Digital Marketing Masterclass
Pivotal University
£129.00
Enrol now — £129.00
FOR TEAMS
Train your whole team
Buy seats, invite your people, and track everyone’s progress from one place.
Instant access · Learn at your own pace
68 lessons
25h 35m total
Lifetime access
A complete, full-stack Digital Marketing Masterclass that takes beginners and self-taught marketers and turns them into confident, all-round digital marketers who can plan and run a whole marketing system — not just isolated tactics. It is built for SMB owners and founders who want to stop guessing and start growing, freelancers and consultants who need to deliver across every channel, junior and aspiring marketers building a career, and in-house teams who want one coherent playbook instead of forty disconnected tools.
Across ten in-depth modules you'll learn to set a strategy anchored to real business goals and map the customer journey; build and optimise a high-converting website and landing pages; get found in search — including AI search and GEO; produce content that compounds and repurposes into many assets; choose and run the right social channels and short-form video; build email and automation that nurtures and sells while you sleep; launch and manage Google Ads and Meta Ads with proper tracking; read GA4 to make decisions instead of decorating slides; and use AI tools responsibly to do all of it faster.
Every module is grounded in current (2025-26) realities — GA4 not Universal Analytics, Performance Max and Advantage+, the Meta Pixel and Conversions API, short-form video, AI search and zero-click results, E-E-A-T, first-party data and cookie deprecation, and GDPR/PECR consent — but the emphasis throughout is on durable principles and frameworks that survive the inevitable tool and interface changes, illustrated with realistic UK business scenarios, a knowledge check after every module, branded diagrams, and a downloadable Channel Quick Reference to keep.
Honest scope note: this is a serious, practical foundation, not a substitute for the reps you'll put in running real campaigns with real budget. Specific tool menus and AI models change month to month, so where a tactic needs spend, judgement and iteration to master, we say so. Finish with a scenario-based final assessment (80% to pass, unlimited attempts, every answer explained) and a capstone 90-day plan, then earn your Certificate of Completion.
Across ten in-depth modules you'll learn to set a strategy anchored to real business goals and map the customer journey; build and optimise a high-converting website and landing pages; get found in search — including AI search and GEO; produce content that compounds and repurposes into many assets; choose and run the right social channels and short-form video; build email and automation that nurtures and sells while you sleep; launch and manage Google Ads and Meta Ads with proper tracking; read GA4 to make decisions instead of decorating slides; and use AI tools responsibly to do all of it faster.
Every module is grounded in current (2025-26) realities — GA4 not Universal Analytics, Performance Max and Advantage+, the Meta Pixel and Conversions API, short-form video, AI search and zero-click results, E-E-A-T, first-party data and cookie deprecation, and GDPR/PECR consent — but the emphasis throughout is on durable principles and frameworks that survive the inevitable tool and interface changes, illustrated with realistic UK business scenarios, a knowledge check after every module, branded diagrams, and a downloadable Channel Quick Reference to keep.
Honest scope note: this is a serious, practical foundation, not a substitute for the reps you'll put in running real campaigns with real budget. Specific tool menus and AI models change month to month, so where a tactic needs spend, judgement and iteration to master, we say so. Finish with a scenario-based final assessment (80% to pass, unlimited attempts, every answer explained) and a capstone 90-day plan, then earn your Certificate of Completion.
