Course curriculum

  • 1

    Introduction

    • What to Expect From This Course

    • Company Background Questionnaire

  • 2

    Research & Discovery

    • Building Your Research Library

    • Conducting Primary Research

    • Conducting Secondary Research

    • Secondary Research Resource Links

    • Putting It All Together

    • Putting It All Together - Homework

    • Supplemental Resources

  • 3

    Situational Analysis

    • Building Your Background

    • Building Your Background - Homework

    • Identifying Strategic Insights Part 1

    • Identifying Strategic Insights Part 1 - Homework

    • Identifying Strategic Insights Part 2

    • Identifying Strategic Insights Part 2 - Homework

    • Positioning and Messaging

    • Positioning and Messaging - Homework

  • 4

    Goals & Objectives

    • Defining Goals and Objectives

    • Defining Goals and Objectives - Homework

    • Applying Objectives and Key Results (OKR)

    • Staying Focused on Goals and Objectives

    • Staying Focused on Goals and Objectives - Homework

  • 5

    Audience & Strategy

    • Establishing Marketing Strategies

    • Establishing Marketing Strategies - Homework

    • Identifying Your Target Audience

    • Identifying Your Target Audience - Homework

    • Crafting Key Messages

    • Crafting Key Messages - Homework

  • 6

    Tactical Plan

    • Applying the PESO Model

    • Considering Paid Tactics

    • Incorporating Earned Tactics

    • Planning for Shared Tactics

    • Including Owned Tactics

    • Putting It All Together

    • PESO Supplemental Resources

  • 7

    Measurement

    • Defining KPI's

    • Applying the Barcelona Principles for Earned Media

    • Reporting Results

    • Interpreting the Results

  • 8

    Action Plan

    • Creating an Action Plan

    • Implementing Your Strategic Marketing Plan

    • Rolling with the Punches