Marketing Essentials Certification

Marketing Essentials Certification

Elevate your marketing expertise: Enhance your storytelling, brand strategies, and client impact.

Step into the dynamic world of marketing with our Marketing Essentials Certification tailored for agency professionals. Developed in collaboration with Judy Franks, of The Marketing Democracy, an industry veteran, and professor at Northwestern University, this program offers the core principles of marketing.

Explore four comprehensive courses designed to provide a nuanced understanding of marketing:

What You Need to Know about Brands
Consumer-Centric Marketing
Story Telling and Making Connections
Building a Game Plan: Strategy and Tactics

This certification program equips you with tangible frameworks and strategies you can apply directly to your work. It helps you see the bigger picture of where your work fits in and prepares you with the skills and knowledge to excel in your role within the agency. Whether you're a seasoned professional or starting out in the industry, our certification offers rich content and practical tools to elevate your marketing skills and drive results for your clients.

Format

Self-Paced

Duration

Approximately 4 hours

Audience

All agency professionals

Pricing

ALL COURSES
4As members: $399 per participant
Non-members: $499 per participant

PER COURSE
4As members: $135 per participant, per course
Non-members: $169 per participant, per course

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Register for Course

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Sign Up for All Four Courses:

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Non-members Click Here to Sign Up

The Four Courses

What You Need to Know About Brands:

This course will explore the pivotal role of brands, examining concepts like brand identity, values, and promises. Participants will gain insights into effective brand architecture and its impact on commercial and cultural spheres by grasping brands' influence on consumer behavior and societal trends. Participants will be prepared to navigate marketing dynamics skillfully.

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Consumer Centric Marketing

This course focuses on the transition from brand-centric to consumer-centric marketing, prioritizing understanding consumer needs. We'll investigate consumer segmentation to unearth growth prospects, and explore vivid customer personas for effective targeting. Additionally, we'll examine mapping the consumer journey, tailoring strategies to meet specific needs, and explore three dimensions crucial for effective communication with audiences.

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Storytelling and Making Connections

This course delves into the concept of Big Ideas, distinguishing them from conventional advertising campaigns. We'll explore the essential elements of compelling brand storytelling and equip you with a toolkit for fostering meaningful consumer-brand connections that prioritize engagement over mere reach. Additionally, we'll discuss the significance of context planning, emphasizing the importance of delivering messages at the right time and place to effectively engage audiences amidst today's marketing saturation.

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Building a Game Plan: Strategy and Tactics

This course emphasizes the connection between client business goals and consumer behavior. We offer a clear distinction between marketing strategies and tactics. Additionally, we'll introduce three primary methods for establishing marketing budgets. Lastly, we explore performance measurement in today's digital landscape, navigating the complexities of data analysis to identify valuable insights and keep strategies on track.

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Each of the 4 courses can be purchased separately, but the only way to receive the certification is to complete each course

Marketing Essentials Badge

Requirements for Certification

Complete all self-paced work during each course
Complete any knowledge check questions and assignments

Meet the Facilitator

Judy Franks

Judy Franks

Judy Franks is a Clinical Professor in the IMC degree program at Northwestern University where she teaches media and consumer insight courses in the Integrated Marketing Communications program at the Medill School.

She joined Northwestern’s faculty in 2008 following a 23-year career in Chicago ad agencies–Leo Burnett, Starcom, FCB, Tatham (now Havas), and Energy BBDO where she led media strategy and communications planning for an array of clients across multiple industry sectors.

Judy Franks is the author of the text, “Media: From Chaos to Clarity.” This text (now in its 2nd edition) is widely circulated in both the