LIVE ONLINE COURSE
ON SUCCESSFUL LEADERSHIP
IN MARKETING
6 JUNE - 18 JULY 2023
Duration:
6 WEEKS
TUESDAYS & THURSDAYS
5 PM PST / 8 PM EST
Many companies consider the marketing department as a cost center and support unit, but what if you could turn it into a main driver of profit?
In this 6-week, hands-on course with Aprajita Jain from Google, you will fine-tune your analytical and practical marketing skills and learn to bring out the best in your team so you can be an effective Marketing Director.
WHO THIS COURSE IS FOR
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YOU WANT TO STRENGTHEN YOUR STRATEGIC THINKING
Learn to align your marketing plan to brand goals and needs. Discover tactics to identify and target your audience, define the budget, design cross-channel campaigns, and manage key metrics to boost marketing performance.
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YOU WANT TO BE A GREAT MANAGER
A leader is only as good as their team! Understand how to build a strong workforce and foster a culture of ownership and innovation – so your employees feel empowered to come up with creative marketing solutions.
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YOU WANT TO ADVANCE YOUR MARKETING CAREER
Find out what it takes to move up the ladder towards Marketing Director and C-suite exec and gain confidence in pitching your ideas to prepare you for your next career step.
Get career advice from a leading industry expert.
Learn how to stand out in a job market that gets more competitive by the day. Craft a mock Marketing Director position and learn exactly what it takes to become an attractive candidate. Become proactive and learn to advocate for a marketing role in organizational decision-making and budgeting. Google is a powerhouse for digital advertising, so what better way to propel your marketing career forward than by learning directly from their marketing leader!
It doesn’t get more interactive than this.
Deepen your marketing capabilities and connect with fellow motivated professionals in a live online learning environment with practical assignments and workshops, ready-to-use templates, and real-time feedback. Visit instructor office hours for 1:1 exchange.
Develop a full-on marketing strategy from week 1. You’ll learn high-level techniques to maximize brand building efforts and grow your company’s bottom line.
Put new knowledge immediately into practice. Each session includes an individual or group activity where you’ll think critically to develop advanced marketing solutions for known brands and pitch ideas to Google’s Chief Brand Marketing Evangelist.
Learn from the best. Aprajita has cherry-picked examples from top brands that are killing the marketing game. You’ll learn from the best by studying the marketing practices of brands such as Airbnb, Starbucks, Campbell’s Soup, Wix, Emirates, Oreo, Google Chrome, and many more, to learn exactly how it’s done.
Jain LinkedIn Profile
- Chief Brand Marketing Evangelist, Google
- Over 18 years of experience at Google helping first-class brands in the Retail and Travel industries grow through digital marketing and smart use of technology
- Works with the world’s leading CMOs to create authentic strategies grounded in consumers’ wants and needs
- International speaker on brand building, marketing performance, and tech trends including machine learning
- Quadrilingual global soul and die hard Bollywood fan
COURSE INTRODUCTION
Gain a holistic overview of the value of marketing.
- Marketing as a profit vs. cost center
- Responsibilities of a Marketing Director
- Workshop: Write the job description for a Marketing Director
Learn what makes a brand stand out in a sea of sameness.
- Brand distinction & 2 case studies
- 4 pillars of brand personality & 2 case studies
- Workshop: Create a new personality for an established brand
Assignment #01: Pick a company for your final marketing plan, brainstorm an identity for the chosen brand and devise a plan to implement it using a provided template.
Aprajita explains how to define your audience and strategies to reach them.
- Your audience and their needs
- How much to invest in persona building
- Smart targeting approaches to boost profit
- Tool Demo: Let Machine Learning find your best audience
- Workshop: Analyze marketing messaging and targeting of 3 brands
Discover how to nail your media mix to drive customers through the funnel.
- How to improve your media mix
- Aprajita’s tested funnel method
- Surveys for competitive positioning
- Key marketing metrics
- Workshop: Improve the media mix for an assigned brand
Assignment #02: Research targeting options and choose which to apply to address your brand’s audience.
Go Deeper: Create a list of competitors and a questionnaire to evaluate your brand’s position in the market.
Find how to make creatives work towards specific brand goals.
- Digital vs. TV creatives
- Creatives for awareness, consideration, and purchase & 3 case studies
- How to write a creative brief
- Workshop: Brainstorm how to design digital creatives for each brand objective
Get cutting-edge tactics to improve marketing performance with digital creatives.
- Ad Personalization & 2 case studies
- Sequential Storytelling & 2 case studies
- Workshop: Choose an ad and brainstorm how to personalize it and/or create a sequential story
Aprajita teaches how to best utilize and partner with influencers to amplify brand credibility and authenticity.
- Recent growth and effectiveness of influencer marketing
- How to design an influencer marketing campaign
- Workshop: Find a good influencer brand match for a well-known brand
Assignment #03: Write creative briefs for all 3 brand objectives and develop an influencer brief.
Understand how to plan the ideal marketing budget.
- 6 steps to budgeting
- Why to invest in brand building AND performance marketing
- Aprajita’s method of reverse budgeting
- Workshop: Discuss free and paid marketing resources and evaluate pricing
Delve into what makes a best-in-class, cross-channel customer experience.
- In-store and digital experience
- The relationship between customer experience and marketing
- Template to conduct a 360Âş brand audit & 4 case studies
- Workshop: Talk about how to improve a known brand’s customer experience
Assignment #04: Make an experience scorecard for your brand and assess where there is room for improvement.
Improve your leadership skills and gain techniques to set up your team for success.
- How to assign ownership to team members
- Curiosity as a key trait for hiring
- What makes a great manager
- Workshop: Write a new mission statement for your brand and a “manager’s manifesto”
Assignment #05: Put together your final marketing plan and record your slide show presentation in a 7-8 minute video.
Explore how to create a team environment of creativity and innovation.
- 5 Principles of Innovation
- 3 Case Studies
- 70/20/10 Rule about investing resources
- Workshop: Reflect on the policies/frameworks you would put in place in your team to facilitate more innovation
Get valuable feedback from Aprajita and your peers on your overall marketing plan.
- 5 to 7-minute individual presentations by 3 top-performing students
What our students say
"The wealth of knowledge and experience that I have received from this course is very thoughtful insightful, and inspiring to all marketers. If you are a skilled marketer or just need help with being a better marketer in general, this course will help build your brand and will ELVTE you into a great career path in marketing."
"I really enjoyed the advanced creative strategy pointers that we learned, but I think the real added value for me was this ready to use kit that we put together by the end of the course. The structure and guidelines that we've been given by Aprajita has been extremely helpful for us to make decisions and have a plan to put together these pieces of our marketing plan."
"My favourite part of the course was getting to engage with our instructor in the office hours before class. I also greatly appreciated the networking opportunities and learning we were able to do from the workshops."
"We get great examples of what we are talking about in class to help us relate the topic to some real-world examples. Collaboration exercises are fun within the class, and the instructor keeps the class engaging (great presentation skills)."
"Really enjoying real life examples that have been successful and effective."
"The actionable insights, the real life case studies, and learning from someone that's not only respected for their past results but is also a practitioner with their finger on the pulse of the industry. These are what I've found most transformative and valuable."
"The classes are engaging and packed with great information and insights and the workshop element is great as well as the office hours. I am learning both from the instructor and from my fellow classmates."
"The educational value and the real-world application is exceptional compared to my other online classes which can have an outdated feel. This clearly stands out as modern as it comes."