Online ExpertTrack in Business & Management

Creative Marketing with Advertising Week and Fernando Machado

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

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Advertising WeekAdvertising Week

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Learn with Advertising Week how to produce great creative work that moves people

This ExpertTrack from Advertising Week will supercharge your professional marketing skills as you explore the real-life strategies behind successful brands.

Guided by experienced marketing specialists like award-winning innovator and ex-global CMO at Burger King, Fernando Machado, you’ll further your career as a marketer by exploring specialist areas you may not have had the confidence to tackle before.

Whether you’re new to the marketing industry or you have been a marketing professional for years, this ExpertTrack is a masterclass in essential creative marketing skills.

Develop your branding and creative strategy

Learning from Fernando Machado, one of the most famous and decorated marketers in the world, you’ll go behind the scenes to discover how to carry off a branding project.

From initial ideas to getting stakeholders on board, you’ll understand how to brand your business and examine real-life examples to see effective strategies in action.

Launch a successful advertising campaign

Many ad campaigns underperform due to the marketers being unclear on what success looks like. You’ll overcome this obstacle as you learn what it takes to create a high-performing advertising campaign.

From examining types of advertising and piecing together different campaigns based on desired outcomes, right through to learning how to measure campaign performance, you’ll be able to identify the steps to take towards success.

Build skills in social media marketing

Social channels are a powerful marketing avenue for online promotion for both businesses and individuals. You’ll learn how to tap into the potential of social media marketing and discover how to run creative campaigns that get results.

You’ll build your understanding of the strategies and principles you should use as a social media marketing professional to make your online activity more effective.

Delve into audio and podcast marketing

You’ll examine case studies from top industry experts like Spotify to explore the key strategic marketing avenue of audio marketing.

You’ll receive top tips on how to create your audio content and strategy before learning how to successfully execute a full radio marketing campaign.

By the end of this ExpertTrack, you’ll feel confident tackling a range of marketing avenues with greater creativity. You’ll have the skills to implement effective marketing strategies to help promote your business and increase your revenue.

Industry statistics

  • Median base salary

  • UK job openings/month


Key skills you will learn

  • marketing
  • creativity
  • audio
  • content
  • podcast
  • design
  • advertising
  • marketing strategies

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Investigate the correct branding strategy for your company.
  • Assess your brand against its peers in its category.
  • Evaluate how to get stakeholders on board with your branding projects.
  • Identify a set branding review process for your teams.
  • Explore how to collaborate with creative teams.
  • Explore how to make your brand work on audio channels such as radio and podcasts.
  • Identify how to create branded content and advertising on social media.
  • Improve your advertising and creative work.

Experience required

This ExpertTrack is designed for anyone interested in improving their marketing knowledge and you don’t need any prior experience to benefit from joining. It will teach you how to employ greater creativity in your marketing strategies.

Getting started

This ExpertTrack will suit you if you are just beginning your career in marketing and want to build your confidence, or if you already work in marketing and want to upskill in marketing strategies.

ExpertTrack course overview

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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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.

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 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

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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


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.

Please see our full refund policy here.

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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