Modules

Course Content

Lesson Content

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1. Module Overview

2. Context for Commercial Marketing

3. The Creation of Commercial Value

4. Context for Commercial Marketing: Marketing’s Role in Value Creation for a Business

5. Context for Commercial Marketing: Top Line, Bottom Line and the Triple Bottom Line

6. Context for Commercial Marketing: Adopting a commercial mindset in marketing

7. Context for Commercial Market: Tools/techniques to adopt a commercial mindset

8. Context for Commercial Marketing: The Value Creating Marketer: In the V-Zone

9. Understanding the Financials: The Importance of Understanding Financials

10. Understanding the Financials: Structure of a Product P&L in marketing

11. Understanding the Financials: Marketing Propositions & the Relationship to the P&L

12. Understanding the Financials: The Importance of the 4Ps as they impact the P&L

13. Understanding the Financials: Building your Budget

14. Understanding the Financials: How much should you spend on your Marketing Budget?

15. Understanding the Financials: Zero-based Budgeting

16. Pricing: Influences on Pricing Decisions

17. Pricing: Pricing in Action

18. Pricing: Pricing in Context

19. Pricing: New Revenue Models

20. Metrics and Measurement: Knowing the right metrics

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Lesson Content

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1. Introduction to channels

2. The Role of Reach

3. The Role of Earned and Owned Media

4. Efficiency vs Effectiveness

5. How much to spend on media?

6. What channels do we have available to use?

7. Determining what media channels to use

8. Where your customers are and what channels do they most frequently use?

9. Determine which media channels deliver greater levels of effectiveness

10. Types of media that compliment your brand and communication

11. Gap between where your customers and your competitors are

12. Leverage a number of channels to drive greater impact

13. A brand’s life stage and media planning

14. The case for TV and the Superbowl

15. D2C and Ecommerce Marketplaces and Retail Media

16. Integrated marketing communications

17. Timing of media

18. The law of diminishing returns

19. Creating a precision performance targeted approach

20. Communicating through the customer lifecycle

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1. Introduction to creativity

2. What is advertising here to do?

3. Creative principles in the context of marketing and communications

4. Relationship between creativity, attention, memory and response

5. Role of memory structures

6. Building memory structures; Role of Emotion

7. Building memory structures; Distinctive brand assets

8. Grabbing attention

9. Creative techniques

10. The role of creative storytelling

11. Creativity through the marketing mix

12. The process of being creative

13. The role of data in designing and measuring creative campaigns

14. Marketing campaign planning process

15. Leveraging the creator economy

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1. Introduction to Brand Development and Management

2. What is a brand?

3. The importance of brand size and growth

4. Double jeopardy concept in marketing

5. Triple jeopardy of brand attention

6. Levers of brand growth and management

7. Brand Purpose vs Promise

8. Brand Diagnosis

9. Brand measurement

10. Building blocks of your brand strategy

11. Brand soul and goal diamond

12. Brand Expression

13. Brand Distinctiveness

14. Brand Differentiation

15. The disconnected brand execution

16. Brand Portfolios

17. Managing brand portfolios

18. Brand partnerships

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1. Introduction to Data and Analytics

1.1 What is Data and How Do We Leverage It?

1.2 Collecting and Visualising Data

1.3 What Can You Do with Data?

1.4 Additional Resources

2. Introduction to AI in Digital Marketing

2.1 What is AI in Digital Marketing?

2.2 How AI can be used by channel

3. Evaluating Past Performance

3.1 Introduction to Marketing Effectiveness

3.2 Different Techniques used within Marketing Effectiveness

3.3 Evaluating your Marketing Efforts

3.4 Different Techniques used within Marketing Effectiveness

4. Introduction to Data Science

4.1 Data Science and Data Scientists

4.2 What do Data Scientists do

4.3 Basic Principles of Data Science

4.4 Common Application of Data Science

4.5 Challenges with Data Science

This course includes:

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Overview

The Giants Marketing Masterclass is a specialized course expertly tailored to enhance marketers’ skills, enabling them to engage customers effectively and drive improved business performance.

The programme adopts an empirical and evidence-based approach to teaching the latest proven marketing techniques and principles that create value for organizations. It is practitioner-focused and features contributions from numerous renowned Chief Marketing Officers and industry experts from around the globe.

After conducting thorough research, we have determined that there are six fundamental technical skills that must be both mastered and seamlessly integrated in order to achieve effective marketing.

Structure of programme

The programme structure consists of 6 key modules and considers a multi-dimensional approach from strategy to execution and existing and emerging topic areas within the discipline of Digital Marketing. Additionally, there is also live coaching available to enhance the learning experience and provide students with real-time guidance and support throughout their journey.

Students must complete all the modules, actively participate in live coaching sessions, and pass the final exam to achieve the School of Marketing Certificate in Digital Marketing. This comprehensive approach ensures that students not only acquire theoretical knowledge but also gain practical insights and personalised guidance to excel in the field of Marketing.

This course includes:

Any Questions?

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