Advance your practice to
Marketing Procurement
Excellence.
The Marketing Procurement Academy, ADVANCED program is a professional learning & development curriculum. It gives you the tools, knowledge, and skills to accelerate your career and impact on value creation.
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It benefits those who want to succeed in Marketing Procurement and those at Agencies, Marketing, Sales or Finance who want to get the most out of collaborating with Marketing Procurement.
Join our exclusive community with a 12 months subscription to the Marketing Procurement Academy. Receive continued access to all of the course videos, fortune 500 business case, Q&As and additional resources.
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Key features
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Who is it designed for ?
The ADVANCED program is for any person interested in learning more about Marketing Procurement.
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Whether you are…
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An experienced practitioner on the lookout for new ways to create exponential value in creative ways.
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An agency who wants to collaborate with Marketing Procurement to help co-create value that goes way beyond cost reduction and savings.
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Marketing, Finance, Sales professionals interested in enhancing their partnership with Marketing Procurement to identify and create new sources of value for their business.
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The ADVANCED program is for you!
By the end of this program, you will...
CREATE
value accretive relationships with Agencies and across functions
Value from Creativity, People and Relationships.
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We will uncover how to best establish, manage and nurture relationships with Agencies and across functions that are value accretive.
TRANSFORM
existing paradigms to create new sources of Value Creation
Ways of working can either trap or amplify value.
We will deep dive into internal and external organizational models that create or amplify value.
INNOVATE
to unleash creativity by harvesting the power of Technology
Savings don't mean Success...
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Better customer engagement, business growth, and competitiveness are what contributes to the lasting success of your brands.
DISRUPT
your operating model by turning trends into competitive advantage
Disruption is the largest source of value creation.
It is key to stay ahead of trends to be able to capitalize at the right risk/reward ratio.
ADVANCED Programs Syllabus
The Marketing Procurement Fundamentals program is composed of 4 modules. Each module is divided in 3 sessions.
MODULE 1 - Agency Relationship
WEEK 1
Various types
of agencies
To best manage the relationships, it's key to understand each Agency type, their business models and inner-workings: Advertising Agencies, Digital Agencies, Public Relations (PR) Agencies, Branding Agencies, Media Buying/Planning Agencies, Design Agencies, Research Agencies, Event Agencies... etc.
Course length: 49 min
Estimated completion time: 2h
WEEK 2
Agency business
Model
The business model of an agency depends on the type of services it provides. Understanding is key to define a fair remuneration. Advertising agencies charge clients for executing advertising campaigns with/without commissions from media outlets, PR tend to charge an hourly or project basis.
Course length: 49 min
Estimated completion time: 2h
WEEK 3
Measuring
performance
To guarantee a lasting healthy Agency/Client relationship, it's important to set clear goals and metrics that the agency can work towards. These goals and metrics should be realistic, measurable and specific. Performance reports should cover both qualitative and quantitative deliverables together with a mutual, open and candid feedback loop.
Course length: 1h20 min
Estimated completion time: 2h
WEEK 3
Agency evaluations
By implementing a mutual Agency/Client evaluation system, you can ensure that both partners are meeting goals and expectations that are necessary to provide value to your business. The evaluation should be conducted on a regular basis to ensure ongoing performance and improvement.
Course length: 1h20 min
Estimated completion time: 2h
MODULE 2 - Transformation
WEEK 5
Internal
transformation
It's not all about savings! By implementing these marketing internal transformations, businesses can create value by improving marketing effectiveness, increasing efficiency, enhancing customer experiences, and driving revenue growth: Data-driven marketing, Marketing automation, Integrated marketing, Agile marketing.
Course length: 1h13 min
Estimated completion time: 2h
WEEK 6
External
transformation
Clients can transform the external agency ecosystem to drive value in marketing not necessarily by streamlining their agency roster. By creating a clear strategy encouraging collaboration, investing in agency relationships, emphasizing performance-based compensation, evaluating agency performance, clients can improve the output.
Course length: 56 min
Estimated completion time: 2h
WEEK 7
Asymmetric business model
Let's think beyond the sell-buy relationships to create reward systems that drive the best behaviors and constructive relationships. An asymmetric business model is one where the value distribution is not linear. We will explore alternative models to distribute value as a way to incentivize all parties in the ecosystem and break the YoY cost reduction paradigm.
