Strategy and Culture

UMSL Digital Certificate Marketing

Scott Morris


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Instructor Scott Morris

Course Dates

Friday, September 6, 2024 and Friday, September 13, 2024. 

Course Times

1:00PM – 4:30PM

Certificate Hours

7 Hours


UMSL North Campus

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This is an active learning course.  At the end of the course, you should have a clear understanding of your TAM and SAM.  You will also create an early draft of a 1 – 3 year strategy document that you will use to drive your business, talk to investors, and to create or transform a culture.

In the first class, we start with understanding our total addressable market (TAM).  Once the TAM is well defined, we consider environmental factors and competitive forces that can affect (in a good or bad way) our desired outcomes.  Based on these findings, we now drill deeper and identify the serviceable market (SAM) that best fits our products, services, and solutions.

In our second class, we will take the information gathered previously and turn this into an actionable strategy that can be shared with investors, employees, and other stakeholders.  We will also learn how to ensure that our strategy drives culture.

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