Leicestershire - Grant-Funded Skills Bootcamps

12-day Skills Bootcamp in Digital Marketing for Leicestershire learners
Free for job-seekers & self-employed (employers pay 10-30%)
Apply Now for March 2024

Apply now for grant-funded skills bootcamps in digital marketing,
for learners & employers based in Leicestershire

Anicca Digital is excited to launch its next 12-day Skills Bootcamp in Digital Marketing, starting on 13th March 24 for learners and employers in the Leicestershire area, leading to a Level 5 qualification from the Digital Marketing Institute (DMI):

  • Proven success: Since January 2022, Anicca Digital has delivered 12 bootcamps and empowered over 600 learners based in the East Midlands, East Anglia and Liverpool City to boost their career or business with new skills in digital marketing.
  • Inclusive learning leading to a formal qualification: No matter your current expertise, our bootcamp is designed to guide you through the core digital marketing techniques, developing new skills that will enhance your career prospects or help business growth.  Anicca’s bootcamp stands out as the only Level 5 Skills Bootcamp in Digital Marketing in the UK with the option of taking the DMI Qualification (Professional Diploma in Digital Marketing).
  • Support for all types of learners: On completion of the 12-week course, all job-seekers are guaranteed a job interview. We also provide self-employed and employer-supported learners with business or career support, including completing a Training Needs Analysis and Business Plan, to help them apply their learning to grow their business, and/or enhance their career.
  • Grant-funded places: Thanks to funding from the Department of Education, part of the Lifetime Skills Guarantee and Plan for Jobs, there are 70-100% grants available, with job-seekers and self-employed getting the course for free.

We are taking applications now for our next course starting in March 2024.

Skills Bootcamps are based on location, and we are recruiting now for learners that live or work in several areas:

  • The details on this page are for learners based in Leicestershire.
  • We also have other Skills Bootcamps in other areas, but you will need to click on these links if you are based in any of these counties: NottinghamshireDerbyshireLincolnshireRutlandNorfolkSuffolk.
  • We also expect to run another Skills Bootcamp in May for learners based in Liverpool City, and we are hoping to expand into other regions, once we obtain new funding in April.  

Grants and funding

The funding is from the Department of Education (DfE); as part of the Lifetime Skills Guarantee and Plan for Jobs.

Below is a breakdown of the costs for different types of learners:

a) Job-seekers – Learners looking for a job or an apprenticeship – Free place

This includes the following groups:

  • Unemployed
  • Recent graduates
  • Working part-time or on zero-hours contracts
  • Recently lost employment or income
  • Want to return to work following redundancy, health issues, childcare etc.

b) Self-employed learners or sole traders – Free place

These learners can join the programme for FREE, as they will receive 100% grant funding for the course and the cost of the DMI exam. However, you will need to complete an additional Training Needs Analysis form and provide evidence of how you have applied your learnings to grow your business.

c) Learners who are currently employed
For the current project, full-time employees will need to get permission from their employer, as their company will be required to make a contribution to the cost of the course and allow you to take 1 day a week off to attend the live lesson.  On successful completion of the course, they also need to intend to reward you with career progression, such as a promotion or pay rise.

d) Employers that want to train their existing staff 

Employers will receive up to a 90% grant towards the cost of the course and the DMI exam.

  • Leicestershire SMEs businesses with less than 250 employees – only pay 10% contribution  (£300 +VAT)
  • Larger Leicestershire businesses, with more than 250 employees, pay 30% contribution (£900 +VAT)
  • Employers must be prepared to give the learner one day off per week to study and be prepared to reward their staff with career progression (such as a promotion or pay rise), on their successful completion of the course
  • They will also have a 1-2-1 session with our employer liaison office to help them complete the Organisation Skills Analysis form and/or Business Plan.


What to expect during Anicca’s 12-week Skills Bootcamp

Anicca’s bootcamp is designed to deliver 108 hours of guided learning over 12 weeks, including live online lessons, webinars, practical workshops, and access to Anicca’s extensive digital marketing resources. This includes:

10 live 1-day lessons, 1-2 hours of live webinars per week, practical workshops, plus self-service webinars and access to other Anicca resources.

