On 9th May 2025, iQualifyUK, in collaboration with Buckinghamshire New University, hosted a fully booked digital marketing workshop at the Radisson Blu Hotel Riyadh Convention and Exhibition Centre in Riyadh, KSA. The event brought together a wide range of attendees, including business owners, students, freelancers, and professionals, all looking to sharpen their marketing skills and gain a recognised certificate.
Led by Dr Graham Spickett Jones, Academic Dean at iQualifyUK, and Professor Sarah Williams, Pro Vice-Chancellor External Collaborations at Buckinghamshire New University, the workshop provided participants with an in-depth, practical understanding of how to approach modern marketing with a strategic mindset.
The workshop opened with a focus on the foundations of marketing and its role in today’s business environment. Participants examined how marketing principles can be used to create value, reach the right audiences, and drive sustainable growth. The session also introduced the key components of marketing strategy and the importance of aligning marketing efforts with broader business goals.
Digital marketing was explored as a central focus. The speakers addressed how digital channels have transformed the way organisations communicate with their audiences. Attendees learned how digital platforms can be used not only for promotion but also for building relationships and tracking performance. The session included insights into managing digital presence effectively and selecting the right mix of tools for different contexts.
Strategic planning was another core area covered. Participants looked at how to develop effective marketing plans, set objectives, and choose the right strategies to support brand and business growth. The importance of setting measurable targets and reviewing performance regularly was discussed, with practical frameworks shared to help attendees apply these methods in their own work.
Communication was also a key theme throughout the day. The speakers emphasised the importance of clear, consistent, and audience-focused messaging. Attendees explored how communication influences brand perception and customer engagement. Practical examples were shared to show how communication strategies can be shaped by customer needs, competitive positioning, and brand identity.
Advertising was discussed as part of the broader promotional mix. The session explored the role of advertising in both traditional and digital formats, and how it fits within integrated marketing campaigns. Participants considered how to develop compelling messages and choose the right platforms to reach specific target audiences.
Finally, the concept of the brand model was introduced. This included discussion around brand positioning, identity, and consistency. Attendees examined how a strong brand model helps organisations build trust, stand out in competitive markets, and create long-term value.
Throughout the workshop, there were opportunities for group discussion, networking, and interactive Q&A. Every participant received a UK-recognised certificate jointly issued by iQualifyUK and Buckinghamshire New University.
The workshop successfully delivered practical knowledge and strategic insight, making it a valuable experience for all attendees.
