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A fundamental guide to marketing strategy

Welcome to Marketing Strategy, a collaboration between WARC and Cannes Lions.

This course will examine the insights and methods behind successful marketing strategies and equip you with the necessary practical skills as well as templates to help you plan, execute and measure your own campaigns.

You will learn the fundamental practical methods covering everything from the research phase, to objectives, KPIs, customer journeys, to briefing and evaluation.

The best news is you’ll be learning from some of the industries best strategic leaders as well as getting exclusive inspiration from Cannes Lions award winning case studies and research papers from the WARC archive.

Best of all this course is designed to be enjoyable and jargon free, so everything is in plain English,no prior experience required, upon passing you’ll get a WARC / Cannes Lions certification in Marketing Strategy.

How does it work?

Who is this for?

  • Anyone wanting to get into a marketing strategy role
  • Marketers and creatives who want a better understanding of the world of strategy
  • CEO’s or Founders, or owners of companies looking to understand strategy to help grow their business

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Chapters

AN INTRODUCTION TO MARKETING STRATEGY

Understand what marketing strategy is, how it works, why it's important and what you'll be getting up to in this course.

ANALYSIS: WHERE ARE YOU NOW?

Here we show you how to do the research so you can find the right answers and insights for your brand.

SETTING KPIS AND OBJECTIVES: KNOWING WHERE YOU WANT TO GO

Here we'll show you how to work out and set the right KPIs and objectives for your marketing.

MAKING YOUR PLAN: HOW TO GET THERE

A simple guide so you can create and use customer journey maps to better plan your path to success.

IMPLEMENTATION: PUTTING THINGS INTO PRACTICE

Learn how to make great briefs and work with different teams smoothly to give your strategy the best chance of victory.

EVALUATING SUCCESS: HOW EFFECTIVE WAS YOUR STRATEGY?

What does success look like? How to define it? What are the different ways to measure it?

SHARPENING YOUR STRATEGIC EDGE

A look at the skills you need to develop in the long-term so you can become a strategic genius.

EARN CERTIFICATIONS FROM LEADING BRANDS

COLLECT BADGES FOR BEING SMART

REAL TIME MARKING ON LESSONS

CLIMB THE INTERNATIONAL LEADERBOARD

Lucas F.

Argentina

Learning here is like ending a series that you love, you feel empty when is over.

Magnus H.

Germany

So glad I signed up! The variety of techniques to test your understanding is great and the team behind the scenes even better.

Ian H.

United Kingdom of Great Britain and Northern Ireland

42courses helped me land a plum job as a copywriter! So I love you all for life!

Nicola R.

South Africa

Fantastically interesting, diverse and ultimately engaging, perfect for the curious.

Andra N.

United States of America

Impeccable learning experience. The material is carefully curated and extremely engaging.

Meet your

Thought leaders

David Tiltman

David Tiltman is Head of Content at WARC. He has been writing about media and marketing for more than a decade, including six years at Haymarket Media Group. There he was features editor on Marketing magazine, based in London, before moving to the Hong Kong Office to become Managing Editor of Campaign Asia.

Website: warc.com

Amanda Fève

Amanda Fève is a partner and Chief Strategy Officer at Anomaly Amsterdam, where she partners with clients to define how brands communicate and behave to unlock growth in an increasingly complicated and cluttered world. Since joining Anomaly in 2012, Amanda has led the strategic thinking on clients including Converse, Johnnie Walker, T-Mobile and IKEA.

Website: anomaly.com

Mick McCabe

Mick is the Chief Strategy Officer for Publicis Worldwide, working with the North American and Global teams. He previously held the North American CSO role at Leo Burnett, in addition to CSO roles at Deutsch and KBSP.

Website: www.publicis.com

Amy Winger

Amy is global Chief Strategy Officer at VMLY&R. She is a passionate advocate for effectiveness and firm believer in the importance of rallying the entire advertising ecosystem around the cause.

