Marketing Strategy & Positioning

Positioning as the starting point

Marketing strategy rests on positioning: deciding where your product or brand sits in customers' minds relative to alternatives. This course works through the building blocks that make that stick, including value propositions, messaging and planning a go-to-market approach.

What it builds toward

• A clear position relative to alternatives
• Value propositions written for a specific audience
• Messaging that stays consistent across channels
• A go-to-market plan that follows from the positioning

Who it suits

Intermediate learners who have covered marketing basics and now need a strategic framework. Marketers, founders and product managers who must justify positioning decisions to others will find the topics directly relevant to their work.