Commercial Strategist
Become a strategic mastermind through seven modules. Each module will gradually build up your strategic understanding and your ability to create a basis for holding and leading strategic discussions internally. We move from analysis to a clear focus on different strategies and end with tactical planning.
In this path you get:
I denna path får du:
- Strategic competence so that you can take a holistic approach to how marketing, sales and communication drive growth.
- Understanding how to present and demonstrate the value of different marketing efforts and how your management should prioritize marketing issues
- Valuable insights into how digital growth is created
- Tools to help you build a long-term brand strategy
- Learn how to drive performance marketing and a transformation to more effective online sales.
- A clear action plan on the different strategies required to grow, how to evaluate them and what is required for you to succeed in each.
- Competence to become an important sounding board for how you as a company should become more result-oriented.
This path is for:
Denna path passar:
You want to take another step in your career in marketing and sales. Maybe you have or are aiming for a management role in marketing, sales or communication and want new insights and a clearer framework for how all the different parts of marketing are connected and how to get the most out of each part. You are results-focused and want to know what drives your growth, and you want to be an inspiration internally.
- Marketing managers/executives
- Communication Managers/Responsible Officers
- Business development managers/business developers
- Product managers/owners
Path Overview
Analysis of results
To set long-term strategies and optimize short-term tactics, we need to understand how we perform. We do this through various performance analyses. In the first course, we look at what a Growth Funnel is and how to define it. This gives us clarity on what it is that creates growth.
We also discuss the challenges when you need to have several different Growth Funnels and how priorities must be made.In course two, we go through different systems for organizing marketing metrics. The reason is to make sure we haven't missed any important metrics in our Growth Funnel or for future analysis. If you feel that you already know your metrics, you can move on immediately.
Next, we'll dive into one of the hardest courses that goes into how to organize your specific marketing metrics and tie them to your company's goals and strategies. It is difficult because it can easily become complex, so we need to take in information from different sources and also have the courage to prioritize. Once we have it in place, it creates a lot of value and clarity.
How to Define Your Growth Funnel
Learn to select the KPIs that define your growth.
Structuring Marketing Metrics
Learn to select, prioritize and present the right KPIs to increase internal understanding of marketing.
Marketing Metrics Orientation
Learn to better understand, measure and use different types of marketing metrics.
Market and Customer Analysis
Once we understand the results, we can begin to draw conclusions about why we are performing as we are and what needs to be done to improve it. The answer to growth is then often about our understanding of the market and the customers we have and want in the future.
We continue to work on market and customer analysis to ensure that we have not missed anything important about our role in the market and for our customers.
Introduction to Customer Analysis
Learn which tools and models to use in order to analyze your customers.
Introduction to Market Analysis
Learn which tools and models to use in order to analyze your market.
Marketing Strategy
Once we have analyzed the market and the customers, we need to set a market strategy. This is where we evaluate different markets and segments and clearly state which ones are of the highest priority.
To put the market strategy in context, we start with two courses to introduce and evaluate your strategies. There you get an overview of the different types of strategies and are given the task of evaluating what you have today and what may need to be defined.
We hen go into how to create a marketing strategy. This is a tricky task as it highlights the challenge of how we structure our markets and segments. Once that's done, we move on to how to create a growth plan.
Writing a Growth Plan
Learn how to write a growth plan. You get several different templates and exercises.
How to Write a Market Strategy
Get a complete guide on how to create a market strategy that focuses on growth.
Introduction to Strategy
Learn the different strategies involved in marketing and how they help you succeed.
Strategic Review
Learn to review and evaluate what strategies you have and what will be required for you to succeed.
Brand Strategy
Branding is one of the best tools companies have to ensure long-term growth. Unfortunately, it requires significant investment to build it. To make it as effective as possible, a clear brand strategy is needed.
As such, here's how you can evaluate your brand strategy to identify weaknesses and opportunities.
How to Review Your Brand Strategy
How to evaluate whether your brand strategy meets best practice
Marketing Strategy
Much of the strategic work is done in the marketing strategy. Above all, evaluation and prioritization is done in the form of how the budget should be set and distributed.
Companies can gain a lot here if they get all the choices right. Here we go through how to write a marketing strategy. We go in depth with some of the most difficult considerations that companies have when it comes to how to prioritize their investments.
Calculating the marketing budget
Learn different methods to calculate the size of your marketing budget.
