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Advertising and Creative Marketing with Advertising Week

Launch a successful advertising campaign as you learn how to choose the right ad channels to effectively target your customers.

Image of girl working on creative project with colorful shapes overlaid.
  • Duration

    2 weeks
  • Weekly study

    3 hours

Learn how to approach advertising and creative work as a marketer

Executing an advertising campaign starts long before you make the campaign itself. You need to understand the aims of the campaign, the channels you can use to reach people, and how you are going to measure the outcome.

On this two-week course, you’ll discover the process of creating an advertising campaign, from defining your campaign goals and understanding what you should promote in the ads, right through to measuring your success rates to help you improve.

Understand customer segmentation

You’ll delve into the key forms of advertising to help you answer the questions of who you are trying to reach, and where they are.

From outdoor to digital, social media to TV, you’ll understand the best channels you should use to reach the people you’re keen to connect with.

Develop an effective advertising strategy

Once you have done the planning for your ads, you’ll examine the best ways to budget and track campaigns for effectiveness.

You’ll learn how to create your ads, whether you’ll be putting them together or commissioning an agency to do the work for you.

You’ll also understand what objectives and key performance indicators (KPIs) you should be using in your advertising strategy to ensure you can adapt your plan, learn more every week, and implement changes that improve your success rates.

By the end of this course, you’ll have the knowledge to implement an effective advertising strategy that speaks directly to your customers.

What topics will you cover?

  • what is advertising?
  • different types of advertising
  • advertising channels and media
  • budgets and tracking
  • creative output
  • measurement

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...

  • Explore different types of advertising.
  • Compare the impact of different types of creative campaign.
  • Evaluate the best measurement techniques for advertising campaigns.
  • Demonstrate understanding of advertising budgeting.
  • Investigate customer segments and personas.

Who is the course for?

This course is designed for beginners who want to run their own advertising campaign.

It will suit you if you deal with advertising as part of your job but you have never executed a campaign before.

Who will you learn with?

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

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.

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