We have run training for in-house marketing teams, agency staff and non-marketing departments who need to understand digital well enough to commission, brief and evaluate it. In every case, the difference between training that sticks and training that does not is specificity: specific to their tools, their data, their briefs and their problems.

Every training engagement starts with a brief: what the team can do now, what they need to be able to do after, and what the gap actually is. The curriculum is written from that, not from a module catalogue. And because we are practitioners rather than trainers, the examples are real.