Course details
Tutors
Aims
This course aims to:
• equip you with modern, agile marketing skills
Provide a structured marketing framework that integrates audience insights, value proposition design, content strategy, data-driven decision-making, and customer experience management.
• enable you to develop data-driven, adaptive marketing strategies
Teach you how to collect and analyse customer data, implement rapid experimentation,
and adjust marketing campaigns based on real-time feedback and analytics.
• help you create a marketing plan that aligns with your idea
Guide you through the development of a marketing strategy tailored to your business, emphasising growth, scalability, and customer engagement.
Content
If you want to master modern, agile marketing and leave outdated strategies behind, this course is for you. Designed to help you build, test, and optimise your marketing efforts in a fast-changing digital world, it will give you the practical skills and confidence to create high-impact, customer-focused campaigns.
Throughout the course, you’ll learn how to identify and target the right audience, ensuring your message reaches the people who matter most. You’ll craft a compelling value proposition that sets your business apart and develop engaging, high-quality content that drives real connections and conversions. Using agile marketing techniques, you’ll gain the ability to test, iterate, and refine your strategies—making smart, data-driven decisions that maximise your impact.
This course also helps you design seamless customer experiences that build trust, loyalty, and advocacy. With a focus on real-world application, you’ll work on your own startup or business idea, applying the Alphabet Marketing Model through hands-on exercises, group work and feedback.
By the end, you’ll have a fully developed marketing plan that you can use immediately to attract customers, grow your brand, and stay ahead in an ever-evolving market. Whether you’re launching a new venture or looking to refine your approach, this course will give you the tools, techniques, and mindset to market with confidence and agility.
Are you ready to take your marketing to the next level then this course is for you.
Presentation of the course
This course is highly interactive, hands-on, and designed for real-world application. Rather than passive lectures, you’ll engage in a dynamic mix of practical exercises, live experiments, and collaborative discussions, ensuring that you can immediately apply what you learn to your own marketing challenge.
Each session is structured to provide you with a clear understanding of key marketing principles before diving into practical, real-world application. You’ll start with brief, engaging insights into modern marketing strategies, followed by examples of how successful brands use agile marketing, data-driven decision-making, and customer experience design to grow.
From there, you’ll get to apply these concepts directly through structured worksheets, group exercises, and hands-on workshops. You’ll be working on your own marketing strategy using the Alphabet Marketing Model, meaning that every session builds towards a cohesive and actionable marketing plan tailored to your startup or business.
You can expect to take part in:
• customer persona development and audience mapping exercises
• live content creation and agile content marketing sprints
• hands-on A/B testing and marketing experimentation challenges
• analytics deep dives, where you’ll track, measure, and optimise marketing efforts
• customer experience design workshops to refine engagement and loyalty strategies
Throughout the course, you’ll also receive coaching, peer feedback, and real-time insights, helping you refine your approach with practical guidance.
The final session will be a Marketing Pitch Showcase, where you’ll present your marketing strategy and execution plan, receiving valuable feedback to refine your approach before launching it in the real world.
By the end of the course, you’ll not only have a fully developed, data-driven marketing plan but also the skills and mindset to continuously adapt and innovate in an ever-changing market.
This is a fast-paced, hands-on learning experience—so come prepared to experiment, test ideas, and take your marketing to the next level!
Course sessions
Session 1: Introduction to Contemporary Marketing & the Alphabet Marketing Model
• why traditional marketing frameworks are outdated
• overview of Audience, Benefit, Content, Data, and Experience (A-B-C-D-E)
• how customer-centricity, agility, and digital-first thinking shape modern marketing
• exercise: Quick self-assessment – Where does your current marketing stand on A-B-C-D-E?
A - Audience: Understanding & Targeting Your Ideal Customers
Session 2: Defining Your Audience & Market Segmentation
• understanding market segmentation and audience targeting
• using demographics, psychographics, and behavioural insights
• identifying influencers and network mapping for audience engagement
Session 3: Customer Behaviour & Journey Mapping
• how customers think, act, and make buying decisions
• mapping the customer decision journey from awareness to loyalty
• integrating omnichannel marketing into the audience experience
B - Benefit: Crafting a Powerful Value Proposition
Session 4: Positioning & Competitive Differentiation
• how to define and articulate your unique value proposition
• competitive positioning—what makes your brand different?
• mapping unique benefits against competitors
Session 5: Pricing, Perceived Value & Customer Benefits
• aligning pricing strategy with customer expectations
• understanding price vs. reward dynamics
• creating offers that enhance perceived customer value
C - Content: Creating High-Impact Engagement Strategies
Session 6: Storytelling, Brand Voice & Content Strategy
• developing a strong brand voice
• using storytelling to create engaging brand narratives
• planning content for different formats (video, blog, social, email)
Session 7: Agile Content Planning & Multi-Channel Distribution
• creating an agile content calendar that adapts to trends
• leveraging social media, email, video, and influencer marketing
• maximising reach with SEO, PPC, and engagement-driven strategies
D - Data: Measuring & Optimising Marketing Performance
Session 8: Using Data & Feedback Loops to Drive Marketing Decisions
• the importance of customer data, metrics, and analytics
• understanding key performance indicators (KPIs)
• how to track Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC)
• using customer feedback to improve marketing effectiveness
E - Experience: Creating Brand Loyalty & Advocacy
Session 9: Building Customer Experience & Retention Strategies
• how to turn first-time buyers into loyal brand advocates
• the psychology of customer experience (CX) and emotional engagement
• creating seamless, omnichannel brand interactions
Session 10: Course Wrap-Up & Marketing Plan Presentations
• final reflections and lessons learned
• showcasing marketing strategies using the Alphabet Marketing Model
• peer and group feedback session
• course completion and personalised marketing action plan
Learning outcomes
You are expected to gain from this series of classroom sessions a greater understanding of the subject and of the core issues and arguments central to the course.
The learning outcomes for this course are:
• develop and implement a modern, customer-centric marketing strategy using the Alphabet Marketing Model - focusing on audience insights, value proposition, content creation, data-driven decisions, and customer experience
• leverage data and agile marketing techniques to continuously test, iterate, and optimise campaigns, ensuring alignment with shifting market conditions and consumer behaviours
• create high-impact, engaging content and seamless customer experiences that build brand loyalty, advocacy, and long-term business growth