Developing Your Marketing Strategy

Master marketing planning and strategy

Thinking ahead and planning effectively is the only way to guarantee your brand hits its mark. On this four-week course from the University of Adelaide, you’ll learn how to build a well-thought-out marketing strategy from the planning phase through to implementation.

Focussing on professional skills and practical case studies, you’ll learn how to reach the right audience with the right marketing tools and channels.

Position yourself and identify your target audience

Week 1 of the course will consider the ‘who’ of marketing. You’ll discuss where your brand sits in the market, and determine which audiences it should be reaching.

You’ll understand the importance of positioning and demographics for any marketing strategy.

Develop your brand essence, voice, and messaging

Once you know who your target audience is, you need to decide how you communicate with them.

Guided by your course leader, you’ll develop your brand essence, tone of voice, and key messages. You’ll learn how to turn those messages into clear and compelling marketing content.

Choose your marketing channels and implement your strategy

In the last week of the course, you’ll put theory into practice and learn how to implement your chosen strategy. You’ll review a range of communication channels and select those best suited to your brand.

You’ll finish the course with a watertight marketing strategy and all the skills you need to implement it in your business.

This introductory course is designed for anyone interested or involved in marketing for a business.

It will be suitable for both new and experienced marketers working in any region of the world.

• Why?
• Getting started
• Introduction to Week 1
• What is marketing strategy?
• Setting goals and objectives
• The challenges of marketing
• Assessment
• Bringing it all together
• Who?
• Introduction to Week 2
• Who are you?
• Who are they?
• How do you target your audience?
• Assessment
• Bringing it all together
• What?
• Introduction to Week 3
• What are your messages?
• Channels
• Risks and resources
• Assessment
• Bringing it all together
• How and when?
• Introduction to Week 4
• The final stage of your strategy: evaluation
• Implementing your strategy and plan
• Reviewing your strategy
• Assessment
• Bringing it all together
• What's next?