Marketing Strategy for Business:The Complete Master Guide
3.4 (119 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,328 students enrolled

Marketing Strategy for Business:The Complete Master Guide

Master Strategic Marketing to make your business consistently competitive. Segmentation, Planning, Accountability.
3.4 (119 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,328 students enrolled
Last updated 11/2019
English [Auto]
Current price: $139.99 Original price: $199.99 Discount: 30% off
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This course includes
  • 15 hours on-demand video
  • 2 articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Create a Strategic Marketing Plan
  • Master effective Market Segmentation
  • Earn more from your Key Customers
  • Understand if your marketing efforts are profitable
  • Use gamification strategy effectively
  • Ten essential Questions to your Marketing Team
  • 10 Quick Lessons to Make your Strategy Stand Out
  • Good business knowledge


How to prepare a Strategic Marketing Plan: In order to write a proper strategic marketing plan, you first need to have a good market strategy to be captured in the plan.

Prepared and presented by Professor Malcolm McDonald, author of over 50 books including the best seller Marketing Plans: How to Prepare Them, How to Profit From Them, this course covers the key points of how to develop a great strategy and link it to a great strategic marketing plan.

It contains 10 modules that break down the work into manageable pieces and which will give you a full understanding of how to do it and profit from it. Each module contains essential principles, tools, templates, and actions that will help you apply the ideas and achieve your goals.

Quantified Value Propositions: Our research shows that only 5% of companies have financially quantified Value Propositions and developing them will differentiate your company. Even if you have little differentiation, the very act of financially quantifying the benefits will give you an advantage over your competitors.

This course is for anyone interested in understanding value more deeply and especially for anyone dealing with customers in the business-to-business (B2B) sector.

We are confident that by completing this course you will have the potential to earn thousands of extra dollars from customers by translating your offers into solid monetary terms that demonstrate the real contribution you make to their profitability.

8 Strategic Marketing Masterclass: From prof. Malcolm McDonald (Seller of more than 500.000 Marketing Books adopted in Top MBA Universities worldwide), Steven W. Erickson (Vice President, Strategic Marketing, Parker Hannifin), Ed Bradford (Business Gamification Strategist) & Ian Dunbar (Market Segmentation Practitioner & Author). 

Will answer your most compelling question: Is your business thriving because the market you are selling to is growing OR because your strategy is working well?

Most businesses are going well ONLY because the market they are in is growing. Once the market is shrinking they close down. The real companies are able to thrive in ANY market condition because they KNOW how to implement STRATEGIC marketing tactics.

     From Top Marketing Experts the best marketing strategy for your business 

  • Key Account Management = to find how to classify and manage your best customers

  • Market Segmentation= the first question you should ask when you launch a product

  • Advanced Market Segmentation= how to get the best from your segmentation

  • Marketing Planning= how to generate an effective marketing plan

  • Marketing Planning Implementation= how to implement an effective plan

  • Marketing Accountability= is your marketing profitable?

  • Gamification of Strategy = how to use game for create competitive advantage

  • Ten Questions a CEO Should Ask the Marketing Team= making marketing a strategic part of your company




Who this course is for:
  • Marketers
  • Entrepreneurs
  • Chief Marketing Officers
  • CEO
  • Strategic Business Units
  • Advanced Marketing Students
Course content
Expand all 97 lectures 14:58:42
+ How to Write a Proper Strategic Marketing Plan
10 lectures 03:05:25
Focus Resources on Best Opportunities
The role of marketing strategy in creating shareholder value added
Where to begin
How to prepare a winning strategy
How to segment your decision-makers
How to understand the needs of your decision-makers
Setting marketing objectives and strategies
Linking strategy to shareholder value-added
Summary & Conclusions
+ Quantified Value Proposition:
8 lectures 01:44:26
Define the Target Market
Identify Buyers
Added Value Analysis (Part 1)
Added Value Analysis (Part 2)
Financial Qualification
Conclusions: Communication to Target Customers/Markets
+ The Malcolm McDonald Academy: 10 Lessons for Marketing Excellence
10 lectures 01:34:31

In this module you will learn how to underpin boring, mostly useless profit and loss accounts with relevant market-based information that actually explains what caused the numbers to happen in the first place. Directors will then listen to you intently.

