Marketing Strategy: From Consumer Insight to Positioning

Turn what customers really need into a position you own and a marketing plan you can defend.

Your ads are not the problem. Your decisions are.

What this is

Marketing is not the poster. It is the chain of decisions behind it: who you serve, what you offer, what you charge, where you sell and only then what you say. This certificate takes you from consumer insight through segmentation, targeting and positioning to a full marketing plan proposal built on Malaysian cases.

What you will be able to do

Modules

  1. What marketing actually does. Why marketing is a chain of decisions that creates value, not a poster that announces it. 2 lessons.
  2. Inside the buyer's head. How buyers decide, what they really need beneath the request, and how to turn observation into insight. 3 lessons.
  3. Diagnose, then choose. Separate symptoms from causes and choose one growth direction before spending a ringgit. 2 lessons.
  4. Segment, target, position. Split the market into groups that matter, choose who you serve, and decide the space you will own. 3 lessons.
  5. Product and brand. Design the full product, understand what your brand is worth, and judge when stretching it helps or hurts. 3 lessons.
  6. Price and place. Compare pricing models against your positioning and choose channels that fit how your customer buys. 2 lessons.
  7. Promotion in a connected world. Critique ads like tools, build persuasive pieces from a brief, and market to customers who hold the phone. 3 lessons.
  8. The marketing plan. Tie insight to product, price, place and promotion in a plan proposal you can defend line by line. 2 lessons.

Who it is for

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