Marketing

Marketing That Earns Attention

From understanding the customer to a campaign whose results you can measure, channel by channel.

A scene from the case discussion

What you will be able to do.

  • 01

    Define your customer precisely and find what drives the purchase.

  • 02

    Build one clear message that fits every channel.

  • 03

    Pick channels by their effect and cost, not by fashion.

  • 04

    Design a small test that measures your campaign before the big spend.

  • 05

    Read campaign metrics and decide whether to scale or stop.

Who it is for.

Anyone who owns a decision at work and wants to make it on clearer ground.

  • Early career

    Building a professional base

    Learn the language and tools of business before you need them.

  • New manager

    Taking charge of a team for the first time

    Move from doing the work to owning its results.

  • Owner

    Running a business of your own

    Give your daily decisions a clear frame.

A slot for a real learner's view of this course, with consent.

Learner name (draft)Role and organisation

  • 00%

    More confidence leading

    A figure from a real survey, when there is one.

  • 00%

    Skills applied at work

    A figure from a real survey, when there is one.

  • 00%

    Effect on career

    A figure from a real survey, when there is one.

What you earn.

The syllabus.

4 modules and about 36 hours.

Module 1 · 9 hThe customer: who and why

You run short customer interviews, build segments by need rather than age, and shape the promise that matters to your target segment in the case of an online perfume shop.

Module 2 · 9 hThe message and your place in the customer's mind

You write a positioning statement for one of your products and three supporting messages, test them with real customers in short interviews, and revise until the message is understood in three seconds.

Module 3 · 9 hChannels and budget

You compare search, social, email, creators and traditional advertising by cost of winning a customer, and split a limited budget for a start-up across two or three channels.

Module 4 · 9 hA campaign you can measure: test and decide

You design a pilot campaign with a hypothesis and metrics, read a set of results and decide to scale, change or stop, then hand in your own campaign plan with how it will be measured.

Upcoming cohorts.

Upcoming cohorts
StartsPay byPriceTime
11 Jan 20279 Jan 20274,900 SAR6 weeks · 6 h a week (about 36 h)
22 Feb 202720 Feb 20274,900 SAR6 weeks · 6 h a week (about 36 h)
5 Apr 20273 Apr 20274,900 SAR6 weeks · 6 h a week (about 36 h)

Dates and prices are drafts.

Taught by aali's faculty.

Teachers' names and photos are added once confirmed.

  • Faculty member (draft)Marketing
  • Faculty member (draft)Marketing
  • Faculty member (draft)Marketing

How you learn here.

  • Hands-on

    Something to do every few minutes

    Short questions and exercises keep you working, not just watching.

  • Peers

    A cohort learning beside you

    You discuss the same case and disagree about it.

  • Cases

    Real companies, real decisions

    Put yourself in the seat of the person who decided.

Common questions.

When does access start?

For cohort courses on the start date; for on-demand courses as soon as payment is complete.

How much time do I need each week?

About 6 hours a week. The details are in the course summary.

Do I need prior experience?

No. Willingness to learn is enough.

What do I get when I finish?

An aali certificate of completion you can add to your CV. We claim no degree and no accreditation.

Can my employer pay for me?

Yes. See the employer reimbursement guide.

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