Demand generation
By the end of this block you will understand how to generate demand across paid digital, SEO, email, ATL, and integrated media channels. You will be able to plan, execute, and optimise full funnel campaigns that drive measurable revenue and build long term customer loyalty.
Demand generation is where marketing stops apologizing and starts producing revenue. This block covers the full machine, from the paid channels that buy attention to the owned and earned engines that compound it over time. You will move through paid digital marketing, SEO and content, email and CRM, above-the-line media across TV, print, OOH and radio, integrated media planning, and loyalty and retention. Six disciplines, one outcome: predictable pipeline that a CFO will actually respect.
Most marketing leaders can run one channel well and then pray the rest sorts itself out. That is not a strategy, that is luck with a budget. Here you learn each discipline from foundations through frameworks through real-world application, then you climb into the CMO playbook and advanced tactics that separate operators from spectators. You will see how paid digital drives immediate volume, how SEO and content build durable organic traffic, how email and CRM turn one-time buyers into revenue you can forecast, and how ATL builds demand at scale without becoming a vanity line item.
The real skill sits in integrated media planning, where all of this stops being a pile of tactics and becomes a system. You will learn to allocate budget across channels, read attribution honestly, and defend every dollar with numbers instead of adjectives. Then loyalty and retention closes the loop, because acquiring customers you cannot keep is just an expensive hobby.
By the end you will think like a leader who owns the number, not a manager who owns a channel. You will know what to fund, what to kill, and how to prove it. That is the difference between running campaigns and running growth. This block builds the second kind of leader.
What you'll master
- Build a demand generation strategy that spans paid, organic, owned and above-the-line channels
- Allocate budget across channels using integrated media planning instead of gut feel
- Design paid digital campaigns that convert and scale without wasting spend
- Turn SEO and content into a compounding source of organic traffic and pipeline
- Convert email and CRM programs into forecastable revenue, not just open rates
- Prove marketing impact with attribution and metrics your CFO will defend
- Increase customer lifetime value through loyalty and retention systems that stick
Modules
Covers planning and optimising paid digital campaigns across search, social, and display channels.
Covers organic growth through search optimisation and content that ranks and converts.
Covers building email and CRM programmes that nurture audiences and drive revenue.
Covers above the line media including TV, print, out of home, and radio to build demand at scale.
Covers planning and coordinating budgets across multiple media channels for maximum reach and efficiency.
Covers retaining customers and increasing lifetime value through loyalty programmes and retention strategies.