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.



How much does the program cost? 

Courses are complimentary and open to all. Create your free credentials on 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.  

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



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.


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


Hear from Bob Lord, Senior Vice President, Cognitive Applications and Developer Ecosystems at IBM. Bob is reshaping IBM for an era of AI and open innovation, and created IBM’s Code and Response.

Bob previously served as President of AOL, and as CEO of Razorfish. Bob was recently named a Top Digital Marketer in The Drum's Digerati 2019, and he is a sought-after speaker and thought leader. Bob is on Twitter @rwlord.