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Ucanly for Education · Syllabus

Marketing

Strategic Marketing: Beginner

Go from zero to your first real marketing strategy: customers, competitors, positioning, the marketing mix, and a complete go to market plan.

  • Course
  • Beginner
  • 8 weeks
  • 47 lessons
  • Updated October 2026

What you'll learn

  • Understand the difference between strategy and tactics and why it decides business outcomes
  • Research customers and markets using both primary and secondary methods
  • Segment a market and choose a precise target instead of trying to reach everyone
  • Build evidence based customer personas and apply jobs to be done thinking
  • Analyze competitors and map a competitive landscape to find a genuine opening
  • Write a sharp positioning statement and a compelling value proposition
  • Build a complete marketing mix across product, price, place, and promotion
  • Plan channels, allocate a marketing budget, and define the metrics that matter
  • Use Generative AI to research, analyze, and ideate faster, then verify like a professional
  • Deliver and defend a complete go to market strategy with a business case

Modules

8 modules · 47 lessons · 8 assignments

  1. Module 1: Getting Started in Strategic Marketing

    6 lessons · 1 h 29 min

    Understand what marketing strategists actually do, why strategy beats tactics, and how marketing creates business value.

    1. The Ucanly Marketing Career Roadmap 2026Preview
    2. What Marketing Strategists Actually Do All Day
    3. Strategy Versus Tactics, the Distinction That Matters
    4. How Marketing Genuinely Creates Business Value
    5. The Marketing Strategy Landscape
    6. Project: Teardown a Real Brand's StrategyAssignment

  2. Module 2: Understanding Customers and Markets

    6 lessons · 1 h 44 min

    Learn to research customers, segment markets, and build evidence based personas.

    1. Knowing Your Customer Better Than They Know Themselves
    2. Market Research, Primary and Secondary
    3. Customer Segmentation and Targeting
    4. Customer Personas and Jobs to Be Done
    5. Using Generative AI for Market Research
    6. Project: Build a Customer Persona From EvidenceAssignment

  3. Module 3: Competitive Strategy and Market Position

    6 lessons · 1 h 38 min

    Analyze competitors, run a SWOT, and find the space a brand can genuinely win.

    1. Understanding Your Competitive Battlefield
    2. Competitor Analysis and Benchmarking
    3. SWOT and Honest Self Assessment
    4. Finding the Space You Can Actually Win
    5. Competitive Advantage and Differentiation
    6. Project: Map a Competitive LandscapeAssignment

  4. Module 4: Positioning, Brand and Messaging

    6 lessons · 1 h 42 min

    Craft a positioning statement, a value proposition, and messaging that persuades.

    1. Positioning, the Most Important Decision in Marketing
    2. Writing a Positioning Statement
    3. Brand Identity and Brand Voice
    4. The Value Proposition
    5. Messaging That Persuades
    6. Project: Build a Positioning and Messaging FrameworkAssignment

  5. Module 5: Ucanly Minor Project, Analyse a Real Market

    6 lessons · 1 h 38 min

    Run a complete market and competitor analysis for a real brand and defend a strategic recommendation.

    1. Choosing the Brand and Framing the Question
    2. Market and Customer Research
    3. Competitive Analysis
    4. Target Segment and Positioning
    5. The Strategic Recommendation
    6. Minor Project: Market and Competitor Analysis with Mentor ReviewAssignment

  6. Module 6: The Marketing Mix and the Four Ps

    6 lessons · 1 h 40 min

    Turn strategy into action across product, price, place, and promotion.

    1. The Marketing Mix, Turning Strategy Into Action
    2. Product and the Offer
    3. Pricing Strategy and Perceived Value
    4. Place, Distribution and Access
    5. Promotion and Integrated Communication
    6. Project: Build a Complete Marketing MixAssignment

  7. Module 7: Channels, Budgets and Measurement

    6 lessons · 1 h 40 min

    Choose channels, allocate a budget, and measure what genuinely matters.

    1. The Channel Landscape and Choosing Where to Compete
    2. Digital, Content and Social Channels
    3. Building a Marketing Budget
    4. Marketing Metrics and KPIs
    5. Proving Marketing Works
    6. Project: Build a Channel and Budget PlanAssignment

  8. Module 8: Ucanly Capstone, Build a Go To Market Strategy

    5 lessons · 1 h 24 min

    Bring everything together into a complete, defended go to market strategy for a simulated product.

    1. Understanding the Product and Market
    2. Segmentation, Targeting and Positioning
    3. The Marketing Mix and Channel Plan
    4. Budget, Metrics and the Business Case
    5. Capstone Project: Build and Present Your Go To Market StrategyAssignment

Before you start

  • A computer (Windows, macOS, or Linux) with a reliable internet connection
  • No prior marketing, business, or design background required
  • Basic comfort using a computer and browsing the internet
  • Curiosity about how brands win customers and a willingness to think strategically
See the course and how to enrol
https://ucanly.io/courses/strategic-marketing-beginner