Become great at marketing strategy

Learn how to build and execute an effective marketing strategy

Online course:
Marketing Strategy

By Lindsey Christensen,

Head of Marketing, B2B @ Flywire

Course length: 1h 00min

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English subtitles Certificate included

Turn your marketing department into a valuable profit center

For many companies, marketing strategy can feel like a black box.

Because there’s no one-size-fits-all approach, even smart marketers wonder where to start. For junior and mid-level marketers especially, crossing the gap from individual contributor to strategic leader can seem insurmountable.

It’s time we change that.

With the right approach and a few key frameworks, you can learn to think like a strategist and turn marketing into a key growth engine for your business.

Course overview

After taking this course, you’ll:

  • Prioritize your marketing efforts – Use frameworks to identify the important initiatives to focus on in a sea of options.
  • Make a tangible impact – Learn how to organize marketing experiments and measure results.
  • Earn respect and recognition from management – Gain a greater understanding of stakeholder roles and how to communicate effectively.

Knowing marketing strategy makes you more valuable

No matter your role, Marketing Strategy is an invaluable business skillset. As a strategist, you’ll be leveling up your leadership abilities – you’ll become a key team member who can provide focus, guidance, and clear communication across your organization.

Skills you will master

Career growthData AnalysisInterviewsMarketing frameworksMarketing strategySWOT analysis

Alex B.

CXL has helped me tremendously in my journey to become the best digital marketer I can be.

It has opened my eyes to the capabilities of tools like GTM and Google Sheets. You guys have humbled me by teaching me that there’s so much more to learn!

Ap S.

CXL is just the best place to grow for a marketer. I learned more in a few months via CXL than what I learned in 8, 9 months on my own.

Laura B.

The content is insightful, actionable and doable.

I appreciate the range of topics and the talent and expertise of the presenters. I’ve grown more as a marketer in the last several months than I had in years before.

This course is essential for you if …

  • You want to advance your career and start taking on more leadership roles.
  • You’re looking to join a startup as a first marketer or head of marketing, and starting from scratch.
  • You want to feel confident pitching and discussing new strategies with your marketing team and during interviews.

This course is NOT for you if …

  • You’re unwilling to challenge yourself, or expand your logical and creative thinking outside your comfort zone.
  • You can’t move quickly. Rapid iteration and fast learning cycles are the key to success in marketing strategy.
  • You’re not ready to own your results. Taking responsibility for business-critical decisions should be something that excites you.

This course is for junior to mid-level marketers who want to understand, contribute to, and eventually lead strategic marketing initiatives. The course starts with the beginner in mind, showing you how to start thinking about marketing strategy and apply it at your own company.

Enrolling students should have a basic foundation in B2B marketing, including concepts like buyer personas, campaigns, and sales, plus an understanding of the most common tools used by marketing and sales teams.

Lindsey Christensen

Head of Marketing, B2B @ Flywire

Lindsey Christensen, is the CMO at thoughtbot, a product design and development consultancy with studios across the US and UK.

Prior to thoughtbot, Lindsey led marketing at high-growth startups like GrabCAD, and held a variety of marketing roles at engineering software giant, PTC. She’s been named a Top Woman in Boston Tech.

Get a lesson preview

  • Learn the keys to successful research for your marketing strategy in this free lesson.

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Your full course curriculum

Marketing strategy

1 Marketing’s role in business

In Lesson 1, we explore core marketing concepts and how they apply in product and service companies. Even if you’re familiar with these concepts, you’ll be challenged to look at things from a new perspective, seeing them as part of as an integrated who

2 Creating a research plan

Albert Einstein once said, “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” We’ll be taking a similar approach. In Lesson 2, we show you why research is the crucial first ste

3 Interviewing, analyzing, and augmenting

Executing your research plan requires analytical thinking, but with a people-focused mindset. In lesson 3, we’ll explore how to combine data analysis while nurturing interpersonal relationships at the same time – a challenging undertaking that will gro

4 Using insights to drive strategy

The goal of marketing research isn’t to accumulate data, it’s to uncover key insights about what’s working, what’s broken, and what hasn’t been tried yet. In Lesson 4, we’ll give you a framework to help find and organize your insights so they’re both u

5 Creating a cohesive strategy

All your research, analysis, and consensus-building leads to this moment. It’s time to formulate your strategy. Which core marketing areas will you focus on, and for which personas? Will you explore new channels, with a new spin on a value proposition?

6 Executing your plan

Lesson 6 is where the rubber hits the road. In this section, we’ll give you guidance on how to roll out your strategy and move into execution mode. Set yourself up for success with: A kick-off meeting to build excitement and stakeholder support.Tools t

Show off your hard-earned skills and strengthen your profile.

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Add your certificates to your profile, share your accomplishments with the world, and join our alumni network.

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Learn Marketing Strategy: FAQ

Who is this course for?

This course is essential for you if …

  • You want to advance your career and start taking on more leadership roles.
  • You’re looking to join a startup as a first marketer or head of marketing, and starting from scratch.
  • You want to feel confident pitching and discussing new strategies with your marketing team and during interviews.

Some careers that will especially benefit from this course are digital marketing manager, demand generation manager, content marketer, growth marketer, and ecommerce manager.

What will you learn?

After taking this course, you will:

  • Prioritize your marketing efforts – Use frameworks to identify the important initiatives to focus on in a sea of options.
  • Make a tangible impact – Learn how to organize marketing experiments and measure results.
  • Earn respect and recognition from management – Gain a greater understanding of stakeholder roles and how to communicate effectively.

What does the course include?

Our Marketing Strategy training includes 7 lessons, 1h 00min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Marketing Strategy Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 1h 00min long.