Marketing & design
Email Marketing & Automation
Build an evidence-led Email Marketing & Automation foundation you can explain in a real workplace or interview.
Build permission-based email journeys that provide useful customer value.
About this course
Learn audience, consent, segmentation, writing, journey design, testing, measurement and compliance.
Career relevance
Where this can take you
Designed for learners exploring marketing careers and building a practical, honest portfolio.
Portfolio project: Create a Email Marketing & Automation capstone pack that documents your purpose, method, evidence, quality check and next action.
Skills you will gain
Practical skills, not just theory
What you will learn
Understand the core workflow behind email marketing & automation.
Create practical evidence using controlled, workplace-ready methods.
Make evidence-led decisions, communicate limitations and escalate appropriately.
Present a portfolio-ready capstone and development plan.
Objective map
A numbered, measurable syllabus
Every lesson, knowledge check and practical activity maps to the objectives below. Domain weights show how much of the programme each area represents.
Domain 1
Email Marketing & Automation: role and foundations to Consent
- 1.1Explain and distinguish email marketing & automation: role and foundations in a realistic email marketing & automation context: establish the purpose, professional boundaries and workplace context for email marketing & automation.
- 1.2Demonstrate audience in a realistic email marketing & automation context: apply audience to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
- 1.3Demonstrate consent in a realistic email marketing & automation context: apply consent to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Domain 2
Segmentation to Journey design
- 2.1Demonstrate segmentation in a realistic email marketing & automation context: apply segmentation to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
- 2.2Demonstrate writing in a realistic email marketing & automation context: apply writing to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
- 2.3Plan and produce journey design in a realistic email marketing & automation context: apply journey design to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Domain 3
Testing to Compliance
- 3.1Demonstrate testing in a realistic email marketing & automation context: apply testing to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
- 3.2Demonstrate measurement in a realistic email marketing & automation context: apply measurement to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
- 3.3Demonstrate compliance in a realistic email marketing & automation context: apply compliance to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Domain 4
Integrated Email Marketing & Automation workflow to Final Email Marketing & Automation capstone
- 4.1Apply and control integrated email marketing & automation workflow in a realistic email marketing & automation context: connect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.
- 4.2Complete and defend portfolio lab: email marketing & automation case in a realistic email marketing & automation context: create a portfolio-safe email marketing & automation artefact from a realistic workplace scenario and explain the choices made.
- 4.3Complete and defend final email marketing & automation capstone in a realistic email marketing & automation context: complete and review an end-to-end email marketing & automation case with evidence, quality checks, limitations and a professional recommendation.
How the programme works
Learn, practise, explain and prove it
This is a long-form, eight-week guided programme rather than a stack of short articles. Each module contains six substantial lessons that move from concepts and methods into a worked case, a quality clinic, a workplace lab and assessed reflection.
1. Guided learning
Study the purpose, process, risks and professional standard through structured readings and active notes.
2. Worked cases
Compare plausible options, expose missing evidence and defend a decision under realistic constraints.
3. Quality clinics and labs
Diagnose weak work, revise it against a rubric and create portfolio evidence with a full audit trail.
4. Hard assessment
Pass applied checks and the final assessment at 85%, with no unresolved critical-error questions.
Curriculum
A complete programme, module by module
The curriculum below shows the actual learning pathway, objective and evidence for every module. Full lessons remain locked until enrolment.
Build the base
Standards, vocabulary and the core method you will use throughout the programme.
01Email Marketing & Automation: role and foundationsEstablish the purpose, professional boundaries and workplace context for email marketing & automation.+
Measured objectiveExplain and distinguish email marketing & automation: role and foundations in a realistic email marketing & automation context: establish the purpose, professional boundaries and workplace context for email marketing & automation.
Evidence you will produceA portfolio-ready email marketing & automation: role and foundations brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
02AudienceApply audience to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate audience in a realistic email marketing & automation context: apply audience to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready audience brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
03ConsentApply consent to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate consent in a realistic email marketing & automation context: apply consent to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready consent brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can explain the fundamentals and complete a first guided task.
