Your Challenge

Your employer sees your potential and wants to invest in your development as a marketing professional. Maybe you’re already helping with some marketing tasks, like social media or writing content, or maybe you’re working in a completely different area, like front-of-house or admin. Either way, you want to do a great job and make the most of this amazing opportunity, but you might not have any marketing training or qualifications.

Your Problem

Most marketing training focuses on specific digital tools and tasks within those tools (the ‘how’) but never teaches the principles of marketing behind it (the ‘why’). It tends to be quick fixes that don’t give you a deep understanding. Without proper foundational training, you may feel overwhelmed by the various aspects of marketing or unsure of where to start. You want to prove yourself in this new career path but need the right support to succeed.

What You’ll Master:

• Multi-Channel Campaign Management: Plan, coordinate and deliver integrated campaigns across digital and offl ine channels, using AI tools to streamline research and optimisation while building your creative and strategic understanding.
• Content Creation & Management: Develop persuasive copy, images, and video that drive engagement and conversions via SEO, Social Media, Email, and Paid ads, with AI assisting with content ideas and initial drafts.
• Data Analytics & Insights: Monitor campaign performance including Google Analytics, analyse customer data and prove marketing ROI to your manager and colleagues, using AI to process data faster while developing skills to interpret insights and make recommendations.
• Customer Journey Mapping: Understand touchpoints, create personas and segment audiences to ensure marketing campaigns get noticed by the right people, with AI helping to analyse customer behaviour to guide you to a better understanding of what your customers really need.
• Digital Marketing Management: Manage social media, email campaigns, website content and paid advertising with confidence, using AI tools for scheduling and basic optimisation while taking responsibility for creative strategy and performance.
• Marketing Operations: Brief external suppliers and maintain brand compliance across all activities, using AI to streamline processes while ensuring quality control and brand consistency.
• Research & Strategy Support: Conduct market research, competitor analysis, and contribute to business planning, utilising AI tools to gather and analyse data and provide valuable insights to your team.

All Modules You Will Cover

1 – Customer Focus
2 – Clarify your Message and Build your Marketing Confidence
3 – Understanding People as Customers and Clients
4 – Tracking and Reporting
5 – Social Media
6 – Website Strategy
7 – SEO
8 – Lead Magnets
9 – Email Marketing
10 – CRM
11 – Digital Advertising

All Topics You Will Cover

1 – Introduction to branding, value of knowing your customer, researching your audience, auditing your marketing resources, and creating customer personas
2 – Developing an effective peer group, transactional vs relational relationships, Business Made Simple university, customer lifecycle, product lifecycle, create Brandscript, your audiences
3 – Headlines (grabbing attention), behavioural economics, away and towards motivation, perceptions of time, the six principles of persuasion, Brandscript and one-liner
4 – The importance of data, how it’s used by marketers, Google Analytics – introduction, set-up & customise, reviewing data, how to track and report data, testing campaigns and how to put results into action
5 – Understanding key social media platforms, understanding the variety of tools that can be used, reputation management & how to deal with negativity, social media analytics and measurement, and creating a social media campaign for your organisation
6 – Main types of websites & their characteristics, key components of a website, generating traffi c to a website, auditing a website, assessing your website and creating a wireframe
7 – Introduction to SEO, SEO trends and updates, on-page optimisation, how search engines work, analytics and metrics, keyword research
8 – Purpose of lead generators, understand different types of lead generators, identify the right lead generator(s) for your organisation, current strategies and any gaps, measuring performance
9 – Sales v nurture campaigns, positioning your organisation as the authority, crafting effective subject lines and content suitable for all devices, and monitoring campaign performance
10 – Understanding the basics of CRM, learning how to implement a CRM strategy, gaining knowledge about customer data management, and learning how to personalise customer interactions
11 – How to launch a Paid Advertising Campaign (PPC), how to reach the right audience, how to measure success, optimising digital advertising, learning how to create effective ads, targeting and segmentation

Course AI Integration Areas

1 – AI-powered customer research tools (e.g. SurveyMonkey AI, Typeform Intelligence), automated feedback collection systems, AI persona generators that analyse customer data, pattern recognition tools that identify customer preferences
2 – AI writing assistants for brand messaging (e.g. Jasper, Copy.ai), tools that analyse brand voice consistency, AI-powered customer journey mapping, automated lifecycle email sequences, and AI tools that help refi ne brand positioning
3 – AI headline generators and A/B testing tools, behavioural analysis platforms (e.g. Hotjar AI), AI tools that predict customer behaviour patterns, persuasion optimisation software, automated testing of psychological triggers in marketing copy
4 – AI-enhanced Google Analytics (GA4 Intelligence), automated reporting dashboards (e.g. Google Data Studio with AI insights), predictive analytics tools, AI-powered attribution modelling, intelligent algorithms for campaign optimisation
5 – AI content creation tools (e.g. Canva AI, Lately), social media scheduling with AI optimisation (e.g. Buffer AI, Hootsuite Insights), sentiment analysis tools for reputation management, AI tools for social customer service, automated content curation and hashtag suggestions
6 – AI website builders (e.g. Wix ADI, Bookmark AI), automated SEO audit tools, AI-powered heat mapping and user experience analysis, intelligent visitor engagement tools, and AI tools for website personalisation and dynamic content
7 – AI keyword research tools (e.g. Ahrefs AI, SEMrush AI), automated on-page SEO optimisation, AI content optimisation for search engines, predictive SEO trend analysis, intelligent algorithms for ranking factor analysis
8 – AI-powered lead magnet creation tools, dynamic content generation based on visitor behaviour, ScoreApps for lead qualification, predictive scoring for lead quality, automated nurture sequences triggered by AI behaviour analysis
9 – AI email subject line optimisation (e.g. Phrasee), automated email content generation, predictive send time optimisation, AI-powered email personalisation, intelligent algorithms for email deliverability optimisation
10 – AI-enhanced CRM systems (e.g. HighLevel CRM, HubSpot AI), predictive lead scoring, automated customer segmentation, AI tools for customer support, intelligent algorithms for customer lifetime value prediction
11 – AI bid management and optimisation (e.g. Google Ads Smart Bidding), automated audience targeting, AI creative testing and optimisation, predictive performance modelling, intelligent algorithms for ad spend allocation across platforms