Most marketing professionals can execute campaigns. Far fewer can define who a product is for, articulate why customers should choose it over alternatives, price it competitively, launch it with coordinated cross-functional plans, and ensure every message stays true to the brand. This program develops all of those skills.
Marketing Strategy & Positioning is an intermediate program designed for product marketers, growth marketers, brand managers, founders, and marketing professionals who want to develop rigorous strategic marketing competency. Across ten focused courses, you will master the complete marketing strategy workflow: defining target audiences and applying SWOT analysis, mapping buyer journeys and classifying content, crafting targeted positioning statements, building clear value propositions, developing funnel-aligned messaging strategies, assessing competitive pricing models, aligning product voice to brand strategy, writing creative briefs, and designing integrated omni-channel marketing plans and GTM launch strategies.
Every course uses hands-on activities and realistic scenarios — SaaS launches, ecommerce positioning, agency creative reviews — that reflect the decisions marketing strategists make daily.
By the end of the program, you will be equipped to define, position, launch, and communicate products with the strategic clarity that drives customer acquisition, retention, and growth.
Projet d'apprentissage appliqué
Throughout this program, you will complete hands-on projects that reflect real marketing strategy workflows. You will define target audiences & apply SWOT analysis to reveal competitive advantages, map the buyer's journey & classify content assets to identify messaging gaps, & draft positioning statements evaluated against defensibility & competitive benchmarks. You will apply the Value Proposition Canvas & Jobs-to-be-Done framework to translate product features into benefit-driven messaging, & build a funnel messaging matrix refined through A/B testing insights. You will build competitive pricing comparison matrices & model demand responses to pricing changes using spreadsheet scenario analysis. You will analyze brand narratives for consistency, write a complete creative brief from a brand strategy document, & create an omni-channel marketing plan with a GTM launch timeline & mapped cross-functional dependencies. Each project produces a portfolio-ready strategic marketing artifact.
