Advertising & Marketing Management

Course Introduction 

Advertising is in the midst of a major transformation due to advances in technology, growth of the mobile market, and empowerement of consumers and their increased engagement. Jeff Tan, vice president of strategy for Dentsu Aegis Network, shares recommendations on how to create and conduct successful advertising campaigns.

In this course, Tan talks about lessons advertisers can learn from the "Mad Men" era of advertising. He discuses elements of a great advertising campaign, and the value of collaboration. He describes how digital marketing will change in the future and why advertisers need to think mobile first when creating campaigns or building brands. Tan also discusses the challenge of keeping big clients and the difficulty of putting a value on creativity. He talks about the current overload of advertising and challenges facing advertising agencies. Tan explains why he believes that the current era is the "greatest era of advertising".

Who Should Attend 

• Marketing and Advertising Professionals
• Executives
• Entrepreneurs
• Small Business Owners
• Students

Course Methodology 

This self-paced e-learning course is based on an exclusive interview with Jeff Tan, marketing and advertising expert.

Learning Objectives 

• Future of digital marketing
• Keep your biggest clients
• Deal with consumer backlash to advertising
• Future challenges in location marketing
• Changes in advertising industry 
• Future for brand marketers

Course Modules 

• Exploration And Creativity
  • Learning From The "Mad Men” Era Of Advertising
  • Elements Of A Great Campaign
  • Idea Creation
  • Idea Collaboration
• Technology And Its Impact On Advertising
  • Impact Of Mobile Technology
  • Future Of Digital Marketing
  • Keeping Your Biggest Clients
  • Dealing With Consumer Backlash To Advertising
• Future Of Advertising
  • Future Challenges In Location Marketing
  • Embracing Change For The Future
  • Future For Brand Marketers