Target profiles
Each program starts from a written description of the job it prepares you for: the work, the decisions, and what good looks like.
How aFactor works
How aFactor prepares you for roles that matter.
Take the free role-fitment test, pick one of three 16-week programs, learn through 48 live sessions and short recorded lessons, and finish with a capstone. Here is how the system works, in plain steps.
The system
A system built on roles, competencies, and readiness.
Most professional training is built around tools. Platforms change their interfaces, algorithms shift quarterly, and yesterday's certification becomes tomorrow's footnote. aFactor takes a fundamentally different approach.
Each program is built around one channel and the work people in that job do: SEO, paid media on Google Ads and Meta Ads, or organic social media.
Each role is mapped to a set of measurable competencies drawn from the aFactor Competency Model, which defines ten universal domains that every digital marketing professional needs - weighted differently for each role.
Programs are then built to develop those specific competencies. Assessment is diagnostic: it measures how you think and decide under ambiguity, not what you have memorised. The result is a system where every element - from the Role Framework to the three AI-led programs - connects to a defined professional outcome.
Diagnostic thinking
The role-fitment test gives you work situations with no obvious right answer and looks at how you decide.
Four steps
Define. Assess. Build. Prove.
The aFactor model follows a structured progression - from role clarity through diagnostic assessment to competency development and portfolio proof.
01
Explore defined roles
Seven digital marketing roles, each with a distinct competency profile. You start by understanding what the role truly requires - not what a job listing says.
Explore framework →02
Assess your readiness
The free role-fitment test measures how you approach decisions under ambiguity. It identifies your strengths, gaps, and starting point - and produces a calibrated profile across ten competency domains.
Understand the assessment →03
Build specific capability
Pick one of three 16-week programs: Digital Discovery, Digital Acquisition or Digital Attention Excellence (SEO, PPC or Social Media Organic), each with 48 live sessions, MSDS built in and a capstone.
Browse catalogue →04
Prove your competence
Graduate with portfolio proof - project work that demonstrates what you can do, not just what you studied. Competence becomes visible to employers and to yourself.
Why this works
Why roles and competencies, not tools and certificates.
Tools change. Platforms update their algorithms. But the competencies that define a Performance Marketing Specialist or a Content Strategist remain structurally stable.
The advertising interface you mastered six months ago may look entirely different by next quarter. But strategic thinking, audience analysis, channel orchestration, and data interpretation - these endure regardless of which platform dominates.
This is why aFactor trains for roles, not for today's toolbar. Certificates that prove you can navigate a specific interface have a short shelf life. Competence in the underlying discipline does not expire.
When you understand the principles of performance measurement, you can apply them on any platform - current or future. See the three programs, or take the free role-fitment test to find your starting point.
At a glance
The whole system, on one screen.
Every element of aFactor connects. Here is the architecture at a glance - the inputs you bring, the instruments we apply, and the outputs you leave with.
Defined pathways7 RolesMapped to industry needs
Competency model10 DomainsWeighted by target role
Assessment time45 min20 scenario items
System inputs & outputs
Live
Target roleYou choose
Diagnostic profileWe measure
Program pathCalibrated
Capstone projectYou build
Portfolio proofYou leave with
Start with a diagnostic.
Fees are not published. Fill in Get fees and dates on a program page and the admissions team sends the brochure and fees. Not ready yet? Free 60-minute masterclasses run every Saturday.
The assessment takes approximately 45 minutes and gives you a clear picture of where you stand. Every result includes a path forward.
Take the free role-fitment test →