Day 1 combines focused live teaching with an overview of the latest research and industry trends — then, within a month of the live day, you bring your own work back to the teaching team for a confidential individual review and critique, so the learning gets applied directly to your own content and campaigns.
What will I learn?
The course covers five main areas:
- Strategic Alignment. Connecting content initiatives with marketing goals for stronger audience impact drawing on contemporary frameworks and processes.
- Generative AI Application. Exploring prompt engineering, practical uses, and ethical frameworks for AI tools.
- Latest Research & Industry Trends. A grounded, up-to-date overview of what the latest research and trends are telling us about what best practice should look like and where digital content marketing research and practice are heading.
- Practical Implementation. Tools and strategies you can apply immediately, backed up by expert, one-to-one feedback on your own work within a month.
- Comprehensive Scope. Covering content fundamentals, digital creativity, and broader marketing strategy integration.
Upon completion, participants will:
- Recognise how content marketing supports broader strategic objectives
- Understand shifting consumer behaviour in digital environments
- Develop an audience-focused content marketing strategy
- Explore creativity's role in successful campaigns
- Apply AI tools to enhance marketing efforts
- Identify high-impact content tactics and distribution channels
- Return with expert feedback on their own content marketing work, ready to put straight into practice
The course is co-taught by a digital marketing lecturer and a marketing practitioner, both with extensive, hands-on experience as digital content marketing strategists. Between them, they have delivered highly effective digital content strategies and campaigns for global brands across sectors, from financial services to the alcoholic beverage industry, as well as for smaller domestic companies, including hotels. They have worked in digital content marketing in Europe, Asia, America and Africa.
Target Audience
SME decision-makers and entrepreneurs who want to direct their digital content marketing strategies effectively and efficiently and marketing professionals seeking to develop digital content skills and knowledge, enhance strategic and tactical marketing expertise or integrate AI capabilities.
Course dates and duration
Wednesday 4 November 2026.
Duration: One day (live online), plus an exclusive, individual follow-up review within a month.
Delivery mode
One intensive, fully online teaching day, plus a follow-up review — bring your own work back to the teaching team for individual critique within a month of the live day.
Register your interest
To be kept informed when new dates for this course are released, email Marketing@napier.ac.uk.
Cost for 4 November 2026
£445 per person. Early-bird booking rate of £395 if booked by 3 October.
Additional information
What will I get after completion of the course?
Attendees will receive a Certificate of Attendance on successful completion of the course.
Testimonial
This course provided a useful opportunity to step back from day-to-day execution and explore how digital content marketing was evolving in tandem, particularly around AI, governance and the emerging policy and legislative landscape which all offer fundamentally important ethical considerations regardless of technological development.
Many of the core technological principles were already familiar to me, but it was valuable to consider how they applied to emerging technologies, hear different perspectives from other industries / peers and think through the practical implications for marketers. The inclusion of relevant content marketing theory also provided a useful framework for grounding those discussions.
Since then, I’ve gone on to develop impactful, AI-enabled workflows and custom AI tools within a marketing agency, so it’s been interesting to see many of those questions around responsible adoption, governance and effective use become increasingly important in practice.
Andrew, Multiply