The whole curriculum.
Published, not teased.

How digital marketing actually makes a business money — before you touch a single ad platform. Most people skip this and spend two years optimising the wrong metric.

• —The channel landscape and what each is genuinely for
• —Funnel maths: CPM, CTR, CPC, CPL, CAC, ROAS, LTV
• —Unit economics — what the business can afford to pay
• —Organic vs paid vs owned, and where each breaks
• —How an agency is structured and who does what
• —Marketing vocabulary you'll be expected to use in interviews

The part that separates a media buyer from a button-pusher. Offer, audience and message beat targeting every single time — and this level is where you learn to build all three.

• —Offer construction: value, risk reversal, urgency, bonuses
• —Stages of buyer awareness and the ad each stage needs
• —Positioning and differentiation in a crowded market
• —Research: mining reviews, comments, sales calls for angles
• —Hooks, angles and messaging frameworks
• —Competitor teardowns using the Meta Ads Library

Every interface you'll be expected to know on day one of a job, learned by doing rather than by watching someone else's screen recording.

• —Meta Business Manager, assets, roles and permissions
• —Meta Ads Manager: campaign, ad set, ad hierarchy
• —Google Ads account structure and campaign types
• —Google Tag Manager, Pixel and Conversions API setup
• —WordPress and Elementor for landing pages
• —Canva AI and CapCut for ad creative production

You build a full campaign end to end. A mentor reviews it, you fix what's wrong, and then it goes live with real budget behind it.

• —Writing a campaign brief from a business objective
• —Audience strategy: broad, interest, lookalike, retargeting
• —Budget allocation and bidding strategy selection
• —Creative brief → production → upload → naming conventions
• —Landing page build and form-to-CRM handoff
• —QA checklist before anything goes live

Launching is easy. Knowing what to do in week three when the cost per lead has doubled is the job — and this level is that job.

• —Account diagnosis: where the funnel is actually breaking
• —Creative testing frameworks and statistical honesty
• —Scaling: vertical, horizontal, and when not to
• —GA4, events, and attribution you can defend
• —Lead quality: from CPL to cost per qualified conversation
• —Client reporting, and how to present a bad month

Not "AI awareness". The actual workflows our team runs — where AI genuinely replaces hours of work, and equally importantly, where trusting it will lose a client's money.

• —Research and angle generation with ChatGPT, Claude, Perplexity
• —Ad copy and script variants at volume, without slop
• —AI creative production and editing pipelines
• —Automations with Zapier and Pabbly: leads, alerts, follow-up
• —AI-assisted reporting and client-ready summaries
• —Where AI is wrong, and how to catch it before a client does

You stop being a student. Accounts are assigned to you, a senior reviews your work, and a client is waiting on the number. This is the level that puts real experience on your CV.

• —Assigned live client accounts under senior review
• —Daily stand-ups and weekly account reviews
• —Attending client calls and handling client questions
• —Building and sending the monthly performance report
• —Working to real deadlines with real consequences
• —Portfolio build and a work reference from the agency