Balancing Short- and Long-term Marketing Investments
Learn how to reason and find the right path when it comes to short and long-term investments.
Writing a Marketing Strategy
Learn how to develop a marketing strategy that creates focus and growth.
Balancing Targeting Approach
Learn to reason and find the right path when it comes to marketing broadly or narrowly.
Tactical Plans & Effect
Nothing happens if we don't. Thus, we have tactical plans that ensure that things are actually documented and structured in the right way. In the first course, we evaluate the different tactical areas that you have today to see which ones might be underdeveloped.
Then we go through different structures that are used to plan and evaluate different tactical activities. These are then set together with those responsible for each area.
How to Evaluate Market Communication
Learn how to reason and analyze the effects of marketing communication in a structured way.
How to Structure Tactical Plans
Learn both simple and more advanced tactical plans to plan and evaluate different activities.
Analyzing User Experience
Learn how to analyze and improve your customers' user experience.
Introduction to Psychology of Sales
Learn the secrets of successful selling.
How to use paths
Module 1:
Analysis of results
How to Define Your Growth Funnel
To succeed in growth, staying focused on a few metrics is crucial. These should be the ones that are most important to your growth and form a chain of effects that measure your success throughout the customer journey. Such a compilation is called the Growth Funnel, and this course will guide you on creating yours.
The course teaches you to assemble your own Growth Funnel and evaluate which metrics should be included. You learn to reason about the pros and cons of choosing different metrics. The course leader Erik Modig also explains common challenges companies face when putting together their Growth Funnel and how to deal with them.
Structuring Marketing Metrics
Marketing is often a bit fuzzy, and sometimes difficult to understand exactly how it contributes to growth. This is because marketing metrics often need to be clearly linked to growth or other company goals. This course explains how to explain and illustrate using the right metrics.
The course teaches you how to structure different types of marketing metrics and make logical connections from investment to impact. The course shows you how to link marketing with sales and, management objectives. After working through the exercises in the course, you will receive practical slides that you can use in your presentation internally and externally to show how marketing contributes to the company's success.
Marketing Metrics Orientation
There are almost endless metrics in marketing, often leading to confusion or a loss of focus on what is important. This course orients you to metrics and different structures and systems for categorizing different types of metrics.
The course uses several metrics to give you a broad perspective on what is measured in marketing. The measures are structured based on different systems to offer you different opportunities to choose ways to show and explain why you measure what you do.
To set long-term strategies and optimize short-term tactics, we need to understand how we perform. We do this through various performance analyses. In the first course, we look at what a Growth Funnel is and how to define it. This gives us clarity on what it is that creates growth.
We also discuss the challenges when you need to have several different Growth Funnels and how priorities must be made.In course two, we go through different systems for organizing marketing metrics. The reason is to make sure we haven't missed any important metrics in our Growth Funnel or for future analysis. If you feel that you already know your metrics, you can move on immediately.
Next, we'll dive into one of the hardest courses that goes into how to organize your specific marketing metrics and tie them to your company's goals and strategies. It is difficult because it can easily become complex, so we need to take in information from different sources and also have the courage to prioritize. Once we have it in place, it creates a lot of value and clarity.
To set long-term strategies and optimize short-term tactics, we need to understand how we perform. We do this through various performance analyses. In the first course, we look at what a Growth Funnel is and how to define it. This gives us clarity on what it is that creates growth.
We also discuss the challenges when you need to have several different Growth Funnels and how priorities must be made.In course two, we go through different systems for organizing marketing metrics. The reason is to make sure we haven't missed any important metrics in our Growth Funnel or for future analysis. If you feel that you already know your metrics, you can move on immediately.
Next, we'll dive into one of the hardest courses that goes into how to organize your specific marketing metrics and tie them to your company's goals and strategies. It is difficult because it can easily become complex, so we need to take in information from different sources and also have the courage to prioritize. Once we have it in place, it creates a lot of value and clarity.
Module 2:
Market and Customer Analysis
Introduction to Customer Analysis
The ability to understand the customer is crucial for marketing products and offers. This course covers the different types of customer analysis and their advantages and disadvantages.
You will learn the different types of customer analysis and when each is important to do. It gives you an understanding of what needs to be done to understand the customers and what it takes to get good at it.
Introduction to Market Analysis
The reason companies succeed or fail in their marketing depends to a large extent on the understanding of the company's market. This course summarizes the various analyses that need to be done to increase the understanding and thus also increase the probability of success.
