Marketing Strategy with Advertising Week and Raja Rajamannar

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/month

1,966

Source: Glassdoor’s Best Jobs (2019)