Marketing
Design marketing communications that work
When spend rises and nothing moves, fix the intent before the execution: name the mission and the market, choose the message and the media, then measure what the money bought.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Mission and market
Foundational: you learn to set the strategic intent behind a marketing communications plan. By the end of this program you can explain the 6M model, define the mission of a communication, read the buying journey and the hierarchy of effects, match channels to think, feel and do responses, define an audience past its demographics, and choose between mass, segment, customized and C2C approaches and between push and pull.
- The 6M model and the mission
- The decision journey and the hierarchy of effects
- Defining the audience
Apply it: Push, pull and the closing case
6 lessons · ≈3 hours
- Program 02
Message and media
Intermediate: you learn to turn a marketing communications strategy into a story and put that story in the right arena. By the end of this program you can translate a positioning statement into a story line, build the five story elements (message, conflict, characters, plot, meme), use humor, fear and sexual appeals where they work, get attention in a crowded media field, tell owned, paid and earned media apart, and choose among the promotional vehicles.
- Turning strategy into story
- Creative appeals
- Getting attention in a crowded field
Apply it: Promotional vehicles and the closing case
6 lessons · ≈3 hours
- Program 03
Money and measurement
Advanced: you learn to manage the financial side of marketing communications. By the end of this program you can tell top-down budgeting from the objective-and-task method, read advertising-to-sales ratios and share of voice, judge the factors that move the spend, separate message delivery from message impact, calculate reach, frequency, GRP and CPM, pick the right metric for each promotional vehicle, and compute marketing return on investment.
- The objective-and-task method and the factors
- Message delivery and message impact
Apply it: Return on investment and the close
5 lessons · ≈3 hours