If you want to create a sustainable, differential advantage over the competition, a true strategic plan is essential. It causes you to move beyond this quarter's revenue goals and think critically about your brand, your customers, your competitors, and the lifecycle of your product.

Join us for this Master Class to develop a marketing strategy that will help you succeed today... and into the future.

  •  Based on this class, we'll be turning to MarketingProfs more often for training.  
    —Master Class attendee

Master Classes are designed to give you the very best online learning experience with:

  • Access to live viewing parties with Q&A, so you can stay focused and ask the instructor any questions that come up along the way 
  • Comprehensive step-by-step instruction (exactly what you need: no more, no less) 
  • Bite-sized lessons so you can stop and start on your schedule 
  • High quality audio (because there's nothing more distracting than echoes!), crisp video, and stellar graphics
  • A certificate of completion to proudly showcase to your boss (or future boss) that you've mastered marketing strategy


The Master Class lessons are broken down into bite-sized chunks to make learning (and retaining what you learn) easy.

  • First Things First: Defining Your Market

    To develop a robust strategy, you first need to take a step back and understand the elements that make up your market. You'll learn how to do this, and what happens if you do it incorrectly.

  • Customer Analysis: Who They Are and What They Care About

    We all know spray and pray doesn't work. Discover who your customers are, how they perceive you, and how to segment them based on the features and benefits that they care about.

  • Segment to Succeed: A Deeper Look at Your Customers' Needs

    In this lesson, you'll develop a deeper understanding of your customers by examining the customer journey, the decision-making process, and how your audience interacts with your content at different touchpoints.

  • Know the Enemy: Staying Ahead of the Competition

    In this lesson, you'll learn how to analyze your competitors and predict their responses to any decisions you might make.

  • Know Yourself: Analyze Your Position

    Time to analyze your own company by assessing your basic competencies and weaknesses, core competencies, digital presence, customer lifetime value, churn rate, and conversion analysis.

  • Solidify Your Position: Challenge Your Assumptions

    It's time to bring together all that you've analyzed so far (and challenge any assumptions you made along the way) to determine the targets of your marketing strategy, how to position your brand, and how to make sure your strategy is agile enough to adjust to market shifts.

  • Thinking Beyond Today: The Future of Your Market

    In this final lesson, you'll learn to use "convergent viewpoints" to predict how things will change over the next 10 years so you can stay ahead of the competition.


Allen Weiss

Allen Weiss is the founder of MarketingProfs. He's taught marketing for more than 30 years. Allen taught at Stanford before joining the faculty at University of Southern California in 1994. Allen is also the founding teacher and director of Mindful USC, and a senior teacher at InsightLA.org where he has taught mindfulness classes for the past 12 years.

Instructional Designer: KERRY O'SHEA GORGONE

Kerry O'Shea Gorgone is a lawyer, podcaster, speaker, and writer. As an educational content director, she helps develop MarketingProfs' premium training products. Kerry hosts MarketingProfs' weekly interview show Marketing Smarts, and runs The Backpack Show with New York Times bestselling author Chris Brogan. Previously, Kerry taught undergraduate and graduate marketing courses at Bentley University and Full Sail University.


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  • Access to live Watch Parties with Q&A
  • On-demand access to all of the lessons for one year
  • Certificate of completion once you've finished all the lessons
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  • Unlimited access to all MarketingProfs Master Classes, Bootcamps, Backstage webinars, and courses for an entire year
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