Liverpool City Grant-Funded Skills Bootcamps

12-day Digital Marketing
Bootcamp in Liverpool City Region
Free for unemployed & self-employed (employers pay 10-30%)
Next course expected to be in 2024

Apply now for grant-funded skills bootcamps in digital marketing,
for learners & employers based in the Liverpool City Region

Anicca Digital is proud to launch a new 12-day Skills Bootcamp, leading to a Level 5 qualification from the Digital Marketing Institute (DMI) on behalf of the Liverpool City Region Combined Authority (LCRCA). 

So far, we have run 8 courses in the East Midlands and East Anglia, training over 400 learners, since January 2022. 


We are still recruiting in these areas but we are also expanding into other regions, as we obtain new funding.

We are now taking applications from learners based in Liverpool City Region, for our next course expected to start in early 2024.


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

It doesn’t matter what level of knowledge you have. Our course will take you through the basics of advanced digital strategy.  This digital marketing course is suited to anyone looking for a qualification in Digital Marketing.  


Grants and funding

If you are employed, you can take the course through your employer. However, if you are employed part-time, unemployed, a recent student, or even self-employed, you can sign-up for the course yourself, as an individual learner.


The course is free for individual learners, whereas employers, will be required to make a contribution of 10% – 30% depending on the size of the company (see below):- 

  • SMEs (businesses with less than 250 employees) only pay £300+VAT (10% contribution) 
  • Businesses larger than 250 employees pay £900+VAT (30% contribution). 


Format of the course

The course consists of a total of a minimum of 108 hours of guided learning. The course is taught over 12 weeks.
Each week you will receive a 1-day live lesson, 1-2 hours of live webinars, plus self-service webinars and access to other Anicca resources.


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.

The details of what you will get from this course are outlined below: 

  • Live training sessions, led by our agency experts. A total of 10 x 1-day of practical training, 1-2 hours of live webinars per week
  • The weekly classes are taught live every Wednesday, by our agency staff and are simultaneously streamed online
  • 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 fo 6 practical half-day workshops on subjects like GA4 and ChatGPT
  • Ongoing communication and support (via Slack), enabling communications with other learners and your trainers
  • 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.
  • If you complete the course and provide the first lot of “evidence of positive outcomes”, you will get a certificate of attendence, plus 1 year’s membership to the DMI and access to their free resources, plus a free exam voucher to take your exam.
  • 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 officer will help individual learners to get ready to apply for jobs with CV and interview preparation and she 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.
  • Option 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).

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 16 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 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 skillset 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.
Guarenteed 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 guarenteed 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. This distance learning version of the DMI course would typically cost over £2,000.

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

How much does the course cost and how do I apply?

Grants and funding

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

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

This includes the following groups:

  • Unemployed
  • Recent graduates
  • Working part-time
  • Lost employment / income / education due to COVID-19.
  • Want to return to work following redundancy, health issues, childcare etc

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

These groups 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 addtiona Training Needs Analysis form.

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.

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.

  • SMEs businesses with less than 250 employees – only pay 10% contribution  (£300 +VAT)
  • Businesses larger than 250 employees pay 30% contribution (£900 +VAT)
  • Employers will also have a 1-2-1 session with our employer liaison office to help you complete the Organisation Skills Analysis form.

How to apply? 

Our next course, for learners based in Liverpool, is expected to start in early 2024, so you can enquire by emailing [email protected].

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

What happens next?

1) Diagnostic test
Once we have received this completed form, we check your eligibility and then email you details of how to complete the diagnostic test. You have 2 days to reply with a screenshot of your results – most people get between 30-50% in the test.

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 a training needs analysis form to be completed.

4) Induction and taster session

We will then offer you the opportunity to attend the 2 hours induction/taster session. All applicants must attend this 2-hour webinar. however, following this we have a few days cooling off period, where some applicants will drop out (usually once they realise the level of commitment)

5) Contracts
All learners that decide to proceed, will then be required to sign a contract committing to completing the course and agreeing to all the terms and conditions. 

If you are employed, we will also get your employer to sign their own contract and we will issue an invoice for their contribution towards the fees. There are only 20 places, which will be allocated on a first-come-first-served basis, however, we will operate a waiting list of an additional 5 applicants, in case more places become available.


Information required by the DfE

You need to complete our detailed application form, which requests a lot of information about your personal and employment status (this needs to be collected on behalf of the DfE).  

You will also be required to take the DMI multi-choice diagnostic test to benchmark your current knowledge of digital marketing, so we can document your progress by the end of the course. In some cases, we may call you 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 “evidnece of positive outcomes”, required by the DFE; then we will direct you to other options and resources, whcih may be more suitable.


The course is monitored by DfE, 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.


Contract and Enrollment

Once you have completed this form, one of our team will contact you to let you know if you are eligible. 

You will be informed by email that you have been offered a place. We will also send you a contract, which you can sign electronically, where you agree to:

  • Attending the sessions in a timely manner,
  • Completing the 100 hours of guided learning,
  • The GDPR statement and other terms and conditions of the course (including our Code of conduct for learners)
  • Where applicable, we will itemise any fees that your employer will need to pay to secure your place. In this case, the employer will counter-sign the contract.
  • You will also be given additional options like the CIM module.

If applicable your employer will receive an invoice for your contribution to the course.

Places will be allocated 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 customer service team, who will provide you with a learning pack and details of induction sessions and the learning timetable.


Contact details
Email one of our team at bootcamp@anicca.co.uk

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

Employers can email [email protected] if you want any further informration 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”

Partners & Awards

Funding & Partners


Get in touch.
Let’s talk.

* Mandatory