Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Diagnose what is holding your marketing back and build a strategy that drives measurable results. Marketing moves fast, and whether the pressure comes from new competitors, shifting customer behavior, or tighter budgets, a reactive approach leaves sales on the table. This course gives you a diagnostic framework built around 17 critical questions that surface the gaps in your current strategy and show you how to close them. Across four modules, you will pinpoint customer pain points, build detailed buyer personas, and construct a competitive analysis that keeps you ahead of the market. You will select the channels that fit your audience and budget, sharpen your brand and PR strategy, and personalize campaigns that convert. You will map your customer journey, refine weak campaigns with A/B testing, and design loyalty programs that retain customers. You will also track the KPIs that matter, set realistic benchmarks, and allocate a budget tied to your goals. By the end, you will be able to assess any marketing strategy against the 17 questions and act on what you find with confidence.

Syllabus

Building a Market-Aligned Marketing Foundation

Your marketing can only be as strong as the foundation it's built on, and without the right tools, even great campaigns miss the mark. In this module, you'll develop the core market alignment tools every effective strategy requires, from identifying your audience's pain points and building detailed buyer personas to defining your brand identity and constructing a competitive analysis that keeps your strategy ahead of the market.

Selecting and Optimizing Your Marketing Channels

With limited budgets and a crowded landscape, showing up everywhere guarantees results nowhere. In this module, you'll develop a strategic approach to channel selection and brand presence, building the frameworks to choose where to market, how to amplify your brand, how to deploy influencers and user-generated content, how to create a focused social media plan, and how to personalize messaging so it reaches the right audience at the right moment.

Designing a Customer Experience That Retains and Delights

The customer relationship does not end at purchase; that is where the real marketing work begins. In this module, you'll build a complete picture of your customer experience by developing a customer journey map, establishing a testing and refinement process for underperforming campaigns, and designing a loyalty strategy that turns satisfied customers into brand advocates.

Measuring Marketing Performance and Allocating Budget

You cannot improve what you cannot measure, but measuring the wrong things is just as costly as measuring nothing at all. In this module, you'll identify the right marketing metrics for each stage of your strategy, build a benchmarking plan that shows exactly where to improve or expand, and answer the five questions that unlock a smarter marketing budget allocation.

Conclusion

You have answered all 17 critical questions. Now the work begins. In this module, you'll consolidate what you've built across the course and translate your answers into a living marketing strategy that evolves with your market.