• adelaide

Developing Your Marketing Strategy

Plan and perfect your marketing strategy to boost the profitability of your business with the University of Adelaide.

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Developing Your Marketing Strategy

  • 4 weeks

  • 1 hour per week

  • Digital certificate when eligible

  • Introductory level

Find out more about how to join this course

Master marketing planning and strategy

Thinking ahead and planning effectively is the only way to guarantee your brand hits its mark. On this four-week course from the University of Adelaide, you’ll learn how to build a well-thought-out marketing strategy from the planning phase through to implementation.

Focussing on professional skills and practical case studies, you’ll learn how to reach the right audience with the right marketing tools and channels.

Position yourself and identify your target audience

Week 1 of the course will consider the ‘who’ of marketing. You’ll discuss where your brand sits in the market, and determine which audiences it should be reaching.

You’ll understand the importance of positioning and demographics for any marketing strategy.

Develop your brand essence, voice, and messaging

Once you know who your target audience is, you need to decide how you communicate with them.

Guided by your course leader, you’ll develop your brand essence, tone of voice, and key messages. You’ll learn how to turn those messages into clear and compelling marketing content.

Choose your marketing channels and implement your strategy

In the last week of the course, you’ll put theory into practice and learn how to implement your chosen strategy. You’ll review a range of communication channels and select those best suited to your brand.

You’ll finish the course with a watertight marketing strategy and all the skills you need to implement it in your business.

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Skip to 0 minutes and 9 seconds Did you know that many business owners start communicating or selling their business without a clear reason? Or that the pandemic has forever changed the way people access, read, view and use marketing information? Let me ask you, do you have a marketing strategy to sell your goods and services that is pandemic adjusted and helps you identify new opportunities? This course is essential if you are looking to update your marketing skills for the needs of contemporary society. This course will demystify the basics of marketing and unpack the elements of a marketing strategy outside of the black box, by working from conceptual content through to real world practical examples.

Skip to 0 minutes and 49 seconds So enrol today in this course to help optimise your marketing strategy to meet the needs of a changing audience.


  • Week 1


    • Getting started

      This section includes all the information you will need to get started in this course.

    • Introduction to Week 1

      Let's take a look ahead to see what we'll be covering this week.

    • What is marketing strategy?

      Find out what marketing strategy is, how it is structured and how strategies and plans work together with marketing, PR and advertising.

    • Setting goals and objectives

      Find out how to set marketing goals and develop your value proposition. Learn about the 7 Ps of marketing and how they impact on customers.

    • The challenges of marketing

      What are the main marketing challenges and how can you respond? Find out and share your thoughts in this activity.

    • Assessment

      Do you know how to structure a marketing strategy aligned to business and organisational goals? Can you identify likely challenges? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

  • Week 2


    • Introduction to Week 2

      Let's take a look ahead to see what we'll be covering this week.

    • Who are you?

      Find out about positioning strategies and brand essence. Who are you in the marketplace? Who could you be? What is your brand essence or value proposition?

    • Who are they?

      Discover why it is important to know who your audience is. How do you identify them and the buyer personae? How do demographics work?

    • How do you target your audience?

      Learn how to target your audience using demographics and segmentation. Consider the customer journey.

    • Assessment

      Do you know how to describe the importance and structure of marketing, communication and PR activities? Answer some multiple choice questions about positioning strategies, brand essence and identifying and targeting your audience

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

  • Week 3


    • Introduction to Week 3

      Let's take a look ahead to see what we'll be covering this week.

    • What are your messages?

      What will your key messages be? Find out how to develop your voice and content for your channels.

    • Channels

      Learn how to decide what channels you should use and the best way to use them.

    • Risks and resources

      What risk strategies do you need? What resources should you have in place? Learn about risk types and risk management. Consider resource challenges you might face.

    • Assessment

      Do you know how to analyse and identify marketing channels for inclusion in a marketing program? Can you identify risks? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

  • Week 4

    How and when?

    • Introduction to Week 4

      Let's take a look ahead to see what we'll be covering this week.

    • The final stage of your strategy: evaluation

      Find out what you should be evaluating and how to go about it.

    • Implementing your strategy and plan

      What are the steps towards implementing your marketing program and what challenges will you face? Find out in this topic and share your thoughts in some discussions.

    • Reviewing your strategy

      Find out what to review and how feedback can inform your future plans.

    • Assessment

      Do you know how to review marketing strategies and programs? Can you identify and measure success models in marketing? Take this test to check your knowledge.

    • Bringing it all together

      Let's reflect on what we've covered this week and take a look at what's coming up next.

    • What's next?

      Congratulations on reaching the end of the course. Let's reflect on what we've covered over the past weeks and look at ways for you to carry on learning!

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explain the alignment of marketing strategies with business or organisational goals.
  • Describe the importance of marketing, communication, and PR activities in achieving business or organizational goals.
  • Identify possible challenges to be overcome when implementing marketing strategies.
  • Critique existing marketing strategies and programs to recommend improvements.

Who is the course for?

This introductory course is designed for anyone interested or involved in marketing for a business.

It will be suitable for both new and experienced marketers working in any region of the world.

Who will you learn with?

David Rawlings is a marketing professional with 30 years' in industry. His delivery and teaching style is engaging and accessible, backed by years of workshops, webinars, presentations and lectures.

Who developed the course?

The University of Adelaide

The University of Adelaide is a world-class teaching and research institution. They are committed to developing quality students and lifelong learners who are recognised for their skills, creativity, global outlook and ability to succeed.

  • World ranking

    Top 110Source: QS World University Rankings 2023

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Ways to learn

Choose the best way to learn for you!

Subscribe & save


For the first two months. Automatically renews

Develop skills to further your career

  • Access to this course
  • Access to 1,000+ courses
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Cancel for free anytime

Buy this course

$129/one-off payment

Fulfill your current learning need

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible

Limited access


Sample the course materials

  • Access expires 1 Jul 2023

Find out more about certificates, Unlimited or buying a course (Upgrades)

T&Cs apply.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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