Discover a practical approach to marketing strategies that will generate more leads, bring higher sales, and build stronger brands.

This course is a detailed study of marketing basics and applications, incorporating an easy-to-understand six-step process for developing sound and effective approaches to institutional and product marketing, via a close reading of Lonny Kocina’s The CEO’s Guide to Marketing. It guides you through the Strategically Aimed Marketing (SAM 6) process and provides instructions on how to implement the 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.

Basic Level; no prerequisites needed. 5.5 Credits

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  • AMA: Domains 1, 4, 5, 7, and 8 | 5.5 CEUs

  • SMPS: Domains 2 and 5 | 5.5 CEUs


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.

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 and Calendar—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 Reading: Chapter 4, Calendar— Summary

    • Lesson 4 Knowledge Check

  • 6

    Lesson 5: Control and Creative—Creating Alignment and Efficiency Among Creative Teams

    • Lesson 5 Instructor Video

    • Lesson 5 Learning Objectives

    • Lesson Reading: Step 5

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

    • Lesson Reading: Summary of Step 6, Creative

    • Lesson 5 Knowledge Check

  • 7


    • Instructor Video: Conclusion

  • 8

    Final Assessment

    • Next Steps

    • Assessment

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