AW Learn Courses

Advertising and Creative Marketing with Advertising Week

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Learn how to approach advertising and creative work as a marketerExecuting an advertising campaign starts long before you make the campaign itself. You need to understand the aims of the campaign, the channels you can use to reach people, and how you are going to measure the outcome.On this two-week course, you’ll discover the process of creating an advertising campaign, from defining your campaign goals and understanding what you should promote in the ads, right through to measuring your success rates to help you improve.Understand customer segmentationYou’ll delve into the key forms of advertising to help you answer the questions of who you are trying to reach, and where they are.From outdoor to digital, social media to TV, you’ll understand the best channels you should use to reach the people you’re keen to connect with.Develop an effective advertising strategyOnce you have done the planning for your ads, you’ll examine the best ways to budget and track campaigns for effectiveness.You’ll learn how to create your ads, whether you’ll be putting them together or commissioning an agency to do the work for you.You’ll also understand what objectives and key performance indicators (KPIs) you should be using in your advertising strategy to ensure you can adapt your plan, learn more every week, and implement changes that improve your success rates.By the end of this course, you’ll have the knowledge to implement an effective advertising strategy that speaks directly to your customers.This course is designed for beginners who want to run their own advertising campaign.It will suit you if you deal with advertising as part of your job but you have never executed a campaign before.

Content Marketing Strategy with Advertising Week

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Create a strategic content marketing plan that gets your brand noticedUsing case studies from some of the world’s biggest brands, this two-week course will equip you with the content marketing skills and know-how to create engaging, targeted marketing content that works.Learn the rules of strategic content creation with insights from Nike, Burger King, Etsy and moreStrategic marketing content is responsive, both to the needs of its audience as well as the wider context of society and culture.This course will help you to identify what types of content marketing are right for your organisation.Leading by example, you’ll explore how Burger King and Etsy have created a content marketing strategy that appeals directly to their customers, and hear from the marketing experts at Nike on how they adapted their content strategy in response to the coronavirus pandemic to build an entirely online fitness community.Analyse innovative content marketing examples from Goop, Glossier, Siemens, Buzzfeed, and ChipotleThrough case studies and interviews with business founders like Gwenyth Paltrow at Goop, you’ll observe content marketing in action in a wide range of industries, from beauty to tech, and identify why and how it’s successful.Be it thought leadership pieces, TikTok videos, or whitepapers, you’ll explore a variety of content marketing ideas and formats, and learn how to channel your learnings into creating marketing content that reaches and resonates with your target market.Set and exceed your content marketing goalsAs well as learning how to create great content, you’ll learn how to define and set goals for your content that align with your content marketing strategy.By the end of the course, you’ll have mastered the skills to create a strategic content marketing plan and imaginative, targeted content to rival the best in business.This course is designed for those beginning a career in marketing who’d like to build their skills in content marketing.It will also be useful for those already working in marketing who haven’t specialised in content marketing previously, as well as SMEs who want to create content marketing but don’t have a dedicated marketing team.

Creative Marketing with Advertising Week and Fernando Machado

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Learn with Advertising Week how to produce great creative work that moves peopleLearn creative marketing from award-winning marketer Fernando Machado and upskill in branding, ads, social media and podcasts.

Social Media Marketing with Advertising Week

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Learn from the successful social media campaigns of top global brandsThis two-week course will equip you with the skills you need to run creative social media marketing campaigns that get real results.With 4.5 billion global users, over half the world is on social media. Social channels are now a key marketing avenue for any business promoting themselves online.Using real-life case studies, you’ll build the knowledge and tools to not only understand social media strategy but also the tactics you should be using as a social media marketing professional.Gain insights from experts at TikTok, Snapchat, and FacebookPacked full of intelligence from some of the world’s biggest brands and organisations, this course shares insights on the power of social media from key players at leading social media networks.From Facebook COO Mark D’Arcy to VP of global business solutions at TikTok, Blake Chandlee, you’ll find out what digital marketing is like in a social media environment and explore the latest social media formats.Learn how to create engaging social media contentUsing in-depth case studies on social media campaigns by Ben & Jerry’s and Dove, you’ll examine the strategy behind different social media approaches.You’ll learn how to identify the right social media channel for your marketing goals, and get tips for growing your audience on social by creating great content on key platforms like LinkedIn, Instagram, Facebook, Twitter, and TikTok.Plan your successful social media campaignBy the end of the course, you’ll feel empowered and prepared to run a brand-appropriate and engaging social media marketing campaign that reaches your intended target audience.Plus, with guidance from the experts at Advertising week, you’ll learn how to track and analyse social media metrics and measure the ROI and impact of your social media campaigns.This course is designed for anyone who would like to enhance their knowledge of social media marketing techniques and principles.You may be new to marketing or already working in the field and looking to build specialist skills in social media.

