Course curriculum

  • 1

    Introduction to the 9P Framework

    • Understanding the 9P Framework

    • Introduction

    • Structure

    • Finding “Fourth Options”

    • Baselines

    • The IDEAS Process

  • 2

    Positioning

    • Positioning

    • Product-Market Fit

    • Total Addressable Market (TAM) and 7 70 Rule

    • Jobs to be Done (JTBD)

    • Customer Lifetime Value (CLV)

    • Bringing it together: How to Pick an Opportunity with Real Potential

    • Building a Brand Pyramid - Reaching Emotional Status

    • Going for Baseline+ (Positioning)

    • Positioning check-list
  • 3

    Product

    • Product

    • Attribute Map (Felix Oberholzer-Gee)

    • Positioning map

    • Going for Baseline+

    • Product check-list
  • 4

    Placement

    • Placement

    • The 4-Cs of Channel Strategy 

    • Module notes

    • Placement check-list
  • 5

    Pricing

    • Pricing

    • Module Notes

    • Pricing as Industry Transformation: The Netflix Case

    • Pricing Toolkit

    • Pricing Stick (Cost, Value, Competition)

    • Going for Baseline+

    • Pricing check-list
  • 6

    Promotion

    • Promotion

    • Module notes

    • Marketing Funnel

    • Customer Acquisition Cost

    • Going for Baseline+

    • Promotion check-list
  • 7

    Physical Experience

    • Physical experience

    • Module Notes

    • The Customer Journey Map

    • Going for Baseline+

    • Physical Experience check-list
  • 8

    Process

    • Process

    • Module notes

    • Process Blueprint

    • Going for Baseline+

    • Process check-list
  • 9

    People

    • People

    • Module Notes

    • The Congruence Model

    • Going for Baseline+

    • People check-list
  • 10

    Purpose

    • Purpose

    • Module notes

    • Going for Baseline+

    • Conclusion

    • Purpose check-list