Marketing
Build a marketing strategy end to end
When the plan is a list of tactics with no logic holding it together, read the five Cs, choose who you are for and what you stand for, then set the mix that delivers it.
Is this route for you?
Start here when developing a product idea, contributing to a marketing plan or clarifying who you serve and what you offer.
Connect analysis, decisions and action. After examining the situation with the Five C framework, carry segmentation, targeting and positioning choices into the marketing mix.
Everyone, or a specific customer?
Example reflection exercise: A new service could appeal to three customer groups. Which need and evidence would guide your first target choice? How would that choice change your message?
Deepen your reasoning with Elenq
Explain your target customer and differentiation to Elenq. Ask it to challenge inconsistencies between that choice and your pricing, channel and communication decisions.
This is an example reflection prompt. In-app exercises and AI-generated responses vary; progress records completed learning, not a validated competence score.
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
Marketing strategy and the five Cs
Foundational: you learn how a marketing strategy gets built from the ground up. By the end of this program you can state the three purposes of marketing, define a strategy as a choice of customers plus a point of difference plus a plan for reaching them, read the analysis-decisions-outcomes framework, and work a situation through the five Cs: customer, company, collaborators, competition and context.
- Create, keep, and turn into an ambassador
- Strategy: who, on what difference, reached how
- Customer analysis
Apply it: Application: the five Cs at Bramfield Rowing
6 lessons · ≈3 hours
- Program 02
Segmenting, targeting and positioning
Intermediate: you learn to make the aspiration decision, the choice of who you serve and what position you hold in their minds. By the end of this program you can split a market into groups that mean something, pick the segmentation variables that separate real differences, select a target segment and defend the choice, write a four-element positioning statement, and cut it down to a resonating focus and a tagline.
- Why segment at all
- Segmentation variables
- The positioning statement
Apply it: Targeting: selecting the segment
6 lessons · ≈3 hours
- Program 03
The action plan: the marketing mix
Advanced: you learn to turn a positioning decision into concrete tactics, the four Ps of the marketing mix. By the end of this program you can apply the total product view and the product line decisions, build a communications plan with the 6 Ms, choose between push and pull and place the vehicles that carry each, analyse the four channel tasks and where channel power sits, calculate true economic value, and manage price sensitivity with price customization.
- The total product view
- Product line breadth and depth
- Evolving and testing the line
Apply it: Application: blending the four Ps at Wendover Coffee Systems
10 lessons · ≈4 hours