Digital Marketing and Sales

An in-depth introduction to the marketing mix, SOSTAC planning framework, SWOT and PESTLE analysis, and the distinction between B2B and B2C marketing strategy. Students learn to think strategically about target audiences, competitive positioning, and value proposition design.

How and why people make purchasing decisions online — cognitive biases, the customer decision journey, social proof, scarcity, authority, and the psychology of pricing. Students apply behavioural economics principles to real marketing scenarios.

The anatomy of a brand: visual identity, tone of voice, brand story, and positioning frameworks. Students conduct brand audits of real businesses and develop positioning strategies using perceptual mapping and brand archetype frameworks.

Platform-by-platform analysis of Instagram, TikTok, LinkedIn, X (Twitter), Facebook, YouTube, and Pinterest — their algorithms, audience demographics, content formats, and organic growth strategies. Students develop a platform-specific content strategy.

How search engines index and rank content. On-page SEO: title tags, meta descriptions, header structure, keyword research, and content optimisation. Technical SEO foundations: page speed, mobile optimisation, crawlability, and structured data markup.

The principles of content strategy: audience mapping, content pillars, editorial calendars, and channel selection. Students learn copywriting for digital formats — long-form articles, social captions, email subject lines, landing page copy, and video scripts.

Google Analytics 4 fundamentals: traffic sources, user behaviour, conversion tracking, and campaign attribution. Students set up GA4 properties, interpret core reports, and make evidence-based marketing decisions from data.

GDPR, the Brazilian LGPD, cookie consent regulations, advertising standards, and the ethical responsibilities of marketers in relation to data collection, targeting, and messaging. Students evaluate real campaigns against ethical and legal frameworks.

Campaign architecture, keyword match types, ad copywriting, quality score optimisation, bidding strategies, negative keywords, and conversion tracking. Students build and run live search campaigns with real budgets and analyse performance using the Google Ads dashboard.

Audience targeting using custom, lookalike, and interest-based audiences. Creative formats: single image, carousel, video, and collection ads. Campaign objective selection, A/B testing methodology, and ROAS optimisation across live Meta campaigns.

List building, segmentation, deliverability, and sender reputation. Students design automated welcome sequences, nurture flows, and re-engagement campaigns. A/B testing subject lines and send times. GDPR-compliant list management practices.

YouTube channel strategy, video SEO, pre-roll and mid-roll advertising formats, and YouTube Analytics. Students script, storyboard, and produce a short marketing video and develop a YouTube content and advertising strategy.

Identifying, evaluating, and contracting influencers across micro, macro, and mega tiers. Affiliate programme design, tracking, and commission structures. Students design a complete influencer campaign including brief, contract terms, and performance metrics.

Multi-touch attribution models — first click, last click, linear, time decay, and data-driven. UTM parameter management, custom reporting in GA4, and the integration of advertising platform data with analytics tools. Students build a full performance dashboard.

Landing page design principles, A/B testing methodology, heatmap analysis, user session recording, and funnel analysis. Students audit a real landing page, identify conversion barriers, design a test, and present projected impact.

Google Shopping, product feed optimisation, cart abandonment email sequences, upselling and cross-selling strategies, and the specific analytics challenges of e-commerce attribution. Students produce a revenue growth plan for a real e-commerce business.

Technical SEO auditing using Screaming Frog and Google Search Console. Core Web Vitals, JavaScript SEO, international SEO and hreflang, link building strategy, and advanced content optimisation using topic clustering and semantic SEO methodology.

Salesforce and HubSpot CRM architecture. Lead scoring models, sales pipeline management, customer lifecycle stages, and CRM reporting. Students configure a CRM system, build a lead nurturing workflow, and create a customer health scoring model.

The growth hacking mindset, AARRR framework, rapid experimentation methodology, and growth loop design. Students design and run a growth experiment, analyse results using statistical significance, and present a scaling plan.

Evaluating, selecting, and integrating the tools that make up a modern marketing function — CRM, email, analytics, advertising, CRO, and data management platforms. Students design a complete MarTech stack for a defined business type and budget.

Target account selection, intent data, personalised content at scale, and alignment between marketing and sales in a B2B context. Students develop a full ABM campaign for a defined target account list.

Building and managing social media at enterprise scale — content governance, community management, social listening, crisis communication, and employee advocacy programme design.

Customer segmentation using clustering algorithms, RFM analysis, churn prediction modelling, and lifetime value forecasting. Students apply data science techniques to real customer datasets to produce actionable marketing insights.

Running a digital marketing consultancy — client onboarding, scope of work documentation, proposal writing, pricing strategy, and managing client expectations. Students produce a complete agency proposal for a real client brief.

Designing and executing a full product or service launch: market sizing, competitive positioning, launch sequencing, channel selection, pricing strategy, and first-90-day performance review applied to a real launch scenario.

Sales team structure, hiring frameworks, quota-setting, pipeline management, sales methodology (SPIN, Challenger, MEDDIC), and CRM-based sales forecasting. Students design and roleplay a complete sales process including discovery, proposal, negotiation, and close.

Reading and influencing a profit and loss statement. Marketing budget allocation, ROI calculation across channels, marketing contribution to revenue, and presenting the financial impact of marketing investment to a board or senior leadership team.

Adapting brand messaging, creative, and channel strategy for international markets. Localisation versus standardisation, cultural sensitivity in advertising, regulatory variation across markets, and managing international marketing agencies.

The theory and practice of long-term brand equity — brand tracking, brand health metrics, brand architecture, and the tension between short-term performance marketing and long-term brand investment. Students develop a five-year brand strategy.

The specific challenges facing early-stage companies: limited budgets, category creation, founder-led marketing, product-market fit validation, and the transition from growth hacking to scalable marketing operations.

Research question formulation, literature review methodology, primary research design, data collection and analysis, and academic writing at postgraduate standard. Students complete a full dissertation proposal ready for university submission.

Managing creative and analytical teams, running effective briefings and reviews, giving constructive feedback, managing agency relationships, and navigating the dynamics of a senior marketing role. Students produce a personal leadership development plan.