Design a powerful creative strategy

This two-week course will help you design an effective creative strategy that works for your business.

Fernando Machado, one of the most famous and decorated marketers in the world, and his head of design at Burger King team up with the agency JKR to show you how to carry off a branding project.

From the first moments of tying your strategy to a business need, right through to getting stakeholders on board and rolling out your brand to the world, you’ll discover the full branding process using real-world examples.

You’ll rethink your marketing approach and experiment with new creative work and design to understand how to carry out creative projects in a practical way.

Understand how to brand your business

Fernando and his team will take you through their thinking, the design process, and the creative work to inspire you to create your own brand strategies, and how to execute them brilliantly.

You’ll learn essential skills to help with the process including how to define your brand goals, how to utilise your brand heritage, and how to engage stakeholders in your plans.

Develop your marketing skills led by experts in the field

Using real-life case studies featuring professionals who already do these jobs, you’ll learn the tactics you can use in practical settings to get ahead in your career.

Led by chief marketing officer Fernando Machado and Advertising Week, a global thought leadership organisation, you’ll learn how to create great creative marketing and content to accelerate your brand.

What topics will you cover?

defining your brand goals
utilising your brand heritage
how to engage stakeholders in your plans
working with agencies
how to create great creative branding
how to assess design and creative work
budgeting for branding projects

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

Learn the latest in your chosen industry or subject.
Complete each course and pass assessments.
Receive certificates validated by the educating organisation.
Impress employers with learning outcomes you can add to your CV.
Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

Demonstrate an understanding of branding principles
Assess branding work against its strategic goals.
Investigate the core codes of a product or service category.
Collaborate with creative teams or agencies.
Compare marketing and branding work against criteria.

Who is the course for?

This course is designed for aspiring marketers and marketing professionals as a masterclass in the real process of creativity.

You could be involved in branding, design, and creative projects or just starting your marketing career.

Who will you learn with?

Ruth Mortimer

Managing director for global education at Advertising Week. I run our thought leadership and our learning platform AWLearn.

Brendan Porter

A supporting educator for the course is Brendan Porter, a practitioner and constantly curious consumer of marketing. Working across a variety of industries including hospitality, CPG and entertainment

Who developed the course?

Advertising Week

AWLearn is the education arm of Advertising Week. Advertising Week is a global thought leadership organization. The AWLearn philosophy is that all our courses and learning follow the same philosophy: Educate, Entertain, Enable. This means our courses offer the educational oversight on a particular topic; we use real-life entertaining case studies featuring professionals who already do these jobs; and show you the tactics that will enable you to get ahead in your career.

About this ExpertTrack

Learn creative marketing from award-winning marketer Fernando Machado and upskill in branding, ads, social media and podcasts.

Find out more

Start learning today - free 7-day trial

After your free trial you can:

Pay $39 per month to keep learning online
Have complete control over your subscription; you can cancel any time
Work at your own pace and set your own deadlines at every stage
Only pay while you’re learning; the subscription will cancel automatically when you finish
Complete online assessments to test your knowledge and prove your skills
Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
Keep access to the content of courses you complete even after your subscription ends

Start your free 7-day trial

Learning on FutureLearn

Your learning, your rules

Courses are split into weeks, activities, and steps to help you keep track of your learning
Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

Experience the power of social learning, and get inspired by an international network of learners
Share ideas with your peers and course educators on every step of the course
Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

As you work through the course, use notifications and the Progress page to guide your learning
Whenever you’re ready, mark each step as complete, you’re in control
Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn