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Are you excited, curious or concerned about the impact AI might have on your job? Whether you're new to AI or have been experimenting for a while, this course will teach you practical ways to apply ChatGPT, Perplexity and Gemini to your writing, marketing and related business processes.
If writing is part of your job in any industry, AI tools can make your work easier. When you understand how to use them properly, you’ll be able to work and communicate faster, better and more effectively by:
- automating time-consuming tasks and processes
- overcoming writer's block and blank page paralysis
- saving hours of research, analysis and writing time
- creating high-quality short and long content in seconds
- producing personalised messages to customers and colleagues.
This one-day introductory course provides a practical introduction to AI writing tools, with a focus on ChatGPT, Perplexity and Gemini, and how to use them to improve your business and marketing communications.
The aims of this course are to give you the knowledge and skills to use ChatGPT, Gemini, and other AI tools to achieve your business communications goals, and help you become a better, faster, and more confident business and marketing writer.
By the end of this course, you should be able to:
- understand the basics of ChatGPT and other AI tools
- describe the benefits and limitations of ChatGPT/AI
- use ChatGPT/AI to create powerful and effective written communications
- use ChatGPT/AI to effectively to save time and improve the quality of your writing
- discuss various helpful and powerful AI communications tools.
Topics:
Introduction to AI writing tools
- Overview of AI writing tools and their impact on business communications
- Benefits of using AI writing tools for professionals and admin staff
Understanding ChatGPT and LLMs
- Overview and features
- How it works and its applications in business communications
- Limitations and considerations
Getting started with ChatGPT and Gemini
- Setup and use
- Understanding the basics of the interface
- Fun and practical exercises
Best practices for using ChatGPT/AI in business communications
- Powerful and effective prompts
- Writing styles and tone in business communications
- Improving the accuracy and relevance of outputs
- Common use cases in business communications
Advanced techniques for using ChatGPT/AI
- Customisation for specific use cases
- Fine-tuning for improved accuracy and relevance
- Best practices for maintaining and updating
Other AI communications tools
- Best AI Writers for different needs
- Amazing AI tools for video, images, productivity and more
Content types:
Emails
- Writing effective and professional emails with ChatGPT
- Automatic responses, follow-ups, and personalised email templates
- Tips for crafting engaging subject lines and email content
Articles, reports and presentations
- Outlining long form content with ChatGPT
- Writing unique, interesting and valuable articles
- How to use ChatGPT/AI to help write and summarise reports, presentations and other content
Letters
- Writing formal and informal letters with ChatGPT/AI
- Sales letters, cover letters, job application letters, and customer service letters
- Best practices for formatting and structuring letters with ChatGPT/AI
Marketing
- Common uses for ChatGPT/AI - product descriptions, web and print copy, blogs, social media posts, email marketing campaigns
- Overview of creating effective marketing content and copy
- Creating headlines, body copy and calls-to-action
This course is suitable for:
- Business professionals and admin staff
- Copywriters and content writers
- Small business owners
- anyone who wants to write better, faster and more effectively in business.
None
Delivery modes
- Face-to-face, presenter taught workshop using your own device
- Online workshop via the platform Zoom
The course is practical and hands-on, with exercises and real-world examples to help you develop an understanding of ChatGPT and how it can be used in your work.
Course materials are distributed electronically using Dropbox.
Additional information
Please bring a laptop to class in order to access the course learning materials, and join ChatGPT prior to class (choose the free version or the more reliable paid version).
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View Beginner AI Course: Using ChatGPT, Perplexity and Gemini for Business and Marketing Writing detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listIn a world of information overload, stories are the most powerful way to cut through the noise, inspire action, and connect deeply with others. This course will provide professionals with the tools and confidence to communicate with authenticity, clarity, and purpose through impactful storytelling.
Whether you're delivering a performance review, influencing change, pitching an idea, sharing team successes, or speaking at a company-wide event, storytelling helps you translate dry facts into memorable, motivational messages that resonate.
This course provides a practical framework for crafting and delivering purposeful stories tailored to different contexts - professional or personal - and aligning these stories to strategic outcomes in the workplace.
By the end of this course, you’ll have greater confidence in your ability to have your voice be heard effectively and to influence change. We want you to discover that you do not have to have the “gift of the gab” to be an influencer, coach and leader. And we want you to be able to optimise your technical skills and knowledge by applying them effectively as a force for positive change.
