Essentials in Marketing

Gain strategic marketing skills to help your organisation succeed


FT ranked logo colour

in Executive Education according to the Financial Times


former participants


for Learning Impact

In today’s dynamic, fast-moving and competitive business world, strategic marketing knowledge and skills are a must-have. 

On this 100% online, self-paced programme, you’ll live and learn marketing strategy, get the tools you need to understand your organisation’s approach – and discover how the right marketing can help your organisation stand out. By the end of the programme, you’ll be ready to leap into marketing decisions and projects with confidence. 

Detailed programme

This programme comprises four modules – each diving into a different aspect of strategic marketing: 

Module 1: Kick-off and marketing analysis  

  • Explore the five Cs of marketing – company, collaborators, customers, competitors and context 
  • Gain insight into the strategic parties in your market and understand their interests 
  • Identify where you can create value 

Module 2: Market segmentation 

  • Discover the segmentation, targeting and positioning process (STP) 
  • Learn to carry out market segmentation and assess it critically 

Module 3: Value proposition  

  • Explore how a value proposition can give a business a competitive advantage 
  • Learn to look at value from different perspectives 
  • Define a customer-focused value proposition 

Module 4: Conclusion 

  • Evaluate what you’ve learned during the programme 
  • Create a plan for using your new knowledge and skills  

Programme design 

This online journey brings together learning formats including videos, interviews, questionnaires, case studies and real-life examples - alongside background reading and questions to help you reflect on your experience. 
You’ll have the opportunity to put what you learn into practice and use templates to capture strategic information about your organisation.  

You can start Essentials in Marketing at any time – and study wherever and whenever suits you. It takes around 10 to 12 hours to complete the programme and you can split this time over a maximum of three months.  

Learn to speak business

Want to broaden your overall business understanding with five in-depth online modules covering strategy, finance, marketing, operations, and people skills? Our 10-week online learning journey ‘Business Essentials’ is exactly what you need!

Why this programme

If you’re ready to get involved in your organisation’s strategic marketing approach, this programme is just what you’re looking for. You’ll get to know the competitive market landscape and evaluate your current position. And you’ll develop a unique, customer-focused value proposition. You’ll also gain the knowledge and confidence to build strong relationships with colleagues in marketing – and take an active role in marketing discussions.

Who should attend

  • Professionals who are new to marketing 
  • Professionals who work closely with their organisation’s marketing teams

In previous editions, we had the pleasure of welcoming participants from companies like:

Van Maele logo



Fred Lemke

Fred Lemke

Professor of Marketing and Sustainability

Fred Lemke explores the impact of marketing on business and society.