This course is led by Raja Rajamannar, one of the most famous and decorated marketers in the world.

As president of the World Federation of Advertisers and chief marketing officer of Mastercard and author of Quantum Marketing, he lays out what marketers need to be successful tomorrow.

You’ll be introduced to the key theories behind quantum marketing and why it is the industry’s next big skills challenge.

Explore the world of modern marketing

Rajamannar shares breakthrough, frontier strategies useful for navigating marketing challenges in the modern business world.

The course will investigate the key skills and duties particularly relevant for marketers today and the different avenues for developing these skills.

You’ll evaluate different eras and theories in marketing throughout history and consider how this has laid the foundations for the future of marketing.

Consider emerging marketing technology

The course delves into some of the most crucial emerging technologies in marketing, including artificial intelligence, machine learning, and multisensory marketing. You’ll consider how these technologies can be leveraged to create successful campaigns within your organisation.

You’ll also weigh up which marketing activities suit different brands, products and businesses, and you’ll have the chance to experiment with new marketing channels.

Understand how to build brand loyalty

The course examines consumer behaviour, unpacking how behavioural economics and neuroscience can help marketers understand their potential customers.

You will explore customer and brand loyalty, analysing the purpose and execution of loyalty schemes.

By the end of the course, you will be equipped with a roadmap for modern marketing and will be able to articulate robust and tested marketing strategies and goals.

Syllabus

Week 1
Quantum Marketing Theory
- Introduction to Quantum Marketing
  An introduction to the theories behind Quantum Marketing and your instructor Raja Rajamannar, one of the world's most awarded and accomplished marketers.
- Marketing today and tomorrow
  We take you through the eras and theories of marketing that have existed so far and look ahead to the new era of marketing that lies ahead.
- Marketing technology and data
  We delve deeper into some of the most crucial areas for any marketers today - data, artificial intelligence and machine learning.
- Test your knowledge
  Check your understanding of the themes, theories and practice outlined in the course so far. Share your experiences with other learners.
Week 2
Quantum Marketing In Practice
- Marketing sciences and behavior
  We look at marketing sciences and consumer behavior. How behavioral economics, neuroscience and multisensory marketing can help marketers understand consumers.
- Marketing, advertising and loyalty
  Advertising and loyalty schemes are often two of the most dominating parts of a marketer's role. What do you need to know about these areas now?
- The purpose of marketing
  Brand purpose is more than a buzzword when done properly. Raja Rajamannar sums up purpose and the aims of a Quantum Marketer.
- Use your knowledge
  Test your knowledge, trade information with peers and complete a peer-graded assessment to get the most out of the course.

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...

Assess the skills needed to become a marketer today and tomorrow
Evaluate how new technologies and processes will change the role of marketers
Develop the critical thinking needed in a marketing role
Explore what marketers must know to succeed
Produce a peer-graded assessment showing your marketing strategy

Who is the course for?

This course is designed for those beginning a career in marketing and those who may have experience in the industry but no formal training. The course covers marketing strategy and theory and considers how they can be applied in real life settings.

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.

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