Course curriculum

  • 1

    Introduction: What is The New Marketing? (And Why Are These Videos Free?)

    • What is The New Marketing?

    • Why is this Masters Series Free?

    • Earn a Certificate for The New Marketing

    • Welcome to The New Marketing Masters Series.

    • FREE Download Chapter One Download Foreword, Introduction and Chapter

    • Access to PowerPoints during the course

    • Technical Issues
  • 2

    Introduction: Who Did We Interview for The New Marketing? (And a Resounding Thank You)

    • Academic and Marketing Thought Leaders
  • 3

    Introduction: The Power of Marketing

    • Re-imagine, Re-tool, and Re-Wire for the Future
  • 4

    Chapter 1: Where's My Flying Car? Predicting the Future in Times of Disruption (Part of 1 of 2)

    • Challenges Facing the New Marketing Organization (Part of 1 of 2)
  • 5

    Chapter 1: Welcome to the Digital Age: The Rapid Evolution of Consumer Behavior (Part 2 of 2)

    • Challenges Facing the New Marketing Organization (Part 2 of 2)

    • Extra Insights.

    • Chapter 1 Quiz

    • Chapter 1 - PPTs

  • 6

    Chapter 2: Knowing What Customers Want: From Neuroscience to Cultural AI (Part 1 of 3)

    • Seeing Real-Time into the Consumer's Mind (Part 1 of 3)
  • 7

    Chapter 2: But What Are You Really Thinking? EEGs & Biometrics in Focus Groups (Part 2 of 3)

    • Seeing Real-Time into the Consumer's Mind (Part 2 of 3)
  • 8

    Chapter 2: AI Honey to Capture Data: Using AI to Track, Codify & Visualize Cultural Change (Part 3 of 3)

    • Chapter 2: Seeing Real-Time into the Consumer's Mind - (Part 3 of 3)

    • Chapter 2 - PPTs

    • Chapter 2 Quiz
  • 9

    Chapter 3: 7 Steps to the Perfect Persona: Data-based Personas for Buyers & Influencers (Part 1 of 2)

    • Architecting Data-Driven Buyer Personas (Part 1 of 2)
  • 10

    Chapter 3: What's Your Reddit? Specific Persona Examples for B2B & B2C Customers (Part 2 of 2)

    • Chapter 3: Architecting Data-Driven Buyer Personas (Part 2 of 2)

    • Chapter 3 - PPTs

    • Chapter 3 Quiz
  • 11

    Chapter 4: Brand Purpose: "Having the Guts to Do Something That Matters" (Part 1 of 2)

    • Chapter 4: Personalizing the Customer Journey and Activating Brand Purpose (Part 1 or 2)
  • 12

    Chapter 4: Out of the Funnel: The New Model of the Customer Touchpoint Odyssey (Part 2 of 2)

    • Chapter 4 Personalizing the Customer Journey and Activating Brand Purpose (Part 2 of 2)

    • Chapter 4: PPTs

    • Chapter 4 Quiz
  • 13

    Chapter 5: Controlling the Narrative: 6 Steps to Defining Your Brand Experience (Part 1 of 3)

    • Chapter 5: Designing Experiences to WOW Customers (Part 1 of 2)
  • 14

    Chapter 5: The Spaghetti Tower: Why Kindergartners Outperform CEOs (Part 2 of 3)

    • Chapter 5: Video 2: Designing Experiences to WOW Customers
  • 15

    Chapter 5: A Trip to IKEA: Human-Centric Design and Experiential Learning (Part 3 of 3)

    • Chap 5: Designing Experiences to WOW Customers (Part 3 of 3)

    • Chapter 5: PPTs

    • Chapter 5 Quiz
  • 16

    Chapter 6: When Your Followers Advertise for You: A Template for Content Marketing (Part 1 of 2)

    • Chapter 6: Winning with Content Marketing and Storytelling (Part 1 of 2)
  • 17

    Chapter 6: What's Your Story? Building Human Connection Between Brands & Consumers (Part 2 of 2)

    • Chapter 6: Winning with Content Marketing and Storytelling (Part 2 of 2)

    • Chapter 6: PPTs

    • Chapter 6 Quiz
  • 18

    Chapter 7: The Digital Expanse: Reaching the Right Customer with the Right Message (Part 1 of 2)

    • Chapter 7: The Digital Expanse: Reaching the Right Customers with the Right Message (Part 1 of 2)
  • 19

