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Academy Xi Blog

Student Spotlight: Brad Cluff

By Academy Xi

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Brad chats to us about the move back to his hometown and how studying Digital Marketing transformed the bottom line of his family’s hospitality business – with numbers up by 70%.

In 1995, Brad’s parents purchased an old school house at the foot of the Blue Mountains in Wallerawang NSW and transformed it into a now thriving hospitality business, Black Gold Motel. Over the years the venture has grown considerably to include a restaurant and conference centre and in 2020, Brad and his partner decided to make the move with their young children from their home in Sydney to help support the family enterprise.

Can you tell us a bit about the family business?

It was originally the Old Wallerawang school, built back in 1881, it has been here forever. My dad and grandfather and I were all students here over the years and I was school captain in year 6, but by then the school had moved into a new building. 

Dad is building 30 more units at the moment for the motel. I now work in a room which was my kindergarten classroom back in the day, which is weird but great.

What was happening in your life before studying at Xi?

I had finished my previous career in I.T in January 2020 and joined hospitality at an interesting time for the whole world – just as we had made the move to Lithgow, COVID hit.

In addition to the hotel, we have a restaurant with five chefs and nine apprentices, a busy little restaurant, so we went from bustling to shut down within three weeks of having moved up here.

I had been studying social media through a few influencers and I had a couple of my own businesses on the side but it wasn’t until I helped out a mate’s charity called ‘Walk ‘n Talk for Life’ with an event that I realised the power of digital marketing. There are issues with suicide in Lithgow and this charity does a lot to support people – I put together an event for them using social media. I created it out of nothing and 650 people showed up, in the snow. I wasn’t a marketer and this was possible. It blew my mind.

When I moved up here I was feeling that digital marketing was what I needed to do for the family business. I wasn’t particularly good at it, but decided to start building it up. 

With COVID we needed to keep people employed. To give them a purpose. We did food deliveries and I had to work out how to market that. We had a monopoly in the area and started from there – just organic, nothing paid and I started learning how to word things, focusing on supporting local and buying local, took lots of photos of our staff and told a story with that. 

How did you come to study Digital Marketing at Xi?

I felt like I was getting a grasp on social media and digital marketing on my own, but I was also very aware that I was making it up as I went along. I felt some actual training was the right way to go, to get some solid structure and direction.

I started looking into training options and knew that I really needed flexibility as I’ve got two young kids and I work 80 hours a week. There were a few options I was considering for training, but they didn’t seem to feel right and fit my learning style. 

I got chatting with the course advisors at Academy Xi, spoke with Olivia, she was great and talked me through it – she’d just completed the training herself, so that was a huge help to be able to discuss the course with someone who had experienced it first hand.

Have there been any training highlights for you so far?

A highlight was definitely my mentor, Jillian. I’ve done a lot of different training and knowing this was for my family business I was really engaged. Jillian was great to take specific business challenges too, not just discussing course content. I could contact her directly to bounce ideas off in the digital marketing space – she was very helpful. 

The content has been great too. It has been challenging, but totally worth it. Because of my search engine optimisation (SEO) awareness that I gained through the course I’m also able to talk to SEO specialists and I know if they’re doing their job properly and who to hire. Gillian helped advise on this too. It has empowered me with an understanding that I didn’t have before. 

“I chose to study Digital Marketing with Academy Xi to help my family business to thrive. The training has paid for itself already.”

Are you implementing your learning for your business marketing as you study?

I have used our business as my case study within the training, so I could implement it all as I have been learning, which is great. The training has been super practical, just what I needed.

Having a strategy has been the biggest thing. I didn’t have one before. We’ve got a conference and training set up here with a range of rooms we can use. I’m trying to build up a strategy around that so we can get a return on investment quickly. 

Before the course I wouldn’t have known how to set up a strategy. To know who to target, how and why, the buyer persona and how to write for that audience. Previously I was kind of doing it all intuitively, but didn’t have the bigger picture and framework to guide me.

“While doing the course, I’ve been implementing website changes and putting my digital marketing strategy into action. Our motel is up on average 70% growth in only one year. The restaurant revenue has also increased by 70%. 

Weekend motel bookings are up by at least 50% compared to the previous year. We are getting 60-70% occupancy on the weekends now, whereas before we were getting around 10%. The impacts from the digital marketing changes on the bottom line of the business have been huge.”

We haven’t heard the phone ring since we made the changes to the website because it has taken the pressure off the front reception desk, it’s all automated now. We have a restaurant booking system set up too, so bookings just turn up, they flow through to our point of sale system. 

