Connect the dots

MarTech is more than technology.
Learn about the data, people, and processes that make the magic happen.

What you'll learn

This course is designed to introduce the fast-moving world of MarTech including the key terms, functions, and processes that help modern organisations connect with their customers.

  • Key terms

    What does 'MarTech' even mean? What about 'personalisation' or 'customer data'? We'll cover all the common terms you're likely to hear in the world of MarTech

  • Functions & Capabilities

    What does MarTech do, and how does it all work? We'll explore the common ways organisations leverage MarTech, and the people, processes, data, and technologies that make it all work.

  • The MarTech Stack

    Heard about 'tech stacks' but not quite sure what they are? We'll take you through the MarTech stack, the layers within it, and what they all mean for you or your organisation.

What you'll get

After completing this course you won't just have watched some videos, you'll have real skills and tools you can use in your current or future roles.

  • Definitions and worked examples of key MarTech terms, trends, and frameworks to get up to speed

  • Tools to map your own MarTech stacks and identify gaps or redundancies

  • A capability checklist to measure your team's ability to drive strategies through technology

  • A certificate to publicly promote your new knowledge and skills

Course curriculum

    1. Module 2 Introduction

    2. Expert Insights: Evolution of MarTech

    3. Expert Insights: The MarTech Landscape

    4. Expert Insights: The Future of MarTech

    5. Module 2 Summary

    1. Module 3 Introduction

    2. MarTech and The Data Lifecycle

    3. Common MarTech Benefits

    4. Insights and Attribution

    5. Marketing Operations

    6. CRM and Loyalty

    7. Personalisation and CX

    8. Experimentation

    9. Module Summary

    1. Module 4 Introduction

    2. Expert Insights: MarTech as a Stack

    3. What is the MarTech Stack?

    4. Core Systems Layer

    5. Intelligence Layer

    6. Orchestration Layer

    7. Channel Layer

    8. Experience Layer

    9. Insights Layer

    10. Integration Layer

    11. Activity: Map your own MarTech Stack

    1. Module 5 Introduction

    2. What is MarTech Capability?

    3. People

    4. Process

    5. Data

    6. Technology

    7. Expert Insights: MarTech Capability

    8. Download: MarTech Capability Assessment

    9. Module 5 Summary

    10. Your Feedback

    11. Where to next?

About this course

  • 42 lessons
  • 4 Expert interviews

Your Guide

Explore the world of MarTech alongside Dr Jason Pallant, Director of Knowledge Enablement at The Lumery, and award-winning academic educator

Jason Pallant

Director of Knowledge Enablement at The Lumery

Dr Jason Pallant is Director of Knowledge Enablement at The Lumery and a Senior Lecturer at RMIT University. He has a PhD in Marketing and over a decade experience researching and consulting on delivering exceptional customer experience through technology. As the instructor of these courses, Jason combines his topic expertise with extensive experience teaching postgraduate and professional levels audiences while also drawing on interviews with subject matter experts.

Expert Interviews

Learn the key concepts of MarTech directly from senior leaders of The Lumery

Rajan Kumar

Co-Founder & CEO of The Lumery

Rajan has pioneered a unique approach to MarTech consulting, combining the optimisation of tech stacks with the development of clients’ internal capabilities, processes, and data-driven cultures, ensuring lasting outcomes can be achieved. Rajan is passionate about building high-performance teams through supportive culture and loves collaborating with forward thinkers.

Simon O'Day

Co-Founder & Head of Partnerships at The Lumery

Simon has been a serial entrepreneur since the 90s, with a track record of building successful technology and services businesses throughout North America and APAC. Simon works closely with The Lumery's leadership team to set the strategic direction of the business. He also manages the consultancy’s partnerships with global MarTech vendors, ensuring The Lumery has access to the best established and emerging MarTech tools and platforms to suit clients’ needs.

Emma Egerton

Head of Strategy at The Lumery

Emma believes in unifying business, products and customer needs to create impactful, measurable change. She has championed "the customer" for over a decade in communications, experimentation and marketing; having worked across industries link Retail, Financial Services, Property and Consumer Electronics to drive demand, growth and meaningful customer connections. Emma also lectures in all things CX after hours to support her passion for education within clients and the industry. believe in unifying business, products and customer needs to create impactful, measurable change.

Take control of your MarTech stack, starting today