A course for anyone interested in how a start-up can achieve success. Marketing requires an awareness of your target, customers, competitors, partners and many more. It is the driving force behind new propositions and the basics of branding, so plays a central role in influencing purchasing decisions. We focus on how you can create a marketing strategy for a new company that could propel its business into the mind of its target customer, and help to navigate the ever-evolving landscape of social media, content creation, and data analytics. A weekend of innovation, to transform your marketing approach and drive your startup to new heights!
Course Dates
Course details
Academic team
Course information
Who is this course for?
Our weekend courses are open to all adult learners with an interest in the subject and are taught at approximately first-year undergraduate level.
Please complete any required reading before the course starts. This will allow you to fully participate and get the maximum enjoyment out of your course.
Course content
Good marketing can help a start-up become visible, relevant and memorable to the customers it hopes to reach. This practical weekend course gives you the foundations to make confident marketing decisions, use limited resources well and build a strategy that can grow with your business.
You will start by understanding your market: identifying your target customers, exploring their needs, and assessing competitors, partners and market trends. This insight will help you position your offer and explain what makes it valuable. You will then shape a compelling brand identity that communicates your distinctive value and resonates with the people you want to reach.
From there, you will develop a focused go-to-market plan for launching a product or service, choosing suitable customers and channels. You will explore cost-effective ways to attract and retain customers, including digital marketing, content creation and partnerships. You will also consider how social media and other digital platforms can build awareness and support meaningful engagement.
Marketing is an ongoing process, so you will learn how to track performance, interpret useful metrics and improve your approach based on results. The course brings these ideas together in a sustainable marketing plan aligned with your business goals.
You will leave with a clearer understanding of how to connect market insight, brand, customer acquisition and measurement along with a practical foundation for building awareness, earning attention and supporting long-term start-up growth.
Aims
This course aims to:
- equip entrepreneurs with foundational marketing skills: provide a practical understanding of core marketing principles, including market research, brand positioning, and customer engagement, tailored to the unique challenges faced by startups
- enable cost-effective customer acquisition and growth: teach you how to leverage limited resources to develop impactful marketing strategies, build brand awareness, and attract and retain customers through innovative and budget-friendly approaches
- develop a sustainable marketing strategy: help you design and implement a long-term marketing plan that aligns with their business goals, ensuring scalability, adaptability, and measurable success in dynamic market environments
What to expect on this course
Real-world examples and case studies from successful startups provide actionable insights into what works and what doesn’t in the early stages of business growth.
Learning outcomes
As a result of the course, you will gain a greater understanding of the subject and you should be able to:
- be equipped with a clear roadmap to develop and execute a high-impact marketing strategy
- ensuring you can attract customers
- foster brand loyalty and grow your business
Each weekend course features 7 sessions (1.5 hours each) running from Friday evening to Sunday lunchtime, plus regular breaks for meals and refreshments. On Saturday there’s also a longer break after lunch to relax, read or enjoy the gardens of Madingley Hall.
Course schedule and sessions
Please arrive between 4.30pm and 6.30pm. You can meet other course members in the Bar, which opens at 4.30pm. Tea and coffee-making facilities are available in the bedrooms.
Friday
| Time | Activity |
|---|---|
| 7:00pm | Dinner |
| 8:30pm to 10:00pm | Understanding Your Market: Learn how to identify and analyse your target audience, market trends, and competitive landscape to position your start-up effectively. |
| 10:00pm | Terrace Bar open for informal discussion |
Saturday
| Time | Activity |
|---|---|
| 7:30am | Breakfast (for residents only) |
| 9:00am to 10:30am | Building a Brand: Discover how to create a compelling brand identity that resonates with your audience and communicates your startup’s unique value proposition. |
| 10:30am | Coffee |
| 11:00am to 12:30pm | Go-to-Market Strategy: Develop a focused plan to launch your product or service, targeting the right customers through the most effective channels. |
| 1:00pm | Lunch |
| 2:00pm to 4:00pm | Free time |
| 4:00pm | Tea |
| 4:30pm to 6:00pm | Customer Acquisition on a Budget: Explore cost-effective marketing strategies, including digital marketing, content creation, and partnerships, to attract and retain customers. |
| 6:30pm | Dinner |
| 8:00pm to 9:30pm | Leveraging Digital and Social Media: Uncover strategies to use digital platforms and social media to build brand awareness and engage your audience effectively. |
| 9:30pm | Terrace Bar open for informal discussion |
Sunday
| Time | Activity |
|---|---|
| 7:30am | Breakfast (for residents only) |
| 9:00am to 10:30am | Measuring and Optimising Marketing Performance: Learn how to track key metrics, analyse marketing effectiveness, and refine strategies for better results. |
| 10:30am | Coffee |
| 11:00am to 12:30pm | Creating Marketing Engagement: Design a sustainable, long-term marketing plan that drives engagement to ensure continued growth and success. |
| 12:45pm | Lunch |
The course ends after lunch.