Being able to measure that, it’s awesome. My parents didn’t have much faith in the tech side of things before, but now that they’ve seen the huge impact this has all had on the bottom line of the business, they’re happy for me to go ahead and do it – they can see the amazing outcomes it is continuing to make. We can see it’s working.

Would you recommend others who run their own businesses to do this course with Academy Xi?

Absolutely – I’ve already sent three business owners I know to check out Digital Marketing training at Academy Xi and I recommend it to anyone who needs digital marketing in their business, which let’s face it, is nearly every business. 

For small business owners to get their head into it and to understand digital marketing, whether they want to actually do it themselves or not, I totally recommend this training. It has been so helpful.

Planning a visit to Wallerawang? 

Want to ramp up your digital marketing efforts quickly, like Brad did? Check out Academy Xi’s Digital Marketing: Elevate and Digital Marketing: Transform courses.

Academy Xi Blog

Digital Maturity is the benchmark

By Academy Xi

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Five digital experts give their take on how to reach organisational digital maturity.

Key themes include:

  • building capability
  • digital leadership
  • adjacent skill sets
  • digital roadmap
  • continuous learning
  • mentoring
  • knowledge sharing
  • communication
  • storytelling

Although digital transformation remains a top strategic priority for almost every organisation, ‘Digital Maturity’ is now more commonly used as a benchmark for success. 

Digital transformation is all about the doing (implementation, adoption, rewiring), digital maturity is the being. The process versus the state. A digitally mature business is one that has learned how to respond appropriately to the emerging competitive environment through collaboration, thoughtful training initiatives, scaled innovation and revamping their approach to workforce transformation. It isn’t housed in a single department but rather is a mindset owned by all staff and sits across the entire business.

Matt Tsourdalakis – Lead UX Designer, NAB

Matt is a versatile UX/Product Design Consultant and team leader with human-centred design at his core. You can watch Matt in the “How to Lead a Design Team” webinar. He is also a ‘Designer In Residence’ at Academy Xi.

What are the top three things you are looking for when hiring digital talent?

First, flexibility and adaptability. Digital is always changing — just look at how it’s changed over the past year and a bit through COVID-19. I look for talent who embrace change and relish the opportunity to try new things. 

Second, skills on the tools. There are plenty of new tools coming to market. I look for talent who always have their ear to the ground when it comes to new tools, features and methods to get work done more efficiently and effectively. 

Third, high emotional intelligence. I don’t want to spend my time working with brilliant a**holes. Emotionally intelligent people are empathetic, self-aware and more likely to be team players.

It is projected that by 2025, the average worker in Australia will need to learn seven new digital skills. In what ways are you addressing this challenge in your workplace? 

I’m a big advocate for fostering an environment of continuous learning. This means intentionally creating an environment for the team to learn and upskill in the areas they’re interested in. 

One of the best ways to learn new skills is to teach them, so I like to give my team the opportunity to teach, showcase or demonstrate a new tool, workshop or way of working. It’s amazing what you can learn even by simply watching how someone else works.

What can businesses and individuals do to progress in their digital maturity? 

Businesses should hire individuals who can educate the rest of the business on the latest digital trends. You can’t expect every executive to become the sole source of information on digital trends. Just hire people who live and breathe digital.

Individuals have access to more information than ever to grow in their digital maturity. Podcasts, eNewsletters, books, YouTube channels, meetups, blog posts — there’s heaps of resources out there. Individuals just need to find out what’s their preferred way to learn, and make it a regular habit. 

Learning and upskilling in digital should be a daily exercise — not something you neglect until you really need it. You wouldn’t prepare for a marathon by only running 20km the day before the race — you prepare by building your stamina in regular smaller increments over a long period of time.

Stephanie Shang – Head of Media, Australia, Essence (Group M)

Stephanie heads up the media practice at Essence (GroupM), whose key clients include Google, Airbnb, Vistaprint and more in the Australian market. 

Watch Stephanie in our recent webinar, “Digital Transformation Trends for 2021”.

What are the top three things you are looking for when hiring digital talent?

Beyond sound theoretical knowledge, this is what I look for when hiring. First, cognitive flexibility. The technology infrastructure and media landscape that underpin digital marketing is constantly evolving and fragmenting. Therefore, digital generalists need to cover more ground than ever before, and jump between various ideas and theories to solve problems. Effective adaptability to new information, situations and timelines is crucial to success. 

