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Marketing Fundamentals: Customer, Value and Channels [EN]
marketing fundamentals | marketing strategy | value proposition | customer journey | paid advertising | sales funnel
5.05 reviews2,718 learners
- Beginner
- 25h 41m video
- 41 lectures
- English
- Captions
- Updated 2026
Taught by PapaHR ★ 170K students: Courses in Human Resources, HR, SHRM, AI Talent Analytics, HRMS, HRIS, CIPD, Claude, HRCI, PHR, Rewards
- 25h 41m of on-demand video
- 41 lectures across 14 sections
- One-off payment — no subscription
- Lifetime access on web and mobile
- Closed captions (English)
Curriculum
14 sections41 lectures25h 41m total
- Run a 14-Day Marketing Audit and Build Your First 30-Day Plan44:47
- Analyse Your Market, Competitors and Their Unit Economics29:25
- Build a Marketing Strategy with 4P, STP and the Ansoff Matrix41:34
- Defend a Marketing Budget with CAC, LTV and ROMI29:54
- Create Brand Positioning, Architecture and a Complete Brand Plan46:14
- Build a Digital Sales Funnel with Attribution and Performance Marketing46:54
- Design a Marketing Team Structure, Roles, KPIs and Reporting51:49
- Apply AI to Marketing Content, Targeting, Analytics and Planning36:20
- Own the Customer Voice Across Product, Marketing and Technology45:25
- Find and Sustain Product-Market Fit with Strategic Priorities1:16:33
- Manage a Product Portfolio: Invest, Maintain or Retire1:10:56
- Research Customer Needs with Jobs to Be Done and Journey Mapping1:07:52
- Build a Product Team and an Agile Culture of Experimentation39:15
- Choose North Star, Pirate Metrics and Product Analytics Tools40:10
- Compare Monetisation Models, Growth Loops and Unit Economics54:34
- Scale into New Markets While Managing Technology and Compliance Risk33:54
- Prepare Product Strategy for AI, Platforms and Future Growth30:07
About this course
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 indistinguishable from everyone else's. Learning it backwards You opened an advertising account, wrote some posts, boosted them, and the numbers were disappointing in a way nobody could explain. So you tried a different channel, which was disappointing differently. Nobody ever asked what your customer is actually trying to get done, so …
Before you start
- Something to market: a product, a service or a business
- No marketing background required. Everything starts from the beginning
- A browser and access to your own spend figures, however rough
- English at intermediate level or above, since all lessons are in English
- Willingness to write your value proposition down and see how generic it reads
Who it’s for
- Beginners entering marketing with no formal training
- Founders doing their own marketing and starting with the channels
- Specialists in one channel who need the whole picture
- Career changers moving into marketing from another function
- Small business owners spending on advertising without a strategy
- Product and sales people who need to speak the same language as marketing
- Anyone whose value proposition could be pasted onto a competitor's site
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