Research, Positioning & Messaging
Understand customers and competitors, then shape a clear market position and message.
Pathway 01 / GROW
Build practical digital marketing skills that turn attention into measurable growth.
Learn how to research a market, position an offer, attract the right audience and turn attention into measurable demand—with AI supporting your judgement.
Professional directionGrowth marketing, creative and AI search
Before specialisingShared AI & Product Foundation
Specialist curriculum4 GROW capability blocks
Learning formatLive + recorded
Final evidenceEnd-to-end GROW capstone
Who this pathway suits
For people who want to understand audiences and grow digital products.
GROW is suitable for career changers, marketers, content creators, founders and team members who want broader commercial capability across research, search, creative, acquisition, CRM and measurement.
01
Position products clearly
Use market and customer evidence to shape segments, value propositions and go-to-market choices.
02
Build search visibility
Plan SEO and answer-focused content for traditional and AI-assisted discovery.
03
Create campaign assets
Produce purposeful static, video and written creative tied to an objective and audience.
04
Understand paid growth
Plan controlled acquisition experiments and interpret performance economics.
05
Build lifecycle systems
Connect landing experiences, CRM, email and marketing automation.
06
Measure and improve
Define useful metrics, analyse performance and run evidence-led experiments.
Specialist curriculum
What you will learn
Named tools are examples. The pathway is built around transferable marketing judgement and professional outputs.
Search, Content & Creative
Build visibility across search and AI discovery with purposeful written, visual and video content.
Acquisition, Funnels & CRM
Connect paid growth, landing experiences, email and lifecycle journeys.
Analytics, Experiments & Capstone
Measure performance, test improvements and deliver an integrated growth project.
Portfolio evidence
What you will leave with
Each case study identifies your role, decisions, outputs, quality evidence and what you would improve.
01
Market and positioning case
Research, segmentation and a defensible strategic position.
02
Search and creative campaign
Implemented search content and campaign assets tied to a clear objective.
03
Funnel or lifecycle system
A connected journey with CRM, automation and measurement evidence.
04
End-to-end GROW capstone
An integrated go-to-market project with a professional portfolio story.
How learning works
Learn, practise, produce, defend.
Attendance alone is not the standard. Learners demonstrate capability through completed work and professional evidence.
01
Live teaching
Concepts, demonstrations, critique and guided professional judgement.
02
Recorded access
Review core explanations and demonstrations around your schedule.
03
Practical labs
Apply each capability to realistic marketing and product-growth tasks.
04
Evidence review
Present your decisions, receive feedback and improve the work.
Possible role directions
Growth Marketing AssistantDigital Marketing ExecutiveSEO / Content ExecutiveCRM / Lifecycle AssistantCreative Marketing AssistantJunior Growth Specialist
Role titles vary by employer. Completion does not guarantee employment, salary or a particular job title.
Choose your pathway
Compare the three specialisms
GROW questions
Frequently asked
Do I need previous marketing experience?
No. Every learner completes the shared Foundation before specialisation. Existing experience may help, but evidence and capability are assessed through the work you produce.
Will I learn social media?
Social channels may be used, but the pathway is broader than posting. It covers research, positioning, content, search, paid media, funnels, CRM, analytics and growth economics.
Are tools such as GA4 and advertising platforms included?
Relevant current tools may be used in delivery, but the curriculum is tool-neutral. Platform features are refreshed before each cohort without weakening the fundamentals.
Are dates, duration and fees confirmed?
Not yet. These will be announced after final operational planning. Register your interest to receive the confirmed information.
Ready to explore the GROW pathway?
Join the priority list for confirmed dates, delivery details and launch updates.