Second, critical thinking and analysis. It is really important to assess information beyond face value and assign genuine meaning to numbers and metrics. For example, how does this data impact cross-functional teams and stakeholders? Why should anyone care? How do we transform an observation into an insight? 

Third, effective communications skillsIt is imperative to be able to translate complex and technical information into something that is accessible for stakeholders and articulate the value of digital back to objectives and key results that matter to the end user.

It is projected that by 2025, the average worker in Australia will need to learn seven new digital skills. In what ways are you addressing this challenge in your workplace? 

Essence is a global data and measurement-driven media agency with digital heritage and analytics DNA. Beyond well-thought-out training programmes and practical application, we have always future-proofed ourselves by investing in emerging skills. 

Because we offer specialist capabilities in emerging growth areas, we are solving not only the problems of now, but also the challenges of the future. Think: data strategy, analytics, experience, strategy and advertising operations and beyond media services.

What can businesses and individuals do to progress in their digital maturity? 

Having a clear roadmap and end goal is fundamentaldigital transformation journeys can take years, not months. Only then can businesses and individuals make intentional investments into the right tools, technology and training that help concentrate their efforts, and generate value rather than spreading themselves too thin.

Let’s also not forget that all this great work is powered by brilliant minds. Strong leadership is required to set the ambition and motivate teams to adopt a transformational mindset. Meanwhile, diverse talent and cross-functional collaboration mean that decisions encompass all perspectives and scenarios, saving teams a lot of time and preventing them from hitting dead ends further down the line.

Josh Slighting – Head of Data & Digital Audience, Network 10

Josh leads multiple departments at the network and has built their data strategy and capabilities from the ground up. Watch Josh in our recent webinar, “Digital Transformation Trends for 2021”.

What are the top three things you are looking for when hiring digital talent?

First, critical thinking. The environment we work in is fast paced and evolving rapidly. People need to respond to the changing demands of their role and focus on solving problems. 

Second, attitude. 

Third, relevant experience – by this I mean direct experience or transferrable skills that would see this person productive in their role and trusted by the team within six months.

It is projected that by 2025, the average worker in Australia will need to learn seven new digital skills. In what ways are you addressing this challenge in your workplace? 

We are constantly innovating and pushing boundaries when it comes to digital; it’s a fast growing part of our business. Learning and the opportunity to try new things in the digital space can happen more organically as a result, and for us that can be a necessity. In our business, it’s not just digital skills that people need to learn, but also skills that sit adjacent to a particular subject matter expertise. 

Skills like project management, product management, strategy creation and customer experience design and service design are becoming increasingly important. 

We have focused learning and development programs through virtual course material, tailored training, and increasingly cross-functional and cross-discipline project based work offering people a chance to learn new things while working on interesting and challenging projects.

What can businesses and individuals do to progress in their digital maturity? 

For individuals: It’s important for people to continue to be (pro)active in their own learning and experience, and to take accountability of this for themselves. Things change very quickly, so it’s best for you to stay ahead of the changes and constantly invest in yourself. 

Mentoring and knowledge sharing outside of your business with colleagues in the same industry can be a very effective tool and can help you identify how your skills and understanding of potential industry changes is holding up, and therefore where there is opportunity to improve.

For businesses: This is a continuous process and not accomplished from a singular investment in something ‘transformative’. Digital should no longer be a standalone department or cost centre, but rather part of the way business is done. Generally speaking, technology will continue to accelerate digital capabilities and have a positive impact. However, the changing demands of consumers and pace of digital innovation require at minimum the same  investment in process improvement and ensuring your business has the variety and depth of skills to support the evolving business as usual model in a more digitally enabled world. 

Vida Asrina – Head of Experience Design, Endeavour X

Vida leads an experience design team of 25 designers (and growing) at Endeavour Drinks (Woolworths Group). She is also a ‘Designer In Residence’ at Academy Xi.

What are the top three things you are looking for when hiring digital talent?

First, interpersonal skills. Things like a growth mindset and positive attitude, someone who is flexible in their approach and a natural collaborator. Most importantly they are empathetic. Empathy is critical for both businesses and individuals to thrive. A good human being really – a team fit! 

Second, the technical skills and experience required for the role; they have robust technical skills and are flexible around how they do it. 

Third, communication skills and the ability to take people on a journey. Things like storytelling, talking design without jargon and can communicate clearly on their proposed approaches and solutions.

It is projected that by 2025, the average worker in Australia will need to learn seven  new digital skills. In what ways are you addressing this challenge in your workplace? 

