Have you ever experienced any of the following?

  • You have a new product to brand, and you don't know where to start.

  • Your marketing team is going around in circles trying to define their strategy.

  • You're not reaching your target audience, and you don't know why or how.

  • Your marketing strategy isn't converting to sales.

The simple 6-step SAM 6® Process is the solution.

Reach, teach, and engage consumers
Easily measure success
Generate more leads, bring higher sales, and build stronger brands

Understand the secrets of marketing by learning:

  • The principles of Strategically Aimed Marketing

  • The elements of the communication process and their relationships to effective marketing

  • The basic elements of product positioning, the consumer buying process, and the purpose of brand statements

  • The key categories, advantages, and disadvantages of a promotional mix

  • The functions of marketing tools, such as a control template and an innovator adopter curve

Learn from the Expert:

In this detailed study of marketing basics and applications based on Lonny Kocina’s The CEO’s Guide to Marketing, you'll learn the Strategically Aimed Marketing (SAM 6) process and its six steps: Competence, Code, Channels, Calendar, Control, and Creative. You’ll discover the tools with which to develop a consistent, repeatable process to help align and improve your marketing efforts and drive increased sales.

Learn through a multimedia experience, with video, book pages, interactive reinforcement and assessment, and a Certificate of Completion.

Basic Level; no prerequisites needed. 8 Credits

Need Credits?

This course may meet requirements for your organization.
See the list on the right to find yours!

  • AMA: Domains 1, 4, 5, 7, and 8 | 8 CEUs

  • SMPS: Domains 2 and 5 | 8 CEUs

  • ATD | 4 credits


Lonny Kocina

Founder, CEO, and Marketing Director

Lonny is the CEO and Founder of Media Relations Agency. He also founded and sold two other businesses over the course of his career and served as a marketing director for Investment Rarities Inc., a company with sales of over $4 billion dollars. He’s a longtime member of Vistage International, a CEO peer-mentoring organization, and been a marketing mentor for the Carlson School of Management. Lonny has taught Principles of Marketing at the college level, and his book, The CEO’s Guide to Marketing, is an Axiom Business Book silver medal winner and Amazon bestseller.

Still Have Questions?

  • How long will it take me to complete the course?

    Most students complete this course in 8 hours. If you need a break, just finish your current lesson and close up! Your course progress will be saved for you.

  • How difficult is it?

    This course is specifically designed for a wide audience, from beginners on up! To help you digest the material, each review question comes with feedback to help you learn.

  • Will I receive a certificate of completion?

    Yes! After passing the final multiple-choice assessment, you will be awarded a certificate by email and in your dashboard. Be sure to share it with your coworkers and on social media!

Make a Positive Change in Yourself . . .
And Transform Your Business!

Get started now. Just $79.00

Award-winning bestseller!


Based on the marketing strategies from the bestselling book:
The CEO's Guide to Marketing

“CEO and business owner Lonny Kocina weaves 30 years of experience into his new marketing book The CEO's Guide to Marketing.”


“2019 reading list--10 books to check out before entering media relations. #1—The CEO's Guide to Marketing.”

David Yorkman, Agility PR Solutions

Learn More!

Course curriculum

  • 1

    Course Introduction

    • How to Use This Course

    • Instructor Video: Introduction

  • 2

    Lesson 1: Competence—Understanding Marketing Fundamentals

    • Lesson 1 Learning Objectives

    • Lesson Reading: Step 1

    • Optional Lesson Reading: Step 1 (Online Flipbook Version)

    • Lesson 1 Knowledge Check

  • 3

    Lesson 2: Code, Part 1—Communication, Code, Vision, Mission, and Markets

    • Lesson 2 Instructor Video

    • Lesson 2 Learning Objectives

    • Lesson Reading: Step 2

    • Optional Lesson Reading: Step 2 (Online Flipbook Version)

    • Lesson 2 Knowledge Check

  • 4

    Lesson 3: Code, Part 2—Value Propositions and Positioning

    • Lesson 3 Instructor Video

    • Lesson 3 Learning Objectives

    • Lesson Reading: Step Two, Continued

    • Optional Lesson Reading: Step 2, Continued (Online Flipbook Version)

    • Lesson 3 Knowledge Check

  • 5

    Lesson 4: Channels—Determining the Best Promotional Mix

    • Lesson 4 Instructor Video

    • Lesson 4 Learning Objectives

    • Lesson Reading: Step 3

    • Optional Lesson Reading: Step 3 (Online Flipbook Version)

    • Lesson 4 Knowledge Check

  • 6

    Lesson 5: Calendar—Scheduling Efficient and Effective Promotions

    • Lesson 5 Instructor Video

    • Lesson 5 Learning Objectives

    • Lesson Reading: Step 4

    • Optional Lesson Reading: Step 4 (Online Flipbook Version)

    • Lesson 5 Knowledge Check

  • 7

    Lesson 6: Control—Creating Alignment and Efficiency Among Teams

    • Lesson 6 Instructor Video

    • Lesson 6 Learning Objectives

    • Lesson Reading: Step 5

    • Optional Lesson Reading: Step 5 (Online Flipbook Version)

    • Lesson 6 Knowledge Check

  • 8

    Lesson 7: Creative—Assembling and Guiding a Creative Team

    • Lesson 7 Instructor Video

    • Lesson 7 Learning Objectives

    • Lesson Reading: Step 6

    • Optional Lesson Reading: Step 6 (Online Flipbook Version)

    • Lesson 7 Knowledge Check

  • 9


    • Instructor Video: Conclusion

  • 10

    Final Assessment

    • Next Steps

    • Assessment

    • Course Survey: Please take this short survey before downloading your certificate!