Digital Marketing Masterclass


This masterclass introduces learners to digital marketing. Participants will gain a greater understanding of the digital marketing tools available to all businesses.


Course Overview

This masterclass will cover:

  • What is Digital Marketing?
  • Its benefits over Traditional Marketing
  • Examples of the impact of digital marketing
  • Key Digital Marketing objectives for businesses
  • How to target and understand your customers (the basics)
  • The importance of the customer journey and user experience, plus its impact on sales and profit
  • The key components of Digital Marketing
  • Useful Digital Marketing tools for all-sized businesses
  • An intro to Search Engine Optimisation (SEO) (Local, National and International)


Course Aims 

Skills gained:

  • Effective communication
  • SEO basics
  • Digital marketing objectives and goals
  • Creativity and problem-solving 
  • Adapting to new technologies

Knowledge gained:

  • Customer journeys and how to target them 
  • Tools for digital marketing 
  • Impact of digital marketing 
  • Digital marketing overview



The learner will leave the session with:

  • Up-to-date tools for digital marketing
  • Knowledge of traditional marketing
  • The right soft skills to communicate your brand
  • Expert fundamental knowledge to support your business
  • Pathways to work in marketing



On completion of this masterclass, learners will receive a Certificate of Attendance.



The Stoke-on-Trent Higher Skills Accelerator is fully funded by the UK Shared Prosperity Fund in partnership with Stoke-on-Trent Council and offered free of charge to each participating organisation.

Delivery method
On campus
Stoke-on-Trent campus


Start date

25 June 2024

16 July 2024

August 14 2024

Justice, Security and Sustainability
Certificate of Attendance

Entry requirements

This masterclass is open to anyone who is 18 years old and over and meets the following criteria:

  • Employed for one hour or more of paid work per week (including those temporarily away from work because they are sick or on holiday).
  • Temporary and permanent employees who are on fixed-term  contracts or agency temping.
  • Self-employed people.
  • People on government-supported training programmes, engaging in any form of work, work experience, or work-related training.
  • People on maternity or paternity leave.


This course is free to all learners who meet the criteria above.


Paul Dobson

Senior Lecturer

Senior Lecturer for over ten years, specialising in digital and strategic marketing. This includes Search Engine Optimisation (SEO), Conversion Rate Optimisation (CRO), inbound and outbound Marketing, social media and influencer marketing.

Paul's profile
This masterclass reignited our love for the world of digital marketing

This masterclass, led by Paul Dobson, reignited our love for the world of digital marketing and allowed us to reflect on how far we have come as a team to build our social media presence whilst gifting us with further insightful knowledge, such as utilising ESPs through storytelling. We are confident that Swan will only get bigger and better by increasing our brand presence on social media.

Swan Products Limited

How to apply

To apply for this masterclass, please email

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