8 WEEKS, 2.5 HOURS PER WEEK
(1 HOUR VIDEO LECTURE, 1.5 HOUR LIVE SESSION & ASSESSMENTS)
The aim of the course is to turn a good accounts person into a great accounts person. Someone able to lead, not simply manage, teams and clients. It offers the ultimate toolkit incorporating the critical combination of hard skills and soft skills.
Overview
To sharpen and expand your account management and leadership skills. Setting yourself up for career advancement and success.
Meet your Lecturers
Weekly facilitators (live session)
Video lecturers (pre-recorded)
What to expect
This course offers the ultimate toolkit for the ambitious account person. Content incorporates the critical combination of hard skills (strategic / creative development, digital, media, pitching) and soft skills (leadership, relationship building, personal branding).
Designed to be engaging, interactive and thought-provoking, this course has two main elements – a pre-recorded video lecture for participants to watch in their own time, and a live working tutorial session led by the course facilitator where participants can put theory into action. Additionally, this industry certified course includes homework/assessments.
Please note, if you have enrolled in an online course the “working tutorial sessions” are delivered live via zoom/teams.
Who’s it for?
Account managers with 2 – 5 years’ experience who want to be challenged and expand their existing knowledge base. Also brand managers and anyone who wants to grasp the process of commercial creativity.
Course Content
Week 1: Leadership
Lecturers: Chiquita King, Founder & Managing Director, Coffee Cocoa Gunpowder and Rebecca James, CEO of humm group
- Introduction
- What defines great leadership?
- Difference between a manager and a leader
- What defines your leadership now vs. desired future state
Week 2: Building client relationships
Lecturers: Tori Lopez, General Manager, Special Group (formerly Head of Business Management, Special Group) and Andy Morley, Director of Marketing, Uber & Uber Eats
- What clients really need from Account Managers
- How to build trusted client relationships
- Managing client conflict
Week 3: Strategy and effectiveness
Lecturers: Fabio Buresti, Chief Strategy Officer / Partner and Matthew Michael, Managing Director at The Monkeys
- What defines great strategy / how do we manufacture effectiveness
- What a great brief looks like / the importance of great insights
- The strategic process
- How to sell great strategy
Week 4: The art of finance
Lecturer: Nick Hand, Finance Director & Management Consultant, Freelance (previously Havas Media Group)
- Selling the value of creativity
- Key financial tools
- How can you maximise profitability on your project/client?
- How can you grow revenue?
- What your CFO needs from you in your role
Week 5: Grow your career
Lecturer: Sarah Palmer Jones, Talent & Culture Consultant (formerly Head of Talent Management, Leo Burnett Australia)
- How to take control of your career growth
- The importance of feedback
- How to manage up, down and sideways
- Building your personal brand
- Developing your network / mentors
Week 6: The creative process
Lecturers: Danielle Chapman, Managing Partner and Lenna Boland, Group Creative Director, Ogilvy Melbourne
- How to get the best out of the creative department
- How to write a brilliant brief
- How to judge creative work
- How to give good creative feedback
- How to add value to the creative process
Week 7: Master your presentation
Lecturer: Chris Howatson, Founder & CEO, Howatson+Company
- How to give a winning presentation
- The difference between pitching and presenting
- Building your confidence
- How to sell an idea and give a killer presentation
Week 8: Pitch perfect (& individual presentations)
Lecturer: Lee Simpson, Chief Executive Officer Australia, whiteGREY
- The dark art of new business
- The ingredients to a winning pitch
- Net new vs organic new business
- Your role in a new business pitch
- How you can drive organic growth
This industry certified course includes homework/assessments.
Related articles
Reshaping AdSchool Account Management, by Paul Coles
You’ve got to ask what legacy you want to leave behind, by Chiquita King
Common traps and hurdles facing aspiring account managers, by Rob Kent
Bryce Coombe’s 5 must-have skills for account managers, by Bryce Coombe
The importance of ‘brand health’ and leadership, by Carolyn Mooney
Participant Feedback
It exceeded expectations. It’s way more practical than initially thought.
2022 Participant
I enjoyed being able to watch the lecture in my own time, but then having the tutorials face to face was nice to have an open discussion with everyone and meet peers.
2022 Participant
The course content is incredibly relevant and useful to anyone in Account Management Advertising. I would certainly recommend to others…
2022 Participant