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FutureLearn

Advertising and Creative Marketing with Advertising Week

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Overview

Learn how to approach advertising and creative work as a marketer

Executing an advertising campaign starts long before you make the campaign itself. You need to understand the aims of the campaign, the channels you can use to reach people, and how you are going to measure the outcome.

On this two-week course, you’ll discover the process of creating an advertising campaign, from defining your campaign goals and understanding what you should promote in the ads, right through to measuring your success rates to help you improve.

Understand customer segmentation

You’ll delve into the key forms of advertising to help you answer the questions of who you are trying to reach, and where they are.

From outdoor to digital, social media to TV, you’ll understand the best channels you should use to reach the people you’re keen to connect with.

Develop an effective advertising strategy

Once you have done the planning for your ads, you’ll examine the best ways to budget and track campaigns for effectiveness.

You’ll learn how to create your ads, whether you’ll be putting them together or commissioning an agency to do the work for you.

You’ll also understand what objectives and key performance indicators (KPIs) you should be using in your advertising strategy to ensure you can adapt your plan, learn more every week, and implement changes that improve your success rates.

By the end of this course, you’ll have the knowledge to implement an effective advertising strategy that speaks directly to your customers.

This course is designed for beginners who want to run their own advertising campaign.

It will suit you if you deal with advertising as part of your job but you have never executed a campaign before.

Taught by

Ruth Mortimer

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