The course teaches you why and what you would gain from conducting analyses of segmentation, stakeholders, market structure, category structure, and competition. You will learn when the different analyses are most important so that you can assess what is most important for you.
Once we understand the results, we can begin to draw conclusions about why we are performing as we are and what needs to be done to improve it. The answer to growth is then often about our understanding of the market and the customers we have and want in the future.
We continue to work on market and customer analysis to ensure that we have not missed anything important about our role in the market and for our customers.
Once we understand the results, we can begin to draw conclusions about why we are performing as we are and what needs to be done to improve it. The answer to growth is then often about our understanding of the market and the customers we have and want in the future.
We continue to work on market and customer analysis to ensure that we have not missed anything important about our role in the market and for our customers.
Module 3:
Marketing Strategy
Writing a Growth Plan
Companies usually have growth targets, so it is important to understand how to create and present a growth plan. In this course, you will get a variety of templates and exercises based on different ways to structure your growth. By learning how to break down your growth into markets, segments, KPIs, channels, or activities, you get a broad understanding of different approaches and can thus combine them in the best way.
You will learn several different ways to structure a growth plan. This means that in the future, you can break down your growth in an easily understandable way for both you and your colleagues. This also means that you can more easily evaluate whether your goals are reasonable and how you can adapt plans.
How to Write a Market Strategy
Here you will learn how to create a step-by-step market strategy that focuses on growth. You do exercises based on a clear template to build your strategy piece by piece. By connecting segmentation with market strategy, you get a clear chain that connects market and customer segments with objectives, market position, and value propositions. Here you create clarity that will benefit your work throughout the company and with external stakeholders.
You will learn the steps required to finalize or update a marketing strategy. You will learn to work with exercises and templates so that you have the skills to implement them on your own. The course requires some reflection and personal work if you want to write your own marketing strategy. Otherwise, it also serves as excellent inspiration.
Introduction to Strategy
One of the most sought-after skills today is marketing strategy. However, it is an area that is often poorly defined and contains gaps. This course goes through all the different elements to give you a complete picture and understanding.
You will learn to understand marketing and business development strategies. You will get an overview of what different strategies contain and why you need to know them.
Strategic Review
In marketing, many different strategies lead to growth and the ability to beat the competition. However, to succeed, companies need to set a strategic direction. This course examines different strategic directions for winning against competitors so that you can analyze what you need to do to increase your likelihood of success.
You will learn to evaluate business development strategies and increase your ability to discuss and strategize for growth.
Once we have analyzed the market and the customers, we need to set a market strategy. This is where we evaluate different markets and segments and clearly state which ones are of the highest priority.
To put the market strategy in context, we start with two courses to introduce and evaluate your strategies. There you get an overview of the different types of strategies and are given the task of evaluating what you have today and what may need to be defined.
We hen go into how to create a marketing strategy. This is a tricky task as it highlights the challenge of how we structure our markets and segments. Once that's done, we move on to how to create a growth plan.
Once we have analyzed the market and the customers, we need to set a market strategy. This is where we evaluate different markets and segments and clearly state which ones are of the highest priority.
To put the market strategy in context, we start with two courses to introduce and evaluate your strategies. There you get an overview of the different types of strategies and are given the task of evaluating what you have today and what may need to be defined.
We hen go into how to create a marketing strategy. This is a tricky task as it highlights the challenge of how we structure our markets and segments. Once that's done, we move on to how to create a growth plan.
Outro
Module 4:
Brand Strategy
How to Review Your Brand Strategy
It is sometimes difficult to know exactly how good your branding strategy is. There are several different uses and goals that a brand should contribute to, and it is easy to lose focus and thus lose potential impact. Brand strategies also need to be updated over the years. Therefore, this course does just that. It teaches you to evaluate your existing brand strategy based on five different areas that the brand should deliver against.
You will learn how to evaluate an existing brand strategy. You get concrete questions and exercises that you evaluate yourself or together with colleagues. After the course, you can act on the insights gained from the different questions and exercises so that you can set an action plan to improve your brand strategy.
Branding is one of the best tools companies have to ensure long-term growth. Unfortunately, it requires significant investment to build it. To make it as effective as possible, a clear brand strategy is needed.
As such, here's how you can evaluate your brand strategy to identify weaknesses and opportunities.