  • The weekly classes are taught live every Wednesday and streamed online. 
  • The 10 modules covers essential digital marketing topics such as Social Media, SEO, Paid Media, Analytics, and more, (see more details below).
  • The lesson is delivered by practising agency professionals with a wealth of industry experience.
  • The video recordings can also be watched later, for example, to help you revise for your exams, or if you are sick or on holiday.
  • Additional webinars, online lessons, and other resources will be provided; including a choice of 8 practical half-day workshops on subjects like GA4 and ChatGPT
  • Once you have completed the 10 days of lessons, you will be given 1 day of guided revision and self-study for the DMI level 5 qualification. This is an independently verified multi-choice exam that you take online.
Learner support
  • Ongoing communication and support (via Slack and WhatsApp), enabling communications with other learners and your trainer

Help for job-seekers and career progression

  • Optional and practical “Recruitment-ready workshops” are offered to help you develop CV and interview techniques.
  • You can attend various workshops from local Universities and colleges on education and apprenticeship opportunities
  • Our employer liaison officers will help individual learners to get ready to apply for jobs with CV and interview preparation, and they will proactively look for jobs for you.
  • You are GUARANTEED AN INTERVIEW for a job or apprenticeship, as part of this programme. This is particularly useful for learners that are unemployed, recent graduates, or working part-time and want to switch careers.

At the end of the course – DMI exams and certification 

If you complete the course and provide the first lot of “evidence of positive outcomes”, you will get:

  • Anicca’s certificate of attendance,
  • 6 months membership to the DMI and access to their free resources, plus a free exam voucher to take your exam.
  • Guidance on how to take additional exams like the Google Analytics or Google Ads certifications
  • Option to take an additional CIM level 4 exam by submitting an assessment to the Chartered Institute of Marketing in conjunction with Cambridge Marketing College (there will be an additional charge for this).

Working with Employers

We want to hear from any employers that have staff that would benefit from the course, or that may be interested in offering our learners a job interview or career opportunity.

You can find out more about our free trainee placement and recruitment service by clicking on the link.

What is different about the Anicca Digital Skills Bootcamp?

Our established Anicca Digital Skills Bootcamp is the only digital marketing qualification delivered by practising agency professionals. It is a premium programme designed to give learners the theoretical and practical skills required to set up and manage in-house digital marketing campaigns.

With 17 years of experience as a digital agency, Anicca Digital has delivered award-winning campaigns and DMI courses for leading brands across the UK.

The new training programme combines theory and practical tips across the following topics:

  • Social Media
  • SEO and Content Marketing
  • Paid Media and Digital Advertising
  • Measurement and Analytics
  • Email Marketing
  • Video and Display
  • Web Optimisation
  • Developing Your Marketing Strategy

Learners will watch one online lesson per week, over a period of up to 12 weeks.

This will be supported by an online learning centre with over 300 PowerPoint slides, student handbooks, videos and around 80 practical activities. This allows personal study at home in preparation for each module.

More details of each course module can be found below.

Whether studying for DMI exam or adding to your skill set with the optional CIM course qualification, our team is on hand to support your development with resources, advice, and practical exercises.


The certifications and exams

  • You will receive a certificate of attendance, once we have verified you have attended or watched all the main 10 lessons and evidence of a job interview or career progression
  • You will then study and book your DMI exam. This course is “The Certified Digital Marketing Professional” and if you pass the multi-choice online exam you will be qualified with a Level 5 Scottish Qualifications Authority (SQA) accredited qualification 
  • You can pay extra to upgrade your qualification by studying additional online content and submitting a written assessment on the CIM course to achieve a CIM (Chartered Institute of Marketing) Level 4 Award in Digital Marketing. This is facilitated via Cambridge Marketing College.
Guaranteed Interview for Unemployed Learners
Our Employer Support Officer, will work with you to help you with CV preparation and understand your career aspirations. We then identify and post jobs on our Slack group on a daily basis, and act as a match-maker service with local employers to ensure that all unemployed learners get a guaranteed interview.

Practical and theoretical training

The DMI course marries theory and practical skills to provide with a solid base from which to build your career. 

Learn from industry experts

Students also learn the intangibles from industry experts who provide tips on soft skills and personal experiences to better understand the demands of the industry

Supported learning

We support students with a plethora of slides, exercises, videos, and activities to support development and self-study. We also have a Slack community where we answer all your questions.

