Advanced Certificate in Marketing Technology

Delivered by LXA

IPA members can claim up to 35% on the Advanced Certificate In Marketing Technology (Martech) delivered by LXA, which has been designed to provide you with a holistic overview of the what, why, and how of martech. It will help you uncover valuable insight around auditing your martech maturity and developing your marketing tech strategy with impact.

Find out more about the course in the webinar Making Martech work harder with the instructor Carlos Doughty (for IPA members only).


Learning Outcomes/Course Benefits:

  • Identify key initiatives for driving the martech vision  
  • Comprehension of the roles and functions to incorporate in the marketing operations function.   
  • Clear understanding of RACI adoption to drive performance  
  • Effective marketing stack design 
  • Confidence selecting marketing tools the right way  
  • An understanding of marketing operations effectiveness and efficiency core components 
  • Effective customer journey mapping 
  • Run a martech gap analysis  
  • Current and future martech maturity auditing and mapping  
  • Diagnose key barriers to martech maturity  

Course Curriculum

Module 1: Understanding the Marketing Technology Landscape 

  • A brief history of digitisation and the evolution of the marketing tech landscape 
  • Distilling myths and understanding the definition of martech 
  • Unpacking the strategic impact martech has on digital transformation, marketing, and the business 

Module 2: MarTech Planning & Strategy 

  • Connecting your martech activities to your business goals 
  • Mapping your CX 
  • Running a marketing stack gap analysis 
  • Auditing your martech maturity 
  • Identifying and aligning your martech initiatives to your business goals, CX, gap analysis, and future state of martech maturity 
  • Timelining your martech initiatives into a roadmap 

Module 3: MarTech People & Teams 

  • Understanding martech archetypes 
  • The roles, functions, and skills that make up great martech teams 
  • Understanding the importance of RACI 
  • Building your martech team 

Module 4: MarTech Platforms, Apps & Ecosystems 

  • Understanding a series of stack frameworks 
  • Understanding the fundamentals of data plumbing and process flow mapping 
  • Designing and developing your marketing stack 
  • Selecting and assessing your marketing tools effectively 
  • Managing your martech stack and vendor's best practice 

Module 5: MarTech Process & Operations 

  • Understanding the fundamentals of programme and project management including agile marketing 
  • The foundations to establishing and managing marketing operations efficiency and effectiveness 

Module 6: MarTech Pioneer & Pilot 

  • Martech Pioneering & Piloting Framework  
  • Latest martech trends and insights from the LXA state of martech report: budget sizing, marketing tool demand, maturity benchmarking
  • The future of martech 
  • Course project work 
  • Wrap up 

How is the learning delivered?

There is both a cohort option or an on-demand option for delegates to choose from. 

Learning is on-demand and delivered across 12 weeks online in a dedicated Learning Experience Platform (LXP).

Discounted Price for IPA Members

  • On-demand: £646.75 + VAT (usually £995 + VAT)

Your Instructor 

Carlos Doughty, LXA Founder & CEO

  • Founder & CEO of LXA. Bootstrapped business from his sofa to the leading education business in martech 
  • Built a 0 to 100k+ community of martech, salestech, adtech, and nexttech lovers 
  • Rich experience in digital transformation programmes from CRM, MAP to CDP 
  • Experience consulting and executing projects for enterprises through to start-ups, cross-industry, globally including brands such as HSBC, Euromoney, JP Morgan 
  • Global project experience having delivered projects across New York, Singapore to Shenyang, Amsterdam, Hong Kong to Hangzhou, Boston, Qingdao, Yantai, Paris, Jinan, Shanghai, London, Beijing, and Brussels 
  • Regular keynote speaker at marketing & tech events across the globe 
  • Nearly two decades of growth, marketing, and sales experience 
  • Librarian for the #MarketingBookClub, interviews with the likes of Gary Vaynerchuk, Seth Godin, Scott Galloway, and more 
  • Named 2022 MarTech Business Leader of the Year (UK) 
  • Self-confessed (and proud) martech nerd 

Please fill out this form to register your interest in order to claim up to 35% discount on the course fee. 

Last updated 01 May 2024