By the end of this course, you should be able to:
- more confidently stand in front of a room or camera and deliver a powerful, captivating message
- understand when, why and how to use story-telling in your daily communication
- structure stories in an effective way that gets your intended message across
- deliver stories in a captivating and impactful manner
- apply storytelling in real workplace scenarios including:
- presentations and keynotes
- team briefings and leadership communication
- stakeholder engagement and change initiatives
- client interactions and sales conversations
- build a storytelling mindset that enhances team culture and communication effectiveness.
Why storytelling works in business
The neuroscience of emotion, attention, and influence
The business case for storytelling
How stories build trust, shift culture, and inspire teams
Practical story structures
Easy-to-use frameworks, including context–challenge–resolution–insight
Crafting a lesson story
Learning from setbacks to build credibility and growth culture
Influencing behaviour through storytelling
Real case examples to shift mindsets or correct course (e.g. customer dissatisfaction)
Vision stories for change leadership
Painting a compelling picture of the future to inspire alignment
Personal connection stories
Building rapport and human connection across all levels
Opening with impact
Techniques for starting strong and setting tone
Live practice and peer coaching
Small group practice with real-time feedback
Application & action planning
How and where to apply stories immediately in your role
Suitable for professionals in leadership, project management, client-facing, communications, HR, change, or business development roles—including emerging leaders—who want to:
- engage others more effectively
- communicate complex ideas with clarity
- build buy-in and trust
- influence outcomes without relying on authority.
None
Practical workshop including:
- real-world business case studies
- story crafting frameworks and exercises
- theory application (e.g. story arc, influence psychology)
- partner and small group activities
- facilitator-led storytelling demonstrations
- peer feedback and coaching.
Delivery modes
- Face-to-face, presenter-taught workshop
- Online workshop via the platform Zoom
Course materials are provided electronically using Dropbox.
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View Business Storytelling Course: Presenting and Communicating with Impact detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listHave you been using AI tools for work and feel ready to make AI an invaluable member of your marketing team? Then this advanced course in large language models and generative AI tools is for you.
In this practical, hands-on course, you will learn:
- advanced, proven marketing and copywriting prompting techniques and processes
- how to engineer prompts for your specific business and marketing needs
- ways to get the most out of the latest features in leading Gen AI tools
- when to use and choose powerful AI tools such as ChatGPT, Claude, Gemini, Copilot and Perplexity
- how to use Image Creator, Midjourney and more for images and video content
- how to build automations, GPTs and ‘vibe code’ for some of the tasks above without needing tech or coding skills.
Designed for graduates of our Beginner AI Course, or those with a good understanding of ChatGPT and other Gen AI tools. This course is not suitable for beginners.
This course aims to provide you with advanced skills and knowledge in large language models (LLMs) such as ChatGPT, Gemini, Claude, and other Generative AI tools such as Perplexity, to help you produce high-quality marketing content, faster and more efficiently. By the end of the course, you will feel confident in your ability to enhance your company’s marketing processes and performance with AI.
By the end of this course, you should be able to:
- employ advanced ChatGPT/LLM and AI tool prompts and techniques to optimise and automate market research, competitor analysis and audience insights
- design comprehensive content plans with ChatGPT, Perplexity, Gemini and Claude, for email campaigns, social media campaigns, sales pages, blog articles, videos and more
- refine and adjust your tone of voice to mirror and strengthen brand messaging
- generate high-quality content drafts for email, social media, sales pages, landing pages, apps, and blog articles, using advanced prompt engineering
- integrate image tools within ChatGPT, Gemini, and other AI image tools, for enriched text and image content creation
- create automations, GPTs and ‘vibe code’ for several tasks above
- blend AI power with your expertise and ‘human understanding’ throughout every step of your marketing journey to get pro quality results from these tools.