Professional qualifications

The DMI course is a professional qualification that not only strengthens your CV but opens the door to a range of qualifications

Course content & DMI modules

The Introduction to Digital Marketing module enables you to harness the power of digital marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of digital marketing and be able to distinguish how it differs from traditional marketing.


This module will also introduce you to the Digital Marketing Institute (DMI) methodology, an iterative framework that outlines the foundation tenets of digital marketing and the visual scheme that provides the basis for implementation of the different channels.


Digital marketing channels include:

  • Search engine optimisation
  • Web analytic
  • Pay-per-click marketing
  • Email marketing
  • Social media marketing
  • Digital display advertising
  • Online video marketing


This opening module on our professional Anicca Academy programme explains and demonstrates the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live. We will be showing how you can apply digital concepts across the marketing function in any business.

This module enables you to effectively engage with customers across a diverse range of social media platforms. You will appreciate the emerging trends in the social media space and the opportunity afforded by the ‘always connected’ social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media. This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn and YouTube, as well as learning about the new emergent social platforms.


The Social Media Marketing module also explores how to implement social advertising features to build and sustain relationships with customers. You will appreciate the challenges of implementing an effective social media strategy for your business, with a focus on the importance of listening as the critical starting point. You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations. Lastly, you will be aware of privacy and data protection issues associated with social media marketing.


Topics include:


  • Key social media concepts
  • Social media goals
  • Setting goals and priorities
  • Facebook
  • Twitter
  • LinkedIn
  • New social challenges
  • Apps and plug-ins
  • KPI measures
  • Reporting

The Search Engine Optimisation (SEO) module examines the various tactics for enhancing your website’s position and rankings within search engines.


The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an effective SEO strategy. You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind, you will learn about on-page optimisation techniques and understand the process of effective keyword research and selection.

The content marketing module will enable you to develop the knowledge and skills to plan and
execute a content marketing strategy in a persona-orientated, data-driven way informed by your
business objectives, aligned with a buyer journey and fits an overall marketing strategy.


By the end of this module, you will understand the fundamentals of content marketing concepts and
strategy. You will be understand how to conduct content research to find opportunities in order to
develop clear and actionable objectives for a digital marketing strategy. You will gain the skills
needed to initiate a content marketing strategy, whilst also exploring the value of both creating and
curating compelling content through a number of different channels.

The website optimisation module will teach you how to build and publish a well-designed, high
performing and optimised website that is aligned to your business goals. You will be guided through
the key components of web design to design, create and publish an effective website and choose the
most suitable hosting option based on your budget and business objectives.


Through this module you will gain insight into the importance of optimisation, be able to identify the
principles of good web design and realise how to attract potential customers with effective content
and copy. This module will help you to understand how to use your website for insight, tracking,
measurement and data capture using various metrics and tools.

The Email Marketing module covers industry best practices for creating and delivering effective email marketing campaigns.


The module covers the four foundational aspects of email marketing: subscriber management, email design, delivery and reporting. You will learn how to develop and manage a subscriber database, and become familiar with the features in third-party email systems and solutions.


You will be able to plan a marketing segmentation strategy for your target audience and recognise what makes for good email design in terms of user-centric content, coherent layout and an attractive design.


Students will understand what split testing entails, and will be able to use key metrics to report on the effectiveness of your email marketing campaigns, including open rates, click-through rates, unsubscribes and bounces.


You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.


Topics include:


  • Key email marketing concepts
  • Campaign process
  • Online and offline data capture
  • Segmentation
  • Email design
  • User behaviour and characteristics
  • Email copy, structure, delivery and systems
  • Scheduling
  • Measurement
  • Key terms and metrics
  • Split testing

The Paid Search, or Pay-Per-Click Marketing, (PPC) module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy.


You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Google Ads campaigns.


You will be able to analyse current search marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy and develop your skills in writing compelling ads.

Learn how to set and manage budgets for Google Ads campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.


Topics include:


  • Key PPC concepts
  • Strengths of PPC
  • Keyword research
  • Google PPC
  • Research tools
  • Search campaign process
  • Ad copy
  • Landing pages
  • Targeting
  • Budgets
  • Scheduling
  • Display networks
  • Ad centre
  • Campaign management
  • Conversion tracking
  • Conversion metrics: CPA, CTR
  • Bidding
  • Analytics

The Display and Video Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns and video campaigns. The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns.


