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Marketing Strategy

A fundamental guide to marketing strategy

Welcome to Marketing Strategy, a collaboration between WARC and Cannes Lions.

This course will examine the theory and practice behind successful marketing strategies and equip you with the necessary skills to plan, execute and measure your own campaigns.

You will learn the fundamental practical methods covering everything from the research phase, to objectives, KPIs, customer journeys, to briefing and evaluation.

The best news is you’ll be learning from some of the industries best strategic leaders as well as getting inspiration from the best case studies and research papers in the industry from Cannes Lions and WARC.

The course is designed in plain English so no prior experience required, upon passing you’ll get a WARC / Cannes Lions certification in Marketing Strategy.

How does it work?

  • Each short course plays like a game, mixing videos, images, links and stories
  • You can take as long or short as you like (there are no time limits and you can start anytime)
  • Select questions are marked by real people + we provide help/feedback if you get stuck
  • Upon completion you get a signed and dated certification that can also easily print/share

Who is this for?

  • Anyone wanting to get into a marketing strategy role
  • Marketers and creatives who want a better understanding of the world of strategy
  • This is a fundamentals course, no previous experience in Strategy required

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EARN CERTIFICATIONS FROM LEADING BRANDS

COLLECT BADGES FOR BEING SMART

REAL TIME MARKING ON LESSONS

CLIMB THE INTERNATIONAL LEADERBOARD

Sarah B.

United Kingdom

The gamification format makes the courses addictive and so much easier.

Magnus H.

Germany

So glad I signed up! The variety of techniques to test your understanding is great and the team behind the scenes even better.

Bradley C.

Australia

I was unsure of this at first, however, learning on your time, in a fun way, works for me!

Andra N.

United States

Impeccable learning experience. The material is carefully curated and extremely engaging.

Diana M.

South Africa

Glad I took the leap! Not only educational but also entertaining, which is still very rare these days.

Chapters

AN INTRODUCTION TO MARKETING STRATEGY

Understand what marketing strategy is, how it works, why it's important and what you'll be getting up to in this course.

ANALYSIS: WHERE ARE YOU NOW?

Here we show you how to do the research so you can find the right answers and insights for your brand.

SETTING KPIS AND OBJECTIVES: KNOWING WHERE YOU WANT TO GO

Here we'll show you how to work out and set the right KPIs and objectives for your marketing.

MAKING YOUR PLAN: HOW TO GET THERE

A simple guide so you can create and use customer journey maps to better plan your path to success.

IMPLEMENTATION: PUTTING THINGS INTO PRACTICE

Learn how to make great briefs and work with different teams smoothly to give your strategy the best chance of victory.

EVALUATING SUCCESS: HOW EFFECTIVE WAS YOUR STRATEGY?

What does success look like? How to define it? What are the different ways to measure it?

SHARPENING YOUR STRATEGIC EDGE

A look at the skills you need to develop in the long-term so you can become a strategic genius.

All access pass

Get access to all current and upcoming courses for 1 year

300

Get Access Now

Cannes Lions pass

Get access to all current and upcoming Cannes Lions courses for 1 year

230

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Meet your

Thought leaders

David Tiltman

David Tiltman is Head of Content at WARC. He has been writing about media and marketing for more than a decade, including six years at Haymarket Media Group. There he was features editor on Marketing magazine, based in London, before moving to the Hong Kong Office to become Managing Editor of Campaign Asia.

Website: warc.com

Amanda Fève

Amanda Fève is a partner and Chief Strategy Officer at Anomaly Amsterdam, where she partners with clients to define how brands communicate and behave to unlock growth in an increasingly complicated and cluttered world. Since joining Anomaly in 2012, Amanda has led the strategic thinking on clients including Converse, Johnnie Walker, T-Mobile and IKEA.

Website: anomaly.com

Mick McCabe

Mick is the Chief Strategy Officer for Publicis Worldwide, working with the North American and Global teams. He previously held the North American CSO role at Leo Burnett, in addition to CSO roles at Deutsch and KBSP.

Website: www.publicis.com

Amy Winger

Amy is global Chief Strategy Officer at VMLY&R. she leads an amazing team of brand and experience strategists who uncover, shape, and nurture the often hidden and always powerful connection between a brand and its people. She is a passionate advocate for effectiveness and firm believer in the importance of rallying the entire advertising ecosystem around the cause.

Website: vmlyr.com

Gurdeep Puri

Gurdeep is a founding partner at The Effectivness Partnership and previously headed up Effectivness at Leo Burnett. Gurdeep has helped clients win over 60 creative effectiness awards globally and is also a qualified Econometrician….bascially he’s pretty smart when it comes to planning and effectiveness :)

Website: theeffectivenesspartnership.com

Michael Chadwick

Michael is the Chief Strategy Officer for Dentsu in Asia Pacific, building a 21st century planning capability designed to grow brands in the modern economy. He is responsible for the strategic capability of more than 30 offices in 17 markets around the region.

Website: dentsuaegisnetwork.com

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What people are saying

Jan M.

Czech Republic

Great Marketing strategy 101 course - everything you need to know to start your carrier as a strategist. This was an amazing course. One of the best courses on your website. It is full of interesting case studies and it is also well structured.

Johanna A.

United Kingdom

Great course. Loads of interesting case studies and helpful links. Have enjoyed some of the other courses and this one was similarly good.

Dave D.

South Africa

Really enjoyed this course. Not quite what I expected but in a good way. Good mix of case studies, videos and helpful other stuff.

Stephen B.

United Kingdom

On the whole, the course is good, I spotted a few typos and ambiguities which I communicated to the team and now seem to be fixed. As a learning platform, you are closer to perfect than you think. My daughter's Nec GCSE courses are a nightmare in comparison.

Nick C.

Germany

Helpful course if you want to learn more about the subject. It's not intimidating too which is great for those worried it might be. Some great marketing examples in there to learn from.

Magnus H.

Germany

A helpful guide for those new to the world of strategy, the case studies alone are invaluable and the extra resources and templates were helpful too.

Aiden C.

United Kingdom

A great easy to understand course on strategy. It was a good balance of difficulty and has made me feel more confident in my job in general as a marketer. Also loved some of the case studies!

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Marketing Strategy