Madingley Hall: an immersive experience
Teaching and included meals take place at Madingley Hall, just 4 miles from the centre of Cambridge. A beautiful 16th-century Tudor hall, set in 8 acres of landscaped gardens designed by Capability Brown, it's a wonderful place to soak up the atmosphere, or spend free time reading and relaxing.
Stay at Madingley Hall
For the full experience, book to stay at Madingley Hall. Rooms are comfortable, with views over the woods, gardens and courtyard. Each en-suite room has Wi-Fi, TV, phone, and tea- and coffee-making facilities. Breakfast is included in the accommodation rate.
A lift gives access to two bedrooms adapted for wheelchair users. All ground floor areas can be reached once inside the building. A lift also gives access to first floor teaching rooms for those unable to use stairs. Let us know any additional requirements when booking.
Check-in is from 4.30pm and check-out is by 11.00am. Please remember to check out before your Sunday morning class starts, luggage storage facilities are available at Reception.
For more information on accommodation fees and booking options see ‘Fees and financial support’ below.
Stay nearby
If you choose to stay nearby, no problem. You’ll still be able to enjoy the grounds during the day and enjoy the award-winning cuisine in our elegant dining hall.
Meals
As a student, you'll enjoy award-winning cuisine in our elegant dining hall. Lunch and dinner are included in the course price. Lunches and Friday evening dinner are served buffet-style, while on Saturday evening, you’ll enjoy a served dinner.
Dietary requirements
If you have any specific dietary requirements or allergies, please let us know when booking.
Getting to Madingley Hall
Madingley Hall is in the village of Madingley (CB23 8AQ), 4 miles west of Cambridge. It's 60 minutes from London, with excellent links to London airports. And It's easily accessible from the M11, A14 and A428.
If you're arriving in Cambridge by train you can take a taxi to Madingley Hall. Please contact Reception (by Saturday evening) to book a taxi for your return journey.
Parking
Free on-site car parking is available and we have a small number of spaces close to the Hall entrance for Blue Badge holders.
Fees
| Weekend course | Fee |
|---|---|
| Including tuition, lunches, evening meals, tea and coffee | £475 |
| Accommodation, including bed and breakfast | Fee for Friday and Saturday night |
|---|---|
| Single room (£85 per night) | £170 |
| Double or twin room: shared with another course attendee (£65 per night, per person) | £130 |
| Double or twin room: for single occupancy (£110 per night) | £220 |
Financial support
We offer a range of concessions for our weekend courses including:
- Benefits concession: 25% reduction of weekend tuition fee, applicable to recipients of a UK state benefit.
- School concession: 25% reduction of weekend tuition fee, applicable to staff who hold a contract of employment in any school or further education institution.
- Cambridge Alumni (CAMCard) concession: 10% reduction of weekend tuition fee for Cambridge University alumni, applicable to learners with confirmed alumni status of the University of Cambridge and who are CAMCard holders.
- University of Cambridge staff concession: 25% reduction of weekend tuition fee, applicable to employees who hold a contract of employment with the University or one of its Colleges.
To apply for a concession, place your booking and supply the required proof when prompted.
A concession cannot be used in conjunction with any other concessions or bursaries, apart from the PACE Open Access Bursary or the Early Bird Concession.
Please see our concessions page for further details.
Booking a weekend course
We recommend that you book early and well before the booking deadline to avoid disappointment.
To book a weekend course and accommodation click the 'Book now' button in the course details section on this page. You'll go through to our secure bookings portal where you can create an account with us, select your booking options and make payment.
Please let us know about any dietary or support requirements when booking.
Waitlist
If the course is full, the ‘Book now’ button will be replaced with ‘Add to waitlist’. Please add yourself to the waiting list and we'll send you an email if a place becomes available.
Paying for your weekend course
You can pay for your course by credit/debit card using our secure online booking system, unless otherwise arranged.
Payment options
You can pay:
- in full at the time of booking
- in 2 instalments (the first is 15% of the full fee, and the 85% balance is due 14 working days before the course starts, which will be taken automatically if your payment card is stored in our system)
All bookings made after the booking deadline must be paid in full.
Booking deadlines
Bookings close 14 working days before the start of the course.
Late bookings
If places are available, we can accept late bookings, after the booking deadline but before the course start date.
We cannot always accommodate complex dietary/allergen or other additional support requirements for any bookings received or any requirements added after the booking deadline. Please consider this if you're asking to book after the deadline and have special requirements.
Visa requirements
It's important to be aware that entering the UK as a visitor for study purposes comes with certain expectations and restrictions.
To make sure you understand the requirements, we advise you to read the in-depth information on the University’s International Students website.
If you already have immigration permission in the UK, please inform us so we are able to confirm whether this allows you to study on the Weekend Courses.
Booking terms and conditions
Before booking your course, please make sure you've read and understood our booking terms and conditions.
We are committed to helping you make the most of your learning experience. We offer a range of support to help meet individual needs. When booking, please let us know if you have any support requirements, including accessibility or mobility needs (such as building access or adapted accommodation) or teaching and learning support. The PACE Student Support Team will contact you to discuss your needs and advise on the support options available.