Website: vmlyr.com

Gurdeep Puri

Gurdeep is a founding partner at The Effectivness Partnership and previously headed up Effectivness at Leo Burnett. Gurdeep has helped clients win over 60 creative effectiness awards globally and is also a qualified Econometrician….bascially he’s pretty smart when it comes to planning and effectiveness :)

Website: theeffectivenesspartnership.com

Michael Chadwick

Michael is the Chief Strategy Officer for Dentsu in Asia Pacific, building a 21st century planning capability designed to grow brands in the modern economy. He is responsible for the strategic capability of more than 30 offices in 17 markets around the region.

Website: dentsuaegisnetwork.com

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What people are saying

Aaron B.

United States of America

Marketing Strategy pulled the Chief Strategy Officers of the leading Agencies globally and developed a BRILLIANT curriculum for beginners and advanced strategist to learn from.

Jan M.

Czech Republic

Great Marketing strategy 101 course - everything you need to know to start your carrier as a strategist. This was an amazing course. One of the best courses on your website. It is full of interesting case studies and it is also well structured.

Ellyne P.

Singapore

I love how easy it was to understand!

Stephen B.

United Kingdom of Great Britain and Northern Ireland

On the whole, the course is good, I spotted a few typos and ambiguities which I communicated to the team and now seem to be fixed. As a learning platform, you are closer to perfect than you think. My daughter's Nec GCSE courses are a nightmare in comparison.

Dave D.

South Africa

Really enjoyed this course. Not quite what I expected but in a good way. Good mix of case studies, videos and helpful other stuff.

Monil N.

India

Enjoyed the course. Liked the case studies, would be nice if you did live classes.

Nick C.

Germany

Helpful course if you want to learn more about the subject. It's not intimidating too which is great for those worried it might be. Some great marketing examples in there to learn from.

Magnus H.

Germany

A helpful guide for those new to the world of strategy, the case studies alone are invaluable and the extra resources and templates were helpful too.

Giovanna R.

Italy

very useful and inspiring

David S.

Germany

Good overview and often good further reading material

Aiden C.

Ireland

I originally signed up for this course as a refresher, however, the quality and content delivered profoundly more than I had anticipated. it's challenged my thinking and given me a more effective framework to make better strategic decisions, I'm hooked.

Julie B.

Canada

Thank you 🙏🏻 great insights and a great refresher course

Sergio C.

Bolivia (Plurinational State of)

Interesting content. Could be even better with more practical exercises and peers reviews.

Chris B.

Switzerland

I found it too be too light on actionable details. While I understand that nature of MKT strategy is that it's designed to be high level thinking and that the course left me wanting more examples to work through or challenging practice cases where the answer isn't so clear (everyone is familiar with Nike, but doing the same exercise for a less well known company would have helped clarify the thinking process you need).

Johanna A.

United Kingdom of Great Britain and Northern Ireland

Great course. Loads of interesting case studies and helpful links. Have enjoyed some of the other courses and this one was similarly good.

Verity A.

United Kingdom of Great Britain and Northern Ireland

Great for marketers like me who would like more experience with the stragegy side over the creative side. Love the resources and videos along the way. The test questions also really make you think - I enjoyed filling in a mock brief! Really interesting course

Christine N.

Malaysia

It's a good fundamental course for those who want to know more about the necessary groundwork for an overall marketing strategy.

Bren B.

Germany

The course was informative, interesting and engaging - what more can you ask for? The course materials are written with great attention-to-detail as there are no typos, questionable grammar or even spacing errors. This may seem like a strange point, but if you pay so much attention to this area, imagine how caring the course creators were when it came to the actual syllabus and content. The summary materials emailed after completion was a really nice touch - they are just an example of the entirely pleasant experience of everything to do with 42 Courses. Highly recommended.

Mojobrands L.

Portugal

This course is extremely complete as it shares all points of marketing strategy, step by step. All examples help us understand every move that needs to be made. I feel extremely confident I would be able to develop a project with all the tools provided by this project

Balazs C.

Hungary

you will get a comprehensive overview on marketing strategy with some really interesting case-studies

Moyosoreoluwa A.

Nigeria

Fantastic

Olya G.

Ukraine

Amazing course!

Alejandra L.

Mexico

The examples used to explain each segment are simply brilliant. Loved this course!

Vassilena V.

Bulgaria

Amazing course! Special thanks to 42 courses for this opportunity to pass this courses and develop my skills in the marketing field.

Chris S.