    Chapter 7: Rolling Thunder. Content Distribution Across Paid, Owned & Earned Media (Part 2 of 2)

    • Chapter 7: Disrupting the Content Distribution Mix (Part 2 of 2)

    • Chapter 7: PPTs

    • Chapter 7 Quiz
  • 20

    Chapter 8: Creating Social Employees: The 5 Phases of a Social Employee Pilot Program (Part 1 of 2)

    • Chapter 8: Engaging Social Employees, Influencers and Generation Z (Part 1 of 2)
  • 21

    Chapter 8: Creating Social Employees: The 5 Phases of a Social Employee Pilot Program (Part 2 of 2)

    • Chapter 8: Engaging Social Employees, Influencers and Generation Z (Part 2 of 2)

    • Chapter 8: PPTs

    • Chapter 8 Quiz
  • 22

    Chapter 9: "A Brand Called You." Articulating Your Unique Value Proposition (Part 1 of 2)

    • Chapter 9: Unlocking the Power of You (Part 1 of 2)
  • 23

    Chapter 9: Personal Career Insurance: Developing Your Brand to Weather Any Storm (Part 2 of 2)

    • Chapter 9: Unlocking the Power of You (Part 2 of 2)

    • Chapter 9: PPTs

    • Chapter 9 Quiz
  • 24

    Chapter 10: Brand Choreography: Right Message, Right Person, Right Place, Right Time (Part 1 of 2)

    • Chapter 10: The New Integrated Marketing Strategy: Brand Choreography (Part 1 of 2)
  • 25

    Chapter 10: Brand Choreography: Right Message, Right Person, Right Place, Right Time (Part 2 of 2)

    • Chapter 10: The New Integrated Marketing Strategy: Brand Choreography (Part 2 of 2)

    • Chapter 10: PPTs

    • Chapter 10 Quiz
  • 26

    Chapter 11: Tell Us What You Want (What You Really, Really Want): Data-Driven Branding (Part 1 of 3)

    • Chapter 11: Data In, Branding Out (Part 1 of 3)
  • 27

    Chapter 11: The True Measure of Success: Using Key Performance Indicators & Metrics (Part 2 of 3)

    • Chapter 11: Data In, Branding Out (Part 2 of 3)
  • 28

    Chapter 11: Data in, Branding Out (Part 3 of 3)

    • Chapter 11: Data In, Branding Out (Part 3 of 3)

    • Chapter 11: PPTs

    • Chapter 11 Quiz
  • 29

    Chapter 12: The Shifting Value of Data: From Who Customers Are to What They Want (Part 1 of 3)

    • Chapter 12: The Future: Coming Faster Than You Think (Part 1 of 3)
  • 30

    Chapter 12: Brand Relevance: From Content Marketing to Customer Experience (Part 2 of 3)

    • Chapter 12: The Future: Coming Faster Thank You Think (Part 2 of 3)
  • 31

    Chapter 12: The Future is Coming: 10 Steps to a Powerful Marketing Plan (Part 3 of 3)

    • The Future: Coming Faster Than You Think

    • Chapter 12: PPTs

    • Chapter 12 Quiz

    • Before you go...

Instructors

Meet Your Instructors

Senior Instructor

Mark Burgess

Mark Burgess is co-founder and president of Blue Focus Marketing®, a brand consultancy that builds brands from the inside out. He is co-author of the revolutionary bestseller, The Social Employee. Mark is a renowned global speaker and delivered a TED Talk on “The Rise of the Social Employee.”  Mark followed The Social Employee with a groundbreaking new book, The New Marketing: How to Win in the Digital Age, focused on today and the future of marketing, so MBA students and marketers can seize their marketing journey.  Mark is an adjunct marketing professor at the Rutgers University Master of Business & Science degree program. And he teaches MBA and executive education courses at Rutgers Business School. Mark was published in the inaugural edition of Rutgers Business Review: “Shaping the Future: The New Social Ecosystem.” He teaches online marketing courses at eCornell and UCLA and has designed online marketing and digital certificate programs for leading universities.  Mark began his career as an adman on Madison Avenue at McCann. He has held senior roles in marketing and digital strategy at AT&T and PwC. Mark was a recipient of two Effie Awards for global marketing effectiveness.  Mark is a two-time course author for LinkedIn Learning, including Integrated Marketing Strategies, that is generating thousands of course completions. He was a contributor to the Wharton Future of Advertising 2020 project.   As an expert trainer for The American Marketing Association, Mark delivered industry-leading content marketing and integrated marketing workshops to hundreds of marketers.   Mark earned an Executive MBA from Fairleigh Dickinson University and a BA from the University of Pittsburgh.  He completed marketing certificates at Dartmouth College and Duke University.  Twitter: @mnburgess

