Key stats:

Lessons

Study Mode

100% Online

Speed

Self-Paced

Location

UK Institution

About this programme

Marketing is not promotion. It is the discipline of understanding your customer deeply enough to create something they actually want, and reaching them in a way that earns attention. This Marketing Strategy short course from Royale Business College treats marketing as a business discipline that connects insight to measurable commercial growth. Across four lessons, you will move from customer understanding through positioning to channels, media buying, and the metrics that prove marketing worked.

What will you learn

How marketing strategy differs from campaign execution and promotion
Segmenting markets and selecting the right customer targets
Building a positioning and value proposition that creates preference
Measuring marketing effectiveness: CAC, CLV, conversion, ROI

Programme lessons

Customer Insight, Segmentation and Targeting Understanding customers and selecting the audiences worth pursuing.
Positioning, Brand and the Value Proposition Place in the customer's mind, differentiation, and a value proposition that lands.
Channels, Growth and Marketing That Actually Works Integrated marketing and measuring real contribution to growth.
Media Buying and Campaign Planning Planning and buying media with discipline so every campaign is accountable.

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About this programme What will you learn Programme lessons

Your instructor

Daniel Rowley Brand & Growth Advisor, Former CMO Daniel Rowley was CMO at two UK consumer businesses after eight years in brand strategy at a London agency. He has spent his career watching companies confuse marketing activity with marketing strategy, and paying for the difference. Direct and commercially grounded, he is allergic to campaigns that look busy but produce nothing measurable.

Begin Your Programme

Customer Segmentation Worksheet
Positioning and Value Proposition Canvas
Marketing Metrics Dashboard (CAC, CLV, ROI)
Channel Planning Matrix
Media Buying and Campaign Brief Template

Apply now

Marketing gets confused with promotion so often that many businesses spend heavily and grow slowly. Real marketing starts earlier and goes deeper: understanding a customer well enough to offer something they genuinely want, then reaching them in a way that earns attention rather than interrupting for it.

You begin with customer insight, segmentation, and targeting, understanding who your customers really are and choosing the audiences actually worth pursuing, because trying to reach everyone is how budgets disappear without a trace.

The second lesson builds positioning, brand, and a value proposition that creates preference rather than noise, earning a specific place in the customer’s mind. From there you move into channels and growth, integrating marketing activity and measuring its real contribution through CAC, CLV, conversion, and ROI rather than vanity metrics.

The final lesson covers media buying and campaign planning with the discipline to keep every campaign accountable. Led by brand and growth advisor Daniel Rowley as part of the executive education portfolio at Royale Business College, this online short course draws on years of watching companies mistake activity for strategy, so the focus stays on marketing that produces something measurable.

From our students

Nour Alawieh

Economics DBA

Attending International Business School has proved to be one of the best decisions I have ever made. While the course structure is set up to encourage students to follow their own academic interests and act independently, professors and tutors are always available for advice and guidance.

Executive Education for Global Business Leaders

Marketing Strategy

Customer Insight, Positioning, and Disciplined Growth