Digital Marketing Masterclass


This masterclass is designed to introduce learners to digital marketing. Participants will gain a greater understanding of the digital marketing tools available to SMEs.


Course overview

This masterclass will cover:

  • What is Digital Marketing?
  • Benefits over Traditional Marketing
  • Examples of the impact of digital marketing
  • Key Digital Marketing objectives for SMEs
  • 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
  • Some Digital Marketing Tools for SMEs
  • An intro to Search Engine Optimization (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 SME
  • Pathways to work in marketing 



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



The Staffordshire Higher Skills and Engagement Pathways programme is part funded by the European Social Fund.

Delivery method
On campus
Stoke-on-Trent campus


Start date
  • Wednesday 19 October
  • Wednesday 23 November


Certificate of Attendance

Entry requirements

This masterclass is open to anyone who works for an SME in Staffordshire and has an interest in Digital Marketing.


This training course is exclusively available to Stoke-on-Trent and Staffordshire based businesses with a maximum of 250 employees.


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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