Preview 06:12

In this module you will learn how to kick start your strategic marketing planning process using this simple, step-by-step approach to mapping the future direction of your organisation. It has been tried and tested on hundreds of organisations around the world, big and small and it always works brilliantly

A Brilliant, Easy Way To Start Marketing Planning For Your Organization

In this module you will be given a tried and tested questionnaire which establishes quantitatively whether you are in command of the principal ingredients of commercial success and what corrective action needs to be taken

The McDonald Organisational Health Check

In this module you will learn how to improve your productivity and profitability by leaps and bounds through a simple methodology explained here. It will also show you how to understand the REAL profitability of your customers.

Be Successful Through FOCUS, FOCUS, FOCUS

In this module you will learn why short term planning in the absence of a winning marketing strategy will nearly always lead to failure. It also explains how success is measured financially in all commercial markets

Be Successful Through Marketing Strategy. Don't Do The Wrong Things Efficiently

In this module you will learn how cost of capital is calculated. Even more important, it explains its crucial role in enterprise value and profitable growth and what marketers must do to play their part in this.

Why Marketers Must Understand The Cost Of Capital If They Are To Be Successful

In this module you will learn why correct market definition is crucial in marketing planning rather than the failed approach of defining markets in terms of products and services. It then goes on to explain a quantitative methodology for mapping the value of your market from end-to-end and establishing who the decision makers are.

The McDonald Approach To Understanding How Your Market Works

In this module you will learn not to ask customers stupid questions about what they want. It goes on to explain what proper, needs-based segmentation is and sets out a quick, uncomplicated way of segmenting your market based on the theory of orthogonality--but please don't be concerned, as you do not have to understand this theory

A Quick Way To Segment Your Market Properly

This module starts by explaining why the time-wasting SWOT Analysis taught on many marketing education programmes are in the main useless. It goes on to explain a step-by-step quantitative methodology for completing SWOTs that lead to improved performance.

Malcolm McDonald on SWOT Analyses That Really Work

In this module you will learn how to array all your principal products/services for markets relative to each other according to the potential of each to grow your profits over the planning period and according to your relative competitive strengths in each. It then goes on to spell out how to set marketing objectives and strategies for creating shareholder value added

The Best Tool On Planet Earth For Setting Marketing Objectives And Strategies
+ Marketing Strategy 2019
1 lecture 03:50

Effective Marketing Planning pulls together marketing thought, understanding and practice into two distinctive plans. As you work through this blog, you might find you have some gaps in your marketing knowledge; I have suggested other blogs to read to help you fill those gaps.

A practical guide for your 2019 marketing plan
+ Key Account Management
9 lectures 51:23
A new critical Interface for Sales
Key Account Management - A practical example
Selection and Relationship with Key Accounts
Strategic Purchasing system
Key Account Portfolio Management
Key Account Analisys
How To Select Key Account Managers
Bonus Lecture: Keep Up with More Marketing Strategy
+ Market Segmentation
6 lectures 53:31
A case study: avoid the price commodity trap
Market segmentation process
Product life cycle 1
Product life cycle 2
Reasons for market segmentation
+ Advanced Market Segmentation
7 lectures 56:11
How do you do segmentation properly
Design a project specification
Segmentation process
Prioritising and selecting elements
How do you link it to strategy
What you should get out of it
+ Marketing Accountability
8 lectures 01:04:12
Marketing accountablity: the value of goodwill
Marketing Value Time Lag
Financial and Business Risks
Creating Sustainable Competitive Advantage
What is Marketing Accountability
Marketing Due Diligence
Practical Example of Marketing Accountability
+ Strategic Marketing Planning
8 lectures 01:11:23
The Housemarket Plunge
Sustained Competitive Advantage
Overwiew to Marketing Planning
The Ansoff Matrix
Marketing Planning Example
The Real SWOT analysis
How Promotion is linked to market segmentation
+ Marketing Plans Implementation
8 lectures 01:09:00
Marketing plans - Implementation (Ed Bradford)
Implementation Steps - Anticipate
Implementation steps- Initiate
Implementation steps - Accelerate
Implementation steps-Integrate
Sensing implementation success
Reduce risk of failure