Marketing

The mechanism, economics, and measurement underneath every channel-specific course

Marketing as a discipline, not a channel: why paid attention has a price (ad-auction economics), why positioning and differentiation compound, the real economics of CAC vs. LTV, the 2026 channel landscape and how to choose between channels, the brand-vs-performance tradeoff (including a live, named dispute in marketing research — Byron Sharp vs. the Binet & Field 60/40 rule — that this course doesn't paper over), measurement and attribution fundamentals, and the copywriting frameworks that express a position once you have one. Built as the foundations layer this platform's channel-specific courses (SMMA, Ad Agency, WAW, AMZ, AI Agency) assume rather than re-derive, with an explicit boundary against the Sales course: marketing generates and qualifies demand, sales converts it. Six modules, [Established]/[Directional]/[Speculative] confidence-tagged throughout, researched from scratch. Barebones IDS-style build.

45 min of reading