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

Create effective marketing campaigns and develop skills in strategic marketing

Learn how to build an effective marketing strategy with inspiration from major brands

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 the 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 that 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 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.

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.

ExpertTrack course overview

• Quantum Marketing with Raja Rajamannar
  Chief marketing officer Raja Rajamannar on his personal view on marketers need to know to be successful tomorrow.
• 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.
• Strategic Brand Management with Advertising Week
  Discover the secret to great brand management and learn how to implement an innovative, long-term brand strategy.
• Content Marketing Strategy with Advertising Week
  Learn content marketing strategy from the best in the business, with insights from Nike, Goop, Glossier, Burger King and more.

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 that proves your expertise.

Who will you learn with?

Ruth Mortimer

Managing director for global education at Advertising Week. I run our thought leadership and our learning platform AWLearn.

Brendan Porter

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

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.

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