Develop core skills
The working skills and tools of the role, practised one at a time.
04SegmentationApply segmentation to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate segmentation in a realistic email marketing & automation context: apply segmentation to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready segmentation brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
05WritingApply writing to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate writing in a realistic email marketing & automation context: apply writing to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready writing brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
06Journey designApply journey design to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectivePlan and produce journey design in a realistic email marketing & automation context: apply journey design to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready journey design brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can carry out routine work independently and check it properly.
Apply it in realistic scenarios
Case studies and simulations with competing priorities and incomplete information.
07TestingApply testing to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate testing in a realistic email marketing & automation context: apply testing to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready testing brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
08MeasurementApply measurement to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate measurement in a realistic email marketing & automation context: apply measurement to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready measurement brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
09ComplianceApply compliance to a realistic email marketing & automation brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate compliance in a realistic email marketing & automation context: apply compliance to a realistic email marketing & automation brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready compliance brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can make and justify decisions in realistic situations.
Prove it and plan your next step
Portfolio evidence, final review and a development plan you can show an employer.
10Integrated Email Marketing & Automation workflowConnect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.+
Measured objectiveApply and control integrated email marketing & automation workflow in a realistic email marketing & automation context: connect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.
Evidence you will produceA portfolio-ready integrated email marketing & automation workflow brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
11Portfolio lab: Email Marketing & Automation caseCreate a portfolio-safe email marketing & automation artefact from a realistic workplace scenario and explain the choices made.+
Measured objectiveComplete and defend portfolio lab: email marketing & automation case in a realistic email marketing & automation context: create a portfolio-safe email marketing & automation artefact from a realistic workplace scenario and explain the choices made.
Evidence you will produceA portfolio-ready portfolio lab: email marketing & automation case brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
12Final Email Marketing & Automation capstoneComplete and review an end-to-end email marketing & automation case with evidence, quality checks, limitations and a professional recommendation.+
Measured objectiveComplete and defend final email marketing & automation capstone in a realistic email marketing & automation context: complete and review an end-to-end email marketing & automation case with evidence, quality checks, limitations and a professional recommendation.
Evidence you will produceA portfolio-ready final email marketing & automation capstone brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You have portfolio-ready evidence and a clear next step.
Suggested pace
Eight-week study plan
Plan for roughly 5–9 hours each week across readings, worked cases, practice, portfolio production and assessment remediation. Repeat a week when the knowledge checks show a gap.
Week 1
Email Marketing & Automation: role and foundations to Audience
- •Complete the six guided lessons for Email Marketing & Automation: role and foundations and Audience and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the email marketing & automation: role and foundations and audience portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 2
Consent
- •Complete the six guided lessons for Consent and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the consent portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 3
Segmentation to Writing
- •Complete the six guided lessons for Segmentation and Writing and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the segmentation and writing portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 4
Journey design
- •Complete the six guided lessons for Journey design and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the journey design portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 5
Testing to Measurement
- •Complete the six guided lessons for Testing and Measurement and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the testing and measurement portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 6
Compliance
- •Complete the six guided lessons for Compliance and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the compliance portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 7
Integrated Email Marketing & Automation workflow to Portfolio lab: Email Marketing & Automation case
- •Complete the six guided lessons for Integrated Email Marketing & Automation workflow and Portfolio lab: Email Marketing & Automation case and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the integrated email marketing & automation workflow and portfolio lab: email marketing & automation case portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 8
Final Email Marketing & Automation capstone
- •Complete the six guided lessons for Final Email Marketing & Automation capstone and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the final email marketing & automation capstone portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Submit the capstone evidence pack, defend the key decision, remediate every weak objective and pass the final assessment at 85% with no critical misses.
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Assessment and certificate
A scenario-led email marketing & automation case, practical portfolio review and final knowledge assessment. It is a UGEN ACADEMY completion record, not an external professional credential.
Who this is for
- ✓Learners exploring marketing careers.
- ✓Job seekers building practical email marketing & automation evidence.
- ✓Professionals developing a structured new capability.