Australia

This course is a must for anyone wanting a better understanding into marketing strategy. I've done other courses on marketing strategy that were way longer, with less crucial information. Do yourself a favour, do the course.

Chloe M.

United Kingdom of Great Britain and Northern Ireland

The course is a great introduction to marketing strategy and gives you an understanding of what is entailed in the role.

Nara C.

United Kingdom of Great Britain and Northern Ireland

Well structured, logical, insightful. And fun!

Aleš K.

Czech Republic

Great course to provide an overview of marketing strategy.

Alberto S.

Italy

If you work in marketing, this course will help to organize your job and to potentiate your skills

Jair G.

Mexico

Really loved the course, all the resources and cases are very interesting. I also loved the way they encourage you to apply everything seen in the course.

julian c.

United States of America

I found the course topic valuable but the content sloppily put together. I signed up / paid hoping to have definitive and well organized direction. All too often there's links to articles all over the internet - why would I pay for that? For customer journey there was a post to a McKinsey article from 2009 talking about the emerging nature of the internet. When it came to collaboration during implementation, there's links to articles about strategic brand partnerships - not helpful when talking about the nuances of inter-agency partnership. In addition, it seemed each chapter was written by someone different and no one coordinated the chapters - the information on customer journey jumped back and forth with no definitive advice on the best place to start creating it. Some of the content was actually good, but other content was 'google-search-generic'. Talking about CX, I went through your site, thought you're affiliated with warc, and expected premium quality based on the strength of that brand and some of the names I recognized; however the delivery was a let down based on my expectations. It felt like you could have created something of quality, but instead, Im afraid to say, it felt really lazy. Either change the description to be an entry level intro for people outside the industry, or fulfill the quality that this course could provide. Hope that helps.

Charlotte E.

United Kingdom of Great Britain and Northern Ireland

Very insightful and incredibly useful across all disciplines of Marketing

Rawan H.

United Arab Emirates

Absolutely leveled me up. This course has a plethora of information that makes you feel like you can be a CMO after it! Loved every second of it.

Thomas R.

Ireland

This course has been a real inspiration. Well presented from the start, the course comes with many helpful chapters and case studies that guide you towards best practise in marketing strategy. The course materials are rich in detail and worth revisiting again and again.

Alexia C.

United States of America

Great course!

Frank C.

Venezuela (Bolivarian Republic of)

Just great!

Jose M.

Mexico

As a creative, If you are interested in upping your game, this is a very good way to do it.

Daniel W.

Germany

This course is great for very first beginners but for advanced too, as it reflects a remarkable view on this topic. Very nice, snackable and it really helped me to understand how to make my daily business a bit better. Totally recommend it.

Lee C.

United States of America

I thought the materials in this were relevant, up to date, and it was a good overview of marketing strategy. Really made me think in areas.

Craig H.

United Kingdom of Great Britain and Northern Ireland

This course whilst is focussed on Marketing can easily be transposed to other business strategies. The blend of videos and written material helps to guide you through something which people feel is a complex and challenging topic.

Morolayo W.

Nigeria

Very educational and insightful. I learnt a lot especially because of the case studies. I also enjoyed the discussions.

Tom C.

China

8 out of 10, well organized, compelling examples and comprehensive knowledges.

Shadi A.

Palestine, State of

Great course! Simple, short and straight to the point.

Saritha I.

India

I loved this course and I got to use them into practice as well

Mariano A.

Mexico

Good course withe the basics of MKT Strategy. I liked the way it simplifies concepts and the resources are great to understand the topics or kind of seeing them in practice.

Anna K.

Netherlands

I really enjoyed the course. Perfectly bite-sized, easily digestible chapters were a great refresher of the main subjects around Marketing Strategy. A top selection of case studies for each topic gave really good industry insights.

Maha M.

Saudi Arabia

It was an amazing an fun course that i learned from and enjoyed as well

Micaela B.

France

Although a few chapters may have been foggy in terms of expressing ideas, overall the courses are short and straight to the point. If some points need to be developped, the case studies are great extra resources which is fitting for people who learn better through practice or visual experience like I do.

Karina P.

Russian Federation

Great number of cases and templates, which can easily be taken into work!