Marketing Strategy with Advertising Week and Raja Rajamannar

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Create effective marketing campaigns and develop skills in strategic marketingDiscover marketing strategy with teaching from Mastercard global CMO, Raja Rajamannar, and marketing experts at Advertising Week.

Strategic Brand Management with Advertising Week

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Create a well-defined, strategic brand identity and vision that lastsA recent study found that 77% of consumers surveyed have stayed loyal to a specific brand for 10 years or more.This two-week course will give you the brand management skills you need to implement a brand strategy that keeps your consumers coming back for more.Discover the value of brand strategyAlmost every organisation has a brand or reputation that should be maintained.On this course, you’ll learn how to identify a brand’s identity and formulate a defined brand strategy that aligns with consumer needs, emotions, and the competitive business environment.Learn how Coca Cola built a brand worth $36.2bn aloneUsing Coca Cola as a case study, you’ll discover why $36.2bn of Coca Cola’s $200bn net worth belongs to its brand alone – and how it did it.Designing a strong brand identity requires honing and experimenting with your brand vision and mission.You’ll develop your knowledge of key strategic branding tools and techniques to consider when curating a brand’s identity, including segmentation, targeting, and brand positioning.Build a brand planAlongside the experts at Advertising Week, you’ll learn how to produce a brand essence framework which accurately represents your brand and its values.Once you’ve honed your brand identity and strategy, you’ll learn how to model this strategy into a brand plan which resonates with your audience, as well as your organisation’s wider marketing goals.This course is designed for anyone who wants to understand the basics of branding and brand management.This includes marketers who are working on brands for the first time and those moving into a role in an organisation where brand management is important.

Quantum Marketing with Raja Rajamannar

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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 marketingRajamannar 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 technologyThe 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 loyaltyThe 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.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.

Marketing Strategy with Advertising Week

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Run effective marketing campaigns and build your skills in strategic marketingThis course, led by experts at Advertising Week, will help you get to grips with the discipline and planning that should be undertaken before creating and running a great marketing campaign.From Tesla’s viral marketings stunts and celebrity CEO, Elon Musk, to celebrity skater Tony Hawk turning his perceived faults into brand deals, you’ll gain fascinating intelligence into some of the world’s most successful global marketing strategies.Learn about marketing campaign planning and strategy with insights from Mastercard, Ritz, and TeslaWhen crafting a brand’s marketing strategy, it’s vital to consider factors which may impact the marketing of a brand or service.You’ll learn how to identify these factors and how this may impact the marketing activity and channels you use.With exclusive access to Advertising Week’s masterclass from Mastercard CMO, Raja Rajamannar, 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.You’ll also analyse work from Volkswagen and Tesla, and explore how they choose to maximise brand loyalty through their respective marketing strategies.Learn how to identify your marketing channels and create a long term marketing planAs you work through the course, you’ll have the chance to explore a variety of marketing channels and consider which ones may be the right fit for your organisation.By the end of the course, you’ll feel confident to produce a well-defined marketing plan that takes into account your organisations goals, brand identity, and target audience.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.

Creative Branding with Advertising Week and Fernando Machado

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Design a powerful creative strategyThis two-week course will help you design an effective creative strategy that works for your business.Fernando Machado, one of the most famous and decorated marketers in the world, and his head of design at Burger King team up with the agency JKR to show you how to carry off a branding project.From the first moments of tying your strategy to a business need, right through to getting stakeholders on board and rolling out your brand to the world, you’ll discover the full branding process using real-world examples.You’ll rethink your marketing approach and experiment with new creative work and design to understand how to carry out creative projects in a practical way.Understand how to brand your businessFernando and his team will take you through their thinking, the design process, and the creative work to inspire you to create your own brand strategies, and how to execute them brilliantly.You’ll learn essential skills to help with the process including how to define your brand goals, how to utilise your brand heritage, and how to engage stakeholders in your plans.Develop your marketing skills led by experts in the fieldUsing real-life case studies featuring professionals who already do these jobs, you’ll learn the tactics you can use in practical settings to get ahead in your career.Led by chief marketing officer Fernando Machado and Advertising Week, a global thought leadership organisation, you’ll learn how to create great creative marketing and content to accelerate your brand.This course is designed for aspiring marketers and marketing professionals as a masterclass in the real process of creativity.You could be involved in branding, design, and creative projects or just starting your marketing career.

Radio and Podcast Marketing with Advertising Week

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Discover the power of podcast and radio advertisingWith 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 AutoglassIdentifying 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 SpotifyThe 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 campaignBy 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.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.