Part 1: Important LLM/AI updates (pre course video)
- Reviewing the latest features and uses from ChatGPT, Gemini, Claude and Co
- Getting to know other valuable AI tools featured in this course
- Prompting technique best practices and new prompt research discoveries
Part 2: Researching your market and audience
- Using ChatGPT, Gemini, Perplexity and other tools for comprehensive market, competitor and audience analytics
- Crafting laser-focused target audience personas with intricate prompts
- Integrating external tools and datasets with ChatGPT
Part 3: Content planning and strategy
- Crafting compelling strategies based on your research and target audience
- Building content plans that target your audience on social media, email, blogs and other relevant channels
Part 4: Developing and matching tone of voice
- Analysing, identifying and honing your brand’s tone
- Training and adjusting ChatGPT/Claude to mirror your desired tone
- Getting consistent results using ChatGPT features and workflows
Part 5: Drafting and creating high quality content
- Advanced prompt engineering for drafting and creating unique, audience-focused content
- Creating engaging content pieces for landing pages, blog posts, email campaigns and social media
- Blending text with visuals using ChatGPT, Gemini and other AI image and video tools
Part 6: Editing and refining your content
- Fine-tuning with advanced editing prompts
- Using AI tools to refine drafts into stand-out, professional content and copy
- Knowing when it’s time to add your human touch
Part 7: Repurposing content to expand its reach
- Using AI to instantly repurpose content across multiple platforms and formats
- Exploring other AI tools that can help
Closing discussion: recap, Q&A, and future trends
- Summarising key takeaways
- Q&A: addressing questions and providing clarifications
- Discussing the evolving role of AI in marketing and content creation
This course is most suitable for those with:
- good general knowledge of ChatGPT and/or Gemini, Copilot, Claude
- some marketing and content writing experience.
It is designed to help:
- marketers
- copywriters and content writers
- small business owners
- business professionals.
This course is not suitable for beginners.
It is assumed you have completed our foundation course, Beginner AI Course: Using ChatGPT, Perplexity and Gemini for Business and Marketing Writing, or have equivalent knowledge.
The course is practical and hands-on, with exercises and real-world examples to help you develop an understanding of ChatGPT/generative AI tools and how they can be used in your work.
Delivery modes
- Face-to-face, presenter taught workshop using your own device
- Online workshop via the platform Zoom
Course materials are distributed electronically using Dropbox.
Additional information
Please bring a laptop to access the learning materials.
Please join ChatGPT prior to class and choose the paid (Plus) version. The cost is USD20 per month and you can cancel it at any time. You will need this version to:
- access all of the the ChatGPT features we use
- connect ChatGPT to some of the other AI tools
- get the quality results from ChatGPT that we are aiming for in this course.
Also join Gemini, Claude and Perplexity. The free versions of these tools will be enough for most of the exercises and projects if you have the Paid ChatGPT version.
<a href="https://ish-oncourse-cce-main.s3.ap-southeast-2.amazonaws.com/abb61317-fdab-4fdf-801f-15e149d024b6" class="js-course-brochure u-display-none">Course Brochure</a>
View Advanced AI Course: Mastering ChatGPT, Claude, Gemini, Perplexity and Other Tools for Marketing and Content detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listIn contemporary workplaces, innovation is necessary to keep up with change. Design thinking helps organisations develop innovative solutions that not only resonate with their target audience but also deliver meaningful impact.
The design thinking methodology adopts a human-centred approach to problem-solving and innovation, prioritising an understanding of user and stakeholder needs and experiences. By embracing human-centred design, even the most complex problems can be solved. This approach asserts that individuals facing these complex problems play a key role in devising solutions. Taking a human-centred design enables problem solvers to develop empathy for their target audience, to continuously frame and reframe their understanding of the problem based on insights, and to ideate and test solutions that address these needs. This methodology helps design innovative products, services, experiences that are more likely to be adopted and used because it keeps people’s deeper needs at the centre of problem-solving.
Design thinking methodology was originally used by designers; however, it is now used in various fields beyond design, including business, education, and social innovation to facilitate creative problem solving. Design thinking unlocks team creativity by supporting the team’s generative thinking (refraining from judgement), assisting teams in developing tangible prototypes of their ideas, and enabling them to test their idea and iterate until they achieve the desired outcome (embracing rapid learning and user feedback).
This is a practical course, where you will learn about design thinking while practising it. The process is designed to facilitate direct learning from people, open yourself up to a breadth of creative possibilities, and focus on what’s most desirable, feasible, and viable for the users you’re designing for. You will be working in a team to learn how to frame a problem as a design challenge, how to ideate, and ultimately, how to prototype and test your solution. You will also learn to prototype a business model that underpins your new product or service.
This course will give you a practice-based experience of design thinking. You will apply the methodology to a problem you have identified within your own professional practice, and will utilise a variety of problem-framing, ideation, and prototyping methods to bring your idea to life and test it.
By the end of this course, you should be able to:
- apply design thinking methodologies to creative problem solving
- frame a complex challenge into a design challenge
- ideate, prototype, and test your idea
- develop an initial Proof of Concept.
Practising design thinking
- Design thinking practice
- Design thinking principles
- Reflections
Problem discovery and framing
- Exploring problems relevant to your professional practice
- Framing problems from a human perspective
- Problems as design challenges
Ideation and prototyping
- Ideation methods
- Prototyping and testing
Pitching
- Pitching for influencing
Anyone in business, government or creative industries, seeking to innovate with design solutions to better meet the needs of customers.