Starley S.

United States of America

Every Creative person should take this course because it will help them to understand the process behind the brief and the why of everything their team is asking for.

Judah J.

Nigeria

If you have any questions concerning advertising, psychology and marketing, this is the right academy for you! Very informative, helpful and challenging

Diya M.

India

excellent course!

Silvi S.

Estonia

Oh wow, I can't believe I made it out alive. Only 2 lives left. This course was heavier than the others I have gone through, so far - which means it has some useful information packed inside I have not come across in other places, before. This is a very serious, good course! Anyone in any kind of business WILL benefit from knowing what's being taught here.

Varun K.

India

Good for those who want to understand better or get into Strategy role. For those already in Strategy can be a good reinforcement of basics.

Philip S.

United Kingdom of Great Britain and Northern Ireland

A fantastic primer to strategy for newbies and great refresher for those that work with strategists and want to know more

Denisa I.

Romania

Really helped me get a clear picture of a strategist day to day life: point of focus, how to organise and where you can find the informations.

Rory L.

United Kingdom of Great Britain and Northern Ireland

I hope you like acronyms.

Robert T.

Slovakia

Great and complex, few very good and shareable thoughts.

Frank M.

Uganda

I found the course very insightful and I would highly recommend it to anyone and everyone who is interested in becoming a better Strategist.

dan s.

United Kingdom of Great Britain and Northern Ireland

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Heba B.

Egypt

Incredible learning.. an eye opener for alot of givens

Zolzaya E.

Mongolia

Totally satisfied with the overall course and very rich contents and case studies

Christos L.

Greece

Simple and unique. Love 42courses!

Suvid S.

India

Hint of details worth separate courses, excellent for budding marketeers

Mitchelle D.

Nigeria

I saw Marketing Strategy through a simple, engaging and interesting learning experience on how to reach prospective consumers and turn them into customers of our products or services.

Gabriel B.

Colombia

I like this a lot

Viktor S.

Ukraine

This course helps you think globally

Claudia S.

Italy

It's an helpful course which describes the most important point for building a relevant marketing strategy.

Ife T.

Nigeria

Introduces you to the essentials of marketing strategy. Strongly recommend

Armin H.

Germany

A treasure chamberfull of learnings, insights and inspiration. I end every session full of energy.

zin P.

Myanmar

Strategy must to know every marketer.

Nyi M.

Myanmar

Very insightful

Selin T.

Turkey

I've had so much fun learning from this course! A big thank you to the team behind it.

Karina S.

Germany

Great refresher on the essentials of a profound marketing strategy. MUST for all marketeers who seek for strategic advice. Great case studies and examples that truly inspire.

Georgios K.

Greece

A modern way of learning. I enjoyed it. Various resources and to the point. I liked the fact that I can see others people replies under the questions. Its very inspiring and interactive.

Bálint S.

Hungary

Great overview of the Strategic Planner role and tons of great articles.

Dylan G.

United Kingdom of Great Britain and Northern Ireland

Well written lessons and great insights from industry experts. Would recommend!

Nizar W.

Kuwait

A brillaint course, packed with information, isnight, and knowledge, I never thought I would say this but this is course I would re-take again.

Valerio C.

Italy

Every Marketers must start with this course

Anastasia E.

United Kingdom of Great Britain and Northern Ireland

Great, easy to follow format + a lot of supporting materials. Love the videos and case studies.

Hamza R.

India

The course was very insightful and engaging. Not something to be rushed through and in a hurry. Lots on concepts to soak in and register.

Zaffer M.

India

courses on this platform don't require a review, all the courses presented here offers great value.

antal b.

Netherlands

this course will get you thinking about the real value of strategic thinking and why its so important.

Anahit V.

Armenia

Case Studies are great in this course.

Louise W.

Ireland

Extensive, practical and helpful in any line of business. Assists in focused and directed thinking

Khant H.

Myanmar

This course is a great one for every strategist out there- with a lot of insightful case studies from international brands.

Iyanuoluwa A.

Nigeria

Incredibly grateful to the exposure I had from taking this course. Enlightened on the process and approach to deploy an effective marketing strategy

Matt P.

