Course 2Nov–Dec · 4 sprints
Modern Marketing for the AI Era
Don't think about marketing — do it, on a real project, with real evidence.
Prerequisite: Course 2 + Design Day
- 01How the Web Works & Getting FoundBefore content or campaigns, understand how Google finds, reads, and indexes a page — then make yours findable by both search engines and AI (SEO, AEO, LLMO/GEO).
- 02Who Is Your AudienceMost marketing fails because it talks to everyone. Knowing exactly who you reach — their behaviour, language, problems, triggers — changes everything. AI makes audience research faster and deeper than surveys ever could.
- 03Measuring What MattersInstrument first, then publish — so every piece of content has data coming back from day one. Set up the measurement layer before anything goes live, and learn which numbers actually mean something.
- 04Content That WorksContent isn't volume — it's matching the right format to the right audience at the right funnel stage. AI collapsed the cost of production; the bottleneck is now strategy and editorial judgment. Publish, then read the early data.
By the end
A live site with tracking and published content, built layer by layer — the marketing foundation each group carries into Course 3. A portfolio, not a strategy deck.