Marketing for CEOs & Management
We have built this path so that you can decide how many modules you want to go through. It is possible to take only the first module on evaluation. The second module deals with some important decisions that it is good if the management and CEO are familiar with. Then we have added additional areas to give you a broader understanding of modern marketing.
In this path you get:
I denna path får du:
- A structure for how marketing works and how you can evaluate your marketing and your marketing department's work
- You get a sense of the most important things that can't be missed and which issues you can let go of or focus less on
- You get an idea of the different investments in marketing and what you can expect in terms of results
- A review of five key decisions that every management must discuss and make together with their marketing manager.
The scope of this path will depend on what you make of it. We have set it up so that the first module is about an hour's work. The second is about two hours and then you can go on your own with what you feel like doing.
This path is for:
Denna path passar:
If you are a CEO or executive and want to gain a better understanding of marketing. You want to be able to help your marketing manager and marketing department with strategic direction and initiate discussions on many of the difficult decisions that affect marketing.
- CEO's
- Company management
- Owners
Path Overview
Evaluation
If you haven't already gone through our course on how marketing works, this is where you start. The long review of our Marketing Level Canvas gives you an understanding of how we have chosen to define and organize the concepts in marketing.
We then move on to the actual evaluation of your marketing and the capabilities that you as a company, and especially your marketing department, possess and have spent time and resources developing. The goal here is to see what is missing, what can be improved and what should be prioritized in the future. The end result is an action plan for how to move forward with your marketing efforts.
How Marketing Works
Learn the basic structure of growth-driven marketing. The Marketing Canvas by Marketing Levels is introduced.
Five key decisions
Marketing has changed fundamentally in the last ten years. Digitalization and globalization have placed new demands on an understanding of how old and new truths create dilemmas for marketing managers and thus also management.
Here we go through five crucial decisions that often lead to internal discussions. You will be given information on what influences your choice in the matter. This is followed up with a discussion here in this path so that you can reason your way to a position and what it means for your future and the results you can expect.
Competitive Advantages
Learn how to analyze your strategic resources and how they lead to competitive advantage.
Calculating the marketing budget
Learn different methods to calculate the size of your marketing budget.
Introduction to Marketing Strategy
Learn what goes into a marketing strategy and why every company must have one.
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.
Balancing Targeting Approach
Learn to reason and find the right path when it comes to marketing broadly or narrowly.
Extra skills in strategy
There are a number of marketing decisions and strategies that are valuable for management to have a better understanding of. Here we have selected three courses that provide further thoughts on how to develop your marketing. All of these are also important for management to know or be a part of in order to gain real momentum.
Firstly, we have a review of different growth plans. It is an easy way to get a greater focus on growth if you set a standard for how you present growth.
Secondly, we have a course in thought leadership. This is something that more and more companies, mainly in B2B, use as a communication strategy. Here it is important that you in management are involved and can contribute.
Thirdly, we want to create a greater understanding of the opportunities and challenges of having multiple brands. These can be brands for the product or business area or completely independent brands. There are difficulties to avoid and opportunities to create if management is aware of them.
Brand Portfolio Management
Learn the basics of how to analyze and develop a brand portfolio.
Thought Leadership
Learn how to set a strategy and action plan for your company to take thought leadership in your industry.
Writing a Growth Plan
Learn how to write a growth plan. You get several different templates and exercises.
Extra skills in tactics
Even in tactics and more operational areas, there are benefits if management has a better understanding. Here we have gathered three courses that we know are good for management to be aware of. First, we have a basic review of the importance of creativity. This will give you more insight into the value of creativity and how you can make sure to increase creativity in your marketing department.
Secondly, we consider it of great value if management has a greater understanding of how to evaluate marketing communications. The reason is that a lot of marketing communication fails and therefore it is important that you are aware of why this is the case and how to hold structured evaluations, instead of a lot of opinion.
The third course is an introduction to Growth Hacking. The reason is that this approach to communication and influence is also useful for you when it comes to communicating with employees and other members of management.
How to Evaluate Market Communication
Learn how to reason and analyze the effects of marketing communication in a structured way.
Introduction to Marketing Creativity
Here you will learn about the value of creativity in marketing and how to improve your creative skills.
How to use paths
Module 1:
Evaluation
How Marketing Works
Marketing Levels sets a new structure and standard for growth-focused marketing. Here is the basic course that explains the structure we call ML Canvas. Learn marketing for real.
You will understand how marketing must be structured to contribute to growth and business goals.
If you haven't already gone through our course on how marketing works, this is where you start. The long review of our Marketing Level Canvas gives you an understanding of how we have chosen to define and organize the concepts in marketing.
We then move on to the actual evaluation of your marketing and the capabilities that you as a company, and especially your marketing department, possess and have spent time and resources developing. The goal here is to see what is missing, what can be improved and what should be prioritized in the future. The end result is an action plan for how to move forward with your marketing efforts.
If you haven't already gone through our course on how marketing works, this is where you start. The long review of our Marketing Level Canvas gives you an understanding of how we have chosen to define and organize the concepts in marketing.
We then move on to the actual evaluation of your marketing and the capabilities that you as a company, and especially your marketing department, possess and have spent time and resources developing. The goal here is to see what is missing, what can be improved and what should be prioritized in the future. The end result is an action plan for how to move forward with your marketing efforts.
Module 2:
Five key decisions
Competitive Advantages
The key to winning against competitors is to develop competitive advantages. For these to be long-term and unique, they need to be built on strategic resources. In this course, we go through what can be strategic resources, how to evaluate them, and how they lay the foundation for creating different types of competitive advantages.
