Brand Strategy and Messaging

Positioning, messaging and the customer

Offered by Coursera, this course treats positioning, messaging and a real understanding of the customer as one connected job rather than three separate tasks. The description frames them as the foundation for any product marketing effort, and the course is listed at beginner level.

Skills in focus

• Writing value propositions and marketing copy
• Brand strategy and brand management
• Content marketing and performance analysis
• Benchmarking, plus gathering and acting on user feedback

Who it suits

Writers, communications staff and junior marketers are the natural audience, since brand work so often ends up as content. Anyone who produces or reviews copy will find the messaging material directly useful, even if they do not set strategy. Because the listing is brief, look at the syllabus to see how the strategy and copywriting portions are balanced.