Intermediate

Marketing & Digital Communications Strategy

Build a modern marketing engine that actually moves commercial outcomes.

Programme Overview

A practical programme for marketers, founders, and business leaders who want to move beyond tactics and build coherent marketing and digital communications strategies. Covers positioning, channel strategy, content systems, and measurement — with examples drawn from startups and enterprise alike.

What You'll Learn

Develop distinctive positioning and messaging
Design a channel strategy aligned to audience and stage
Build content systems that scale
Define and measure commercially meaningful metrics

Who It's For

Marketing managers and leaders
Founders shaping go-to-market
Communications and brand professionals

Prerequisites

Working familiarity with marketing concepts

Curriculum

- Category design and differentiation
- Audience research and segmentation
- Messaging frameworks
- Owned, earned, and paid trade-offs
- Channel fit by stage and segment
- Budget allocation principles
- Editorial planning and repurposing
- Content-to-demand pipelines
- AI in the marketing workflow
- Attribution realities
- Commercial vs. vanity metrics
- Quarterly planning cadence