Strategic Marketing: a systematic approach to strategy and positioning

Course overview

Description generated based on course syllabus and open data.

Learn to work with ROI, track development trends, and explore new segments through an integrated marketing strategy — from audit to communication mapping.

Strategic Marketing: who it suits and who should skip

Who strategic marketing suits

• Experienced practitioners seeking to systematize their approach, refresh tools, and align work with business goals.
• Owners building teams and processes who need coherent plans, budgets, and priorities.
• Leads who must surface system gaps and improve metric transparency, including ROI.

Who it may not suit

• Those expecting quick fixes without analysis and hypothesis testing.
• Those unwilling to work with data, the competitive field, and target audiences.

Strategic Marketing: problem to outcome orientation

• Limited market clarity → orientation: micro/macro environment description, key trends and drivers.
• Blurred priorities → orientation: focus on priority segments, action plan, baseline metrics.
• Unclear competitive stance → orientation: competitor map and advantage review using VRIO-like approaches.
• Vague value → orientation: positioning hypotheses and a value proposition draft.
• Fragmented communications → orientation: channel map and touchpoints along the customer journey.
• Difficult impact evaluation → orientation: a metric set including ROI-related indicators.

Comparison with strategic marketing alternatives

• Self-study from scattered sources: highly fragmented, inconsistent; here you follow a coherent framework.
• Short overviews/videos: terms without artifacts; here — stepwise logic from audit to positioning.
• Standalone seminars: depth in a narrow area without a system; here — linkage of analysis, priorities, and communications.
• External consulting: ready-made conclusions without team immersion; here — materials for internal work and hypothesis checks.

Outcomes after working through strategic marketing materials

Emphasis on structured deliverables without promises of rapid change.

• Updated plan and analytical framework: micro/macro mapping and relevant trends.
• Prioritized directions and a baseline action plan aligned with resources.
• Competitor map and advantage assessment via VRIO or similar lenses.
• Initial pricing approaches within a broader mix aligned with positioning.
• Brand positioning hypotheses and a value proposition statement.
• Customer journey map: stages of dissatisfaction and improvement points.
• Communication map and channels for different interaction stages.
• A metric set to track impact, including ROI-related measures.