Course Description

This is a self-paced course that will provide you with a basic framework for planning your own marketing activity.

Marketing can be seen as a dark art by some who are new to running their own business. If it's an edge for you - don't worry. You're not alone! That's why this course has been created to help break marketing down into its most basic form as a four-step framework. Following each step of the framework will enable you to plan your own marketing activity for your new business. Across the 10 modules, we look at what marketing actually is, talk through each of the four steps of the framework in detail, and look at social media, websites, partnership marketing, and offline tactical marketing opportunities that you may not otherwise have considered. We'll also look at what branding is (spoiler alert - it's more than just a name!) and the importance of it growing your business. 

Everyone who enrolls in the course is also invited to quarterly live Q&A sessions (via zoom) where you can pick your trainer's brain on anything related to marketing.  

Whilst many of the examples given in this training course relate to those of you embarking on becoming Nature & Forest Therapy Guides, the basic framework covered can as easily be applied to any other small business that you are looking to set up.

If you have any questions or queries about this training course - please contact Holly direct at


Holly Barber

Before training to become a Nature & Forest Therapy Guide with the ANFT in 2020, Holly spent over 20 years working in various marketing roles. Initially studying for a degree in Leisure Marketing at Bournemouth University she went on to study with the Chartered Institute of Marketing, the Institute of Sales Promotion (now the Institute of Promotional Marketing), the National Social Marketing Centre, and completed her mini MBA in Marketing under the direction of one of the world's most esteemed professors of Marketing, Mark Ritson. She's worked for a variety of brands including Walt Disney Studios, American Express, Wilkinson Sword, Ordnance Survey, and the RSPCA. Holly is based in the UK and runs her own well-being through nature connection business, The Eco Monkey teaches EcoNIDRA, and was the first person in the UK to become a certified Wellbeing Inspired by Nature Consultant. She is also a freelance marketing consultant.

Course curriculum

  • 1

    Module 1 - Introduction

    • Welcome to this training course!

    • Group Q&A

  • 2

    Module 2 - What is marketing?

    • Introduction to the module

    • Definitions of Marketing

    • Jargon Busting

    • Types of Marketing

    • Basic Principles of Marketing

  • 3

    Module 3 - What?

    • Introduction to the module

    • Defining your offering

    • SWOT Analysis

    • Exercise

  • 4

    Module 4 - Who?

    • Introduction to the module

    • Targeting and profiling

    • Ideal Customer

    • Essential qualities

    • Desirable qualities

    • Exercise

  • 5

    Module 5 - Where?

    • Introduction to the module

    • Where are your who?

    • Online

    • Offline

    • Exercise

  • 6

    Module 6 - How?

    • Introduction to the module

    • Tactical marketing activity

    • The make up of your message

    • Photography

    • Social Media

    • Promotional Marketing

    • Ticketing

    • Websites

    • Exercise

  • 7

    Module 7 - Branding

    • Introduction to the module

    • What is a brand?

    • What's in a name?

    • Briefing a designer

    • Brand consistency

  • 8

    Module 8 - Partnerships

    • Introduction to the module

    • Types of partnerships

    • Pros and cons of partnership working

  • 9

    Module 9 - And finally ...

    • Introduction to the module

    • Authenticity and marketing

    • Pricing

    • Monitoring results

    • Final Thoughts

  • 10

    Module 10 - Round Up

    • Introduction to the module

    • Recap Quiz

    • Congratulations!