Marketing Strategy, Budgeting and Planning

A plan that survives a finance review. 8 modules and a practical lab, about 20 guided hours.

What you’ll be able to do

• Derive a marketing target from a revenue target by working backwards through conversion rates, order value and repeat rate.
• Build a category and competitor picture from public sources you can cite.
• Size a market in naira bottom-up from unit counts and prices, and say what a borrowed top-down figure is worth.
• Compute contribution margin, allowable CAC and payback period, and set a spend ceiling from them.
• Construct an annual budget in naira that separates acquisition, retention and fixed cost, and prices FX exposure.
• Assign every channel a job and a metric, and map one customer journey end to end.
• Write a strategy document with an assumptions register and at least two scenarios, and defend it through finance.
• Run a quarterly review that distinguishes a change worth making from ordinary variation.

What’s inside

8 modules + lab · around 20 hours