Transforming Digital Marketing Education

York St John University envisioned a master’s programme that would not only provide cutting-edge knowledge in digital marketing and data analytics but also offer unmatched flexibility for working professionals. They sought to democratise education by delivering a fully online course that catered to a diverse audience, from career professionals seeking advancement to career changers and recent graduates. This ambitious goal required a strategic partner to design and execute a plan that would make their vision a reality. That’s where we came in. 

Creating a Flexible, Engaging Learning Experience 

The result of this collaboration was an 18-month master’s programme, structured around five comprehensive modules. Designed with professionals in mind, the course allowed participants to learn at their own pace while offering optional residential events in the UK for those who wanted to connect in person. 

We worked with York St John University to develop a targeted marketing strategy that prioritised career professionals, identified as the audience with the highest conversion potential. By allocating a £4,000 budget per cohort, we delivered an intensive five-month promotional push leading up to each application window, ensuring maximum visibility and engagement. 

The marketing plan was multi-faceted, including: 

• Email campaigns tailored to nurture prospective students. 

• Social media assets crafted to resonate with the target audience. 

• Website enhancements to streamline the user journey and optimise the application process. 

Broadening Access and Building a Stronger Workforce 

The results spoke volumes. Over eight cohorts, the programme attracted 200 learners, representing a diverse range of backgrounds and professional goals. The course not only equipped participants with the skills needed to thrive in the digital media industry but also strengthened the talent pool by fostering innovation and excellence. 

By enabling more professionals to access high-quality education, this partnership has contributed to diversifying and expanding the digital workforce—a key step in meeting the demands of an ever-evolving industry. 

A Strategic Approach to Engagement 

The success of the programme hinged on understanding the unique needs of each audience group and tailoring the approach accordingly. For career professionals, we highlighted the opportunity to upskill without disrupting their existing commitments. For career changers, the messaging focused on opening doors to a new and dynamic industry. Meanwhile, recent graduates were drawn to the promise of industry-relevant expertise that would give them a competitive edge in the job market. 

Each outreach effort was meticulously planned and executed, ensuring that every touchpoint delivered value and drove interest. 

Driving Lasting Impact 

This collaboration with York St John University exemplifies the power of innovative course design and strategic marketing. Together, we’ve made digital marketing education more accessible and impactful, empowering learners to achieve their goals and fostering growth in the industry. 

The programme continues to make a difference, equipping participants with the tools they need to navigate and excel in an increasingly data-driven world. 

York St John University’s Digital Marketing & Data Analytics master’s programme isn’t just a course; it’s a gateway to opportunity, innovation, and success. 

Are you ready to transform your vision into reality? Let’s talk.