None
Delivery modes
- Face-to-face, presenter-taught workshop
- Online workshop via the platform Zoom
Course materials are distributed electronically using Dropbox.
<a href="https://ish-oncourse-cce-main.s3.ap-southeast-2.amazonaws.com/300fe392-bb51-4bdb-bc23-6688c16077af" class="js-course-brochure u-display-none">Course Brochure</a>
View Design Thinking Course detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listThis introductory Google Analytics 4 course is designed to help you and your business get more from your Google Analytics account. Following the transition to the new Google Analytics 4 (GA4) interface, it looks at the best reports and tools to use for your website tracking.
We will show you how your Google Analytics 4 reports can be used for better business insights, with a particular focus on conversion optimisation. That is, how to get more visitors to complete the actions you want them to make. This practical, hands-on course will help you to identify the potential things that can be done to increase conversions and therefore achieve a better return on investment
Google Analytics is a powerful business tool that provides essential business data about a website’s performance and how the content is being used. However, it requires the use of the available tools and reports to dig into the data and get real insights that can make a difference to results.
You can use these data insights and analytics reports to improve the performance of a website and to gain a competitive advantage. In this course, we will take you through analytics account set-up options, the main data reports and tools, plus some more advanced reporting and analysis options.
You will use your own Google Analytics account during the day, so please bring along your account login details (ideally as an Admin or Edit level user).
By the end of this course, you should be able to:
- understand the main setup options in Google Analytics 4, including events and key events (conversions)
- review different report options to get more from your Analytics data
- run advanced reports and analysis in Google Analytics
- look at ways to use the data to improve conversion optimisation for a website.
- How Google Analytics can be used effectively by business websites
- The new Google Analytics 4 experience (and how it differs from Universal Analytics)
- What is conversion optimisation and why is it important
- Reviewing the admin options for an account
- Tracking events, key events (conversions), ecommerce transactions and referrals
- Understanding the key statistics and reporting options in Google Analytics
- The advantages of Real-Time reports
- Creating different report views and using saved reports
- Understanding conversion data and multi-channel funnels
- Advanced reporting, including comparisons, library collections and explorations
- Reviewing practical ways to gain business insights and improve conversion optimisation
- Business owners or marketing staff who run a website and want to achieve better results
- Anyone using Google Analytics on their website
- Small business owners
Some familiarity with Google Analytics is recommended, but not essential. Access to a demo account can also be provided during the course.
Delivery modes
- Face-to-face, presenter taught workshop using your own device
- Online workshop via the platform Zoom
Materials
Course materials are provided electronically using Dropbox
Before the course
Please have a username and password ready to access to your own Google Analytics account. You will need to login to your own Google Analytics account (or a supplied demo account) and follow along using your own reports, plus conduct some practical exercises online.
View Business Insights with Google Analytics 4 Course detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listGoogle Ads (AdWords) is one of the most targeted methods of online advertising, where you can place your search results in front of potential customers at the very moment that they’re searching for the products or services you offer. Search advertising with Google Ads is powerful, flexible and data driven, giving you high levels of management control – but you need to have the basics in place.
Whether you are considering using Google Ads for the first time, or are already running an account, this course will give you the insights into best practices, great tools and the data reports you need to understand how your advertising is working and what could be improved. Learn how to setup and run a successful Google Ads campaign and get the greatest return from your budget in this interactive short course.
This short course aims to give you a step-by-step guide to setting up a great campaign and then reviewing the activity data and optimising your account to achieve the best results for your business.
By the end of this course, you should be able to:
- setup and efficiently manage your Google Ads (AdWords) campaigns
- increase targeted traffic and leads through your websites
- understand all the key metrics to review your ad spend
- improve the performance of your existing Google Ads campaigns
- increase conversions for leads and ecommerce goals
- reduce your current Google Ads cost per customer acquisition.
- The pros and cons of Google Ads (AdWords)
- Key features & terminology used
- The Google Ads Account Hierarchy
- Planning and creating effective campaigns
- The role of AdGroups
- Researching and using Keywords & Match Types
- Creating Great Adverts & Landing Pages
- Conversion tracking methods
- Integrating Google Analytics with Google Ads
- Reviewing & Understanding Data Reports
- Optimising your campaigns
- Keyword Performance & Quality Score
- Measuring & testing Ads
- Using the Google Display Network (inc Remarketing)
- Overview of Google Ads Editor
Suitable for business owners, marketing, advertising & business development professionals or webmasters who want to promote their business to people searching online.
