This 2-day intensive lab-taught course will equip you with cutting-edge skills in digital content marketing, amidst the AI revolution and in the context of your own business practice. 


Our 2-day intensive lab-taught course is designed to equip you with cutting-edge skills in digital content marketing amidst the AI revolution. You'll learn about the strategic practice of engaging your target audiences through effective content creation, curation, and distribution, tailored for today's rapidly evolving digital consumer landscape.

Key features include:

1. Strategic Alignment: Master the art of aligning content with your marketing objectives, ensuring impactful audience engagement.

2. Generative AI (GAI) Insights and Practice: Explore the exciting world of GAI in marketing, from prompt engineering to practical applications and ethical considerations.

3. Interactive Learning: Benefit from a highly interactive environment, blending theory with practical business applications.

4. Actionable Strategies: Leave with practical takeaways and tools, ready for immediate implementation in your business context.

5. Comprehensive Coverage: Gain insights into content marketing fundamentals, digital creativity, and the role of content within broader digital marketing strategy.

Completing this course will equip you with the following:

  • Understand the role of digital content marketing in the context of strategic marketing goals.
  • Provide you with the fundamentals of changing consumer behaviours in the social-digital age.
  • Equip you with the knowledge and skills to create an audience-centred digital content marketing plan.
  • Introduce you to the role of creativity in successful digital content marketing.
  • Discover how you can leverage AI for digital content marketing.
  • Learn which content marketing tactics, channels, and content types to prioritise for maximum effectiveness.

Entry requirements

The course is aimed at SMEs and entrepreneurs seeking to use digital content marketing for their business. It will also be useful for marketers keen to leverage the opportunities of AI for their organisation.

Start date

This course will run over 2 full days, on 29 February and 1st March 2024.

PLEASE NOTE: Applications are now closed for these dates, as all places have been filled. Applicants will be contacted in week commencing 4th December with further information.

If you did not get a space but would like to be notified when this or similar courses run again in the future, please fill in this FORM.


How you'll be taught

This 2-day intensive course will be taught in a small group (15 people) in an IT lab on Craiglockhart campus, on 2 successive days. 

Attendees will receive a Certificate of Attendance on successful completion of the course.


This short course is funded by the Scottish Funding Council and is available to those resident in Scotland.