Fast Track Online Courses
Fast Track to Digital Marketing Online
A complete overview of digital marketing through 12 engaging video modules, lasting around 30 minutes each, test your knowledge quizzes and an exam.
Fast Track to Modern Marketing Online
Based directly on our Modern Marketing Model (M3), this course provides the practical skills and knowledge to advance your understanding of marketing in the digital era.
Advertising
Advertising
An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.
Targeting in Display
How sophisticated tracking techniques are giving marketers better ways to target consumers.
Programmatic Essentials
Understand what programmatic means and the key terminology for marketers.
Display Creative and Video Advertising
How the video advertising market provides new targeting and content opportunities.
Native and Paid Social Advertising
The key types, how they appear to users, and the rich data targeting capabilities.
Integrated marketing communications
Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.
Content
Content Marketing Fundamentals
What content marketing is, what it’s used for and how you can tailor it along the user journey.
Content Strategy and Distribution
How YouTube’s ‘Hero, Hub, Help’ model can help you understand your content ecosystem.
Content Proposition, Tone and Planning
Maintaining consistency over tone of voice, personality, content themes and proposition.
Content Calendars
Planning ahead to ensure you have the resources and content available to meet objectives efficiently.
Ephemeral and Evergreen Content
The difference between evergreen and ephemeral content and the value both add to your strategy.
Content Strategy and Marketing
How to plan, deliver and manage your content across digital channels. Building content marketing into your customer journeys, the distribution channels available, and the importance of brand alignment.
Customer Experience (CX)
Generating and Using Personas
What a persona is, the information you need to create personas, and the data sources that will help.
Customer Journeys and Channel Selection
What the customer journey is, the multiple touchpoints involved and opportunities to leverage.
Customer Experience and Multichannel
The difference between multi and omnichannel and providing a seamless CX across all.
Personalisation
A proven way to increase ROI and revenue, and increase customer loyalty and retention.
Understanding Testing Methodologies
A test and learn approach makes it possible to refine the customer experience.
Customer Experience (CX)
Learn the fundamentals of customer experience, from who is responsible, to what makes great CX, to how marketing can improve CX. We also explain the concepts of UX and omnichannel in the context of CX.
Customer Experience and Content
Learn what customer experience is and how to successfully fuse classic and digital thinking.
Data and Analytics
Data Fundamentals
How the DIKW (Data, Information, Knowledge, Wisdom) pyramid can be used to extract value from data.
Measurement Fundamentals
Key insights on the importance of embedding measurement into planning.
Analytics Fundamentals
What analytics is, what data can be analysed and the key to drawing value from analytics.
Attribution: Cross Channel and Cross Device
Learn what attribution modelling is and the key considerations for marketers.
Valuing Marketing Touchpoints
Why marketers need to consider the relative impact of each touchpoint in a conversion funnel.
Using Data to Make Strategic Decisions
Learn about the purpose and value of qualitative data for CRO and discover different tactics.
Data and Analytics
The different kinds of data for digital marketing, and how to turn them into insight and action. First, second and third-party data, the role of website and channel analytics, and importance of data privacy.
Data and Measurement
Learn more about what data you need to support your marketing (including to machines), and how to measure and optimise performance.
Ecommerce
Ecommerce Fundamentals
What ecommerce is and key considerations for providing an effective online selling platform.
Ecommerce Optimisation
Why digital teams need to understand and improve on-site conversion funnels.
Performance and Affiliate Marketing
How performance marketing works, what affiliate relationships are and the associated cost models.
What is Conversion Rate Optimisation (CRO)?
Discover the basics of CRO and the challenges of doing CRO effectively.
CRO: Analysing and Optimising Customer Journeys
Discover what good optimisation is, the types of data that can be used and how it can be used.
Segmenting Customers to Improve Optimisation
Why test design needs to be aligned with customer profiles and how to segment for testing.
CRO: Dealing with Cart Abandonment
Why optimising the checkout funnel is critical and techniques to reduce abandonment.
Utilising Customer Feedback in CRO
Learn the purpose and value of qualitative data for CRO and the different tactics.
Ecommerce Checkout Success
Seven steps to checkout success, from minimising distractions to building trust.
Omnichannel Path to Purchase
Critical steps we can take to navigate the complexity of omnichannel.
Ecommerce
Learn the key components of ecommerce and the competencies needed for it to be successful. As well as online merchandising principles and the optimisation tactics you can put into practice.