Instructor

Cheryl Burgess

Cheryl Burgess is co-founder and CEO of Blue Focus Marketing®, a consulting firm that delivers future-ready marketing and training solutions to customer-centric organizations. She is the co-author of a groundbreaking new book: The New Marketing: How to Win in the Digital Age -- a book that looks to the future rather than analyzing the past, based on the contributions of CMO trailblazers and martech disruptors, behavioral economics luminaries at Yale and marketing sages at Kellogg and Wharton. She is also the co-author of the pioneering and bestselling book, The Social Employee, which features in-depth success stories from IBM, AT&T, Cisco, Dell, Adobe, Southwest, and Domo. Cheryl is a global speaker and has been named a Top 12 Business Speaker by HuffPost. She is a LinkedIn Learning course author for Social Employees: The New Marketing Channel. Cheryl’s ideas have appeared in MIT Sloan Management Review, HBR Italia, Fast Company, and Forbes; she is a former special advisory board member to The Economist and The Economist Intelligence Unit. Other projects include the Wharton Future of Advertising 2020 program and the popular Wharton Business Radio ‘Marketing Matters’ series on XM Radio. As an IBM VIP influencer and futurist, Cheryl has spoken at numerous IBM events and contributed to leading initiatives such as The Future of Work. Cheryl is an advisory board member to Omnicom’s sparks & honey, a technology-led cultural consultancy that is disrupting the consulting, research, and agency worlds. She is a frequently invited guest speaker for Rutgers University graduate programs and has earned a BA in Journalism from the University of Pittsburgh. Twitter: @ckburgess

FAQ

  • Is this course accredited?

    The New Marketing Masters Series course is accredited by the Blue Focus Marketing Academy which is a professional marketing company.

  • What is the cost of this course?

    This is a free introductory course. Shortly, we will be adding additional marketing courses to our online platform.

  • How much time will it take to complete this course?

    The course will take approximately three hours and is flexible to fit your schedule. If you're going away or need to pause, you can stop and start at any time.

  • Can I retake the quizzes?

    Yes, you can retake the short quizzes as many times as you wish until you pass.

  • Will I receive a certificate if I complete the course.

    Yes, you will receive a certificate issued by The New Marketing Academy that you can post on your social channels as evidence of completion.

  • Who should take this course?

    Whether you’re jump-starting your career or upskilling to stay ahead of the curve, you won’t want to miss this free glimpse into the next decade of marketing.

  • What is Marketing Transformation?

    Recent advances in tech, data, and analytics have shifted us into a new era of marketing transformation. Consumers expect brands to deliver a personal, emotive, digital experience, and the desire to WOW customers is on every marketer’s agenda. Customer-focused content is the new rocket fuel for competitive advantage. This course helps you to get ahead of the curve with insights from the best-selling authors of The Social Employee (McGraw-Hill) and co-founders of Blue Focus Marketing. We just wrote The New Marketing: How to Win in the Digital Age published by SAGE, which has been endorsed by leading marketing practitioners and academic leaders.

The New Marketing: Masters Series Certification

Social proof: testimonials

Marketing & Communications | Customer Advocacy - Teradata

Kristin Sanderson

I just completed The New Marketing: Master Series. I'd recommend it as a great overview of strategies for the digital, customer-focused, global market.

Social Media Executive and Email Marketer at NABSID Advertising

Sharmeen Patel

It's been a year; Covid-19 has changed plans for a lot of us. How we choose to react and plan our lives depends on us. It had demotivated me because what I planned for couldn't happen! but surely, God is great. He had other plans for me, and I know what I have planned will surely happen all in good times with His blessings!! March has been my month; since I got a job and got to learn this course for free. Thanks to NABSID Advertising for believing in me and hire for their team. Also, thanks to the Co-authors; Mark Burgess and Cheryl Burgess who gave insights on 'The New Marketing.' I couldn't ask for more! Because when times are tough one can not be choosy or picky in life. That's when one should mold in and find a new path to reach where they want to go!:)

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