At Endeavour X, we encourage people to share their own learnings. This is key in building capability. Organisations need to invest more in upskilling their employees. We look to collaborate with other organisations, including universities, and other organisations that provide learning and training opportunities. Optics are also important. We showcase a lot of what we do in the digital side of the organisation so the rest of the business has visibility. If people can’t see what is being achieved and how, they won’t necessarily reflect on their own skill sets critically and look to plug the gaps. 

Recruitment, hiring and how you structure a team also play an important role. How you mix different individuals in a team, with diverse backgrounds and personalities, will shape the dynamic of the team. If you get it right, you will have the right foundation for a high-performing team who support one another’s growth and value learning from one another.

What can businesses and individuals do to progress in their digital maturity? 

Two things here. The first is continuous learning. Keep learning, keep practicing, keep nurturing talent. We as individuals have a part to play in this too. 

Second, connect with your industry and your community. There is so much to be learnt from others.

Ainsley Johnstone – Founder & CEO, Think Talent

An entrepreneur at heart, Ainsley Johnstone leads award-winning recruitment agency ‘Think Talent’. Watch her in our webinar, “Help! I can’t get good tech talent!”

What are the top three things you are looking for when hiring digital talent?

First, strong stakeholder engagement and communication skills. Second, having a customer centric mindset. Third, the capability to innovate and solve problems. 

It is projected that by 2025, the average worker in Australia will need to learn seven new digital skills. In what ways are you addressing this challenge in your workplace? 

Digital literacy is already a must in all areas of employment and specific capability requirements will continue to grow and evolve with technology and customer demands. 

We are working with our clients to assess how they can iteratively uplift capability in flight without disrupting their operating rhythms by taking people away from their work for long periods of time. This is a real challenge but ultimately you need to keep pace or you will be left far behind. 

It is important to have a people strategy that considers how you plan to attract, acquire, engage and uplift talent around the life cycle to ensure the top digital capability is in the building at all times. 

The clients I see winning have a clear capability plan linked to their growth agenda and leverage a partner ecosystem that offers innovative learning solutions.

This challenge has ultimately brought us to a partnership with Academy Xi, where we are leveraging their skills to offer bite size learning opportunities at different points of the talent lifecycle to ensure top talent is up to date on critical skill requirements.  

What can businesses and individuals do to progress in their digital maturity? 

Upskill their business from the top down. 

They can ensure that all employees are digitally literate and have a base-level understanding of customer centric practices such as Co-creation, Human Centered Design, User Experience and Agile ways of working. From there, they can then target areas of the business that require deeper learning and ongoing capability development to keep pace.

It is also really important to attract top talent into key roles, especially in leadership positions where the vision and strategy are being set. I suggest working on developing a unique employment value proposition that will attract top talent and developing an innovative attraction and recruitment approach that will engage top talent now and into the future.

Want to ramp up your digital efforts straight away? Check out Academy Xi’s Intro Courses and Upskilling Workshops for teams and businesses.

Academy Xi Blog

Product Management versus Project Management

By Academy Xi

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It’s not uncommon for confusion to arise when it comes to Product and Project Management. Both disciplines are often abbreviated to ‘PM’, they share a range of common skills and there is a crossover between their functions, however, the responsibilities are very different. 

Let’s wade in and try to establish some clarity.

At a glance:

  • The fundamental difference
  • What is product management & what does a Product Manager do?
  • What is project management & what does a Project Manager do?
  • So, what do these roles have in common?
  • Agile Scrum Methodology – at a glance
  • Top picks for software
  • Are Product Managers and Project Managers in-demand?
  • How much can you earn as a Product Manager or Project Manager?
  • How can I become a Product Manager or Project Manager?

The fundamental difference 

Essentially product managers manage products, project managers manage projects.

Where one is high level and strategy focused, the other is a driver of specific tasks.

  • Product Managers define high level goals and objectives and then create a comprehensive strategy.
  • Project Managers oversee the resourcing and scheduling of the approved strategy to enable the elements to ‘get done’. 

There’s a bit more to it than this top line summary of difference, so let’s dig into the details.

What is Product Management & what does a Product Manager do? 

The organisational function responsible for a product’s overall success is known as Product Management.

Product Managers are at the intersection of all individuals, teams and stakeholders involved in what is known as the ‘lifecycle’ of a product. 

Product Managers:

  • discover the challenges and needs of their customers via research
  • define a product vision, meeting the customer needs and reflecting business goals
  • ensure the product concept aligns with market needs to confirm viability 
  • create a comprehensive strategy to build solutions that satisfy all of these elements
  • continually improve on existing products using data-driven insights.

