HOW TO BECOME A HEAD OF MARKETING

Discover why the Head of Marketing is the driving force behind a company’s success — shaping brand strategy, leading teams, and influencing every corner of the business. Dive into the tasks, career path, and scope of this pivotal role.

• Why do companies need a head of marketing?
• Tasks & responsibilities
• Career path
• Scope of the role based on the size of the organisation 

Assignment #1: Selecting a Company Case for the Project
Choose a company for your project and outline its key data using the provided guidelines.

By the end of this class, you'll be able to confidently craft marketing strategies that adapt to any business size, find the sweet spot between brand and performance goals, and drive success with smart metrics and a strong team.

• Marketing strategy frameworks
• Marketing strategy for a small business vs big business
• The balance between brand & performance marketing

Learn how to use data and AI to craft strategies that don't just attract customers, but keep them hooked at every touchpoint. It's all about understanding who they are, what they want, and how you can make their experience with your brand unforgettable.

• Data-driven approaches to defining the target audience
• Guest Speaker: Applying AI&ML tools
• Diversifying your target audience
• Customer touchpoints
• B2B audience targeting (ICP, target lists, ABM marketing)

In this class, you'll look into brand marketing with a fresh perspective. Learn how to craft a killer brand strategy, nail your positioning across every channel, and discover how GenAI is changing the game. Get ready to build a brand that not only stands out but also thrives in the ever-evolving market landscape.

• Building & implementing a brand strategy
• Brand positioning in the omnichannel world
• Elements of a brand identity
• Case Study: Disruptor brands with remarkable identities
• Impact of GenAI on branding
• Reviewing Brandbook template

Assignment #2: Target Audience Segmentation
Map out target customer segments.

Understand how to juggle and optimise your marketing channels, from social media to TV ads, and get the scoop on Media Mix Modelling (MMM) to supercharge your strategy. Plus, hear real-world tips from a guest speaker who’s been there & done that.

• Key marketing channels
• Ideal ratio
• Media Mix Modelling (MMM)
• Media Mix Modelling providers & tools 

This class will give you the tools to craft standout marketing content, from nailing the perfect brief to collaborating with influencers and using AI for awesome results. Let’s get those creative juices flowing and make your ideas pop.

• Tailoring creatives to different objectives
• Content personalization
• Partnering with influencers & choosing the right creative for different channels
• AI tools to maximize creative production
• Creative briefs
• Workshop: Brainstorm personalized creative ideas for the assigned brands

Assignment #3: Channel Mix & Creative Brief
Create a channel mix for customer segments and develop a creative brief for your project using the provided template.

Ready to turn your marketing data into actionable insights? In this class, you'll learn how to pick the right metrics and KPIs that truly align with your business goals and focus on what drives real results. Get set to dive into dashboards, discover what truly matters, and make smarter marketing decisions.

• Crucial metrics overview
• Selecting metrics that matter for your business
• Rules for establishing KPIs
• Reporting & dashboards

Turn your marketing budget into a powerhouse. This class will show you how to plan smartly, prioritise effectively, and squeeze every bit of value from your budget while measuring ROI to keep everything on track.

• The budget planning framework
• Defining priorities
• Making the most of your budget
• Measuring ROI

Assignment #4: Marketing Budgets & ROI
Define your project's budget, break it down, forecast results, and calculate estimated ROI.

This class will guide you through creating a killer marketing plan that’s as dynamic as your business, blending strategy with the latest trends, and keeping everything in sync with your team. Turn the big ideas into actionable steps and watch your business thrive.

• Marketing plan elements
• Planning approaches
• What marketing plan does your business need?
• Keeping it up-to-date (platforms, trends, tools)
• Cross-functional alignments 

In this class, you'll learn how to turn data into actionable insights, pick the right tools for the job, and adjust your budgets and targets. Whether you're diving into sales records or mastering forecasting software, you'll be set to make smarter, data-driven decisions that keep your business on track.

• Sources of data
• What data do you need to look at?
• Forecasting methods & software
• Adjusting budgets & targets

Assignment #5: KPIs & Business Impact Forecast
Outline performance KPIs for your marketing plan. Then, create a forecast of business impact based on budgets, objectives, and KPIs using a provided template.

Learn how to build a rockstar marketing team. We’ll tell you the secrets of assembling a high-performing crew, ace your hiring game with cutting-edge strategies, and infuse Diversity, Equity, and Inclusion into every step to create a dynamic and effective team.

• Successful marketing team: Attributes & structure
• Top hiring strategies
• Employee referrals
• Diversity, Equity & Inclusion basics 

Assignment #6: Team Organisational Chart & Final Project
Design a team org chart with roles and KPIs, then compile all marketing plan elements into a pitch deck. Your final project should include business description, target audience, channel mix, budgets, ROI, KPIs, creative brief, and team chart.

Level up your leadership game. This class will sharpen your management skills, teach you how to build trust and influence others, and show you how to use mentorship to rocket your career forward — all while making your personal brand shine.

• What makes a great manager
• Building trust  
• Involving the team in decision-making
• Influencing stakeholders from other teams
• Building a career internally: Mentors & sponsors
• LinkedIn & personal branding

Turn your marketing vision into a showstopper pitch. In this class, you'll learn how to captivate any audience, from CMOs to creative agencies, with tailored presentations and effective storytelling. Plus, you'll get hands-on practice to refine your pitch and make your ideas unforgettable.

• Successful pitch tips
• Tailoring your address to the audience: CMO / team / creative agency / stakeholders
• Workshop: Pitch your marketing vision

Assignment #7 (optional): Personal Branding Pillars & LinkedIn Review
Identify personal branding pillars and update your LinkedIn profile.