You will build your project’s marketing and commercial plan at two levels. The strategic plan defines your long-term goals, who you target and how you will compete; the operational plan turns all of this into concrete yearly actions, with your marketing mix, sales plan and budget.

Who is your customer, and what do they really need?

This module is very practically oriented. Instead of filling in a template for the sake of it, you will learn the logic behind a marketing plan and keep only what makes sense for your business idea. Using the Brand Key framework and real examples, you will apply each step to your own project, in class and between sessions.

Tools and a step-by-step method to prioritise your customer segments, test your insight against real evidence and define a clear value proposition and positioning.

To build your Brand Key and complete your Marketing & Commercial Plan, setting out which levers of the marketing mix to prioritise, how much you plan to sell and what it will cost. The plan will also feed into your financial projections.