Some familiarity with Google Ads (AdWords) is recommended, but not essential.
Delivery modes
- Face-to-face, presenter taught workshop using your own device
- Online workshop via the platform Zoom
Face-to-face classes
You need to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.
Online classes
You need your own device.
Materials
Course materials are provided electronically using Dropbox.
Before the course
Please come to class with your username and password to access (or set up) your Google Ads account.
View Google Ads (AdWords) Management Course detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listIn this course, you will learn how to present a clear, robust, and data-driven digital marketing strategy to key stakeholders, with KPIs aligned to business goals.
Digital marketing spend now outpaces traditional channels and is the primary way businesses engage customers. With this shift comes an overwhelming amount of data – every click and impression is trackable. This course shows you how to put that data in context, using it to guide teams, evaluate agencies, and communicate strategy effectively.
Join us to learn how your organisation can cut through the noise and build an effective, profitable digital marketing strategy.
This course aims to equip marketing managers, leaders, and business owners with the ability to review and guide digital strategy holistically. You will learn how to confidently audit, analyse, and interpret data across channels and audiences, and then make informed decisions that drive team performance and business outcomes.
By the end of this course, you should be able to:
- map a potential customer’s digital journey with your brand
- describe the current digital landscape and identify the right channels to engage your audience
- audit current digital marketing activities and team or agency outputs
- create an omni-channel digital marketing plan with clear channels that will work best for you
- set KPIs that measure impact and align with business objectives
- build a cohesive digital marketing strategy tailored to stakeholder goals
- understand tracking and attribution at a high level to ask the right questions of your teams
- present effective, easy-to-understand reporting to stakeholders.
- The evolving digital landscape and consumer trends
- Defining campaign objectives, budgets, and KPIs
- Using data and auditing tools to refine strategy
- Understanding attribution models
- Tracking interactions and conversions
- Evaluating customer behaviour, value, and customer journey
- Attributes of a successful strategy: purpose, KPIs, “win” channels
- Creating clear reporting
- Engaging stakeholders to secure buy-in
This course is suitable for business owners and marketing professionals in medium-to-large organisations, as well as start-up founders with some marketing experience. It is best suited for those managing teams, agencies, or stakeholders who want clarity and confidence in directing strategy.
The curriculum will be adapted to accommodate varying experience levels, sectors, and industries based on class attendance.
This course is aimed at participants who are already familiar with the basics of digital marketing.
Delivery modes
- Face-to-face, presenter-taught workshop using your own device
- Online workshop via the platform Zoom
Face-to-face classes
You are required to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.
Online classes
You will need your own device.
Course materials are distributed electronically using Dropbox.
View Digital Marketing Strategy Course for Managers and Leaders detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listThis web writing course is suitable for business owners, web content writers, marketers, administration staff and anyone else who needs to write high quality web and digital content for business. It provides you with the skills and proven techniques in writing for the web to attract your target audience, engage them with your words and prompt them to take the action you desire.
You will also learn how to:
- write Search Engine Optimised (SEO) copy
- optimise content for AI models and AI-search engines such as ChatGPT, Google Gemini and Perplexity – known as Answer Engine Optimisation (AEO), Artificial Intelligence Optimisation (AIO) and Generative Engine Optimisation (GEO)
- use AI tools, such as ChatGPT and Google Gemini, to research, plan and create SEO and AEO/AIO/GEO-friendly content.
The day includes lots of practical workshop exercises, real world examples and a healthy dose of discussion about your needs and objectives.
This course aims to equip you with essential web writing skills that combine SEO and AI optimisation strategies. You'll learn how to craft engaging digital content that resonates with your target audience, ranks higher on search engines and better positions your content to be referenced by AI search tools. This course will help you become a more strategic, effective and confident digital content creator capable of using AI tools to enhance your research, planning and writing process.
By the end of this course, you should be able to:
- write web copy that grabs the attention and engages busy readers from start to end
- construct web content that’s easy for web audiences to absorb
- speak to your web audiences in the most effective ways
- persuade your audiences to take action, eg contact, download, buy, etc
- structure logical content navigation paths
- make best use of headlines, subheads, bullets and hyperlinks
- understand how to rank higher on search engines
- write search engine friendly (SEO) content to help it rank higher on Google
- write AI search engine friendly (AEO/AIO/GEO) content so it might be referenced in AI results
- produce quality social, blog and EDM content
- make ChatGPT/AI part of your SEO/AEO/AIO/GEO researching and writing process
- use your skills for a wide variety of web writing needs.