Segmentation and Targeting
Learn how to select target segments based on relevance using both classic and digital methods.
Email and eCRM
Planning Email Marketing
Key uses of email marketing and the common challenges marketers face when planning campaigns.
Email Marketing Execution
The purpose and benefit of marketing automation, and the metrics to measure.
What is Marketing Automation?
Learn what marketing automation means and the benefits of doing this.
Data Sources for Marketing Automation
The data sources marketers can use to drive marketing automation campaigns.
Governance in Marketing Automation
Good practice insights on the governance around the quality, storage and processing of data.
Setting KPIs for Marketing Automation
Common KPIs used in marketing automation and good practice for lead management.
Triggers and Behavioural Targeting in Email Marketing
Developing a strategy for distributing automated emails based on behavioural triggers.
Email and CRM
Get to know email marketing, how it works, and what’s involved in CRM. How to align your email with the customer lifecycle and customer journeys, optimising email performance and the power of personalisation and targeting.
GDPR
GDPR: An Overview
What GDPR is and the key rights that marketers and data controllers need to understand.
GDPR: What is Lawful Processing of Personal Data?
What lawful processing means and the six lawful bases for processing personal data.
GDPR: Writing Compliant Privacy Notices
Discover the requirements for providing a GDPR compliant privacy notice.
GDPR: What Are ‘legitimate interests’?
How marketers can use legitimate interest to capture and process user data.
GDPR: Compliance and Accountability
What accountability means and the steps you need to take to be compliant.
GDPR: A Step by Step Guide to Preparing
A look at the ICO’s 12-step guide to preparing organisations for GDPR.
Mobile
Mobile Marketing Fundamentals
Understand the key media and marketing trends for mobile marketing.
Principles for Mobile Site Design
Learn about the principles of good mobile design in the context of Google’s own guidelines.
Search Marketing
Search Marketing Fundamentals
What search marketing is and how paid and organic search aid visibility.
SEO: Off-Site Optimisation
Key good practice insights for external link building and management.
SEO: On-Site Optimisation
Discover which factors and on-site capabilities determine where you rank.
Keyword Strategy
How to approach keyword analysis and the impact of different types of keywords on CPC.
Getting to Grips with Voice Search
Learn how shoppers are using voice and what this means to marketers.
Measurement and Reporting for PPC
Learn some of the key ways to track and measure PPC performance.
Measurement and Reporting for SEO
Learn some of the key ways to track and measure SEO performance aligned with business goals.
Search Engine Marketing: SEO
An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.
Search Engine Marketing: PPC
Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.
Social
Community and Conversation
How to effectively manage online communities and respond to problems professionally.
Video, Shareable and Viral Content
How brands can give themselves the best chance of having their content shared.
Influencer Marketing
What influencers are, how brands can work with them, and the common pitfalls.
Aligning Social Media to your Content Strategy
Learn the role content plays in social media and why you need to pick your metrics carefully.
Social Media Activity Planning
Get practical insights on planning your social media channel strategy.
Social Media
From major trends to key planning considerations, this module provides a great introduction to the social media ecosystem. Plus, targeting options and how to future-scape for social media.
Affiliate and Influencer Marketing
What is affiliate marketing? What is influencer marketing? In this module you’ll gain an understanding of how they work and how to align this with your customer journey.
Strategy
Digital Marketing Strategy Fundamentals
Learn what digital strategy means and the practical tips for developing your own.
Learning from Digital Disruptors
Discover what disruption means and how you can learn from disruptors in your industry.
Strategy
Objective and KPI setting, to budgeting for digital marketing, using data for planning, segmentation and targeting and customer journey mapping
Modern Marketing Strategy
How to make your marketing strategy quantified, agile and future-proofed.
Brand and Value
Ways you can add value to people and organisations through your brand: how to build your brand and how to avoid breaking your brand.
Positioning
Learn how the fusion of digital, classic tools and architecture offers unique capability to do positioning in real-time and at an individual level via dynamic personalisation.
Market and Customer Orientation
Explore ways to achieve market orientation through a customer-focused approach and ensure engagement from your organisation.
Customer Insight
How to make the most of the latest methods and digital data analytics to fully inform your customer insight planning.
Distribution
Learn about how traditional models of distribution have changed and how digital has broken down the barriers to entry.
Innovation and Trends
Where we are now and what is likely to happen in the world of digital. We discuss the big digital eras and their impact on marketing, as well as the key innovations, challenges and opportunities to prepare for.