Course Curriculum
12 sections · 68 lessons · 25h 35m
Module 1 — Digital Marketing Strategy & The Customer Journey
Positioning, Value Proposition & Your Ideal Customer
30 min
Goals, KPIs & The Economics of Acquisition (CAC, LTV)
30 min
Owned, Earned & Paid Media — Building on Land You Own
20 min
Choosing Channels Realistically & The Privacy-First Reality
25 min
Knowledge Check
3 min
Module 2 — Website, Landing Pages & Conversion Rate Optimisation
Website vs Landing Page: Two Different Jobs
20 min
Anatomy of a Converting Page
30 min
Conversion Rate Optimisation: The Test-and-Learn Loop
30 min
Core Web Vitals, Speed & Mobile-First Design
20 min
Forms, Friction & Lead Magnets
20 min
CRO Tooling & The Plumber Scenario
25 min
Knowledge Check
3 min
Module 3 — SEO Fundamentals (Including AI Search / GEO)
How Search Works & The E-E-A-T Era
25 min
Keyword Research & Search Intent
30 min
On-Page SEO: Titles, Headers & Structure
25 min
Technical SEO Without Being a Developer
25 min
Off-Page SEO, Backlinks & Local SEO
30 min
AI Search & GEO: The Zero-Click Era
25 min
Knowledge Check
3 min
Module 4 — Content Marketing
Why Content Marketing Compounds
20 min
Content Strategy & The Topic Cluster Model
30 min
Formats, Calendars & The Distribution Engine
30 min
Repurposing: The Content Force Multiplier
25 min
AI in Content: Drafting Without Slop
25 min
Knowledge Check
3 min
Module 5 — Social Media Marketing
Platform Choice: Where Your Customers Actually Are
25 min
Short-Form Video: The Dominant Format
30 min
Content Pillars, Algorithms & The Interest Graph
25 min
Community, Engagement & The Coffee Roaster Scenario
30 min
Social Commerce & Pulling Audiences to Owned Channels
20 min
Knowledge Check
3 min
Module 6 — Email Marketing & Marketing Automation
Why Email Still Wins & Ethical List Building
25 min
Email Types, The Lifecycle & The Welcome Sequence
30 min
Segmentation, Personalisation & Workflows
30 min
Deliverability: The Part People Ignore
25 min
Writing Emails That Get Opened & Clicked
25 min
Knowledge Check
3 min
Module 7 — Paid Advertising Part 1: Google Ads
Why Google Ads & The Campaign Types
25 min
Account Structure That Scales
30 min
Keywords, Match Types & Negatives
25 min
Performance Max: What You Can and Can't Control
25 min
Bidding, Budgets, Ads & The Plumber Scenario
30 min
Knowledge Check
3 min
Module 8 — Paid Advertising Part 2: Meta Ads
How Meta Differs from Google: Demand Generation
20 min
Campaign Structure, Objectives & Advantage+
25 min
The Pixel, Conversions API & The Privacy Reset
30 min
Audiences: Core, Custom, Lookalike & Going Broad
25 min
Creative is the Lever: Thumb-Stopping Ads & The DTC Scenario
30 min
Budgeting, Scaling & Account Health
25 min
Knowledge Check
3 min
Module 9 — Analytics & Measurement
The Measurement Mindset & North Star Metrics
20 min
GA4 Fundamentals: The Event-Based Model
30 min
Tracking Setup: GTM, UTMs & Verification
25 min
Attribution: The Honest Version
30 min
Dashboards, Decisions & Diagnosing Funnel Leaks
30 min
Privacy-Compliant Measurement
20 min
Knowledge Check
3 min
Module 10 — AI Tools & Putting It All Together
The AI-Augmented Marketer & Core Tooling
25 min
Prompting That Actually Works
30 min
AI Per Channel: SEO, Content, Ads, Email & Analytics
30 min
Risks, Guardrails & Brand Voice
25 min
The Integrated Funnel: Connecting Every Channel
25 min
Capstone: Your 90-Day Plan
40 min
Knowledge Check
3 min
Resources & Glossary
Quick Reference & Glossary
5 min
Final Assessment & Certification
Final Assessment
25 min
Frequently asked questions
Does the certificate expire or need refreshing?
The certificate does not expire. That said, digital marketing tools and platforms change often, so it is worth revisiting the material and keeping your skills current as the channels evolve.
Who is this course for?
It suits SMB owners and founders, freelancers and consultants, junior or aspiring marketers, and in-house teams who want one coherent playbook. It is aimed at beginners and self-taught marketers who want to cover every channel, not just one tactic.
Is this course accredited or officially recognised?
No. It is a CPD-aligned course with a certificate of completion, not an accredited or regulated qualification. It is built to teach practical, current digital marketing skills rather than to award a formal credential.
How long does the course take?
There is around 25 hours and 35 minutes of content across 68 lessons. Because it is self-paced, you can work through it in one go or spread it over several sessions, and your progress is saved as you go.
Do I get a certificate?
Yes. When you complete the modules and pass the final assessment (80% to pass, with unlimited attempts and every answer explained), you earn a Certificate of Completion. You can download it and add it to your CV or LinkedIn profile.
Is it self-paced, and are there any prerequisites?
Yes. Every course is fully online and self-paced with lifetime access, so you can start anytime and learn at your own pace on any device. There are no prerequisites unless the course says otherwise.
£129.00
Enrol now — £129.00
FOR TEAMS
Train your whole team
Buy seats, invite your people, and track everyone’s progress from one place.
Instant access · Learn at your own pace
68 lessons
25h 35m total
Lifetime access