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.
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.
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.
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.
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!
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, MAC, Wix, Emirates, Hilton, Rakuten Travel, and many more, to learn exactly how it’s done.
Gain a holistic overview of the value of marketing.
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.
Learn what makes a brand stand out in a sea of sameness.
Assignment #02: Brainstorm an identity for your 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.
Assignment #03: Research targeting options and choose which to apply to address your brand’s audience.
Discover how to nail your media mix to drive customers through the funnel.
Assignment #04: 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.
Get cutting-edge tactics to improve marketing performance with digital creatives.
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.
Aprajita teaches how to best utilize and partner with influencers to amplify brand credibility and authenticity.
Assignment #06: Write an influencer brief.
Understand how to plan the ideal marketing budget.
Assignment #07: Create a 6 step plan for your brand’s marketing budget and explore the user experience of one of your favorite brands.
Delve into what makes a best-in-class, cross-channel customer experience.
Assignment #08: 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.
Assignment #09: 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.
Get valuable feedback from Aprajita and your peers on your overall marketing plan.