How people read on the web today
- Latest testing, research and statistics
How to engage your online audience
- Understand your audience – who they are
- Creating detailed personas with AI
Writing clearly, concisely and in the right tone
- Plain language vs buzzwords, clichés and jargon.
- Readability and editing tools – including AI
- Sentence and paragraph length (and how to develop cadence, rhythm and tone)
- Finding, developing and writing in the right tone of voice (with the 3Ws)
- Analysing and mirroring tone with AI
SEO: How to get Google to love your web content
- Learn what influences Google and AI search rankings today
- Keyword research made easy
- The simple, effective way to develop an SEO content strategy
- Developing ideas and web content that attracts your audience and SEO
- How to write SEO-friendly content your audience will love too
AEO/AIO: How to get ChatGPT and other LLMs to love your web content
- Learn what AI search engines look for when choosing source content
- How content differs from traditional SEO content
- How to write AEO/AIO/GEO-friendly content your audience will love too
- Advanced prompts for keyword research, content planning and writing
Features, benefits and problem-solver writing
- How to connect with and captivate readers using features and benefits.
- 3 powerful copywriting techniques using features, problems and benefits.
- Applying these techniques to various digital copy – web content, social, emails
Structuring and writing effective web content
- Writing headlines, subheads, body copy, bullet points and hyperlinks – and where to use them in copy and other content
- Pro copywriting tips – opening sentences that hook the reader, power words and more
- Stories, statistics and other effective ways to convey your message
- Techniques to help drive action e.g. enquiries, sales, downloads, sign ups
- Writing website, social posts and email marketing copy
- Using AI to help brainstorm and create your content
- Images and infographics – best practices, when to use them
- Handy tools for web writers
This course is suitable for:
- Business professionals and admin staff
- Copywriters and content writers
- Small business owners
- anyone who needs to write web and digital content for business purposes.
Delivery modes
- Face-to-face, presenter-taught workshop using your own device
- Online workshop via the platform Zoom
The course is a blend of lecture with practical learning including hands-on group activities, individual exercises and plenty of real-world examples from a range of industries. This way, you learn key concepts and their immediate application in your workspace.
Course materials are provided electronically using Dropbox.
Additional information
Please bring a laptop to class in order to access course learning materials.
To test the techniques for using AI to improve SEO, AI search optimisation, brainstorming and writing, you will need to sign up for ChatGPT and Google Gemini (free or paid versions).
View Web Writing Course with SEO and AI (AEO and AIO) for Search and Content detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listIn today's digital age, social media marketing is an easy way for a business to market directly to millions of potential customers and clients. The monthly active users in Australia has surpassed 19 million on Facebook, 12 million on Instagram, and 6.5 million on LinkedIn.*
By leveraging social media marketing, you not only increase brand visibility, but also will be able to build strong relationships with your existing customers. You can no longer afford to use social media reactively, or without any strategy or planning.
During this introductory course, you’ll not only learn how to create, distribute, and manage social content that stands out in people’s feeds, but also to understand how to measure the success of your campaigns. Through hands-on workshopping and case studies, you will also have the clarity and strategy you need to move forward with a posting plan.
*Source: https://www.socialmedianews.com.au/social-media-statistics-australia-july-2025/
You will learn how to confidently use Facebook, Instagram and LinkedIn, focusing specifically on what’s working now best on those platforms so you get more engagement and a better ROI.
By the end of this course, you should be able to:
- understand how each social media channel works
- create a social media calendar
- identify the various types of content to post and tips for making them stand out in people’s feeds
- identify what metrics to track to know if your campaign is a success
- discuss a brief introduction to ads and how they can amplify your posts.
- What is social media and how it compares to traditional marketing
- How to use social media for B2B and B2C
- The risks of social media and how to manage them
- Understanding algorithms and engagement, to get more people to see your posts
- The must-do steps of a successful campaign on Facebook, Instagram and LinkedIn
- From reels to DMs - scripts and formulas to create successful posts
- How to create a content calendar that you and your team will find easy to use
- Using AI to help with captions and content planning
- How to use social listening and monitoring
- What to measure to know if your posts are successful
- An introduction to ads and when you might use them
- Employees and owners of small businesses with limited social media experience who want an introduction to Facebook, Instagram and LinkedIn.
- Anyone with pre-existing social media channels who would like to start using them more regularly and get better results.
