BECOME A MARKETING DIRECTOR | A live online course with Chief Brand Marketing Evangelist at Google | ELVTR
live online course

BECOME A MARKETING DIRECTOR

LIVE ONLINE COURSE
ON SUCCESSFUL LEADERSHIP
IN MARKETING
Dates:
5 JULY - 11 AUGUST 2022
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

  • 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.

  • 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.

  • 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.

YOUR ASCENT STARTS HERE.

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.

 
WHAT YOU'LL GAIN
01
MARKETING PLAN

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.

02
12 HANDS-ON WORKSHOPS

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.

03
20+ BEST PRACTICE CASE STUDIES

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, MAC, Wix, Emirates, Hilton, Rakuten Travel, and many more, to learn exactly how it’s done.

Instructor
Aprajita
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
Aprajita Jain
Aprajita Jain
COURSE INTRODUCTION
SYLLABUS
01
TUE (7/5), 5 PM PST/8 PM EST
The Role of a Marketing Director

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

Assignment #01 (optional): Pick a company for your final marketing plan, complete the job description for a Marketing Director at your company, and reflect on unique brands for the next class.

more
02
THU (7/7), 5 PM PST/8 PM EST
Developing a Unique Brand Identity

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 #02: Brainstorm an identity for your chosen brand and devise a plan to implement it using a provided template.

more
03
TUE (7/12), 5 PM PST/8 PM EST
Finding Your Target Audience

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

Assignment #03: Research targeting options and choose which to apply to address your brand’s audience.

more
04
THU (7/14), 5 PM PST/8 PM EST
Taking Functions Further: Business Application in Investment Analysis

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: Design a dashboard to track marketing success

Assignment #04: Create a list of competitors and a questionnaire to evaluate your brand’s position in the market.

more
05
TUE (7/19), 5 PM PST/8 PM EST
Creative by Objective

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
more
06
THU (7/21), 5 PM PST/8 PM EST
Advanced Creative Strategy 

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

Assignment #05: Write creative briefs for all 3 brand objectives, design a personalized sequential ad storyboard for your brand, and reflect on an important influencer for the next class.

more
07
TUE (7/26), 5 PM PST/8 PM EST
Influencer Marketing

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 #06: Write an influencer brief.

more
08
THU (7/28), 5 PM PST/8 PM EST
Budget Management

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

Assignment #07: Create a 6 step plan for your brand’s marketing budget and explore the user experience of one of your favorite brands.

more
09
TUE (8/2), 5 PM PST/8 PM EST
The Customer’s Touchpoint Experience

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 #08: Make an experience scorecard for your brand and assess where there is room for improvement.

more
10
THU (8/4), 5 PM PST/8 PM EST
The Art of Building and Managing a Team

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 #09: Put together your final marketing plan and record your slide show presentation in a 7-8 minute video.

more
11
TUE (8/9), 5 PM PST/8 PM EST
An Innovation Mindset 

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
more
12
THU (8/11), 5 PM PST/8 PM EST
Final Course Project: Your Marketing Plan

Get valuable feedback from Aprajita and your peers on your overall marketing plan.

  • 5 to 7-minute individual presentations by volunteers 
more
ENROLL
First name
This is required field!
Last name
This is required field!
Email
This is required field!
This is required field!
By registering and clicking “ENROLL”, you agree to our
Terms of Use, Privacy policy and Cookie Policy
 
 
 
 
ONE MOMENT...