Business and Finance
Digital Marketing and Sales
Run Campaigns. Build Brands. Drive Revenue.
Programme Overview
Digital Marketing and Sales
Five progressive levels from Foundation to Graduate Diploma. Each level is a complete, certified qualification. Exit at any level with a recognised certificate, or complete the full programme.
Five Levels. One Programme. Exit at Any Stage.
Programme Structure
Every level includes hands-on labs in every module, a 50-question final assessment and a final project. You may exit at any level with a recognised certificate, or continue to Graduate Diploma.
Modules (6)
1
Foundations of Digital Marketing
This module covers What is digital marketing; The digital marketing channels; Understanding your customer and audience; Goals, metrics and the marketing plan. Learners finish able to explain marketing and channels, and build a persona.
2
Content and Social Media Marketing
This module covers Content marketing, telling a story that sells; The social media platforms and choosing yours; Planning and creating social content; Building and engaging a community. Learners finish able to plan content, and grow a community.
3
Search and Web
This module covers How search works and SEO basics; Keywords and on-page optimisation; Websites and landing pages that convert; Search advertising, the basics. Learners finish able to use SEO basics, and build pages that convert.
4
Email, Advertising and the Funnel
This module covers Email marketing that works; Paid advertising and social ads; The marketing funnel and the customer journey; Lead generation and nurturing. Learners finish able to run email and ads, and understand the funnel.
5
Sales Fundamentals
This module covers The sales process, from lead to customer; Prospecting and qualifying leads; Communication, persuasion and handling objections; Closing and building lasting relationships. Learners finish able to apply sales fundamentals.
6
Analytics, Tools and the Campaign Project
This module covers Measuring what matters, marketing analytics; Essential digital marketing tools; Planning an integrated campaign; Your digital marketing career and the campaign project. Learners finish able to measure marketing, and plan a campaign.
Modules (8)
1
Marketing Strategy and Brand
This module covers From tactics to strategy; Positioning and competitive advantage; Brand identity and voice; The strategic marketing plan. Learners finish able to develop strategy, positioning and brand.
2
Advanced Content and Copywriting
This module covers Content strategy and the content engine; Copywriting that persuades; Storytelling and video content; Planning and managing content at scale. Learners finish able to build a content engine and write copy.
3
Social Media Marketing in Depth
This module covers Platform strategy and the algorithm; Growing and engaging an audience; Influencer and partnership marketing; Social media advertising in depth. Learners finish able to grow and advertise on social media.
4
SEO and the Content Engine
This module covers How SEO really works; Keyword research and search intent; On-page, technical and local SEO; Content, links and measuring SEO. Learners finish able to win search traffic with SEO.
5
Paid Advertising and Performance Marketing
This module covers Performance marketing and the metrics that matter; Search and display advertising; Campaign structure, budgets and bidding; Optimising and scaling paid campaigns. Learners finish able to run profitable performance advertising.
6
Email, Automation and CRM
This module covers Email marketing strategy and list building; Segmentation and personalisation; Automation and email journeys; CRM and managing customer relationships. Learners finish able to use email, automation and a CRM.
7
The Sales Pipeline and Account Management
This module covers The sales pipeline and forecasting; Consultative selling and discovery; Negotiation and closing complex deals; Account management and customer success. Learners finish able to manage a pipeline and grow accounts.
8
Analytics, Optimisation and the Campaign Project
This module covers Marketing analytics and dashboards; Conversion optimisation and testing; Reporting and proving return on investment; The Certificate campaign project and your career. Learners finish able to measure, optimise and deliver a campaign.
Modules (8)
1
Marketing Theory and Consumer Behaviour
This module covers What marketing theory is and why it matters; Consumer behaviour and decision-making; Segmentation, targeting and positioning in theory; Marketing models and frameworks. Learners finish able to reason with theory and consumer behaviour.
2
Brand and Market Strategy
This module covers Strategic analysis; Competitive strategy and advantage; Brand strategy and equity; Go-to-market and growth strategy. Learners finish able to develop brand and market strategy.
3
Marketing Research and Methods
This module covers The marketing research process; Qualitative research methods; Quantitative research and surveys; Sampling, validity and research ethics. Learners finish able to design and conduct sound research.
4
Data Analysis for Marketing
This module covers Descriptive statistics for marketers; Relationships, correlation and regression; Experiments, A/B testing and causality; Turning data into insight and decisions. Learners finish able to analyse data, correlation versus cause.
5
Marketing Economics and Finance
This module covers Marketing economics, demand, price and elasticity; Pricing strategy; Marketing metrics and financial analysis; Budgeting and marketing’s value to the business. Learners finish able to reason about economics and finance.
6
Digital Strategy and Transformation
This module covers Digital business models and platforms; Omnichannel and customer experience strategy; Data, privacy and marketing technology; Innovation, AI and the future of marketing. Learners finish able to evaluate digital strategy and martech.
