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The course is split into 5 chapters:
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We’ll explore how to set actionable objectives using marketing funnels and conversion rates to ensure your ambitions are fit for purpose.
We’ll draw inspiration from the Space Race to cement what we’ve learned.
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Gathering data and transforming it into actionable insights is non-negotiable in communications.
You’ll learn about research techniques, audience segmentation, targeting, and the EAST behaviour change framework.
We’ll use a campaign example from Nike to bring to life what we’ve learned.
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What is the difference between strategy and tactics?
We’ll help you master the distinction using the Trojan Horse and will explore the different strategic and tactical choices we have to make in our campaigns. We’ll also look at channel planning, integrated comms, and how to manage a crisis.
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This is the big one. We’ll consolidate everything we’ve learned so far to build an effective communications plan using the UK Government’s OASIS framework.
We’ll also explore benchmarking and evaluation models to measure success and apply key learnings for future campaigns.
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We’ll explore the purpose of narratives and key messages, looking at the building blocks of a strong story.
We’ll also learn how to structure our stories so that they are concise while also building key memory structures. We’ll use the Hero vs Villain framework, the Pixar model, and more.
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The content in our final chapter is updated every week. We’ll look at the latest trends and platforms, and learn how to use AI in your day-to-day work. We’ll also cover key AI principles, prompt engineering, and future technologies.