Marketing in Practice
Put everything together. Go-to-market strategy, channel mix, team building, budget planning, and the full-stack marketing playbook for SaaS, e-commerce, and service businesses.
Go-to-Market Strategy
A GTM strategy isn't a slide deck — it's a plan for getting a product in front of the right customers, in the right sequence, with the right message. Here's how to build one that actually works.
Marketing for E-Commerce
E-commerce marketing is a system: attract the right traffic, convert it efficiently, and keep customers coming back. The channel mix, retention flywheel, and margin economics that make DTC brands work.
Marketing for SaaS
SaaS marketing is subscription economics. Free trials, activation, churn, expansion — the unique levers of software marketing, and why the metrics that matter for SaaS are different from every other business.
Marketing for Service Businesses
Service businesses — consultancies, agencies, law firms, accountants, tradespeople — market differently from products. Trust, reputation, and relationships drive decisions more than ads. Here's the playbook.
Building Your Marketing Team
The first marketing hire changes everything. Agency vs. in-house, generalist vs. specialist, when to scale — the decisions that shape a marketing organisation and the mistakes that set it back years.
Marketing Budget Planning
Marketing budget is an investment, not an expense — when you can prove it. How to build a budget that leadership will approve, allocate it across channels intelligently, and defend every pound you spend.
Marketing Technology Stack
The average marketing team uses 12 tools. Most use 3 properly. The right martech stack is smaller than you think, set up better than you have, and serving clear decisions — not collecting data nobody acts on.
The Complete Marketer
You've learned the channels, metrics, and playbooks. Now the harder question: how do you put it all together, keep learning in a field that changes constantly, and build a marketing career that compounds?
Certification Quiz
Pass with 80% or higher to earn your certificate