7
Academic and Professional Skills
This module covers Reading and using marketing research; Academic writing and referencing with integrity; Critical thinking and argument; Presenting and communicating research. Learners finish able to read, write and think academically.
8
The Research-Readiness Project
This module covers Defining a research question; Designing the study and method; The research-readiness project; Writing up and the path to a Master’s. Learners finish able to deliver a research-readiness project.
Modules (9)
1
Advanced Marketing Strategy and Leadership
This module covers Strategic marketing leadership; Building and leading a marketing function; Marketing planning at the organisational level; Aligning marketing with business strategy. Learners finish able to lead marketing strategically.
2
Integrated Campaign Management
This module covers Designing integrated multichannel campaigns; Campaign planning, budgeting and resourcing; Managing campaigns and teams; Measuring and optimising integrated campaigns. Learners finish able to manage integrated campaigns.
3
Advanced Analytics and Marketing Science
This module covers The modern marketing analytics stack; Attribution and marketing mix modelling; Predictive analytics and segmentation models; Experimentation at scale. Learners finish able to apply advanced analytics.
4
Brand Management and Growth
This module covers Strategic brand management; Brand portfolio and architecture; Growth strategy and scaling; Customer-led growth and retention. Learners finish able to manage brands and grow.
5
Digital Product and Customer Experience
This module covers Product marketing and positioning; Customer experience and lifecycle management; Conversion and growth experimentation; Loyalty, community and advocacy. Learners finish able to lead product and experience.
6
Marketing Technology and Data Strategy
This module covers Designing the martech ecosystem; Data strategy and governance; AI and automation in marketing operations; Privacy, ethics and responsible marketing. Learners finish able to design martech and govern data.
7
Performance, Finance and Accountability
This module covers Marketing finance and investment cases; Advanced performance measurement; Forecasting and marketing planning; Reporting to the board and proving value. Learners finish able to run marketing with accountability.
8
Applied Research and Insight
This module covers Advanced market and customer research; Competitive and industry analysis; Turning insight into strategy; Communicating insight to decision-makers. Learners finish able to turn insight into strategy.
9
The Capstone Project
This module covers Scoping the capstone, a real marketing challenge; Strategy and plan; Building and executing the project; Evaluation, reflection and presentation. Learners finish able to deliver an applied capstone.
Modules (12)
1
Marketing at the Executive Level
This module covers The marketing leader in the C-suite; Setting enterprise marketing strategy; Leading through other leaders; Governance, risk and decision-making. Learners finish able to lead marketing at the executive level.
2
Global and International Marketing
This module covers Global marketing strategy; Culture and cross-cultural marketing; International market entry and growth; Leading global marketing teams. Learners finish able to lead global marketing.
3
Advanced Brand and Reputation Leadership
This module covers Brand as a strategic asset; Reputation and crisis management; Purpose, values and brand activism; Measuring and growing brand value. Learners finish able to lead brand and reputation.
4
Marketing Science and Econometrics
This module covers Marketing science and the scientific mindset; Econometrics and marketing models; Forecasting and demand modelling; From models to executive decisions. Learners finish able to apply marketing science.
5
Advanced Experimentation and Causal Inference
This module covers Causal inference, beyond correlation; Designing rigorous experiments; Quasi-experiments and natural experiments; Building an experimentation culture. Learners finish able to establish cause.
6
Customer Strategy and Lifetime Value
This module covers Customer-centric strategy; Customer lifetime value as a strategy; Personalisation and customer data at scale; Loyalty economics and retention strategy. Learners finish able to lead customer strategy.
7
Digital Transformation and Innovation
This module covers Leading digital transformation; Innovation and new business models; Emerging technology and AI in marketing; The future of marketing and the leader’s role. Learners finish able to lead transformation and innovation.
8
Marketing Operations and Leadership
This module covers Marketing operations and ways of working; Talent, capability and culture; Budgets, procurement and agencies; Leading change and influence. Learners finish able to lead operations and change.
9
Strategic Communications and Stakeholders
This module covers Strategic communications; Stakeholder management; Internal communication and engagement; Executive presence and communication. Learners finish able to lead communications and stakeholders.
10
Ethics, Governance and Sustainability
This module covers Marketing ethics and responsibility; Data ethics, privacy and the LGPD; Sustainability and responsible growth; Building a responsible marketing organisation. Learners finish able to lead ethically and sustainably.
11
The Major Project, Research and Design
This module covers Defining the major project; Research and evidence; Designing the strategy and solution; Planning delivery and evaluation. Learners finish able to research and design a major project.
12
The Major Project, Delivery and Defence
This module covers Delivering the project; Evaluating and reflecting on the project; Defending the project; Mastery, and your path forward. Learners finish able to deliver and defend a major project.
Ready to Study Digital Marketing and Sales?
Three intakes: January, June and November. Florianopolis, Brazil.