United Kingdom of Great Britain and Northern Ireland

Really enjoyed this course. Should be treated as fundamental learning for all marketeers. Again the case studies were incredible.

Antonella Z.

Italy

a mix of basic and more advanced concepts, not well coordinated

Adam D.

Poland

An eye opeining experience. Highly recommended.

Tunde O.

Nigeria

Marketing strategy simpliflified

Marti D.

Spain

Excellent refresh to strategy.

Raphael T.

France

Really remarkable, I learn a huge amount of things in a truly short time !

Asli M.

United Arab Emirates

It was an amazing refreshing for me! Great case studies and entertaining examples.

Cynthia V.

France

Clear, fresh, funny and direct learnings from the best. Independently of your role, this course provides you keyy take aways and best in class case studies to improve and continue improving in your marketing strategies.

Blake B.

United States of America

Not a bad course, but also not the best course 42 has to offer.

Faisal A.

Saudi Arabia

this course really helped me to be more strategic

Alejandro L.

Argentina

It was a great course of marketing

Kristina K.

South Africa

An ideal course to brush up your 'strategy' potential. Besides plentiful of the best-case studies, the course aims to broaden your horizons in an interesting and engaging manner.

Dario C.

Italy

A very good introduction to Marketing Strategy, with great tips and case studies

Shreekant P.

India

Fabulous Course

Daniel M.

Colombia

It´s an excellent resource of knowledge for anyone who wants to work as a planner / strategist. The cases and the articles provided by WARC are a wonderful complement to the ideas presented in the class. And the best is that you´re learning from the leaders of our industry, which is something you won´t experience anywhere else.

Nikhil G.

India

It is a great course. Very interactive and engaging. I have truly learned things by taking this course. However, just like a warrior is insignificant without a platform to showcase his skills, similarly what good is a course if it doesn't directly give way to better opportunities. It would have been great if the course came with if not a promise then at least a window to related job opportunities.

Neil C.

Singapore

Value packed. Definitely worth it, goes through everything you need for strategic thinking and creative marketing planning.

Jan-Nico C.

South Africa

It's an area which is immensely important, but of which I did not know a lot. I'm feeling more empowered now that I understand the process.

Noel G.

India

A comprehensive syllabus! Great resource!

Brian D.

Ireland

The course is so concise but engaging throughout. The gamification element to the questions makes it more engaging. Lots of great case studies and real life examples

Ben R.

United Kingdom of Great Britain and Northern Ireland

A succinct, highly engaging and interesting course that gets you thinking without having to be too time consuming

Mary O.

Nigeria

The case studies really helped in practicalizing the course.

Brian A.

Kenya

Really insightful to hear from industry leaders

Natasha M.

North Macedonia

А wonderful educative journey through the field of marketing strategy with interesting and important elements and points in order to more in-depth analysis of the marketing strategy as well as a clear view of the big picture when making a marketing strategy for a certain brand.

Yasser O.

United Arab Emirates

Being in marketing but from the production side of the business, I learned a lot. The information was detailed but not overwhelming. Interesting and fun. What was quite interesting is that I started to pay attention to the strategy section in the brief that I got, look at them objectively and make a more qualified opinion of the strength and weaknesses of the strategy and practice and develop my own strategy skills.

Grit W.

Switzerland

Great insights and lots of additional good reads.

Thiruveedhula S.

India

One of the best courses I have ever taken up so far. With lots of insights and expert driven curriculum. It is must for all marketing strategist. Awesome!!

Nick B.

South Africa

With all the 'quick' content that is flying around these days, a well thought out and resource-heavy course, such as this, is an extremely rare thing. It is definitely a course I'll be referring back to for a long time coming.

Soe S.

Peru

Great course, excellent case examples and readings.

Leo F.

Argentina

Great content.

Andreas P.

Greece

A great course with great examples ! Some questions are tricky and other interesting. I higlhy recommend it !

Siluvai A.

India

It’s an interesting and knowledge gaining course. This will give a startup for Marketing Strategists to move towards a discipline

Heidi S.

United Kingdom of Great Britain and Northern Ireland

I don’t work in advertising or marketing but I am building an online business for which marketing strategy skills are critical to my success. I liked very much the module on measuring success, particularly the case studies.

