Marketing During a Crisis

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Marketing During a Crisis

This course is part of Strategic PR Strategies Specialization

Instructor: Madecraft

Included with Learn more

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

3 hours to complete

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

3 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Evaluate a crisis situation and choose a marketing response that builds trust instead of eroding it.
Prioritize competing marketing decisions under pressure using a structured framework and a defined response team.

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This course is part of the Strategic PR Strategies Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

When a crisis unfolds and upends the world your customers live in, the marketing playbook that worked yesterday stops working today. Consumer priorities shift overnight, budgets tighten, and every campaign you had planned suddenly needs a second look. Brands that respond with sincerity earn lasting trust; those that misread the moment get blacklisted long after the crisis ends.

You'll read the psychological shifts happening in your consumers, from the bandwagon effect to Maslow's hierarchy of needs, and translate them into marketing decisions that hold up under scrutiny. You'll audit your brand's needs-gap, decide which campaigns to pause and which to continue, and choose a marketing posture that avoids looking tone-deaf or exploitative. You'll build the muscle to move fast without moving recklessly: prioritizing ideas with the ICE framework, assembling a rapid-response team, and communicating with the transparency your audience needs most when uncertainty is highest. By the end of this course, you'll be able to evaluate a crisis situation, identify the marketing moves it demands, and lead your team through rapid, trust-centered decision-making under pressure.

Your customers are watching not just what you say during a crisis, but how quickly and honestly you say it. In this module, you'll evaluate how to responsibly join public conversation, anticipate the questions your audience needs answered, and apply a clear three-step approach to crisis communication.

What's included

4 videos1 reading1 assignment

4 videosTotal 6 minutes

Recognizing Why Crisis Demands a New Marketing Approach1 minute
Recognizing and Responding to the Bandwagon Effect2 minutes
Anticipating Your Audience's Need for Information1 minute
Sharing Timely Crisis Communication2 minutes

1 readingTotal 10 minutes

The Questions You Can't Afford to Guess At10 minutes

1 assignmentTotal 15 minutes

Deciding When and How to Speak Up15 minutes

Your customers haven't stopped buying during a crisis, but what they're buying for has changed. In this module, you'll evaluate where your audience sits on their hierarchy of needs and identify the emerging trends most relevant to repositioning your brand for what comes next.

What's included

2 videos2 assignments

You're not the only one competing for a customer's attention right now, and every unaddressed gap in what you offer is an invitation for someone else to fill it. In this module, you'll audit where your brand falls short of shifting expectations, decide which campaigns deserve to keep running, and cut costs without cutting the value your customers actually need.

What's included

4 videos2 readings2 assignments

4 videosTotal 8 minutes

Auditing and Closing Your Needs Gap2 minutes
Deciding Whether to Continue or Pause a Campaign2 minutes
Evaluating Opportunistic Marketing Approaches2 minutes
Making Smart Marketing Cost Cuts3 minutes

2 readingsTotal 20 minutes

The Pause Button Isn't Always the Safe Choice10 minutes
The Line Between Cause-Driven and Opportunistic10 minutes

2 assignmentsTotal 21 minutes

Choosing What to Fix, Pause, or Cut15 minutes
Spotting the Gap Before Customers Do6 minutes

You build confidence during a crisis not by moving fast, but by moving deliberately. In this module, you'll identify what builds customer trust, decide when slowing down beats reacting, prioritize competing ideas with a scoring framework, and assemble the team that makes these calls together.

What's included

4 videos2 readings2 assignments

4 videosTotal 5 minutes

Building Trust Through Marketing1 minute
Slowing Down to Make Better Decisions2 minutes
Prioritizing Ideas With the ICE Framework2 minutes
Assembling a Rapid-Response Strategy Team1 minute

2 readingsTotal 20 minutes

The Fastest Decision Isn't Always the Best One10 minutes
Turning a Flood of Ideas Into a Short List10 minutes

2 assignmentsTotal 24 minutes

Deciding With Confidence, Not Haste15 minutes
Scoring Your Way to a Priority List9 minutes

You've built a real framework for marketing through uncertainty: reading the moment, communicating clearly, evaluating trust, and prioritizing action. In this module, you'll apply that framework to a live, unfolding crisis, deciding not just what to do, but what to do first.

What's included

1 video1 assignment

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Instructor

Madecraft

133 Courses11,937 learners

Offered by

Madecraft

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