Introduction
Course Goals and Outcomes
Week One – Planning
Confidence and Self-belief
Planning with Purpose
CSR and Social Value
Buyer Behaviour
Week Two – Metrics
Financial Metrics
Non-Financial Metrics
Budget and Resources
Investment
Week Three – Content Creation
Messaging
Branding
Digital Content
Draft Lesson
Content for Teachers
Week Four – Education Landscape
Curriculum
Gatsby Benchmarks
Types of Schools
Post-16 Pathways
Week Five – Careers Landscape
Careers & Enterprise
Chambers and LEPs
LMI and Local Development Plans
Pitching your Wares
Week Six – Student Landscape
Choice Architecture
What Works
Moments that Matter
Self-identity and Segmentation
Week Seven – Storytelling
The Fundamentals of Storytelling
Calls to Action
Student Archetypes
Soundbites and Recall
Week Eight – Presenting to Kids
Unintended Consequences
Participation and Experiential Learning
Overcoming Unspoken Objections
Stagefright
Week Nine – Influencing the Influencers
CEIAG and Careers Leaders
Using Careers Leads as Filters
Reaching Parents
Resources for Teachers
Week Ten – Flexing your Influence
Building a Pipeline
Inspiring Industry
Partnerships
Developing your Profile
Week Eleven – Changing Perceptions
Feedback
PR and Social Media
Research
Awards and Recognition
Week Twelve – Co-creation
Enterprise Advisor Network
Critical Friends and Student Boards
Consultations and Activists
Champions and Advocates
