Course details
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Aims
This course aims to:
- introduce you to contemporary marketing thinking, exploring how marketing has evolved in a digital, data-rich and customer-driven environment
- develop your understanding of the Primary 5 marketing fundamentals model - Audience, Benefit, Content, Data and Experience - and how these elements combine to create effective modern marketing strategies
- equip you with practical tools and frameworks to design and evaluate marketing approaches that respond to changing customer behaviour, digital platforms and emerging technologies
Course 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If you want to master modern, agile marketing and leave outdated strategies behind, this course is for you.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 Primary 5 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.
What to expect on this 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 to your own context by working on your own marketing strategy using the Primary 5 Model, meaning that every session builds towards a cohesive and actionable marketing plan tailored to your startup or business.
Throughout the course, you’ll also receive coaching, peer feedback and real-time insights, helping you refine your approach with practical guidance.
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
1.Introduction to Contemporary Marketing & the Alphabet Marketing Model
- why traditional marketing frameworks are outdated
- overview of the Primary 5 Model
- how customer-centricity, agility, and digital-first thinking shape modern marketing
A - Audience: Understanding & Targeting Your Ideal Customers
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
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
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
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
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)
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, GEO/AEO, PPC and engagement-driven strategies
D - Data: Measuring & Optimising Marketing Performance
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
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
10. Course Wrap-Up & Marketing Plan Presentations
- final reflections and lessons learned
- showcasing marketing strategies using the Primary 5
- peer and group feedback session
- course completion and personalised marketing action plan
Learning outcomes
As a result of the course, you will gain a greater understanding of the subject and you should be able to:
- analyse a market and target audience to identify relevant customer needs, value perceptions and opportunities for differentiation
- apply the Primary 5 marketing framework (Audience, Benefit, Content, Data and Experience) to structure a coherent contemporary marketing approach
- develop a practical marketing plan that integrates customer insight, messaging, digital engagement and measurement to support business objectives
Required reading
There is no required reading for this course. See Course materials for supplementary reading once registered.