Marketing and Branding
Marketing and Branding
What You'll Learn
- Develop a complete marketing strategy aligned with business objectives
- Conduct market research and translate customer insights into actionable opportunities
- Create a distinctive brand purpose, positioning, personality, and messaging framework
- Design integrated campaigns across digital, content, social, email, and offline channels
- Build content systems that attract, engage, convert, and retain customers
- Use marketing analytics, attribution, and experimentation to optimize performance
- Measure brand health, customer lifetime value, and campaign return on investment
- Complete a brand launch and growth strategy capstone project
Course Content
Instructor
Dr. Laura Bennett
Dr. Laura Bennett is a Brand Strategy and Growth Marketing leader with over 18 years of experience helping organizations build differentiated brands and scalable customer acquisition systems. She has led marketing and brand transformation programs for technology, consumer, education, and professional services companies across Africa, Europe, and North America. Dr. Bennett holds a PhD in Marketing from the University of Cape Town and has published research on brand equity, customer experience, digital storytelling, and growth strategy. She has advised startups, scale-ups, and global enterprises on positioning, campaign strategy, content systems, and marketing analytics. Her work has helped brands increase awareness, improve customer loyalty, and build measurable revenue growth. Dr. Bennett is a frequent speaker at marketing and entrepreneurship events and is committed to making strategic marketing practical for builders and operators.
Throughout this course, Laura will guide you through a complete brand and marketing strategy process, combining research-backed frameworks, real-world case studies, and hands-on exercises that you can apply to your own organization or venture.
Student Reviews
This course turned a collection of marketing ideas into a clear, customer-centered strategy. The positioning and messaging exercises were especially valuable for my startup. I left with a complete brand framework and a launch plan I could put into action immediately.
Dr. Bennett balances strategic thinking with practical execution beautifully. The market research, content strategy, and analytics modules gave me a repeatable way to plan campaigns and measure what matters. The capstone project is challenging in the best possible way.
I used the course to refresh our brand positioning and redesign our content calendar. The lessons on customer insights and integrated communications helped our team align around one clear story. Every module includes useful templates and realistic examples.
The course is comprehensive without feeling overwhelming. I especially appreciated the sections on brand equity, SEO, attribution, and growth loops. The final brand launch plan gave me a strong portfolio piece and a practical roadmap for my next campaign.