Big Picture Basics

Big Picture Basics is structured as a series of modules that can be viewed sequentially as a whole or independently by topic area. Each of the Basics course modules address important marketing strategy questions as shown below:

Module 1: Introduction 

What is Marketing? What are the major principles that underpin the Big Picture approach to marketing strategy? How is the course organized?

Module 2: Brand Objective 

What is a brand? Why is brand architecture a strategic decision? Why should we use brands as units of analysis when conducting planning work? What is a core competence and why is it important to develop a shared understanding of its role in driving brand equity? Why does your brand need a purpose? 

Module 3: Strategy - Customer Focus 

Who are customers of our brand? Why is it important to define these customers? Why do we say that customers are strategic assets of the commercial organization?  Should your brand grow primarily by acquiring or retaining customers?

Module 4: Strategy - Category Focus 

What is your brand's business category? Why is it important to define the category? What role should your brand play in the business category given your growth objectives?

Module 5: Value Proposition 

What is a value proposition? What are the six (or five) elements of a value proposition? What tools should we use to understand customer value? How do we write effective value proposition statements? 

Module 6: Execution 

How should we approach execution given our strategy? How do we execute to create a customer brand experience aligned to our brand’s value proposition?