Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

This course transforms market insights into persuasive messaging. You’ll build competitive landscape matrices using Excel and Copilot, then analyze provided competitor visibility and messaging data to identify market opportunities. You’ll learn to populate positioning canvases that differentiate on functional, emotional, and economic value axes and validate your messaging strategy using stakeholder review criteria. The course then translates positioning into a structured messaging framework and SEO-aligned content strategy, teaching you to generate brand-consistent copy with AI tools while maintaining quality and voice guidelines. You will master the balance between data-driven strategy and creative execution, ensuring every campaign is anchored in business OKRs. By synthesizing competitive intelligence with generative AI workflows, you will develop the ability to scale high-quality content without losing brand integrity. Ultimately, you'll leave with a comprehensive toolkit to navigate complex markets and deliver messaging that resonates with dynamic audience segments.

Syllabus

Competitive Positioning: Build a Landscape Matrix

Competitive analysis starts with structured data. This module teaches you to build a comprehensive landscape matrix to help you compare competitors on features, pricing, and messaging tone. You'll learn to identify patterns in trend data to identify market gaps and determine strategic implications for your competitive positioning and content strategy, using Excel formulas and AI assistance to accelerate research synthesis.

Competitive Positioning: Analyze Visibility and Messaging Trends

Raw competitive data becomes valuable when translated into strategic implications. This module teaches you to analyze competitor visibility and messaging patterns, identify market gaps and opportunities, and communicate findings in a format that influences positioning and budget decisions.

Position to Win: Create and Validate a Positioning Canvas

Positioning canvases bring discipline to positioning work. This module teaches you to systematically draft and refine each canvas element, from category definition to proof points. Then validate your positioning through a structured stakeholder review process that secures cross-functional alignment.

Position to Win: Evaluate Competitive Differentiation

Strong positioning requires competitive differentiation. This module teaches you to evaluate positioning statements against three functional, emotional, and economic value axes. These value axes ensure your messaging creates meaningful separation from competitors rather than blending into market noise.

Magnetic Content: Build a Messaging Framework

A messaging framework bridges positioning and content execution. This module teaches you to build comprehensive frameworks that organize your messaging architecture from value pillars to audience-specific variations, creating a single source of truth that ensures consistency across all GTM content.

Magnetic Content: SEO Keyword Research

Great content needs discoverability. This module teaches you to conduct basic SEO keyword research, understand search intent, evaluate relevance and volume, and select keywords that align your content strategy with how your audience actually searches.

Magnetic Content: AI-Assisted Content Creation

AI tools accelerate content creation, but quality requires human oversight. This module teaches you to generate content drafts using AI based on your messaging framework and keywords, then apply brand voice guidelines to refine outputs for consistency, tone, and strategic alignment.

GenAI Module: AI-Powered Marketing Content

Extend your content creation skills with advanced AI techniques. This module deepens your ability to use generative AI for marketing workflows. You will learn how to structure effective prompts, generate content ideas and channel-specific drafts; evaluate AI outputs for accuracy and brand alignment; and refine content to meet strategic messaging and quality standards.

Project Module: Product Messaging and Content Strategy Brief

Synthesize everything you've learned into a professional deliverable. You'll create a product messaging and content strategy brief that integrates competitive analysis, positioning, and content recommendations. It is the kind of document that informs cross-functional GTM execution.