Paul H.

Austria

You`ll learn more than you think is normal for an online course. Loved the case studies

Mathew C.

Ireland

It's a good course as it's exactly what it says on the tin.

Toyin A.

Nigeria

A great and an eye opener of a course!

Olanike L.

Nigeria

Helps me to realize the future of strategy lies in data

Milo P.

United Kingdom of Great Britain and Northern Ireland

Very concise, comprehensible and digestible.

Karla B.

Puerto Rico

A good course for creatives, not for strategists.

Omokolapo O.

Nigeria

Marketing Strategy from CANNES is simply amazing.

Vaquas A.

United Arab Emirates

This is a masterclass and a great learning experience on how to strategise

Irina M.

United Kingdom of Great Britain and Northern Ireland

The platform is really great, from the way the content is filtered and structured to design and presentation aspects. High quality learning experience!

Anchalee H.

Thailand

It's hard some chapter but that's ok.

Chad P.

United States of America

Learned a ton , gets your mind in the right place.

Emily W.

Myanmar

It's a strategy holy grail course. No regret. Guaranteed.

Emily B.

United States of America

So many great insights and tools

Jade H.

Australia

My first course on here and not disappointed, great insights, easy to use platform and really interesting case studies and additional resources. Highly recommend!

Sam R.

United Kingdom of Great Britain and Northern Ireland

Really great course with lots of brilliant examples and things to think about. Most importantly, the course is current and uses real examples which makes for a rich and relevant learning experience.

Janet C.

Australia

Your brand can only be as good as your strategy so great course to help set the direction for your brand

E E.

United Arab Emirates

Great course to take

Damilola W.

Nigeria

It was a great learning experience. The classes were succinct and engaging. The style of delivery is also deliberate, making it easy to follow through till the end. Learnt a lot

Peter D.

United Kingdom of Great Britain and Northern Ireland

Excellent course covering the key elements of marketing strategy. Taught in the usual 42 courses style - interactive, fun and informative.

Angelica F.

United Arab Emirates

The course is heavily focused on teaching rather than pressuring you on complicated assessments. Plus the case studies presented can give you a lot of inspiration.

Kirsten M.

Singapore

The course is quite useful but please read the quiz questions carefully. Sometimes they are tricky.

Stuart M.

United Kingdom of Great Britain and Northern Ireland

Superb. In-depth, easy to understand, and delivered by people who have been there, done it, bought the T-shirt, and then redesigned it. This is a must for anyone working in or on the fringes of marketing.

Judy K.

United Arab Emirates

very informative with great supportive case studies

Haris T.

Germany

Its the best course I ever have participated regarding marketing strategy

Phil L.

United Kingdom of Great Britain and Northern Ireland

Very concise and informative overview on what it takes to be a marketing strategist. The case studies and further reading are fascinating, and gave a great insight into how great brands operate.

Remilekun D.

Nigeria

The entire module was KISS ( Keep It Simple). Very insightful. I will definitely treat brands from a different perspective.

Elizabeth G.

United States of America

The course is incredibly informative and up-to-date with what we're currently seeing in 2020. It does a great job of identifying long-term strategy/brand building, breaking down the roles and responsibilities of a comms/media planner, and so much more. I strongly encourage anyone looking to become a strategist or just build up that knowledge to take this course.

Oyeronke G.

Nigeria

Quite an interesting experience...The way topics were explained were rather simple and to the point.

Isabella I.

Canada

Great introductory course for someone just starting, but also a good foundational refresher.

Mona H.

Italy

Loved it, very clear and enjoyable course. Each level explains clearly the topic and shows some helpful materials and cases to better understand.

Sherif A.

Nigeria

This is Marketing Strategy made simple. It is so easy to learn that it will make you feel like a professional in no time. The examples are actually very relevant.

Sean B.

South Africa

Great course, which was short and punchy and really fun to work through. I really enjoyed the case studies which were extremely relevant and provided a huge amount of value.

Simon A.

United Kingdom of Great Britain and Northern Ireland

Great course, succinct, clear and totally actionable!

Sherman S.

Canada

This course was great, it covers a lot of essential things. I recommend this course is you want to brush on your skills or just starting out.

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Marketing Strategy