You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience. You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially. You will also learn how to use the standard digital media planning process to obtain the best possible return on your digital display advertising efforts.


Topics include:

  • Key digital display concepts
  • Video advertising
  • Benefits and challenges of digital display
  • Running effective ads
  • Ad formats and features
  • Campaign planning
  • Creative formats
  • Targeting and tracking your campaign
  • Optimising the campaign
  • Campaign budget


The Web Analytics module enables you to fully measure, monitor and optimise your digital marketing activities. You will learn how to build an online reporting structure for your business, and learn about the range of specialist tools that are available to help you understand how to measure and monitor online traffic.


You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your websites. Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.


Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations, etc. Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.


Topics include:


  • What is website analytics?
  • Google Analytics explained
  • Understanding your
  • KPIs
  • Measuring website traffic
  • Setting up goal and event tracking
  • Increasing traffic to your web site
  • E-commerce
  • Real-time reporting
  • Intelligence reporting

The Planning Your Digital Marketing Strategy module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent digital marketing plan.

This module is based on the Digital Marketing Institute methodology, which incorporates a nine-step process based on three distinct parts.

Part one includes a situation analysis exercise, a formal information gathering process and an audience definition exercise.

Part two develops a set of clear and meaningful objectives for the digital marketing plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute framework. An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources.

Part three of the Digital Marketing Institute methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.

The Strategy and Planning module provides you with the skills to create a formal digital marketing plan for your organisation, which will allow you to implement a successful and effective digital marketing strategy.

Topics include:

  • Key strategy and planning concepts
  • Planning
  • Situation analysis
  • Information gathering
  • Target audience
  • Setting objectives
  • Appropriate tools
  • Action plan
  • Setting the budget
  • Measurement
  • Iteration and enhancement
  • Examples of integrated marketing plans

Eligibility Criteria and how to apply?

Eligibility and screening

The Skills Bootcamp is suitable for learners over 19 prepared to work hard. However, a Level 5 qualification is like trying to do an A-level in 12 weeks, requiring you to invest around 10 hours per week in your studies.

In addition, places are limited, so we need to ensure that all applicants are eligible and have the necessary time and commitment to complete the programme. So, everyone will be asked to carry out a simple online diagnostic test, to benchmark their current understanding of digital marketing.

You will then be interviewed by one of our friendly team, who will establish if the course is right for you and if you are likely to complete the course. We also need to determine if you will progress your career by providing evidence of a new job, promotion/pay rise or application of your learning to your business.

Eligibility questions

Learners have to say yes to all the criteria below:

  • Aged 19–65 (Self-employed can be over 65)
  • Resident in the UK for at least the last 3 years and able to provide us evidence of your Right to Work (UK passport, Visa or other ID). We will need to see your documentation at the screening interview
  • Currently living or working in Leicester/Leicestershire, if you live in any of these counties (Derbyshire, Greater Lincolnshire (including South Humberside), Rutland, Norfolk, Suffolk or Nottinghamshire), you can apply using a different form. You can find links to the relevant forms at the bottom of this page or by visiting https://anicca.co.uk/training-qualifications/ 
    We do not currently have any free or grant-funded places in other regions, but do offer paid places outside of these areas.
  • You must be currently looking for a job or will apply the learnings from the course to your career or business – this means that you must be looking for a job in digital marketing, or you must be self-employed, or supported by your current employer (who will pay a contribution – see below).
  • Unfortunately, you will not be eligible if you are unable to work as soon as the course finishes (e.g. you are still in full-time education, or you can’t work due to ill health or caring responsibilities). However, you may be eligible in the future.
  • You must be available every Wednesday for 10–12 weeks, to watch the lessons live* and commit to studying for about 10 hours per week.
    *The main lessons are taught online (from 9.30am to 4.30pm) every Wednesday, between mid-March and the end of May and you have to join or watch live at least 80% of the online lessons, i.e. whilst the lessons are broadcast.
  • You can’t have enrolled on another Skills Bootcamp course in the previous 12 months before the start of the course
  • You have to take a short online diagnostic test to benchmark your current understanding of digital marketing. Your score should be more than 20%, otherwise you may struggle with the content.
  • You must attend a 30-min screening interview and understand that if you miss your appointment or rearrange on more than 2 occasions, you will lose your place
  • Whilst completing the application form, you must be prepared to provide personal information to Anicca Digital Ltd, which we will keep securely and in compliance with GDPR.
  • If you are enrolled on the course, you must agree for your personal information to be shared with the funding partner (Leicester Council) and the DFE.
  • You must provide evidence (for the DfE) of career progression and positive outcomes resulting from attending the course. This could include proof of an interview or securing a job, or how you will (or have) applied your learning to your own or your employer’s business.

