Learning Journeys

Welcome to our new Econsultancy Learning Journeys, updated for 2022. There are 3 learning modules for each of our 9 key topic areas – “Introducing the Basics”, “Building On What You Know” and “In Practice”.

The modules vary in length, with each taking between 15 minutes and 40 minutes to complete. They include a combination of video, best practice and examples; and each has a ‘test your knowledge’ quiz. All powered by The Econsultancy Skills Taxonomy ™

Advertising

Advertising beginner learning journey

Advertising: Introducing the basics

In this course you will be introduced to the world of digital advertising. You’ll learn about the different types of ads as well as the technology and buying processes that underpin the ecosystem. Through a variety of videos and readings you will come to understand essential components of digital display, including display, social, and programmatic.

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Advertising intermediate learning journey

Advertising: Building on what you know

In this course you will be expanding on any knowledge you already have on digital advertising either from your day-to-day role, or from the Advertising: Introduction to basics course if you have completed that. There are three lessons in this course and they feature in-depth readings and videos on how to create advertising campaigns across […]

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Advertising expert learning journey

Advertising: In practice

In this course you will explore beyond the basic understanding of digital advertising concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings you will ascertain how to create top quality digital ads and build […]

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Content

Content marketing beginner learning journey

Content: Introducing the basics

In this course you will be introduced to the world of content marketing. You will learn what it is, why it’s important, and what you need to consider when it comes to creating a content strategy. Through a variety of videos and readings you will come to understand essential components of content, including the fundamentals […]

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Content marketing intermediate learning journey

Content: Building on what you know

In this course you will be expanding on any knowledge you already have on content either from your day-to-day role, or from the Introduction to basics course if you have completed that. This course features in depth readings and videos on how to plan, deliver and manage your content across digital channels, balance brand building […]

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Content marketing expert learning journey

Content: In practice

In this course you will explore beyond the basic understanding of content concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings and videos you will ascertain best practice principles when it comes to planning […]

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Customer Experience

Customer experience beginner learning journey

Customer Experience: Introducing the basics

In this course you will be introduced to the world of customer experience. You will learn what it is, why it is increasingly important for competitive advantage, and the types of things you need to consider when executing a customer experience strategy. Through a variety of videos and readings you will come to understand some […]

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Customer experience intermediate learning journey

Customer experience: Building on what you know

In this course you will be expanding on any knowledge you already have on customer experience either from your day-to-day role, or from the Introduction to basics course if you have completed that.  You will consider how customer experience impacts businesses, as well as explore the marketer’s role in customer experience, and learn about the […]

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Customer experience expert learning journey

Customer experience: In practice

In this course you will explore beyond the basic understanding of customer experience concepts and begin to consider how it plays a role in your day-to-day activities, as well as what you can do to enhance its capabilities. Through this collection of readings and videos you will ascertain how to achieve excellent customer experience through […]

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Data and Analytics

Data and analytics beginner learning journey

Data and analytics: Introducing the basics

In this course you will be introduced to the world of data and analytics. You will learn about the different types of data, what it can be used for, and why it’s important. Through a variety of videos and readings you will come to understand some essential components of data, including the fundamentals of measurement […]

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Data and analytics intermediate learning path

Data and analytics: Building on what you know

In this course you will expand on any knowledge you already have on data and analytics either from your day-to-day role, or from the Introduction to basics course if you have completed that. This course features in-depth readings and videos on data-driven marketing, what it is, and processes for effective execution. You will also explore […]

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Data and analytics expert learning path

Data and analytics: In practice

In this course you will explore beyond the basic understanding of data and analytics concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings and videos you will gain knowledge of best practice principles when […]

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Ecommerce

Ecommerce beginner learning path

Ecommerce: Introducing the basics

In this course you will be introduced to the world of ecommerce. You will learn what it is, how it works, and the different forms of frameworks and platforms available to you. Through a variety of videos and readings you will come to understand some essential components of ecommerce, including the importance of an omni-channel […]

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Ecommerce intermediate learning path

Ecommerce: Building on what you know

In this course you will be expanding on any knowledge you already have on ecommerce either from your day-to-day role, or from the Introduction to basics course if you have completed that. This course features in-depth readings and videos on how optimise your ecommerce operations. You will deep dive into the world of CRO and […]

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Ecommerce expert learning path

Ecommerce: In practice

In this course you will explore beyond the basic understanding of ecommerce concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings and videos you will ascertain how to segment and target your customers, as […]

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Email and CRM

Email and eCRM: Introducing the basics

In this course you will be introduced to the world of email marketing and CRM. You will learn what it is, why it’s important, and what you need to consider when it comes to creating an email strategy. Through a variety of videos and readings you will come to understand some essential components of email […]

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Email and eCRM: Building on what you know

In this course you will be expanding on any knowledge you already have on email and CRM either from your day-to-day role, or from the Introduction to basics course if you have completed that. This course features a range of short videos focusing on aspects of marketing automation, as well deliverability and copywriting. There is […]

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Email and eCRM: In practice

In this course you will explore beyond the basic understanding of email and CRM concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings you will ascertain key considerations for effective layout and creative aspects […]

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Search

Search: Introducing the basics

In this course you will be introduced to the world of search. You will learn about the difference between SEO and PPC, how they work, and what benefits they provide. In these two videos you will deep dive into the processes behind both search types, and learn how to execute your search strategy.

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Search: Building on what you know

In this course you will be expanding on any knowledge you already have on search either from your day-to-day role, or from the Introduction to basics course if you have completed that. This course features a range of readings and videos looking at how best to optimise your search strategy with effective linking and testing. […]

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Search: In practice

In this course you will explore beyond the basic understanding of search concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings you will ascertain best practice principles when it comes to guidelines and compliance […]

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Social

Social: Introducing the basics

In this course you will be introduced to the world of social media. You will learn what it is and how it works, including looking at the social media ecosystem, and the difference between organic and paid social. We will also introduce you to the concepts of video and viral Content, and influencer marketing.

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Social: Building on what you know

In this course you will be expanding on any knowledge you already have on social either from your day-to-day role, or from the Introduction to basics course if you have completed that. This course features videos and readings on how influencer marketing works, and the role social media plays in the customer experience. You will […]

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Social: In practice

In this course you will explore beyond the basic understanding of social and begin to consider how it plays a role in your day-to-day activities, as well as what you can do to enhance its capabilities. Through this collection of readings you will ascertain key considerations for creating a social media strategy, and explore how […]

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Strategy

Strategy: Introducing the basics

In this course you will be introduced to the world of strategy. You will learn key elements of the modern marketing strategy, including the conversion funnel, and how to quantify your strategy. You will be provided with top tips when it comes to digital planning and be introduced to the concept of brand purpose. Finally, […]

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Strategy: Building on what you know

In this course you will be expanding on any knowledge you already have on strategy either from your day-to-day role, or from the Introduction to basics course if you have completed that. Although this course only features three lessons you will take a deep dive into the world of brand, distribution, and agile thinking. You […]

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Strategy: In practice

In this course you will explore beyond the basic understanding of strategy concepts and begin to consider how they play a role in your day-to-day activities, as well as what you can do to enhance their capabilities. Through this collection of readings and videos you will explore the world of digital disruptors: what they are, […]

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