One continuous journey through 15 topics for UK students and early career marketers. Pick one real organisation, apply every task to it, and finish with a portfolio that shows what you can do as a digital marketer and a marketing manager.
Choose the organisation you'll work on for the whole course, map its digital marketplace, and build a habit of business intelligence from sources you can trust.
Understand how your organisation's customers decide, then plan and run small, ethical research that tells you something you didn't know.
Divide your organisation's market into segments that matter, choose who to target and why, and map the path each target customer takes to buy.
Write a value proposition your target customer would recognise, test it across the 7Ps, and see how it fits your organisation's brand and portfolio.
Check your organisation's marketing against the UK rules on advertising, consumer protection and personal data, and decide what's right as well as what's legal.
Choose the KPIs that show whether your organisation's marketing works, find the baseline for each, and bring the Foundation stage together in a strategic audit.
Plan communications that work together across channels for your organisation, and set and split a budget you can defend.
Map how people actually move through your organisation's website or app, and fix the content and design that stop them getting what they came for.
Plan how your organisation is found in search, keeps in touch by email and builds a community on social platforms, with each channel doing the job it does best.
Write a brief that gets good creative work, judge the work fairly, run an agency or freelancer relationship well, and pull the Practitioner stage into one campaign plan.
Compare the routes your organisation could use to reach buyers, online and offline, and work out which ones make money once every cost is counted.
Use customer data responsibly to keep the customers your organisation already has: improve their experience, plan your CRM and work out what a loyal customer is worth.
Choose a second market for your organisation, adapt the offer and the message to its culture and rules, and plan how to sell there online.
Judge what your organisation's marketing really achieved: compare results with baselines, understand what attribution can and can't tell you, and calculate ROI honestly.
Review your organisation's marketing performance, make the business case for what it should do next, manage the risks, and lead the people who'll deliver it.
~4 hrs/week · About 16 to 20 weeks alongside study or work, a topic every week or so.
~8 hrs/week · About 8 to 10 weeks, for a placement year or a career move.