Marketing Fundamentals: Customer Before Channel, 510+ Tools

This course contains the use of artificial intelligence.

Most people start marketing with the channels. That is why most beginners spend a budget telling strangers about an offer nobody asked for. Here are 518 tools to start with the customer: 349 ready-to-use templates, AI prompts, checklists and procedures, 120 models and methods, 33 services shown on screen and 16 working files.

Open a lecture, take the template, and test your value proposition with five customers.

Why marketing budgets disappear

Ads are launched before anyone talks to customers, the value proposition is written by the company for itself, the funnel leaks and nobody knows where, and objections are handled by improvisation. Money goes out, and the lesson learned is that “marketing does not work”.

What changes after this course

You know the customer, their journey and what they value, design an offer and a price that fit, choose channels that reach the right people, and measure the funnel from first contact to a repeat purchase.

What is inside: 518 tools, counted lecture by lecture

You do not have to take this number on trust. Open any lecture and read its description: every tool inside is listed there by name.

• 56 downloadable resources: lecture presentations plus 16 working files, including a buying path map and value proposition workbooks
• 349 ready-to-use tools inside the presentations:
• 104 templates and sample documents: marketing strategy one-pager, annual marketing budget, value proposition statement, customer journey map
• 58 ready AI prompts: customer review analysis, marketing slogan generation, email subject line generation, ROMI analysis
• 51 checklists: marketing strategy audit, brand plan readiness, product-market fit signals, customer research
• 46 step-by-step procedures: low-budget market research, marketing strategy development, marketing budget development, product-market fit discovery
• 37 question lists and scripts: customer discovery interview script, marketing channel audit, brand perception survey, behavioral segmentation
• 28 scorecards, rubrics and matrices: competitor marketing channel matrix, brand comparison matrix, price-value positioning map, Ansoff matrix
• 21 formulas and metric sets and 4 other working tools: marketing performance metrics, brand performance metrics and dashboard, PMF diagnostic sheet, candidate experience survey
• 120 models and methods explained with examples: 4Ps marketing mix, STP model, Porter’s five forces, Jobs to Be Done
• 33 services shown on screen, including LinkedIn, Facebook, ChatGPT, Instagram and VistaCreate

Where the tools are

Strategy, budget and team (3 sections, 153 tools). Audit, strategy, budget, brand positioning, the team and AI.

Customer and product (3 sections, 125 tools). Insight, product-market fit, research, journey mapping, monetisation and growth loops.

Value proposition (2 sections, 81 tools). Design, differentiation, communication and measurement.

Channels and funnel (3 sections, 99 tools). Owned channels, paid advertising, remarketing and funnel optimisation.

Conversations and gamification (3 sections, 91 tools). Customer conversations, objections and gamification.

Who is teaching

I am Mike, the #1 HR instructor on Udemy, with 1,800,000+ course enrollments from 170,000 students, and the author of about 200 books on Amazon. I built the people system at Preply as it became a unicorn and worked at Wargaming, iDeals and Alfa-Bank across 20 years in HR. I hold PHRi, SHRM-CP and HCI sHRBP certifications and represent HRCI in Eastern Europe.

At Wargaming, with about 2,000 employees, the employee referral programme was advertised on every coffee cup. The company bought a lot of cups anyway, printing a reminder cost almost nothing, and everyone who drank coffee remembered the programme. Good marketing meets people where they already are.

How to use the course

Start with strategy and the customer sections, then design the value proposition and choose channels. Section and lecture titles show how many tools are inside, and each lecture description lists them by name.

What is included

• 42 lectures across 15 sections, 26 hours
• 56 downloadable resources: lecture presentations and 16 working files
• 518 tools across the lessons, including 33 services shown on screen
• Lifetime access to all materials
• Active instructor support in the Q&A section
• A Udemy Certificate of Completion

Where to start

Write down who your customer is and the problem they would pay to solve, then open the customer insight section. Enrol now and start your first lesson today.

Courze