This is a curated beginner’s route through Strategy and Analytics, not the full archive. It moves from marketing fundamentals and customer value, through marketing and finance, to marketing analytics. Company-specific SWOT case studies are left out of this path but stay available in the full Strategy and Analytics archive.
1. Marketing Fundamentals Revisited
A deeper look at who does marketing, and how, before moving into strategy.
- Who Does Marketing?
- What Is the Marketing Process?
- Marketing Ethics: Doing the Right Thing for Customers
2. Customer Value and Equity
Putting a number on the value of a customer relationship.
3. Marketing and Finance
The financial literacy every marketer needs — reading accounts, budgeting and measuring contribution.
- Marketing and Finance
- Marketing Budget
- Profit and Loss Statement
- Cash Flow Statement
- Financial Ratios
- Contribution Analysis
- Annual Accounts
- Annual Reports for Marketers
- Standard Costing
- Marketing in a Credit Crunch
4. Introduction to Marketing Analytics
Using data to understand customers and measure marketing’s impact.
- What Are Marketing Analytics?
- What Is Web Analytics?
- Marketing Geoanalytics
- Social Media Analytics for Marketing
- Mobile Marketing Analytics
- 5Vs of Big Data in Marketing
5. Marketing, Ethics and Inclusion
Marketing’s responsibilities beyond the sale.
6. Marketing Strategy: A Complete Course
A full ten-lesson course: analyse the market, choose and sharpen a strategy, then implement it as organisational change.
- What Is Marketing Strategy?
- Five Forces Analysis
- Generic Strategies
- Bowman’s Strategy Clock
- Boston Matrix
- Ansoff’s Matrix
- TOWS Analysis
- Long Tail Concept
- Segmentation
- Targeting
- Positioning
- Customer Journey Map
- Value Chain Analysis
- Value Curves
- Balanced Scorecard
- Ethics, Sustainability and Strategy
- Strategy Implementation and Market-Driven Change
What’s next? A certified Marketing Analytics course, going well beyond this introduction, is in development. Check back soon.