Each step from coming up with the idea and designing the strategy, through to delivering it to market and making ongoing improvements is driven by the Product Manager. They devise and maintain the product roadmap to align all involved in the journey – it is a highly collaborative role. The key to this gig is always being a passionate advocate for the customer – their needs must be at the heart of the entire process. 

What is Project Management & what does a Project manager do?

Where Product Management is functioning on a strategic level, Project Management is all about organising and guiding the completion of specific tasks that exist within the overarching strategy.

The role of the Project Manager doesn’t come into play until the strategy (as defined and created by the Product Manager) has been approved. 

Once off the starting blocks, the Project Manager is a vital element in ensuring the plan goes smoothly. They are responsible for: 

  • Scoping out each project element
  • Overall scheduling of these initiative timelines
  • Allocating resources across all projects (time, budget, staffing)
  • Being aware of any significant risks prior to project commencing
  • Executing the elements of the project plans
  • Monitoring and tracking the project process 
  • Regular communication to all relevant stakeholders about overall progress.

Key attributes of a great Project Manager include fantastic communication skills, time management prowess and strong leadership qualities. 

What do these roles have in common?

Product Manager in a meeting with colleague

It’s safe to say that well-tuned soft skills are a necessity for both Product and Project Managers. 

Most importantly, effective communication skills are required as they deal with a wide variety of stakeholders both in house and externally to the organisation they are supporting. 

Being adept at developing one-on-one relationships with team members, while simultaneously building team cohesion is quite a skill and hugely benefits both of these roles  – the focus being on creating a team culture that fosters open communication, respect and empathy. 

Skills of persuasion are also integral as they will often need to get ‘buy-in’ from teams and individuals that they do not directly manage. This can be quite a challenge when you’re needing people to deliver specifics to get the job done. 

Agile Scrum Methodology – at a glance

Agile Scrum Methodology is a popular project management system that takes a sprint-based approach, working to the goal of delivering the best possible outcome and value to all stakeholders. It is a system used by both Product and Project Managers alike.

  • What is Scrum?

A framework that enables effective collaboration among teams working together on complex projects or products. This approach can benefit any team working toward a common goal.

  • What is Agile?

A process that allows teams to more efficiently manage a project by breaking it down into several stages, with stakeholder feedback gathered to improve at each increment.

By working in two to four week ‘sprints’, stakeholder feedback is gathered and integrated into the next sprint, where appropriate. This enables the product or service to develop quickly and reflect the needs of the stakeholders, compared to other project management methods that build an entire product or service in only one stage – from beginning to delivery – which is slower and may not deliver the same business value.

Top picks for software

There are many software options on the market, with most being some version of an online collaborative app where anyone working on a project can see what they’re supposed to do and when and enable you to record progress on your assigned tasks. They give an overview of the project and can show if it’s on target to meet budget and timeline requirements.

Here are a few examples of specific software that is currently popular with both product and project managers in collaborating with teams and hitting deadlines. While there isn’t any Product Management specific software, there are features in Jira that are particularly suitable for Product Managers such as Advanced Roadmaps.

Product Management Tools logos: TeamGantt, Jira, Asana, Monday.com
  • Jira: Plan, track, release and report with this widely popular project product management software.
  • Asana: Track, manage and connect your projects across any team. This platform enables all stakeholders to discuss work in one place.
  • Monday.com: Plan, organise and track your team’s work in one place on this highly visual and intuitive platform.
  • TeamGantt: Project planning software that brings gantt charts online. You can plan, schedule and manage projects with this free software and invite clients and teams to collaborate.

Are Product and Project Managers in-demand?

In short, yes!

Overall, the global economy has become more project-oriented – this is largely due to digital transformation and the requirement for most industries to get online and have tech based solutions to meet market demands, lest they be left behind. 

Industries that were previously less project-oriented are now requiring digital services and products, particularly in health care (hello COVID) and professional services.

There is an increasing gap worldwide between employers’ needs for both skilled product and project managers and the availability of professionals to fill those positions.

Product Management positions are particularly challenging to fill due to the diverse skills and capabilities required and has one of the fastest growing skills gaps in Australia. (1)

When it comes to project management, the labor force is expected to grow 33 percent across 11 countries by 2027, with employers needing nearly 88 million individuals in project management roles worldwide.(2)

How much can you earn as a Product Manager or Project Manager?

