Purpose Led & Future Fit Brand Marketing
4.9 (20)
2 Days
·Cohort-based Course
Learn how to build brands that last and marketing strategies that deliver from an experienced marketing practitioner.
Purpose Led & Future Fit Brand Marketing
4.9 (20)
2 Days
·Cohort-based Course
Learn how to build brands that last and marketing strategies that deliver from an experienced marketing practitioner.
Course overview
Brand marketing that that stands out, does good and delivers results.
This marketing course is designed to equip students with the skills and knowledge necessary to craft purpose-driven brands that delivers growth. The curriculum is organised into five key areas:
1) Insight - Learn techniques to uncover real consumer insights and (often unarticulated) pain points using empathy and data.
2) Purpose - Craft purposeful brands that drive business growth while making a positive impact.
3) Creativity - Leverage creativity to stand out in the crowd, persuade and be unmissable. Learn the art of marketing.
4) Channel - Find out how iconic brands build a channel strategy, reaching right audiences, with the right message, at the right place. Get the key insights on marketing budget allocation and optimisation.
5) Deployment - Build an data driven marketing engine to maximise your ROI. Learn the science of marketing.
Course will include teaching, peer feedback & discussion, Q&A, ready to use templates & resources, and Slack conversations with the course instructor.
No prior experience is required, making it accessible to beginners as well as those with some marketing knowledge.
Who is this course for?
01
For marketing leaders who want to enhance their skills in crafting purposeful brands.
02
For start up founders & entrepreneurs who want to develop effective marketing strategies that delivers growth.
03
For creatives & marketing enthusiasts who wants to gain a solid foundation in brand building and data-driven marketing.
Key Outcomes
Get your own Brand Jobs To Be Done (JTBD)
You will learn the techniques used by great brands to identify and address unmet consumer needs. Using the same systematic approach, you will craft your own Brand Jobs To Be Done (JTDB)
Build your Brand Key and Brand Purpose Strategy
You will create your own Brand Key that defines;
Why a brand exist, what a brand stands for and its purpose,
What emotional and product benefits it will deliver to achieve JTBD,
How it will deliver a positive impact for the people and the planet.
Learn the techniques to leverage creativity as a competitive advantage for your brand.
You will explore how to create brand associations in the minds of your consumers, by using your Distinctive Brand Assets, where and when it matters.
Develop your own Marketing Channel Strategy to achieve your Objectives and Key Results (OKRs)
Finite resources and budget, infinite options. You will learn a systematic approach to choose the right marketing channels and manage your budget effectively to maximise your impact.
Go from novice to full confidence in designing data-driven marketing campaigns.
By implementing the 3P Framework of Precision, Personalisation, and Performance, you will gain the experience of creating your own data-driven marketing campaign. B2C - B2B - B2B2C.
And, build a powerful network to take you to the next level!
As the African proverb goes "If you want to go fast, go alone. If you want to go far, go together."
Purpose Led & Future Fit Brand Marketing
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Purpose Led & Future Fit Brand Marketing
Meet your instructor
Türker Bilgin
Global Brand Marketing Director I Unilever I London School of Economics
A global brand director, having led some of the most iconic brands in the world like Dove, Rexona (Sure/Degree) and Axe (Lynx) with +13 years experience at Unilever.
Passionate about developing purpose-driven brands, designing data driven marketing models, driving digital transformation, media innovations and making sure brands act as a force for good for people and the planet!
Holding a Masters Degree in Behavioural Science from London School of Economics, BA in Industrial Engineering, and studied Graphic Design at UAL and Neuroscience at CBS.
Learn the art & science of marketing from an insider with a track record of success at top-tier brands
What people are saying
Erdem Inan
Chloe Davis
Alexandra Denisova
Rodolfo Rincon
Bora Yavas
Emre Kara
Course syllabus
01
First Module - INSIGHT
>Growth Space and Consumer Demand Analysis
>Uncovering real consumer insights
>Crafting your Brad Jobs To Be Done
>Using Behaviour Change Model for your JTBD
02
Second Module - PURPOSE
>Crafting your Brand Social Mission (Do & Say)
>Defining People Planet Philosophy (PPP)
>Leveraging Purpose to drive marketing effectiveness
>Target setting and measuring your impact
03
Third Module - CREATIVITY
>Understanding how our brain works (System 1 & System 2)
>Capturing attention and standing out in culture
>Leveraging creativity to persuade and sell
>Assessing creative effectiveness using 6 Level Creative Scale
04
Fourth Module - CHANNEL
>Crafting your marketing channel strategy
>Delivering the right message to the right consumers at the right place
>Using advanced signals to boost your media effectiveness
>Optimum budget allocation and management to drive ROI
05
Fifth Module - DEPLOYMENT
>Advanced segmentation from demographics to psychometrics
>Designing a data-driven marketing engine (system, process, talent)
>Understanding 3P Model (Precision, Personalisation, Performance)
>AI powered marketing optimisation and automation
Course schedule
FOR 12TH & 13TH SEPT COHORT:
Tuesday, Sept 12th - Session 1
4-6 pm Pacific / 7-9 pm Eastern Time
- Interactive lecture with Turker covering Modules 1, 2, and 3.
- Breakout groups to develop your own brand marketing strategy.
- Discussion and Q&A.
Wednesday, Sept 13th - Session 2
4-6 pm Pacific / 7-9 pm Eastern Time
- Interactive lecture with Turker covering Module 4, 5 and Q&A.
- Breakout groups to develop your own brand marketing strategy.
- Discussion and Q&A.
FOR 19TH & 20TH SEPT COHORT:
Tuesday, 19th Sept - Session 1
11 AM GMT / 1 PM CET Time
- Interactive lecture with Turker covering Modules 1, 2, and 3.
- Breakout groups to develop your own brand marketing strategy.
- Discussion and Q&A.
Wednesday, 20th Sept - Session 2
11 AM GMT / 1 PM CET Time
- Interactive lecture with Turker covering Module 4, 5 and Q&A.
- Breakout groups to develop your own brand marketing strategy.
- Discussion and Q&A.
Meet & Greet and Ask Me Anything Sessions
Students can also choose to join one pre-course meet & greet, and one Ask Me Anything 1-1 session with Türker.
Throughout the course
Slack conversations with Türker and peers in your cohort, including direct feedback from Türker. Times doesn't that suit you? Drop me a line and let me see what I can do!
All the resources and templates will be provided, with full time access.
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Purpose Led & Future Fit Brand Marketing
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