None
Delivery modes
- Face-to-face, presenter-taught workshop using your own device
- Online workshop via the platform Zoom
Face-to-face classes
You need to bring your own device. Please ensure it is fully charged as access to power outlets is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.
Online classes
You will need your own device.
Course readings are distributed electronically using Dropbox.
Before the course
Please test the logins to your Facebook, Instagram, and LinkedIn accounts to ensure you have access on the day.
View Social Media Marketing Course: Facebook, Instagram and LinkedIn detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listAn immersive writing course for content marketers, covering all the persuasive copywriting skills you’ll need to capture more leads and inspire more actions.
Using a sequence of tools and techniques, we start by planning your messages from scratch. We then apply your messaging blueprint to a range of short, everyday formats such as eDMs, social media headlines, email marketing headlines and newsletters.
Throughout the day, you’ll learn the essentials of using brand tone, weaving in persuasive elements and crafting for flair. Through exercises, examples and open discussion, you will gain a solid overview of promotional writing in your business.
By the end of this course, you should be able to:
- use the strategies that creative agencies take to develop a campaign, from formalising the tone of voice to writing the first banner ads
- generate more emotive angles for your marketing copy
- gain practice writing for different audiences within one brand, including dialling formality up and down, and adapting the content for different formats
- incorporate the best persuasive arguments possible for each piece of writing, choosing from a list of 10 possibilities
- review your own and others’ writing for simplicity and effectiveness, focusing on five essential indicators.
Campaign launch
No project should start without thoroughly workshopping the brief. Here, you’ll define the product’s tangible and emotional benefits, and the multiple different creative directions you could develop from this. In this section, we also formalise the ideal tone of voice and set a timeline of deliverables and outcomes.
Designing the user journey
Learn to craft your campaign around headings, memes, names and other short units that encapsulate the essence of what you’re trying to say. In this section, we cover different tips and techniques for writing these, and place them into loose templates that suggest the split-second impact of your messages.
The 10 elements of persuasion
Good persuasive writing employs a number of powerful psychological triggers, and we look at ten important ones in this section. Examples include telling your reader ‘why’, showing you understand your prospect, and giving them something for free.
Drumming up hype
We look at the essential formats you’ll need to master in the early campaign stages: eDMs, digital banners, registration forms, invitations and more. This section also talks about how to extend the core tone of voice to reach different audience segments effectively.
Add stylistic flair
Learning to review for effectiveness: ensuring that SEO is cleverly used (but not overused), verbs and adjectives are strong and evocative, and you’ve added plenty of rhythm using devices such as alliteration and parallel grammar.
Aimed at mid-career marketers who can explain their business features and benefits clearly enough, but want some tips on how to make their messages more memorable, on-brand and inspiring.
If your business style doesn’t allow for much storytelling or free association, consider our Business Writing Course: Essentials instead. Here, you’ll learn to write internal comms (letters, memos and so on) and short summaries in a clear, factual style that may well fill your business marketing needs.
Delivery modes
- Face-to-face, presenter-taught training
- Online training via the platform Zoom
Learning methods include open discussion, group exercises, pair work and individual response to mini tests throughout the day. Most of the exercises can be adapted to a marketing piece you are currently working on, or you can practice using the fictional examples.
Materials
Course materials are provided electronically using Dropbox
View Persuasive Writing Course detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listTake your marketing skills to the next level by learning how to write a detailed and well thought through strategic marketing plan for your brand or business.
Designed for existing marketers with some experience, this one-day course will equip you with practical take-home tools to enable you to develop stand-out brand goals, write powerful marketing plans and measure your performance. We will review the latest marketing trends and thinking, and learn how to apply them to your own digital landscape.
By the end of this course, you should be able to:
- develop and write a well thought through strategic marketing plan for your business or organisation, including online and offline marketing
- review a wide range of marketing models and tools that facilitate better planning
- develop clear and business focused marketing objectives
- articulate a vision and goals for your brand or marketing responsibility
- identify the latest marketing trends, both on and offline, and how they could apply to your role or organisation
- think more strategically in a range of marketing scenarios.
Strategic planning background
- Why plan
- Brief review of marketing, branding and differentiation
- Developing your own brand essence (exercise)
- Segmentation – identifying an attractive market gap
How to write a strategic marketing plan
- Situation analysis - internal and external reviews
- Using strategic marketing models for your business (exercise)
- SWOT – theory and development for your business
- Getting from SWOT to objectives
- Choosing the right marketing mix to meet your objectives
- Developing marketing action plans (exercise)
- Timings, budgets and measurements of success
Review the latest marketing trends and marketing thinking
- Digital and online developments
- Big picture market changes
- Consumer and market research
The new digital marketing world
- Thought leadership marketing
- Key success factors in the digital age including social media
- Tips for getting your online presence humming
- Anyone wanting to learn how to plan and write focused and effective marketing plans.
