Online ExpertTrack in Business & Management

Marketing Strategy with Advertising Week and Raja Rajamannar

Discover marketing strategy with teaching from Mastercard global CMO, Raja Rajamannar, and marketing experts at Advertising Week.

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Advertising WeekAdvertising Week

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Create effective marketing campaigns and develop skills in strategic marketing

This ExpertTrack from Advertising Week will help you build your skills in strategic marketing alongside award-winning, world class marketers. Raja Rajamannar, Mastercard’s global chief marketer and president of the World Federation of Advertisers, leads the courses with his approach to marketing strategy based on his book - Quantum Marketing.

You will learn to maximise the impact of brand campaigns, helping you advance your career and stand out in the ever-changing world of marketing.

In the other courses in this expert track, you will be reviewing everything from Tesla’s viral marketing stunts to analysing how Volkswagen taps into brand loyalty. You’ll gain a fascinating insight into some of the world’s most successful global marketing strategies.

Understand Quantum Marketing with Raja Rajamannar, chief marketing officer of Mastercard and President of the World Federation of Advertisers

The first course is led by Raja Rajamannar, one of the most famous and decorated marketers in the world. He is marketing officer of Mastercard and president of the World Federation of Advertisers. In his capacity as the author of business bestseller Quantum Marketing, he lays out what marketers need to focus on to be successful tomorrow.

He will take you through his Quantum Marketing approach, which explains what marketers need to know to embark on a career today, covering such areas as data, artificial intelligence, multi-sensory marketing and customer loyalty.

Based on the insights in his book Quantum Marketing, this video-based course helps you understand what mindset marketers need direct from one of the top marketers in the world.

Develop your brand identity

You’ll learn about the importance of building a marketing identity which is true to your brand and organisation, and sticking to a core marketing strategy over time.

There will be opportunities to take part in activities and discussions which ask you to define your mission and vision for your brand and create your very own brand plan.

By the end of the ExpertTrack, you’ll feel confident that you can produce a well-defined marketing plan that takes into account your organisation’s goals, brand identity, and target audience.

Boost the impact of your content marketing

In the last course you’ll consider the different types of content marketing, including:

  • blogs
  • social content
  • podcasts
  • thought leadership

You’ll learn how to leverage these to boost SEO, channel traffic to your site, and increase sales conversions.

Explore and define customer personas

Knowing the needs and desires of your customers is a key element of any good marketing strategy.

The ExpertTrack unpacks key methods for understanding potential customers through customer profiling, customer personas, and audience segmentation.

You’ll evaluate the main marketing models that you can use to underpin your marketing strategy and how to turn your strategy into a clear plan.

As you work through the courses, you’ll have the chance to explore a variety of marketing channels and consider which ones may be most effective for your organisation..

Industry statistics

  • Median base salary£42,500
  • UK job openings/month1,966

Key skills you will learn

  • Marketing
  • Digital Marketing
  • Content Marketing
  • Content
  • Strategy
  • Planning
  • Measurement
  • Branding

Experience required

No prior experience is required to take this ExpertTrack. Both those new to marketing and more experienced marketers without formal training will benefit from these courses.

Getting started

This course is designed for anyone beginning a career in marketing who would like to learn about strategic marketing thinking, as well as those who have switched careers to work in marketing for the first time.

As just 25% of working marketers have a marketing degree, this course will also be useful to those already working in marketing who have not covered marketing strategy previously.

ExpertTrack course overview

  • Course 1

    Chief marketing officer Raja Rajamannar on his personal view on what marketers need to know to be successful tomorrow.

    1 peer-graded assignment

    2 weeks

    3 hours per week

    • Week 1

      Quantum Marketing Theory
      • Introduction to Quantum Marketing
      • Marketing today and tomorrow
      • Marketing technology and data
      • Test your knowledge
    • Week 2

      Quantum Marketing In Practice
      • Marketing sciences and behavior
      • Marketing, advertising and loyalty
      • The purpose of marketing
      • Use your knowledge
  • Course 2

    From Tesla to Mastercard, analyse how marketing strategy has defined the success of some of the world’s biggest brands.

    1 peer-graded assignment

    2 weeks

    3 hours per week

    • Week 1

      Introduction to marketing strategy
      • Welcome to the course
      • Understanding your context
      • Marketing models
      • Reflect and discuss
    • Week 2

      Turning strategy into action
      • Welcome to Week 2
      • Understanding customers
      • Setting goals and measuring success
      • Turning strategy into action
      • Wrapping up the course
  • Course 3

    Discover the secret to great brand management and learn how to implement an innovative, long-term brand strategy.

    1 peer-graded assignment

    2 weeks

    3 hours per week

    • Week 1

      Exploring brand strategy
      • Welcome to brand strategy
      • Using segmentation, targeting and positioning
      • Reflect and discuss
    • Week 2

      Build your brand
      • Welcome to Week 2
      • Brand identity
      • Brand frameworks
      • The brand plan
      • Reflect and connect
  • Course 4

    Learn content marketing strategy from the best in the business, with insights from Nike, Goop, Glossier, Burger King and more.

    1 peer-graded assignment

    2 weeks

    3 hours per week

    • Week 1

      The basics of content marketing
      • Welcome to the course
      • Understanding customers
      • Reflect and connect
    • Week 2

      Using content marketing
      • Welcome to Week 2
      • Content marketing types
      • Expressing your brand through content
      • Content marketing planning
      • Reflect and connect

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.
  • Create a shareable certificate link for your CV and LinkedIn.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 7-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate that you can share with your professional network.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with 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.

Meet your instructors

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

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

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  • Only pay while you’re learning; the subscription will cancel automatically when you finish
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FAQ

ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 7-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 7-day free trial. You may claim one free trial period per ExpertTrack.

You have seven days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 7-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

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No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

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