learn how this actually works.

10

modules

53

lessons

239

topics covered

live

taught in small batches

the syllabus.

what's covered.

Open any module to see the lessons inside it. The teaching happens in the room — this is the map, not the material.

1. 01introduction to digital marketingthe core ideas, SMART objectives, research and the buyer's journey+

   5 lessons

   1. 01principles of digital marketinginbound and outbound · owned, paid and earned media · traditional vs digital · the 3i principles · choosing digital channels
   2. 02developing marketing objectiveswhat SMART objectives are · tips for clear objectives · making objectives measurable
   3. 03digital researchaudience research and data types · audience listening tools · cultural research · competitive research · industry trend research
   4. 04connecting with the customerthe buyer's journey · integrating traditional and digital · matching channels to each stage
   5. 05project managementwhy project management matters · the project manager's role · key competencies · the 7-step framework · writing a project brief

   Module exercise: organic bewt: goals and team

2. 02content marketingplan, research, create, share and measure content your audience wants+

   6 lessons

   1. 01content marketing concepts & strategywhat content marketing does · content with a clear intent · topical vs evergreen content · your content marketing strategy
   2. 02developing a content marketing plancontent goals · aligning with business goals · buyer personas · walkthrough: persona builder · the six campaign steps
   3. 03content research for opportunitiessocial listening and SparkToro · competitor analysis and Google Alerts · keyword research and the brief · brand storytelling · defining your brand personality
   4. 04creating and curating contentthe creative process and formats · images, video and writing · content curation · repurposing and personalization · content calendars
   5. 05publishing and distributing contentcontent seeding · content scheduling · content promotion · community management
   6. 06metrics and content marketingwhy measure content · engagement and conversion metrics · finding insights · ROI and reporting

   Module exercise: create, schedule and promote a post

3. 03social media marketingset up, grow, advertise and measure your brand on the platforms that matter+

   5 lessons

   1. 01key social platforms for marketingthe value of social media marketing · social across the consumer's journey · the major and rising platforms · social marketing in action · platform terms to know
   2. 02setting up social for a businessthe best approach to a business profile · meta business suite and instagram · linkedin company page · youtube channel and pinterest
   3. 03growing and engaging an audiencebuilding a community · posts, stories and video · hashtags · platform best practices · marketing on tiktok
   4. 04creating and optimising campaignsthe five campaign steps · objectives and KPIs · meta ads · x and linkedin ads · pinterest and snapchat ads
   5. 05social data and campaign insightswhy analyse and report · actionable vs vanity metrics · reporting tools · meta and instagram insights · linkedin and pinterest analytics

   Module exercise: create an ad and set up two profiles

4. 04seowin free search traffic: research keywords, optimize pages, build links, measure+

   5 lessons

   1. 01seo fundamentalspaid vs organic search · how search engines work · the three types of keywords · SERPs and their parts
   2. 02aligning seo and business objectiveswhy SEO needs objectives · what you can measure · objectives by type of website · SMART SEO objectives
   3. 03keywords and the seo content planwhy keyword research matters · short-tail vs long-tail · the four research steps · walkthrough: Moz Keyword Explorer · turning research into content
   4. 04optimizing organic search rankingtechnical optimization · walkthrough: Google Search Console · on-page optimization · off-page optimization and backlinks · your SEO action plan
   5. 05measuring seo performancetraffic sources · SEO success metrics · reading your results · walkthrough: GA4 and Search Console

   Module exercise: research, test and benchmark seo

5. 05paid search with google adsplan, build, manage and measure search campaigns that reach people ready to act+

   4 lessons

   1. 01fundamentals of paid searchpaid vs organic search · why paid search works · the purchase-decision cycle · keywords, ads and landing pages
   2. 02creating a google ads campaignaccount types and setup · account structure and match types · walkthrough: keyword planner · responsive search ads and assets · walkthrough: campaign setup
   3. 03managing a paid search campaignbudgets, trackers and forecasts · the auction and quality score · bidding and lowering your CPC · bid adjustments · walkthrough: google ads editor
   4. 04measuring a paid search campaignKPIs for paid search · conversion tracking · key metrics · reports and pivot tables · linking google analytics

   Module exercise: set up and launch a search campaign

6. 06youtube and display advertisingplan, build, target and optimize video and display campaigns on Google Ads+

