What’s Included in the Marketing Mentorship Program

Most marketing graduates leave university with a solid understanding of marketing theory. What they’re often missing is practical experience, commercial judgement and the confidence to apply their knowledge in a real business.

Without an experienced marketing manager to guide them, graduates can spend months trying to work things out for themselves, leading to slow progress, inconsistent marketing, missed opportunities and frustration for both the graduate and the business.

The Marketing Mentorship Program bridges that gap.

Over six months (25 weeks), your graduate receives 50 hours of mentoring with Emma, an experienced B2B Marketing Communications Manager. Every session combines structured learning with practical coaching tailored to your business, your industry and the projects your graduate is working on.

Rather than generic training, your graduate receives ongoing guidance, feedback and support as they build the knowledge, confidence and commercial thinking required to become an effective in-house marketer and an asset to your business.

How the program works

Each week includes two one-hour mentoring sessions.

Session One – Introduction and Exploration

Your graduate works through a practical marketing framework covering the core disciplines of B2B marketing. Each topic is explored through the lens of your business, ensuring the learning is immediately relevant and applicable.

Session Two – Application and review

The second session focuses on applying those principles to real work. Your graduate can seek advice, review current projects, solve marketing challenges and receive guidance before making important decisions.

What your graduate will learn

Understanding the business

Effective marketing starts with understanding the organisation.

Your graduate will learn how to:

• Understand your products, services and value proposition
• Learn how your business generates revenue
• Understand internal stakeholders and business priorities
• Align marketing activities with commercial objectives

Understanding customers and competitors

Graduates learn how to think like strategic marketers rather than content creators.

Topics include:

• Identifying ideal customer profiles
• Understanding customer needs and buying behaviour
• Mapping the customer journey
• Researching competitors
• Identifying market opportunities
• Developing compelling positioning

Building a strong brand

A consistent brand creates trust and supports long-term business growth.

Topics include:

• Auditing the current brand
• Defining brand positioning
• Developing company personality
• Creating a distinctive tone of voice
• Shaping an authentic employment brand
• Maintaining consistency across every customer touchpoint

Marketing strategy

Graduates learn how to move beyond tactics and contribute strategically.

Topics include:

• Setting marketing objectives
• Developing marketing strategies
• Creating practical implementation plans
• Prioritising activities
• Aligning marketing with business goals
• Measuring success

Communicating with leadership

One of the biggest challenges for new marketers is communicating effectively with senior management.

Your graduate will learn how to:

• Present marketing strategies with confidence
• Explain recommendations using commercial language
• Develop persuasive business cases
• Report progress clearly
• Influence stakeholders
• Manage expectations and communicate upwards

Marketing communications

Graduates develop the practical communication skills required to support a growing B2B business.

This includes developing:

• Company newsletters
• Website content
• LinkedIn and social media communications
• Brochures and capability statements
• Case studies
• Award submissions
• Product and service launch communications
• Major company announcements
• Internal communications
• Media releases where appropriate

Content planning

Rather than creating content reactively, graduates learn how to build systems that consistently support business growth.

Topics include:

• Creating a content strategy
• Developing a content library
• Editorial planning
• Repurposing content across channels
• Maintaining consistent messaging

Marketing operations

Practical marketing also requires strong organisational skills.

Graduates learn:

• Marketing reporting and performance analysis
• Managing marketing budgets
• Measuring campaign outcomes
• Working with external suppliers
• Planning projects
• Managing competing priorities

Crisis communications

Businesses occasionally face difficult situations.

Graduates are introduced to the principles of:

• Preparing communication plans
• Responding professionally during challenging situations
• Protecting organisational reputation
• Communicating with confidence during periods of change

Every program is tailored

No two businesses are the same, so no two mentorship programs are identical.

The structure remains consistent, but every discussion, example and coaching session is tailored to your business, your customers and the work your graduate is responsible for.

That means your graduate isn’t just learning marketing, they’re learning how to market your business.

The outcome

By the end of the six-month program, your graduate will have developed the confidence, commercial awareness and practical marketing skills to contribute more strategically to your organisation.

Instead of simply completing marketing tasks, they’ll understand why they’re doing them, how to prioritise their work, how to communicate with leadership, and how to make marketing decisions that support business growth.

For your business, that means a more capable marketer, faster development, fewer costly mistakes and greater confidence that your marketing investment is delivering value.