Marketing Technology Course

Lesson 1 • Business Value of Martech

Examines how martech drives revenue, efficiency, and customer experience. Connects technology investment to measurable business outcomes.

Lesson 2 • Key Stakeholders and Martech Roles

Identifies the people who own, operate, and benefit from martech systems. Clarifies cross-functional responsibilities critical to successful adoption.

Lesson 3 • Defining the Martech Ecosystem

Covers the definition, scope, and evolution of martech from early CRM to today's 10,000-tool landscape. Establishes shared vocabulary for the entire course.

Lesson 1 • Data Collection Methods and Tools

Surveys web tracking, form capture, CRM ingestion, and event-based collection. Connects collection methods to downstream analytics and activation use cases.

Lesson 2 • Identity Resolution and Unified Profiles

Explains deterministic and probabilistic identity matching to create unified customer profiles. Enables accurate personalisation and attribution across channels.

Lesson 3 • Types of Customer Data

Distinguishes first-, second-, and third-party data and their respective use cases. Grounds subsequent data strategy decisions in clear data-type definitions.

Lesson 4 • Data Privacy and Consent Management

Covers consent frameworks, data subject rights, and privacy-by-design principles. Ensures students build compliant data practices from the ground up.

Lesson 1 • CRM Architecture and Data Models

Explains CRM object models, relationships, and field structures that underpin marketing operations. Builds the technical literacy needed to configure and extend CRM systems.

Lesson 2 • Audience Segmentation in CRM

Teaches static and dynamic list building using behavioural, demographic, and firmographic criteria. Directly enables targeted campaign execution covered in later sections.

Lesson 3 • Lead Scoring and Lifecycle Management

Introduces behavioural and demographic scoring models that prioritise leads for sales. Connects marketing automation output to revenue pipeline management.

Lesson 4 • Marketing Automation Workflow Design

Covers trigger-based and time-based automation logic for nurture, onboarding, and re-engagement. Translates campaign strategy into executable automation blueprints.

Lesson 1 • Data Ingestion and Schema Design

Teaches event schema design, source connectors, and data transformation for CDP ingestion. Proper schema design prevents downstream activation failures.

Lesson 2 • CDP Architecture and Use Cases

Defines CDP components—ingestion layer, identity graph, profile store, and activation layer. Differentiates CDPs from CRMs, DMPs, and data warehouses.

Lesson 3 • Audience Building and Segmentation in CDPs

Covers real-time segment rules, predictive audiences, and lookalike modelling within CDPs. Enables precise targeting that improves campaign ROI.

Lesson 4 • CDP Measurement and Iteration

Introduces CDP-native analytics, audience performance reporting, and continuous optimisation loops. Closes the activation cycle with data-driven refinement.

Lesson 1 • Marketing Analytics Fundamentals

Establishes core metrics—reach, engagement, conversion, and retention—and their calculation methods. Creates a shared measurement language for all subsequent reporting work.

Lesson 2 • Web and Digital Analytics Setup

Covers tag management, event tracking, goal configuration, and funnel visualisation for web analytics. Ensures accurate data collection that feeds attribution and reporting.

Lesson 3 • Dashboard Design and Data Visualisation

Teaches dashboard layout principles, chart selection, and audience-specific reporting design. Transforms raw data into actionable insights for stakeholders at every level.

Lesson 4 • Experimentation and A/B Testing

Introduces hypothesis formation, test design, statistical significance, and result interpretation. Embeds a culture of evidence-based optimisation into marketing practice.

Lesson 1 • Omnichannel Journey Orchestration

Designs connected customer journeys that adapt in real time across email, web, mobile, and ads. Ensures consistent, context-aware experiences regardless of channel.

Lesson 2 • Email and Messaging Personalisation

Teaches token-based, segment-based, and predictive personalisation for email and SMS channels. Improves open rates, click-through rates, and downstream revenue.

Lesson 3 • Recommendation Engines and Next-Best Action

Explains collaborative filtering, content-based filtering, and next-best-action models. Enables automated, data-driven content and product recommendations at scale.

Lesson 4 • Website and Landing Page Personalisation

Covers dynamic content blocks, geo-targeting, and returning-visitor recognition for on-site personalisation. Directly increases conversion rates by matching content to visitor context.

Lesson 1 • Paid Media Measurement and Brand Safety

Covers view-through and click-through attribution, fraud detection, and brand safety controls. Ensures paid investment is measured accurately and placed in safe environments.

Lesson 2 • Ad Creative Technology and Dynamic Ads

Introduces dynamic creative optimisation, feed-based ads, and creative testing frameworks. Scales relevant ad experiences without proportional increases in production cost.

Lesson 3 • Audience Targeting in Paid Media

Covers contextual, behavioural, lookalike, and retargeting strategies within paid platforms. Connects CDP and CRM audiences to paid media activation for higher relevance.

Lesson 4 • Programmatic Advertising Fundamentals

Explains the programmatic supply chain—DSPs, SSPs, ad exchanges, and DMPs. Provides the structural knowledge needed to operate and optimise paid media technology.

Lesson 1 • Change Management and Team Enablement

Addresses adoption barriers, training design, and internal communication for new tool rollouts. Ensures technology investments deliver value through effective human adoption.

Lesson 2 • Integration Architecture and Data Flows

Maps common martech integration patterns—native connectors, iPaaS, APIs, and webhooks. Enables students to design reliable data flows between stack components.

Lesson 3 • Vendor Evaluation and Selection

Teaches RFP design, scoring rubrics, proof-of-concept planning, and contract negotiation basics. Reduces risk in high-stakes technology procurement decisions.

Lesson 4 • Martech Stack Audit and Rationalisation

Provides a structured methodology for auditing tool usage, overlap, and total cost of ownership. Drives informed decisions about consolidation, replacement, or expansion.