Week 1 – Evolution to Precision Marketing

• From mass marketing to micro-segmentation

• The role of data as a competitive advantage

• Growth mindset vs. campaign-based marketing

• Marketing as a predictable revenue system

Week 2 – Customer Intelligence & Segmentation

• Behavioral vs. demographic segmentation

• RFM (Recency, Frequency, Monetary) fundamentals

• Value-based customer segmentation

• Identifying and prioritizing high-value segments

Week 3 – Customer Journey Architecture

• Full-funnel logic and structure

• Trigger-based customer touchpoints

• Friction mapping across the funnel

• Aligning acquisition, conversion, and retention

Week 4 – Data & Measurement Foundations

• First-party data strategy

• Tracking and data collection fundamentals

• Attribution basics

• KPI framework design (CAC, LTV, ROAS, CVR)

Week 5 – Precision Media Planning

• Budget allocation logic based on objectives

• Audience construction and layering

• Omnichannel alignment

• Media efficiency vs. scale decisions

Week 6 – Performance Creative Systems

• Creative testing frameworks

• Message-persona alignment

• Reducing friction through creative

• Scaling winning creative assets

Week 7 – Optimization & Unit Economics

• CAC, ROAS, LTV fundamentals

• Contribution margin analysis

• Profitability-based optimization

• Scale vs. stop decision frameworks

Week 8 – Experimentation & Growth Frameworks

• Hypothesis-driven marketing

• A/B testing logic and design

• Learning velocity and iteration

• 90-day experimentation roadmap

Week 9 – CRM & Lifecycle Marketing

• Customer lifecycle stages

• Trigger-based automation flows

• Retention and reactivation strategies

• Intro to predictive lifecycle logic

Week 10 – Loyalty, Customer Value & Conversion

• Customer Lifetime Value (CLV) fundamentals

• Repeat purchase strategies

• Churn indicators and prevention

• Conversion psychology and CRO basics

Week 11 – Marketing Analytics & AI Applications

• Cohort analysis

• Incrementality and contribution margin

• AI-driven segmentation

• Predictive scoring models

• Decision automation basics

Week 12 – Integrated Strategy & Final Project

• Integrated acquisition + retention strategy

• Growth roadmap design (12 months)

• KPI architecture consolidation

• Final project presentation:

  • Segmentation strategy

  • Funnel design

  • Media plan

  • Retention system

  • Metrics framework