The Complete Marketing Strategy with Hands-on Exercises

Segment markets by identifying distinct audience groups and tailoring offerings and promotions to each. Deliver value, satisfaction, and loyalty through personalized experiences such as study-friendly or work-friendly spaces.

Explore segmentation types: demographic, psychographic, behavioral, and geographical, with real-life examples from Lego, Starbucks, Netflix, and retail brands. Learn to combine methods for personalized targeting and stronger marketing outcomes.

Learn data-driven market segmentation with employee size and brand share to classify companies as loyal, competitive, or changeable, then tailor sub-brand packaging and pricing for pregnancy tests.

Analyze customer data to build personas across demographic, psychographic, behavioral, and geographic attributes, then tailor channels, campaigns, and pricing for each segment.

Learn how market research gathers customer needs and preferences to inform solutions. Explore primary and secondary methods, qualitative and quantitative approaches, and key techniques like focus groups and surveys.

Define objectives and targets, ask right questions, collect and interpret data to uncover behavioral patterns; test feature prioritization, pricing, and customer journeys with real design options.

Learn how Net Promoter Score measures customer satisfaction and loyalty on a 0 to 10 scale, where promoters boost growth, detractors signal risk, and passives are excluded.

Discover how product marketing blends marketing, product, and sales to deliver value through a go-to-market strategy, covering objectives, targets, market research, positioning, promotion, channel strategy, and KPIs.

Conduct a practical competitive analysis for an audiobook app, comparing market share, pricing models, and content strategy against competitors to uncover opportunities such as freemium pricing and paid advertising.

Identify customers and their needs, and craft the product’s benefits, features, and experience to deliver psychological, functional, and economic value. Use total cost of ownership examples to show savings.

Apply economic value to customers to price a new pipe by comparing lifecycle costs and leakage risks across market segments, yielding a maximum price and highlighting pricing caveats.

Explore how perceived value shapes pricing for mobile phones by measuring attribute importance, computing weighted scores, and using a value map to guide price changes and feature focus.

Explore a McKinsey case study on value maps, identifying customer perceived benefits like processor speed, and rank priorities such as compatibility, reliability, and vendor support to align price with value.

Learn the golden rules of product management through real life examples: avoid non-existent solutions, embrace MVPs, and pivot toward what customers want, as shown by Burbn's pivot to Instagram.

Explore pricing strategies—value-based, competitive, price skimming, cost-plus, penetration, economy, and dynamic pricing—balancing customer willingness to pay, margins, and demand with real-world examples.

Analyze market demand curves to determine the optimum price that balances product margin and sales volume, using price scenarios from $20 down to $5.

Learn how price changes impact demand through price elasticity of demand, distinguishing elastic from inelastic goods and applying the elasticity formula to a sample demand schedule.

Explore prospect theory, showing how losses loom larger than gains and framing affects risk and reference points, with gas station pricing examples.

Explore psychological pricing tricks such as installments, daily equivalents, urgency, and decoy pricing, and learn to design a non-linear pricing curve that encourages higher data add-ons in a telco context.

Build a compelling business case that weighs costs, revenue, and roi to inform initial investment decisions and impact; identify assumptions, pricing, time frame, and conversion rates using a funnel approach.

Build a business case for a fiber rollout, estimating initial investment, addressable market, pricing, churn, and operating costs to assess revenue, return on investment, and payback.

We compute net present value using a discount rate to translate future cash flows into today’s value, then assess ROI and payback period to decide on an investment.

Explore marketing communications (marcom), crafting messages and creatives, selecting channels, and turning awareness into conversion and sales through promotion strategies.

Explore atl, btl and ttl advertising with real-life examples across tv, radio, print, out-of-home and digital channels, focusing on brand awareness and measurable KPIs like reach and cost per conversion.

Learn how to build a marketing communication plan in an organization, write briefs for agencies, and coordinate creative, media, events, and PR to deliver campaigns with deliverables, timelines, and budget.

Write a marketing brief for a Vodafone Turkey fictional campaign to stop trophy hunting by engaging millennials through a $1 per month animal adoption platform, tracking, and a collaborative community.

Explore digital marketing as a measurable, highly targeted approach that drives engagement and conversions across SEO, email, mobile, social media, content, and affiliate campaigns, illustrated by real life examples.

Explore 12 essential marketing terms such as cta, kpi, ltv, impression, reach, click, cpc, cpm, cpa, ctr, A/B testing, and control group to guide your campaign planning and success metrics.

Analyze target versus control groups to measure the incremental impact of campaigns, calculating conversion-rate differentials across A–D and highlighting true campaign success.

Analyze how paid search campaigns measure return on investment by comparing paid versus organic traffic, compute incremental revenue, and assess the impact of pausing ads on SEO-driven visits.

Discover channel marketing as partnering with third parties to sell your products, gaining touchpoints and brand recognition while balancing benefits with risks like analytics gaps and loss of control.

Examine channel marketing types from direct sales to retailer and wholesaler models, including distributors and commissions, and assess brand representation and risks.

Decide the optimal three-month channel mix to maximize profit and minimize stock by comparing direct sales against retailer and wholesaler commissions, then combining channels for full inventory.

Explore how Apple blends direct stores, retailers, and digital channels with telecom partnerships and subscriptions to expand reach while preserving brand image and service quality.

Focus on base marketing by engaging existing customers, guiding their journeys and engagement, and selling additional products to increase revenue and extend customer lifetime.

Base marketing, also known as customer value management (CVM), uses data-driven, personalised campaigns to build lifetime value and loyalty for subscription and non-subscription models.

Apply the base marketing (CVM) framework to know your customer through data driven, personalized insights, and drive loyalty, increase usage, cross-sell, and reduce churn with real-life brand examples.

Master customer lifetime value as the net present value of future profits from the customer relationship. See how acquisitions, retention, and a strong lifecycle drive cash flow.

Learn to calculate customer lifetime value (CLV) using margin, retention rate, discount rate, and acquisition costs, with a practical two-year NPV framework and example.

Discover how retention rate boosts customer lifetime value and firm value, and apply proactive churn management with retention offers, bundling, and a big data churn model.

Train a big data churn model with historic data to identify patterns and predict churn, then evaluate accuracy with correlation metrics against actual outcomes and random selection.

Map the customer lifecycle from acquisition through renewal, including exploration, adoption, expansion, and extension; set objectives for each stage and plan activities to grow usage and loyalty.

Explore telco personalized marketing by tailoring offers to customer needs and usage. Use data-driven timing and the right offer to boost retention and value.

Explore how to manage outbound and inbound campaigns in telco, using data-driven customer insights, timing, and personalized offers to boost conversions, via sms offers, email, and app-based experiences.

Explore the practical definition of innovation, illustrated by iPhone and Uber, and apply the fishbone technique to identify and prioritize root causes for improving products and processes.

Apply the fishbone technique to diagnose why 50% of trial users cancel. Identify hypotheses across marketing, users, subscription systems, and software, test with data, and implement onboarding and auto-renew.

Explore hyper personalized marketing as the next level, using data-driven segmentation, dynamic field insertion, behavioral recommendations, and omnichannel and predictive personalization, with real-world examples from Spotify, Amazon, and Netflix.

Master Excel tips to analyze marketing data using the IF function, PivotTables, and VLOOKUP, constructing segment analyses and month-over-month revenue comparisons.

Build a marketing foundation by targeting the right customers, understanding needs, and selecting product and price points; craft a financial business case and marketing brief to grow existing customers' value.