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.
405 enrolments
Duration
Approx 8 weeks3 hrs per week
Marketing Strategy with Advertising Week and Raja Rajamannar
405 enrolled on this ExpertTrack
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
£42,500UK job openings/month
1,966
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
Quantum Marketing with Raja Rajamannar
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
Marketing Strategy with Advertising Week
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
Strategic Brand Management with Advertising Week
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
Content Marketing Strategy with Advertising Week
4.4 (5 reviews)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.
- Impress employers with learning outcomes you can add to your CV.
- Make your career dreams a reality.
Download a PDF
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.
Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.
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.
Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.
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
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Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
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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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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.
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