Branding is one of the best tools companies have to ensure long-term growth. Unfortunately, it requires significant investment to build it. To make it as effective as possible, a clear brand strategy is needed.
As such, here's how you can evaluate your brand strategy to identify weaknesses and opportunities.
Outro
Module 5:
Marketing Strategy
Calculating the marketing budget
How much should companies spend on marketing? There is no right answer, but there are many different methods and benchmarks to determine yours. The course goes through several different methods and what companies can expect for a return on their marketing investment.,
You learn to reason about the size of the marketing budget and expectations of when larger or smaller investments will affect your growth.
Balancing Short- and Long-term Marketing Investments
A major challenge for companies is balancing short-term and long-term investments. This course explores the trade-offs that need to be made and the data points that support one or the other decision. Most often, this involves the balance between focusing on sales and branding. The course broadens that discussion so that it is not about setting different investments against each other but more about evaluating what the company will benefit most from right now.
You will also learn how it is sometimes not possible to prove everything based on your own data, but you will have to rely on the knowledge accumulated over the years about how companies create growth.You will learn the different trade-offs that must be made to ensure short- vs. long-term investments and how to reason about the budget. The course also teaches you what types of data sources are needed to make these trade-offs and which data sources may tend to always point you in a certain direction. The course also helps you with a variety of tools to conduct dialogues about the marketing budget and how it should be invested.
Writing a Marketing Strategy
The course takes you step-by-step through how to set up a marketing strategy. It goes through how to bring together the different strategic initiatives from your business, marketing, brand, and marketing communication strategy so that you create a clear picture of the different strategic initiatives and directions you are considering. It then goes through how to reason about goals, budgets, KPIs, responsibilities, and deadlines so that the marketing strategy gives you and management a clear picture of the expectations and plans going forward and the resources needed to realize them.
You will learn how to put together a marketing strategy that evaluates your various strategic initiatives and allocates objectives, KPIs, budgets, and responsibilities. You will learn how to create a strategic structure so that you can reason about and present your marketing strategy.
Balancing Targeting Approach
A common discussion in marketing is whether companies should primarily target existing and other interested customers or whether it is better to aim very broadly to ensure that more customers become interested over time. Of course, it is neither, but there are still clear considerations that must be made when it comes to which initiatives should be given a budget and how to evaluate them. The course goes through the various considerations that must be made and the arguments for and against going broad or narrow.
You will learn what different considerations must be made to discuss and decide how broad vs. narrow companies should go in their marketing. You will gain knowledge to conduct and guide discussions on how companies should invest.
Much of the strategic work is done in the marketing strategy. Above all, evaluation and prioritization is done in the form of how the budget should be set and distributed.
Companies can gain a lot here if they get all the choices right. Here we go through how to write a marketing strategy. We go in depth with some of the most difficult considerations that companies have when it comes to how to prioritize their investments.
Much of the strategic work is done in the marketing strategy. Above all, evaluation and prioritization is done in the form of how the budget should be set and distributed.
Companies can gain a lot here if they get all the choices right. Here we go through how to write a marketing strategy. We go in depth with some of the most difficult considerations that companies have when it comes to how to prioritize their investments.
Outro
Module 6:
Tactical Plans & Effect
How to Evaluate Market Communication
This is the survival guide to understanding and analyzing marketing communication. The course presents a clear structure for the different aspects that affect the success of different types of marketing communication. Thus, you will both understand and be able to optimize the impact of your marketing communication investments.You will learn how to evaluate marketing communication. You will get tools to discuss with colleagues or agencies why certain campaigns work better or worse and what the solutions might be.
How to Structure Tactical Plans
Getting the most out of any marketing activity involves planning, evaluation, and optimization. The challenge is that different marketing activities and tactical areas require different types of plans. As such, we will walk you through a range of tactical plans so you can find the best one for you.
You will learn how to plan and evaluate your different tactical activities. In the long run, this will lead to greater clarity, focus, and efficiency.
Analyzing User Experience
Satisfied customers are profitable customers. Thus, analyzing the user experience is an important key to both sales and profits. By systematically going through what improvements can be made, you create the conditions for an experience that is both smoother, more efficient, and more inspiring.
You will learn tools and a process for analyzing customer experiences. You will become good at identifying improvement potential and evaluating which changes are most important to make.
