Learn Digital Marketing

On real-world projects with industry leading mentors

Part-time & online via live workshops

Who is this course for?

Harness Projects offers far more than an online digital marketing course; here you learn digital by doing digital. We believe strongly in project based learning, a framework most similar to real life working scenarios.  You’ll not only benefit from the digital marketing curriculum content, but will also apply your skills to a real-world business project.

This course is for you if you are looking to up-skill or move into digital marketing. You may have a basic understanding of marketing, but are looking to gain more knowledge and experience on a real-world project.

Delivery Online via live workshops

Study load Part-time (7-10 hours per week)

Length of project 9 weeks

Class size Max of 12 students

Next intakes April, May, July, September

Fees Payment plan available, pay over 4 weeks

Contact us for more details.

Skills you'll learn

Harness Projects have been formed through a collaborative effort from industry experts and academic’s with over 40 years experience in their collective fields.  Our Project based learning framework means you get to develop not only your technical skills in user experience design but also your workplace behavioral skills, now the most important skills companies look for when hiring new talent.

Introduction to Marketing
Learn about the role of marketing in business
What is a lead
Learn about what a lead is and its place in the marketing mix
Valuing a lead (cost per lead)
Learn about how to value a lead in a marketing model
Lifetime value
Learn about a customers life time value and how to calculate it
Customer Acquisition Costs
Learn about the cost to acquire a customer and how to calculate it
Conversion rates
Learn about what a conversion rate is, when it is applied and how to calulate it
TOFU/MOFU/BOFU
Learn about the different phases of a marketing funnel
Conducting Client Workshops
You will demonstrate an ability to conduct a workshop with a client in order to gain deeper information on the project brief or work you have completed. You will use questioning techniques to support your project progress and to ensure alignment to the problem being solved.
Defining Target Audiences
You will demonstrate an ability to research and identify the correct target audience relative to the project brief. You will outline this audience with sufficient detail to inform the subsequent parts of your digital marketing strategy.
Customer Research
You will demonstrate an ability to conduct customer research primarily through one on one interviews but also through gathering of secondary research techniques such as reviewing reports, conducting surveys and observation.
Competitor reviews
You will demonstrate an ability to conduct competitor reviews by applying research and review methodologies of competitors to the company partner and report back on your findings.
Creating Buyer Persona's
You will demonstrate an ability to synthesise user research into a singular stereotypical character that demonstrates the target audience of the project/product.
Customer Journey Mapping
You will demonstrate an ability to develop a customer journey map that accurately represents the decision making journey of a target customer. It will have been formed through research and includes practical actions as well as personal feelings of the customer over the journey map timeline.
Marketing Funnels
You will demonstrate an understanding of how marketing funnels work and you will apply this technique to your marketing strategy. You will accurately define the funnel and how each stage relates to your customers purchase journey
Campaign Scenarios
You will demonstrate an ability to create scenario's for your marketing strategy that are research based and well thought out. Although the scenario's do not have to be 100% accurate, they need to demonstrate a thinking process that has considered the millions of scenario options and a strong rationale for why you have put forward this particular scenario in your strategy.
Marketing Model
You will demonstrate an ability to collate information from your customers, any available data and the product or service in order to create a marketing model. The model will represent a numbers-based approach for how marketing spend contributes to revenue.
Customer Value Proposition Framework
You will demonstrate an ability to bring together all of your research and analysis into a CVP framework that becomes a guideline for how a particular customer segment should be engaged with.
Content Engagement Plan
You will demonstrate an ability to develop a content engagement plan that covers the appropriate channels and is written with the CVP framework in mind. It includes actual marketing copy that you recommend to be used to engage with the customer.
Email Campaigns
You will demonstrate an ability to determine if an email campaign strategy is appropriate based off the CVP framework you have developed for the identified customer. If so, you will demonstrate how an email campaign can be used to support the marketing & brief objectives.
SEM Campaigns
You will demonstrate an ability to determine if a SEM campaign strategy is appropriate based off the CVP framework you have developed for the identified customer. If so, you will demonstrate how a SEM campaign can be used to support the marketing & brief objectives.
Social Campaigns
You will demonstrate an ability to determine if a social campaign strategy is appropriate based off the CVP framework you have developed for the identified customer. If so, you will demonstrate how a social campaign can be used to support the marketing & brief objectives.
Re-marketing
You will demonstrate an ability to determine if a re-marketing campaign strategy is appropriate based off the CVP framework you have developed for the identified customer. If so, you will demonstrate how a re-marketing campaign can be used to support the marketing & brief objectives.
Search Engine Optimisation
You will demonstrate an ability to determine if an SEO campaign strategy is appropriate based off the CVP framework you have developed for the identified customer. If so, you will demonstrate how an SEO campaign can be used to support the marketing & brief objectives.
Conversion Rate Optimisation
You will demonstrate an ability to determine if a CRO strategy is appropriate based off the CVP framework you have developed for the identified customer. If so, you will demonstrate how a CRO campaign can be used to support the marketing & brief objectives.
Empathy
You will demonstrate empathy by listening to your end-users and stakeholders and appropriately translating their needs, motivations and pain points into your final recommendation solution.
Communication
You will demonstrate competency in communication by successfully transmitting your ideas, thinking processes and solution in a way that is easily understood by others. A range of techniques may be used to demonstrate this competency including body language, written, visual and oral styles.
Collaboration
The best solutions are most often formed through the input of multiple people. You will be required to collaborate with many other experts in their fields and developing strong collaboration skills can ensure you contribute value to a team. In modern work environments, small team collaboration is an increasingly sought after skill by employers, as agile ways of working are adopted that bring together multiple disciplines around a unified challenge.
Resilience
Any challenging problem is bound to ask more of you than you first expect. Strong resilience is formed through the process of failing and getting back up again. By deepening your resilience capacity, you are well positioned to deliver great outcomes to challenging problems that others may have avoided.
Presentation
A tried and true skill for any professional is the ability to present your ideas to an audience and effectively transmit the intended message. You will have the opportunity to strengthen your presentation skills in front of a live company stakeholder at the conclusion of your project.

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Student Case-studies

Want to know what it's like to learn on a real-world project? Check our a recent case study from Chris Luu, graduate of our ThanksBox UX Project that ran from March to May 2018.

Certification

By completing a Harness Project you will receive a certification from Harness Projects, co-signed by the company partner on your project. This acknowledges that you worked on a live project for the company as well as what Digital Marketing skills you have been recommended for on the project.

You are free to add this Digital Marketing certification and real world experience to your Linkedin profile to prove you have been through a live Digital Marketing project.

CHOOSE A PROJECT