ABOUT THE INSTITUTE The Institute for Brand Marketing™ is a program for marketers designed in partnership with IBM Watson Advertising and Adweek. Offering marketers the skills they need to advance in a disruptive marketplace, the initiative will provide complimentary, interactive courses, custom research, thought leadership and live educational experiences at industry events across the country. Aimed to fill a void in the marketplace for marketers who are looking for continual learning and development, the Institute for Brand Marketing offers key learning resources that are developed to empower marketers with the strategies and knowledge to position them for success. ABOUT IBM WATSON ADVERTISING IBM Watson Advertising, formerly The Weather Company’s ad sales division, uses IBM Watson, the world’s leading AI technology, to unlock data and insights to help marketers make better decisions. To learn more, visit ibm.com/watson-advertising. Hear from Bob Lord, SVP Cognitive Applications and Ecosystems Development at IBM, recently named one of Digerati’s top 100 global digital marketers, on the importance of being a life-long learner and what you should do to future proof your career. Courses The Institute for Brand Marketing offers courses specifically for marketers, each comprised of 12 concise and practical lessons rolled out over the course of 12 weeks. Courses are taught by leading experts in their fields and are designed to help you cultivate the skills to succeed. Learn More Course 1 Advanced Marketing Technologies The next wave of marketing disruption is centered around how to apply cutting edge concepts such as machine learning, artificial intelligence, and blockchain to improve existing functions and help solve business challenges. Many marketers do not have a clear conception of the fundamentals of these technologies – for example, what is the difference between machine learning and artificial intelligence, or what is blockchain beyond cryptocurrency? But also, marketers do not understand how these technologies can help them solve the problems they face every day. They need ideas on how to begin to apply these concepts in their business to walk, crawl, and ultimately run. Take this course to learn more about innovative marketing technologies that you can apply to your business to help drive success. Content curated by David A. Schweidel, Professor of Marketing, Emory University Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He is the author of Social Media Intelligence which details how organizations can leverage social media data to inform their marketing strategies and Profiting from the Data Economy, in which he details the value of businesses tapping into consumer data for both individuals and companies. In this course: - Machine Learning and Predictive Analytics - Customer Identity Management - Location Based Marketing - Delivering on Personalization - AI and Content Marketing - Engaging Customers with Chatbots - Influencer Marketing Technology - VR/AR to Enhance the Customer Experience - Programmatic Advertising - The IoT - Blockchain and Digital Marketing - Skills and Structure for Marketers Get started now Sign in now to get started Advanced Marketing Technologies Get started now Sign in now to get started Learn More Course 2 Monetizable Engagement (Available December 2019) In this new digital world, organizations are seeing engagement with their brands through many different platforms, channels, and strategies - but many still struggle to monetize this engagement, making ROI difficult to convey. This course will cover new ways brands are monetizing marketing efforts across channels (like social and mobile), how certain technologies can help, and methods for attributing sales (and other KPIs) to marketing efforts. Content curated by Jonathan Simon, Director of Marketing & Communications at the Telfer School of Management, University of Ottawa. He is the former Director of Marketing of a mobile gaming publisher of top-tier apps including Rubik’s Cube, Scattergories (Hasbro), Phase 10 (Mattel) and Skip-Bo (Mattel). His digital marketing expertise includes mobile strategy, mobile ad monetization, user acquisition, content marketing, email marketing, and SEO. Simon received his B.A. from the University of Florida, and his M.B.A. from the Telfer School of Management, University of Ottawa. In this course - Understanding Monetization Models - Measuring Digital Engagement - Omnichannel and the New Customer Journey - Content that Engages - Mobile First: Marketing and Engagement - The Newest Media: AR/VR to Gamification - Social Media Commerce and Influencer Marketing - Monetizing with Experiential Marketing - Bottom-Up UI/UX Design & Optimizing the User Experience - Measuring Impact: KPIs and Attribution Models - Essential Measurement Tools Get started now Sign in now to get started Monetizable Engagement Get started now Sign in now to get started FAQ How much does the program cost? Courses are complimentary and open to all. Create your free credentials on adweek.com to access the program. Who can benefit from these courses? These courses are designed to provide marketers with the skills and knowledge to advance in a disruptive marketplace. From aspiring CMOs to marketing leaders looking to accelerate their careers, professionals at all levels will benefit from learning how the latest technologies work—and how they can apply them. Who are the instructors? We have selected college professors who are doing cutting edge work in the fields of marketing technologies to lead these courses. Additionally, the course objectives and lessons have been informed by leading practitioners within the advertising and marketing community, subject matter experts at IBM, and the journalists at Adweek. See the course descriptions for the individual instructor bios. What is the time commitment? Each course has 12 lessons. Each lesson is self-paced, and designed to be 10-20 minutes long. There is no commitment – choose to go through all the lessons, or just take the ones that make sense for you. When does the program start? The first course, Advanced Marketing Technologies, will become available in early September with several lessons at once. Subsequent lessons will be released each week. The second course on Monetizable Engagement will be available in December. Do I need to take the lessons in order? You can take them in order, wait until they are all available and binge them all at once, or take just the ones you need. It’s up to you. Are the courses at a specific time? No. The lessons in each course exist independently, and are available for you to take at any time. Is there certification available for completing the courses? Yes, upon completion of each 12-lesson course, you will receive a course badge that can be added to your LinkedIn profile. Can I use my mobile device? Yes, the course is completely mobile friendly. What do I do if I have a technical issue? There is live chat support in the courses, or you can email email@example.com.