You will learn how to analyze a company's strategic resources and assess their value for building competitive advantage. You will get an overview of the different ways to create competitive advantages and the requirements for successfully creating and maintaining competitive advantages.
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.
Introduction to Marketing Strategy
Marketing strategy is the brain of a marketing plan. It defines the strategic initiatives and initiatives that exist and assesses the resources to be allocated to the success of these strategic initiatives. It thus constitutes the budget and steering document for marketing itself and contains all objectives, KPIs, responsibilities, and deadlines. This course introduces the different elements of a marketing strategy.
You will learn the basics of marketing strategy so that you can orient yourself and analyze and evaluate what you need or lack to make your marketing strategy a valuable policy document.
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.
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.
Marketing has changed fundamentally in the last ten years. Digitalization and globalization have placed new demands on an understanding of how old and new truths create dilemmas for marketing managers and thus also management.
Here we go through five crucial decisions that often lead to internal discussions. You will be given information on what influences your choice in the matter. This is followed up with a discussion here in this path so that you can reason your way to a position and what it means for your future and the results you can expect.
Marketing has changed fundamentally in the last ten years. Digitalization and globalization have placed new demands on an understanding of how old and new truths create dilemmas for marketing managers and thus also management.
Here we go through five crucial decisions that often lead to internal discussions. You will be given information on what influences your choice in the matter. This is followed up with a discussion here in this path so that you can reason your way to a position and what it means for your future and the results you can expect.
Module 3:
Extra skills in strategy
Brand Portfolio Management
Companies that use multiple brands must learn to optimize their brand portfolio. The more brands, the more complex, cluttered, and expensive it risks becoming. Thus, this course gives you the tools to analyze and structure a brand portfolio. You will learn the trade-offs that need to be made and how to reason when arriving at the best choices for your brands.
You will learn how to reason about your brand portfolio so that you can both evaluate and improve it. The course goes through important concepts and the decisions that need to be made.
Thought Leadership
Thought leadership is about taking the lead regarding thoughts, ideas, and communication within your industry and for your customers. Successful companies have a greater opportunity to set the agenda in their industry and get customers, the media, politicians, and society to listen.
You will learn to understand what it means to take thought leadership and use it in your marketing. The course covers which companies benefit most from it, what is required, and practical questions you need to ask yourself to find the topic you will lead in the future.
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.
There are a number of marketing decisions and strategies that are valuable for management to have a better understanding of. Here we have selected three courses that provide further thoughts on how to develop your marketing. All of these are also important for management to know or be a part of in order to gain real momentum.
Firstly, we have a review of different growth plans. It is an easy way to get a greater focus on growth if you set a standard for how you present growth.
Secondly, we have a course in thought leadership. This is something that more and more companies, mainly in B2B, use as a communication strategy. Here it is important that you in management are involved and can contribute.
Thirdly, we want to create a greater understanding of the opportunities and challenges of having multiple brands. These can be brands for the product or business area or completely independent brands. There are difficulties to avoid and opportunities to create if management is aware of them.
There are a number of marketing decisions and strategies that are valuable for management to have a better understanding of. Here we have selected three courses that provide further thoughts on how to develop your marketing. All of these are also important for management to know or be a part of in order to gain real momentum.
Firstly, we have a review of different growth plans. It is an easy way to get a greater focus on growth if you set a standard for how you present growth.
Secondly, we have a course in thought leadership. This is something that more and more companies, mainly in B2B, use as a communication strategy. Here it is important that you in management are involved and can contribute.
Thirdly, we want to create a greater understanding of the opportunities and challenges of having multiple brands. These can be brands for the product or business area or completely independent brands. There are difficulties to avoid and opportunities to create if management is aware of them.
Outro
Module 4:
Extra skills in tactics
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.
Introduction to Marketing Creativity
Creativity is at the heart of marketing. Creating something that is unique and new while being relevant and meaningful to customers has an impact on both product development and marketing communications. Here you will be introduced to the value of creativity and how to increase your and your team's creative ability.
You will learn how to work in groups to generate more creative ideas. This means both arguing why creativity is important and how to train your creative skills. You will get practical tips and an overview of how to hold a creative workshop with guaranteed more creative results.
Even in tactics and more operational areas, there are benefits if management has a better understanding. Here we have gathered three courses that we know are good for management to be aware of. First, we have a basic review of the importance of creativity. This will give you more insight into the value of creativity and how you can make sure to increase creativity in your marketing department.
Secondly, we consider it of great value if management has a greater understanding of how to evaluate marketing communications. The reason is that a lot of marketing communication fails and therefore it is important that you are aware of why this is the case and how to hold structured evaluations, instead of a lot of opinion.
The third course is an introduction to Growth Hacking. The reason is that this approach to communication and influence is also useful for you when it comes to communicating with employees and other members of management.
Even in tactics and more operational areas, there are benefits if management has a better understanding. Here we have gathered three courses that we know are good for management to be aware of. First, we have a basic review of the importance of creativity. This will give you more insight into the value of creativity and how you can make sure to increase creativity in your marketing department.
Secondly, we consider it of great value if management has a greater understanding of how to evaluate marketing communications. The reason is that a lot of marketing communication fails and therefore it is important that you are aware of why this is the case and how to hold structured evaluations, instead of a lot of opinion.
The third course is an introduction to Growth Hacking. The reason is that this approach to communication and influence is also useful for you when it comes to communicating with employees and other members of management.
Outro
Module 5:
Outro
Module 6:
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