- Anyone who has attended Marketing Course: Level 1 and Marketing Course: Level 2, has completed an undergraduate marketing degree, or has some experience working in a marketing role.
- Marketers from a range of environments, including product, services, business to business (B2B), government and not-for-profit.
- Marketers from a range of sizes from SMEs (small to medium enterprises) to corporates.
- Anyone with hands-on marketing responsibilities, wanting to improve their theoretical knowledge, particularly around marketing planning.
Delivery modes
- Face-to-face, presenter-taught workshop
- Online workshop via the platform Zoom
Workshop/lecture
A course workbook is distributed electronically using Dropbox.
Before the course
If possible, please bring along the following:
- A current (or old) marketing plan
- Any sales or profit history – for your business or organisation, brand or by product
- Any background information that will help you write your plan, eg market information, research, analysis of what has worked well for your business in the past.
WaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting listIn this half-day Canva training course, you’ll learn how to create beautiful, professional graphic designs, even if you have no prior design experience. Effortlessly create eye-catching graphics using Canva’s intuitive templates, drag-and-drop features, and extensive content library, and explore Canva AI and Magic Write. You will design portfolios, presentations, marketing material, print material, posters, videos, social media posts, and web layouts from scratch with Canva, an all-in-one design tool.
The aims of this course are to:
- provide you with the skills and knowledge to create professional-quality graphic designs using Canva, regardless of prior design experience
- provide hands-on training to help you understand and utilise Canva’s features effectively, enabling you to produce stunning and impactful visuals
- confidently create and customise graphic designs for various purposes, such as presentations, social media posts, portfolios, and more, using Canva’s tools and resources
- show you how to navigate Canva’s user-friendly interface, utilise its drag-and-drop functionality, choose and customise templates, and access its vast content library to design professional-quality visuals from scratch.
By the end of this course, you should be able to:
- navigate the Canva Editor
- create a new document from scratch
- use and customise templates
- upload and use photos
- use Canva’s design elements
- work with text
- work with colours
- work with graphics and images
- upload videos and audio
- share your designs in multiple formats.
Opening Canva and exploring Canva’s homepage
- What is Canva?
- Logging into your Canva account
- Account settings
- Free versus Pro versions
- Homepage overview
- Navigating the various Editor panels & tabs
Creating your first design
- Multiple ways to start a design
- Using the Quick Start icons
- Creating a design button
- Search bar
- Creating a design using a template
- Creating a custom size
- Setting width & height dimensions
Canva Editor
- Canva Editor
- Design tab – templates
- Design tab – styles
Elements
- Elements tab
- Element types
- Shapes & graphic elements
- Arrange & align layers
- Rearrange layers
Typography
- Creating text
- Text toolbar controls
- Editing text
- Creating a QR code
Photos
- Uploading images
- Editing images
- Frames and grids
Video and audio
- Creating a video
- Editing a video on the timeline
- Adding transitions
- Adding text and graphics
- Adding audio
- Creating an animation
Projects and settings
- Project panel
- Settings
Share and download
- Sharing and downloading
- Collaborating
- Creating a public link
- Publishing to social media
- Downloading finished designs
- Printing with Canva online
This course is ideal for beginners with little to no graphic design experience, who want to learn how to use Canva to create professional-quality designs.
You should be familiar with the basic functions of a computer operating system such as navigating the environment using a mouse and keyboard, starting applications, copying and pasting objects, formatting text, creating folders, opening files, saving files, accessing the Internet, and using common web browsers.
Half-day workshop using your own device.
Delivery modes
- Face-to-face, presenter-taught training using your own device
- Online training via the platform Zoom
Face-to-face classes
You will need to bring your own device with access to Canva. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.
Online classes
You will need your own device with access to Canva. We also recommend using a computer with a larger screen, or two screens/devices. A small laptop screen provides limited space, and it can be difficult to manage following the facilitator’s screen and using your own software.
Any course materials are provided electronically using Dropbox.
Before the course
You will need a Canva account (free or Pro) to participate. Please bring your own device and account login details to class.
View Canva Course: Introduction detailsWaitlistJoin the waiting list to be notified when a new class becomes available.Join the waiting list
