Home / Marketing
Domain · Marketing
Think like a marketing director.
Marketing is no longer a communications function: it's a growth engine that must prove its value, numbers in hand, all the way to the board.
This domain takes you from running campaigns to strategic vision — brand, acquisition, retention, MarTech and measurement. All grounded in real cases, not theory.
Whether you lead acquisition, own a brand or are on your way to a CMO seat, you'll find what you need to structure your rise.
The learning path
CMO Track
Progressive modules, each closed by a checkpoint. Your progress is saved.
Brand & positioning
By the end of this block you will understand how brand strategy, messaging, positioning, and storytelling work together to differentiate a company in its market. You will be able to build a clear brand strategy, craft compelling messaging, position against competitors, and lead a rebrand that drives revenue.
BLOCK 02Demand generation
By the end of this block you will understand how to generate demand across paid digital, SEO, email, ATL, and integrated media channels. You will be able to plan, execute, and optimise full funnel campaigns that drive measurable revenue and build long term customer loyalty.
BLOCK 03Product marketing
Master how to take products to market profitably by combining go-to-market planning, pricing, customer research, launches, and competitive intelligence. By the end, you will be able to design a launch strategy, set revenue-driving prices, and position products against competitors.
BLOCK 04Marketing analytics
By the end of this block, you will understand the full marketing measurement stack across offline and digital channels, from GRP and attribution to MMM and incrementality. You will be able to calculate CAC, LTV and ROAS, design valid A/B tests, and allocate and forecast marketing budgets with data driven confidence.
BLOCK 05Leadership & organization
By the end of this block you will understand how to operate as a business leader who builds high-performing marketing teams, manages agencies, and communicates marketing value to the board and CFO. You will be able to negotiate budgets, structure agency relationships, and lead an organization that drives measurable revenue.
BLOCK 06MarTech & data
Master the modern marketing technology stack: how to architect tools, unify first-party data, and activate it across CRM, automation, and AI. By the end, you can design a privacy-compliant, revenue-driving MarTech ecosystem and lead its implementation as a CMO.
The feed
What's moving, right now.
The unlikely origin of short-form video: how six seconds changed everything
Short-form video did not arrive fully formed from Silicon Valley's imagination. Its roots run through a stranger, more chaotic history than most marketing textbooks acknowledge.
MarketingRepositioning without losing your base: a CMO playbook
Repositioning a brand is one of the hardest moves a CMO can make: the market demands change, but your existing customers chose you for reasons you're about to revise. This playbook walks through how to shift brand meaning without alienating the people who built your revenue.
MarketingMeasuring influencer ROI past vanity metrics: a CMO's playbook
Likes and follower counts tell you almost nothing about whether an influencer campaign moved your business forward. This playbook shows CMOs how to build a measurement framework that connects influencer spend to revenue, retention, and brand equity.
Everything to actually do.
Every action from the lessons, deduplicated and organized by phase. A checklist you tick off.
Open the playbook →Test my levelWhere do you really stand?
A per-skill diagnosis, delivered as a radar. Spot your blind spots in ten minutes.
Take the test →GlossaryThe vocabulary, no fog.
The terms of the trade, clearly defined, with concrete examples.
Open the glossary →The tools
From theory to a real decision.
The daily podcast
Listen →