Amongst the highest paid roles in tech across Australia and the United States (3), the current average Project and Product Manager salaries come in at $120,000 AUD (4) (5). Those with more experience in these roles can take home in excess of $150,000 a year. (4/5). 

How can I become a Product manager or Project Manager?

Getting the right training under your belt is a strong start to establishing your career as a Product or Project Manager. 

Ideally, you want to study a course which offers you as much practical experience as possible. Training which includes working on real-world projects is an added bonus, as you will be putting your new skills to the test on something that’s personally relevant to you or your business. 

Academy Xi offers industry focused courses in both Product Management and Project Management, with a focus on digital to ensure that you are job ready by graduation. Class sizes are small, socially engaged and guided by industry experts.

We offer the following courses in Product and Project Management: 

Check out the upcoming course intake dates for all of our online courses. 

I’ve managed a lot of traditional/ offline projects. Should I still upskill?

Without a doubt, gaining digital-specific project management skills is a great investment in your future. Academy Xi offers industry focused part-time, online courses to elevate your skills to the next level. Designed and taught by passionate industry experts, the training will empower you to stay ahead of the industry curve. Discover more by reading our blog post ‘5 reasons to invest in upskilling’

Product Management review at Academy Xi

Academy Xi Blog

Student Spotlight: Imogen Abandowitz

By Academy Xi

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With a background in International relations and languages, Imogen always knew she wanted to work in communications, with a people focus. Training in digital marketing has provided her with exactly that. 

Hi Imogen! Can you tell us about what you were doing before studying Digital Marketing at Xi?

Right before Xi I was working in the University space in business development. Prior to that, I studied my Bachelor’s Degree in International Relations and Languages in Melbourne and worked in Community Development and Partnership Engagement.

What encouraged you to study Digital Marketing?

My previous degree was very general. I knew that I wanted to work in communications and I am passionate about content creation and imagery, but I was after a substantial training experience where I could walk away with specific knowledge and skills. Something distinct. Digital Marketing felt like the perfect fit.

Why did you choose Xi for your training?

I had spoken to a number of friends and colleagues who recommended the Digital Marketing Elevate course at Xi, so that definitely helped my decision. I also liked that it was all online so it was accessible. Compared to other training options it was also well priced. During the pandemic last year I had some extra time up my sleeve, so I registered!

How has studying Digital Marketing at Xi helped your career?

Since graduating I have started working for a travel and fundraising agency, Inspired Adventures, as their Campaign Manager. We take people on incredible trekking challenges around Australia while fundraising for causes they are passionate about. We work with charities with missions in Public Health, Environment and social change.

I really love my job and do my best in the role with all the charities we work with. It’s really meaningful work for me, to contribute to the success of their campaigns and fundraising goals. 

I do a lot of work with all of the charities across the campaign lifecycle, so digital marketing is certainly a part of that. I definitely think that the digital marketing training with Xi helped me to land the job. The training has given me the ability to provide strong recommendations and help them with their campaigns and overall marketing success.

Was there a training highlight for you?

For me the biggest highlight was developing the portfolio piece. I had a freelance client at the time, so I based my portfolio piece on that project. Originally I had set out to freelance and then thought to upskill with this training. It was great to have the support of the mentor and my classmates when I was starting out.

How did you find the online learning experience?

I was blown away by how the course was put together and loved the fortnightly catch ups with my group. There were about 12 of us from all over the country, regional areas and major cities. The course structure and delivery kept us all engaged with the topics we were covering each week and a lot of the resources were very comprehensive and super helpful. I liked the mixture of mediums used for course instruction – video content, written and live tutorials – it worked well. I also really enjoyed the quizzes and having break out rooms to discuss concepts with my classmates. 

Mark Knobel was my tutor and presenter and he was very helpful in explaining key concepts and guiding the direction of the course. He really helped keep us motivated, with everyone having different commitments outside of study that was super helpful.

Any plans to study further?

I would love to do more training in content creation – blogging, podcasts and user experience design all interest me. In the digital age we are living in, no matter which industry you work in, I believe marketing and effective communication are crucial.

Would you recommend training at Xi?

Definitely. The Digital Marketing training is an affordable, accessible and practical course that guides you through developing a project to showcase in a portfolio. It has helped me build confidence in business and innovative digital skills. 

I have a lot of friends who were generalists like me that I’ve recommended this training to. Having the digital marketing training is specific, applied knowledge that I really needed. I would certainly recommend studying with Xi.

Connect with Imogen on LinkedIn

Check out the amazing work of Inspired Adventures