   6 lessons

   1. 01display and video fundamentalswhy display and video matter · display and video vs search · platforms and buying models · campaign objectives
   2. 02creating a youtube channelpersonal vs brand channels · walkthrough: channel and upload · the ABCD of video creative · metadata, thumbnails and cards · youtube studio and analytics
   3. 03display network and video ad formatsthe google display network · image vs responsive display ads · youtube ad formats · advanced and premium options
   4. 04creating display and video campaignswalkthrough: display campaign · building ads that fit everywhere · linking youtube and google ads · walkthrough: video campaign
   5. 05targeting display and videoaudience vs content targeting · audience types · keywords, topics and placements · exclusions, observations, remarketing · bidding and mobile
   6. 06measuring and optimizing campaignsdisplay and video metrics · reports in google ads · follow-on effects in GA4 · optimizing display and video

   Module exercise: launch a youtube video campaign

7. 07email marketingbuild a list, design and send campaigns, then test, measure and automate+

   6 lessons

   1. 01email marketing fundamentalswhy email still matters · five levels of email campaigns · automated emails · single vs double opt-in · email laws: permission first
   2. 02email tools and strategysegmentation, personalization, timing · email service providers · growing your list · email and the buyer's journey · walkthrough: import to mailchimp
   3. 03email designthe parts of an effective email · subject lines · writing email copy · design and layout · images
   4. 04creating an effective campaignthe campaign steps · walkthrough: mailchimp campaign · deliverability and spam filters · five delivery challenges · before and after the send
   5. 05testing and optimizing an emailtesting and a/b tests · walkthrough: a/b test in mailchimp · campaign and program metrics · optimizing clicks and mobile · fewer bounces and unsubscribes
   6. 06marketing automationwhat automation does · a b2b automation example · what to automate · workflows and building blocks · walkthrough: mailchimp automation

   Module exercise: build a list and an email campaign

8. 08website optimizationbuild, design and optimize a website that turns visitors into customers+

   4 lessons

   1. 01web design and website optimizationyour online presence and website types · the site across the buyer's journey · key elements and main pages · conversion rate optimization · how to design a website
   2. 02design principlesform and function · five principles of web design
   3. 03user-centered designux vs ui · ux and ui principles · navigation and responsive design · designing for devices and audiences
   4. 04website metrics & developing insightthe metrics that matter · evaluating and monitoring your site · a/b testing · building a basic website · google tag manager

   Module exercise: set up a website for a brand

9. 09analytics with google analyticsset up GA4, measure what matters, and turn website data into better decisions+

   6 lessons

   1. 01web analytics fundamentalswhat web analytics gives you · analytics tools · dimensions and metrics · consent and data protection
   2. 02creating and configuring ga4account, property and data stream · installing and testing the tag · key settings and user access · linking Google products · the GA4 demo account
   3. 03measuring key events in ga4why measure key events · common key events · turning events into key events · thank-you pages and Google Ads · funnel explorations
   4. 04monitoring campaigns with ga4 reportswhere to find answers · channels, source and medium · UTMs and the URL builder · pages, events and ecommerce · attribution
   5. 05analyzing and recording ga4 datarealtime and insights · dashboards in Looker Studio · explorations and ways to slice data · annotations and exports · tracking data effectively
   6. 06how google analytics 4 worksbuilt on events, not sessions · four types of events · cookies, consent and modelling · old GA terms, new GA4 names

   Module exercise: set up ga4, key events and a dashboard

10. 10digital marketing strategyset goals, research, plan, budget and present a digital strategy that works+

    6 lessons

    1. 01digital strategy fundamentalsthe five core components · your overarching strategy · time, money and people · budgets and budget plans · ROI and the value of a lead
    2. 02setting objectives and kpisobjectives and SMART goals · KPIs by channel and team · forecasting from past results · reviews
    3. 03digital strategy researchresearch activities and the map · owned and desk research · the digital audit · audiences and social listening · competitors and the brief
    4. 04developing a creative strategythe four key creative areas · getting more from every asset · content strategy and planning · format plans and channel specs
    5. 05executing a digital strategychoosing channels · the media plan · campaign action plans · digital that boosts TV
    6. 06communicating a digital strategypresentation vs document · structuring your strategy · when to reveal costs · using the plan in-campaign

    Module exercise: forecast a budget and plan a quarter