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Radio and Podcast Marketing with Advertising Week

Analyse successful audio marketing strategies and learn how to create memorable podcast and radio ads that hit marketing goals.

Radio and Podcast Marketing with Advertising Week
  • Duration

    2 weeks
  • Weekly study

    3 hours
  • Included in an ExpertTrack

    Course 3 of 4
  • Get full ExpertTrack access

    $39/monthFind out more
  • Accreditation

    AvailableMore info
The CPD Certification Service

This course has been certified by the CPD Certification Service as conforming to continuing professional development principles. Find out more.

Discover the power of podcast and radio advertising

With options for podcast advertising on the rise and radio advertising as lucrative as ever, audio marketing is a key strategic marketing avenue for brands big and small.

Through case studies from brands experienced in marketing for audio, this two-week course will equip you with the skills you need to create and run memorable podcast and radio marketing campaigns.

Explore audio marketing case studies from top brands like Garnier and KISS FM, Mastercard, and Autoglass

Identifying how to create the right marketing content for podcasts and radio is an extremely valuable skill for marketers today.

Taking examples and insights from brands who have gotten it right, this course will help you identify what type of audio marketing works for different organisations and why.

You’ll hear from Autoglass on how it identified a user need that transformed their radio ads, and from Garnier on why it collaborated with KISS FM to launch a new product.

Get expert tips on marketing planning tools from Zendium and Spotify

The course offers plenty of tips and support for finding where to experiment with your content creation as well as what tools to use to create your audio content and strategy.

With access to interviews from Spotify and Zendium, you’ll discover how even everyday products like toothpaste can impact an audience with a strong audio marketing strategy, and find out what information and data Spotify offers marketers who use their platform for audio ads.

Create a full radio marketing campaign

By the end of the course, you’ll be able to identify which type of audio marketing format – from radio ads to branded audio content – is right for your organisation, and feel confident to use customer insights to formulate a targeted audio content marketing plan.

What topics will you cover?

  • What is audio marketing?
  • Why use audio marketing?
  • Types of audio marketing (podcasting, radio, sonic identities, smart speakers)
  • Understanding what customers want and consume
  • Making a plan for your audio content
  • Smart speakers
  • Sonic branding and how to use it

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.

Download a PDF

Who is this accredited by?

The CPD Certification Service
The CPD Certification Service:

The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies.

Learning on this course

You can take this self-guided course and learn at your own pace. 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...

  • Assess what types of audio marketing might be right for you
  • Investigate choices in audio marketing formats such as podcasts, radio ads, branded audio content and more
  • Develop understanding of where to experiment with your audio content creation and where to plan
  • Describe audio marketing goals
  • Produce your audio marketing plan
  • Audio marketing planning skills and knowledge

Who is the course for?

This course is designed for anyone who’d like to explore what’s possible in audio marketing areas like radio and podcasting.

It will also be useful for those who are new to marketing well as those already working in the field.

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.

About this ExpertTrack

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

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • 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

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

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