Course length: 56 min
Estimated completion time: 2h
WEEK 8
Change management
Change management is important in agency appointment or transitions because it provides a structured approach to managing the transition, minimizes disruption, manages stakeholder expectations, maintains continuity, manages risk, and accelerate collaboration to set up your agency for success.
Course length: 58min
Estimated completion time: 2h
MODULE 3 - Innovation & technology
WEEK 9
Martech
MarTech has become increasingly important in recent years as marketers seek to deliver more personalized and targeted experiences to customers across multiple channels. By leveraging MarTech tools, marketers can gain insights into customer behavior and preferences, automate repetitive tasks, and deliver more relevant and personalized experiences to customers.
Course length: 1h10 min
Estimated completion time: 2h
WEEK 10
Adtech
AdTech (Advertising Technology) refers to the software and technology tools that advertisers and publishers use to plan, execute, and measure advertising campaigns and initiatives. AdTech includes a wide range of tools and platforms, such as demand-side platforms (DSPs), supply-side platforms (SSPs), ad servers, and data management platforms (DMPs).
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Course length: 52 min
Estimated completion time: 2h
WEEK 11
A.I.
Artificial Intelligence (AI) has the potential to create significant value in marketing by enabling marketers to leverage data and automation to improve the efficiency and effectiveness of their campaigns. We'll explore many ways in which AI can create value in marketing, such as: Predictive analytics, Personalization, Automation, Content creation, audience targeting, video recognition or fraud detection.
Course length: 58 min
Estimated completion time: 2h
WEEK 12
Crowdsourcing
Crowdsourcing is a powerful tool for Marketers to generate ideas, gather feedback, and engage customers. By tapping into the collective knowledge and creativity, they can create more effective marketing campaigns, products, and services. Crowdsourcing can help identify issues and improvements before products are released or build brand advocacy by engaging customers in the marketing process.
Course length: 1h10min
Estimated completion time: 2h
MODULE 4 - Disruptive trends
WEEK 13
E-commerce
E-commerce provides access to real-time data and insights, which can be used to track procurement performance, identify areas for improvement, and make more informed purchasing decisions. Overall, ecommerce provides a range of opportunities, from cost reduction and process efficiency to improved performance and data-driven decision-making.
Course length: 49 min
Estimated completion time: 2h
WEEK 14
Voice search
How can Marketing Procurement help brands engage into conversational Marketing? Voice search is having a significant impact on marketing, particularly in the realm of search engine optimization (SEO). With the rise of smart speakers and voice-activated assistants like Siri and Alexa, people are using voice search to get information and make purchases decisions.
Course length: 1h15 min
Estimated completion time: 2h
WEEK 15
Augmented reality
Augmented reality (AR) offers innovative ways for Marketers to engage with customers. AR allows to create immersive experiences that blend the virtual and physical worlds. It can be used to create virtual try-on experiences, to see how products would look or function in a real-world environment or branded experiences that drive brand awareness.
Course length: 1h20 min
Estimated completion time: 2h
WEEK 16
Metaverse
Through in-world transactions and the creation of virtual experiences, marketers can create new sources of revenue. The Metaverse offers collaboration opportunities with other brands and creators, leading to increased exposure and customer loyalty. With its wealth of data, marketers can gain valuable insights into their target audience and optimize marketing strategies.
Course length: 58min
Estimated completion time: 2h
Join today the Marketing Procurement Academy
Designed for the specific needs of working as or working with Marketing Procurement. This FUNDAMENTALS program will help you acquire the key concepts of Marketing Procurement from value creation to its measurement and skills required to succeed.
About your instructor
Magid's learning journey from Marketing Procurement to C-level:
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Magid has wealth of professional experience across major international companies such as L'Oreal, Procter & Gamble and General Mills. He practiced Marketing Procurement at the highest level in both developed and fast growing markets globally.
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He led Marketing Procurement organizations responsible for the sourcing of several billion $USD worth of brand building services per annum. This included media, advertising Production, creative agencies, e-commerce and all Corporate Services.
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He served on the Marketing Procurement board of the World Federation of Advertisers supporting its industry-wide initiative to enhance the Marketing Procurement discipline.
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Magid is co-founder of digital media privacy company called Compliantâ„¢ and the founder of The Marketing Procurement Academyâ„¢.
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The Marketing Procurement Academy, FUNDAMENTALS Program.