Marketing Career Path

Who this path is for

• Marketing executives: Step 1, then Steps 5 to 8.
• Marketing managers: Steps 1, 2 and 4, then Step 9.
• Brand managers: Step 1, then Step 3.
• Product managers: Step 1, then Product Management (MX-PM).

The courses in order

Take the courses step by step. Each step builds the skills that the next step needs.

Step 1: Research the Market

Collect and analyse market data, manage the research and report the findings with recommendations.

Step 2: Set the Marketing Strategy

Use strategic frameworks to find risks, opportunities and competitive forces.

Step 3: Build the Brand

Set the corporate identity and the brand book, and keep one brand at each touchpoint. Then use the brand archetype and stories in the communications plan. Take Brand Management first.

Step 4: Plan the Marketing

Turn the strategy into a marketing plan with campaigns, costs and actions.

Step 5: Plan and Write the Content

Plan content for each audience. Then write SEO content that ranks in search engines such as Google and Bing, and in AI answer engines and generative engines. Take Content Marketing first, then SEO Copywriting.

Step 6: Run and Measure Digital Campaigns

Run digital campaigns that bring sales leads, and track the performance of each campaign with analytics.

Step 7: Build the Website on WordPress

Set up WordPress for marketing, publish the content, and build landing pages for search and conversion (CRO). The campaigns send traffic to these pages.

Step 8: Run the Website

Manage domains, DNS and the CDN, deploy site changes safely and set up the email delivery records.

Step 9: Manage the Marketing Function

Set marketing goals and KPIs, and build the go-to-market plan.

Also Useful for Marketers

Fit the product to the market and forecast sales. Track the marketing results with KPIs and dashboards.

Skills for every career path

Every Kognifi career path includes two shared skill groups: Communicate and Influence, and Personal Effectiveness. Communicate and Influence helps people work with customers and colleagues. Personal Effectiveness helps people plan and manage their own work.

Communicate and Influence

Present to clients, show data in a clear visual story and work with different personalities.

Personal Effectiveness

Plan and run projects, manage your own work, use AI tools at work and manage work stress.

How a team takes the path

• In-house: one course at a time for one group of 6 to 16 participants, at your office in any state or online. One day costs RM 10,500 for one group.
• Public classes: send one or two people to a public class in Petaling Jaya. Each course card shows the next date.
• Each course ends with an assessment. Participants who pass 80% of the assessment get the Certificate of Competency.

What the team can do at the end

• Research the market and turn the findings into a marketing strategy and plan.
• Build one consistent brand and tell its story at each touchpoint.
• Run content and digital campaigns that bring sales leads.
• Set marketing KPIs and keep sales and marketing on plan.

Questions about the Marketing path

Is each course HRD Corp (HRDF) claimable?

Yes. Each course is an HRD Corp Claimable Course (SBL-KHAS) for HRD Corp registered employers.

How many courses are in the path?

Twenty courses: 39 training days in all. Thirteen courses are for the marketing role and seven are in the two common areas. Each course runs for two days, except Managing Employee Work Stress (BL-MWS), which runs for one day. Not every person takes every course.

Do we need to take the courses in order?

Yes, for the best result. Start at Step 1 and take the steps in order. Each role takes only the courses it needs (see Who this path is for). Take Brand Management before Brand Strategy and Storytelling.

Can you plan the path for our team?

Yes. Tell us the team size and the roles, and we send a plan and a quote.