so you read at your own pace.
- What marketing actually is
- The four Ps, marketing's whole remit
- The marketing discipline: diagnose, strategise, act
- Marketing as a growth function
- The six steps
- What marketing is not
- The argument you will need to win
- Consolidate and decide, with the sources behind each claim
- Apply it, using the course workbook
- Knowledge check
You finish the sentence "In our company, marketing exists to...", then name three places marketing is currently being treated as a support function and what it should be doing instead. You are done when you have a one-sentence definition and three traps named, each with a better alternative.
The rest of the course
Nine modules, taken in the order the decisions actually get made. Each one ends the same way: consolidate and decide, apply it, knowledge check.
- 1. What B2B marketing actually is
- 2. How B2B buying actually works
- 3. Segmentation, targeting and positioning
- 4. Brand and demand
- 5. The funnel myth and the real buyer journey
- 6. Content strategy for B2B
- 7. Channel strategy and the media mix
- 8. Measurement and marketing metrics
- 9. Your One-Page Growth Strategy
The One-Page Growth Strategy. Six sections, written for your own business rather than a case study, with one section added after every module and the whole thing finalised in Module 9. A complete strategy you can present to a manager, a leadership team or a board in under five minutes.