This course contains the use of artificial intelligence.

Most marketing courses teach you one of two things: a strategy you cannot execute, or a set of tactics that nobody can connect to revenue.

What usually goes wrong

You are running six channels. Three of them you inherited and have never questioned. You can report impressions, clicks and followers, and when the finance director asks what a customer costs to acquire and what they are worth over their life, the honest answer requires assumptions you would rather not say out loud. Meanwhile the strategy document written in January describes a market position that nobody in the company can state in one sentence. Neither half is wrong on its own. The gap between them is where the budget disappears.

What this course covers

Thirty-eight lessons across both layers. The management layer first: auditing an inherited position in fourteen days, competitive analysis including how to estimate a rival's unit economics, strategy through 4P, STP, Ansoff and the customer journey, budget with acquisition cost, lifetime value and return on spend, positioning and brand architecture, the digital funnel and attribution, structuring the function, and where AI actually helps. Then brand as a working system: auditing how you are described today including by the language models, the positioning formula, a messaging matrix, tone of voice and visual identity, campaign anatomy from big idea through creative to activation, influencer work, and dashboards with social listening. Then the hands-on layer: email and content, video, search optimisation, paid search with analytics, remarketing, paid social across five platforms each with its own logic, and the report that tells you where to move budget. Then earned and owned media: linking communications to business goals, reputation as an asset, key narratives, opinion leaders, the communications calendar, spokesperson risk, the first 24 hours of a crisis, and measuring by outcome rather than reach. Then the money: the revenue funnel from lead to payment, where it leaks, unit economics, the system of record, automation, and a 90-day rollout. Finally content production with AI, including building an assistant on your own material.

A note on one block

Six of the lessons — the practical channel work — were recorded with talent attraction as the campaign objective rather than customer acquisition, and the measurement lesson counts results in hiring terms. The channels themselves do not change: paid search, analytics and remarketing behave the same regardless of who you are bringing to the page, and this is the only place in the material where paid social is taken apart platform by platform rather than treated as one thing.

Who is teaching this

I am Mike. I built the people system at Preply as it became a unicorn, and I have worked at Wargaming, iDeals and Alfa-Bank. More than 1.6 million students have enrolled in my courses across 185 countries, and over 150,000 specialists have gone through my programmes. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries.

What is included

• Lifetime access to all 38 lessons

• Active instructor support in the Q&A section

• A Udemy Certificate of Completion

• Working material: the fourteen-day audit, the competitor matrix, the annual strategy template and its one-page version, the messaging matrix, the campaign brief, the channel mix, the funnel model, unit economics

• Both layers in one course: the strategy and the account you actually log into

Where to start

Write down what one customer costs you to acquire and what they are worth over their lifetime. If either number needs a guess, that is where this course begins. Enrol now and start today.