Marketing
Attention, converted to demand.
Marketing is the discipline of converting attention into demand. This course treats it institutionally — positioning first, channels second, brand as the compounding asset.
You will finish with a one-page positioning brief and a channel plan defensible against ROI scrutiny.
- 01
Segment a market defensibly.
- 02
Position an offering with precision.
- 03
Build a channel mix that scales.
- — None — but 301 recommended.
1–2 weeks · ~4 hours plus the Assignment.
- IModule · ~1.5 hours.
Positioning
The one sentence that says what you are.
The one sentence that says what you are and, more importantly, what you are not.
What You Will Be Able To Do- — Draft a positioning statement.
- — Apply the four Ps with intent.
- — Distinguish positioning from tagline.
Why herePositioning precedes everything downstream. Get it wrong and the channels are wasted.
- IIModule · ~1.5 hours.
Channels
Where attention actually is.
Owned, earned, and paid — the taxonomy that structures every channel decision.
What You Will Be Able To Do- — Build a channel mix.
- — Compute LTV, CAC, and payback.
- — Set a defensible acquisition budget.
Why hereChannels are where the arithmetic gets tested against real money.
- IIIModule · ~1 hour plus the Assignment.
Brand
The compounding asset most firms neglect.
Brand is the compounding asset most firms neglect because its returns are invisible quarterly.
What You Will Be Able To Do- — State brand as a strategic asset.
- — Locate brand in the discount rate.
- — Write a positioning brief.
Why hereBrand is what makes marketing cheaper in year ten than in year one.
Most bad marketing is bad positioning. Fix that first.