Introduction to Psychology of Sales
The ability to sell to interested customers is important. The ability to sell to those who are a little hesitant can make or break a business. Here you will learn about the psychology of selling to evaluate which sales tactics will have the greatest impact.You will learn to understand the customer from a sales perspective. This means that you can better understand how sales tactics should be designed for your company.
Nothing happens if we don't. Thus, we have tactical plans that ensure that things are actually documented and structured in the right way. In the first course, we evaluate the different tactical areas that you have today to see which ones might be underdeveloped.
Then we go through different structures that are used to plan and evaluate different tactical activities. These are then set together with those responsible for each area.
Nothing happens if we don't. Thus, we have tactical plans that ensure that things are actually documented and structured in the right way. In the first course, we evaluate the different tactical areas that you have today to see which ones might be underdeveloped.
Then we go through different structures that are used to plan and evaluate different tactical activities. These are then set together with those responsible for each area.
Outro
Examination
Tillvägagångssätt
Examinationen består av två olika delar som examineras samtidigt eller var för sig.
Flervalsfrågor
För det första kommer du att få en uppsättning av 20 st flervalsfrågor baserat på innehållet i de fyra modulerna. Frågorna har ett rätt svar utifrån fyra olika alternativ. Här behöver du få 15 rätt för att bli godkänd. Om du inte får det vid första tillfället kan du ta testet igen en vecka efteråt.
Inlämningsuppgift
Du behöver också genomföra en inlämningsuppgift som består av två moment med två uppgifter i vardera moment.
- Analys av beslutsfattande
För det första ska du själv väljer ett bolag som du analyserar utifrån vilken typ av påverkan deras kommunikation skulle behöva ha på sin målgrupp för att lyckas med ett utsatt mål. Du anger vilket bolag, vilket mål de har och redogör för hur de ska uppnå det genom att koppla an till de olika begreppen i modul 1.
För det andra kommer vi att ge dig ett bolag och ett specifikt mål som du ska analysera utifrån vilken typ av påverkan deras kommunikation skulle behöva ha för att lyckas med det uppsatta målet. Här ska du förklara utifrån de begrepp som presenteras i modul 1 vad kommunikationen skulle behöva uppnå.
- Analys av marknadskommunikation
För det första vill vi att du väljer ett exempel av marknadskommunikation (en annons, ett mail eller liknande) och analyserar vilken möjlig effekt denna kommunikation bör ha på en definierad målgrupp.
För det andra kommer vi att ge dig ett exempel av marknadskommunikation (en annons, ett mail eller likande) där vi vill att du analyserar möjlig effekt samt kommer med tre konkreta förbättringsförslag.
Hela inlämningsuppgiften bedömer vi tar ca 2 timmar och vardera analys ca 0,5 A4 i skrift, så totalt ca 2 A4 text.
Efter inlämning får du besked om du är godkänd. Om ej godkänd kommer krav på komplettering och då är du godkänd när den färdigställts. När båda delarna är klara får du ditt diplom.
Anmäl dig till examination genom att maila till: cecilia@marketinglevels.com
Examination
Approach
The examination consists of two different parts that are examined simultaneously or separately.
Multiple choice questions
Firstly, you will receive a set of 20 multiple choice questions based on the content of the four modules. The questions have one correct answer from four different options. Here you need to get 15 right to pass. If you don't get it right the first time, you can take the test again a week later.
Hand-in assignment
You will also have to complete an assignment consisting of two parts with two assignments in each part.
- Analysis of decision-making
Firstly, you will choose a company to analyze based on the type of impact their communication would need to have on their target audience in order to achieve a set goal. You indicate which company, which goal they have and explain how they will achieve it by linking to the different concepts in module 1.
Secondly, we will give you a company and a specific goal to analyze based on the type of impact their communication would need to have in order to achieve the set goal. Here you should explain, based on the concepts presented in Module 1, what the communication would need to achieve.
- Analysis of marketing communication
Firstly, we want you to choose an example of marketing communication (an advertisement, an email or similar) and analyze the possible effect this communication should have on a defined target group.
Secondly, we will give you an example of marketing communication (an advertisement, an email, or similar) where we want you to analyze the possible effect and come up with three concrete suggestions for improvement.
We estimate that the entire assignment will take about 2 hours and each analysis about 0.5 A4 in writing, so a total of about 2 A4 text.
After submission, you will be notified if you are approved. If not approved, you will be required to complete the work. When both parts are completed, you will receive your diploma.
Register for the examination by emailing: cecilia@marketinglevel
