01
Overview
Builds a full commercial marketing skillset: brand, positioning, content, paid media and online conversion. Every module is measured against real campaign data rather than assumed best practice.
02
Aims of the Course
- Position a brand with a clear, defensible proposition
- Plan across owned, earned and paid channels
- Build and optimise an online shop or lead path
- Measure performance and spend money on evidence
03
Course Structure
01
Brand and Positioning
- Customer segmentation and personas
- Proposition and message architecture
- Brand identity and tone
- Competitive positioning
02
Content and Organic Reach
- Editorial planning
- Search visibility fundamentals
- Social content that earns attention
- Community and reputation management
03
Paid Advertising
- Campaign structure and budgets
- Creative testing frameworks
- Audience targeting and exclusions
- Advertising standards and claims
04
Digital Commerce
- Store and product page design
- Checkout and payment experience
- Pricing, offers and margin
- Abandonment and recovery
05
Measurement and Analytics
- Setting meaningful KPIs
- Attribution and its limitations
- Cohorts, retention and lifetime value
- Consent, tracking and privacy
06
Campaign Delivery
- Building a campaign plan
- Budget allocation and pacing
- Reporting to stakeholders
- Live campaign build and review
04
Learning Outcomes
- 01Write a positioning statement and message architecture
- 02Produce a ninety-day channel plan
- 03Launch and analyse a paid campaign
- 04Optimise a product page and checkout path
- 05Report performance with defensible metrics
05
Assessment
- Marketing strategy portfolio
- Live campaign with performance review
- Commerce optimisation case study
06
Entry Requirements
- Open access
- Comfortable with basic spreadsheets
07
Progression and Careers
- Marketing coordinator or manager
- E-commerce manager
- Freelance campaign specialist