Marketing Technology Certificate

Learn the difference between adtech and martech, and the key trends affecting marketing. In this foundational module we define the difference between adtech and martech, explore the evolution of marketing technology and look at key technology trends.

Learn how data can be captured, stored and used to power your martech stack. During this module we will explore the types of data that can be captured, where it is stored, how it can be managed to ensure data quality and ultimately how value can be extracted through the application of data-driven marketing.

Understand how you can achieve a 360-degree customer view. To achieve a 360-degree customer view, martech needs to be able to unify data. In this module you will learn about the power of a golden records and how a CDP connects unknown and known audiences through identity resolution.

Learn about consent management, preference centres and the basics of personalised journeys. Explore the best practice application of a customer preference centre and how a CMP can go beyond compliance by helping you build trust and engagement with consumers. Understand the types of personalised journeys, the maturity levels of marketing automation and see examples in action.

Effectively build a team with the right roles, responsibilities and opportunity for success. In this module we move beyond the technology, data and strategic requirements and focus on the human resource – the people needed to effectively implement and utilise the MarTech stack. As roles are rapidly evolving and the need for new skillsets constantly emerging, there is an important focus on change management to maximise effectiveness.

Audit your existing tech stack and digital governance. Before considering any new technology it is important to audit what you already have, considering where you can scale back to become more effective. In this module we also review your digital governance – often problems occurring are not actually to do with the technology, they are actually your data infrastructure, tech setup, legacy systems, partner relationships or internal processes that are impeding your success.

A key part of operationalising your tech stack is embracing agile marketing methodologies. This collaborative approach will help unlock the end state of your Target Operating Model (TOM). During this module we will explore different operating models, consider a phased approach to achieving transformation and examine the importance of a Martech Blueprint.

Learn the process of buying marketing technology from use case to adoption. We have now reached our final module in the course, where everything you have learned to date will equip you with the ability to buy the right marketing technology. In this module we focus on creating use cases, selecting vendors, total cost of ownership and most importantly – ensuring successful adoption.