Module 1 and onboarding:

Module 2:

Module 3:

Module 4:

Module 5:

Module 6:

Module 7:

Module 8:

Module 9 and Exam explainer:

Module 10 (Exam workflow):

Students start the exam simulation and receive series of automated emails from "colleagues". They must discern for themselves and then receive an email from me to tell them their Market Research proposals have arrived. 

The correct choice pulls on the learning from the course: Qualitative AND Quantitative together. Both, not one or the other. If they choose YouBot, they will overspend on research and have nothing left for tactical execution. The correct answer is both Botometry AND HocusFocus.

Then, having 'purchased' their research, they get emailed the results which they then evaluate over the next 2 days. They then receive an email from me indicating that it's now time to make some Strategy choices. The "correct" path is defined by the previous stage and they should choose "Everyday Advantage" as their strategic direction.

Providing they have chosen the "correct" research and "correct" strategic path, they should then chose their positioning as being "Better For Life" (which pulls on the learning from module 5 about emotional positioning rather than product features).

Having locked in their Diagnosis (research choices) and Strategy, they then receive an email from me saying that their Creative Agency partners have now submitted their proposals for Tactical execution. The "correct" path is to choose BOTH Charles Abbott and Botivity's 'Better For Life' campaign (integrated marketing communication learning from module 9). If they haven't taken the "correct" path so far, their options won't include that campaign - and if they went with the "bad" research choice (YouBot), they have gone bust and can't afford any execution.