If you pass all these eligibility criteria then please complete this application form, where you will be asked to confirm these questions and provide details about yourself, your career so far and your aspirations for the future.

How to apply? 

Our next course, for learners based in Leicestershire, will start on 13th March 2024, so you can apply now using the button below or using the link to our online application form.

Places are limited, so we need to ensure that you are eligible and have the time and commitment to complete the programme.  

Apply for the bootcamp in other counties

Skills Bootcamps are based on location, and we are currently recruiting for the March bootcamps for learners that live or work in the following areas:

What happens next?

1) Diagnostic test
Once we have received your completed application form, we will check your eligibility and then email you details of how to complete the DMI diagnostic test. You have 2 days to reply with a screenshot of your results. Note: most people get between 30-50% in the test. If you score below 20%, you may struggle with learning the content.

2) Screening interview

We then interview you to make sure you understand what is involved and also that you will be looking for a job at the end of the course, or able to apply your learning to your own or your employer’s business.

3) Training Needs Analysis (employers and self-employed)

If you are supported by your employer (or if you are self-employed), we will also require you to complete a Training Needs Analysis form. Depending on the region, this may be before or after the course starts, and we can help you with this during a 1-2-1 meeting with one of our employer engagement officers.

4) Induction and overview session

We will then offer you the opportunity to attend the morning induction/overview session on Wednesday the 13th March. All applicants must attend this online webinar.  This is a week before the first lesson (on the 20th March).

5) Cooling-off period

It is really important that everyone that starts the course completes it, otherwise someone else will miss out. Therefore, we allow a few days cooling-off period, after the Induction. We expect a few applicants to drop out, usually because they realise the level of commitment involved in watching the lessons live for a whole day every week and the amount of work required to study for a Level 5 qualification.

6) Contracts and commitment
All learners that decide to proceed are required to sign a contract committing to completing the course and agreeing to all the terms and conditions.

This also means that you will need to keep us informed if you can’t attend live on a specific day and depending on the region, you may be required to sign an attendance register (timesheet).

If you do need to withdraw from the course, due to ill health, or a change in personal or employment circumstances; then please let us know immediately, because we may be able to arrange a referral to a future bootcamp. 

If you do not attend the lessons or let us know what is happening, you may lose your place.

7) Employers

If you are employed, then we will also get your employer to sign their own contract, and we will issue an invoice for their contribution towards the fees. 


Information required by the DfE

The application form requests a lot of information about your personal and employment status, as this needs to be collected on behalf of the DfE.  


The course is monitored by DfE, and Ofsted, so these questions are to determine if you are eligible for the funding and to benchmark the impact of the training on employability. 

All the information you supply is confidential, and you will be required to agree to the GDPR statements, on how the DfE will use your data.


The DfE also require you to take the DMI multi-choice diagnostic test at the beginning and end of the course, so we can document your progress during the course.


The 30-minute screening interview is also designed to check your suitability for the course and what your career plans are at the end.  If we do not think you can complete the course or are unlikely to be able to provide the “evidence of positive outcomes”, required by the DFE; then we will direct you to other options and resources, which may be more suitable.



Once you have passed your screening interview and signed your contract, we will allocate places on a first-come-first-served basis, however, we will operate a waiting list, in case more places become available.


Once you are enrolled, you will be contacted by our learner support team, who will provide you with a learning pack and details of induction sessions and the learning timetable.


Contact the training team

Email one of our team at [email protected]  

Learners can call Lucy Hammond, our training manager, on 0116 254 7224, if you have any questions or want to check your eligibility over the phone. 

Employers can email [email protected] or [email protected] if you want any further information on our services for employers – or you can visit this page https://anicca.co.uk/free-digital-marketing-recruitment-services 

Anicca are wonderful with a wealth of knowledge in the industry. I highly recommend this course to anyone who is looking to get a digital marketing qualification”

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