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Strategic Design Certified | Masters
Foundations of strategic design [40 mins]
Initial assessment survey
How to get the most out of this course
Resource library
What is strategic design?
Brand narrative vs. product narrative
Strategic design and product marketing
Cross-functional collaboration
Narrative design vs. positioning and messaging
How customers influence strategic design
Key takeaways
Exam
Time to reflect
Research and alignment [65 mins]
Strategic design research
Leveraging data insights
Bonus footage: Building a customer focused brand narrative - Channing Fleetwood, CMO at Rinse Free
AI in strategic design
Aligning narrative with brand identity
B2B vs B2C strategic design
Key takeaways
Exam
Time to reflect
Developing your strategy [88 mins]
Key steps to designing a strategy
Strategic design frameworks: Zuora
Framework case study: Zoom
Strategic design frameworks: Tesla
Strategic design frameworks: Donald Miller
Dos and don’ts
Bonus footage: How NOT to tell a story: Crafting compelling narratives - Tim Bowman, Head of Compete - Product Marketing at Asana
Coursework: Filling out a framework
Key takeaways
Exam
Time to reflect
Launching your strategy [95 mins]
Managing an internal launch
How to get C-level buy-in
Bonus footage: New positioning & narrative design - Convincing C-Level stakeholders
Executing an external launch
Strategic design case studies
Coursework
Key takeaways
Exam
Time to reflect
Measuring and optimizing for success [30 mins]
Measuring the impact of your narrative
Improving your strategic design
When to change your strategic design
Key takeaways
Outro
Exam
Time to reflect
Wrap up [10 mins]
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Resource library
Managing an internal launch
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