scott

Marketing consultancy
and education

I teach and assess marketing, support football clubs, and build websites and tools.

I work with training providers, universities, awarding organisations, and businesses. I’ve worked in marketing since 2006 and hold a PGCE in Post-compulsory Education and Training.

Explore my work ↓Get in touch ↗
Scott Goodacre
01 / Education

Marketing education

I work with training providers, awarding organisations, universities, and businesses. Assessment and quality assurance, curriculum development, and teaching are at the heart of what I do.

01

Assessment & quality assurance

I support training providers, universities and awarding organisations with assessment and quality assurance across marketing education. My experience brings together end-point assessment, examining and internal and external quality assurance.

More about this work

Assessment delivery

Portfolio review, professional discussion and assessment of learner work, with evidence-led decisions and constructive feedback.

Quality assurance

Sampling, moderation and review of assessment decisions and materials, helping you identify where practice can improve.

Standardisation

Support for assessor teams to build a shared understanding of standards and apply them consistently.

Typical projects

  • Assessment support for marketing apprenticeships
  • Review of assessment briefs and marking guidance
  • Sampling and moderation of learner work
  • Standardisation sessions and quality review preparation

My assessment experience includes Level 3 Content Creator and Multi-channel Marketer, Level 4 Marketing Executive and Level 6 Marketing Manager apprenticeships, alongside professional marketing qualifications.

02

Curriculum & qualification development

I help turn programme requirements into learning that makes sense to the people delivering it and the people taking part. Whether you are designing something new or reviewing an existing programme, the starting point is what learners need to know and be able to do.

More about this work

Programme design

Learning outcomes, module structure and schemes of work that connect knowledge, practical skills and assessment.

Teaching resources

Session materials, tutor guidance and workplace activities designed to help learners put ideas into practice.

Assessment design

Briefs, projects and supporting guidance that give learners a meaningful opportunity to demonstrate their knowledge and skills.

Typical projects

  • Apprenticeship modules and learning resources
  • University modules and assessment briefs
  • Professional qualification content
  • Reviews of existing programmes and learning pathways

My development work spans apprenticeship resources, university modules, professional qualifications and training programmes. It draws on experience of teaching and assessing the material, as well as designing it.

03

Teaching, workshops & professional development

I teach marketing across apprenticeships, higher education and professional qualifications, and deliver practical workshops for businesses and industry organisations. Sessions connect the principles behind marketing with the decisions people make at work.

More about this work

Teaching & guest delivery

Associate lecturing, module delivery and guest sessions for apprentices, undergraduates and postgraduate learners.

Business workshops

Accessible sessions for people responsible for marketing, including small business owners with limited time or formal training.

Speaking & facilitation

Conference sessions, professional development, panel discussions and workshops shaped around your audience.

Typical projects

  • Marketing strategy and planning
  • Content, digital and social media marketing
  • Branding and customer experience
  • Tailored workshops and professional development

I hold a PGCE in Post-compulsory Education and Training. My teaching experience includes JGA Group, NBSL, NSBS, nesma and the University of Sunderland.

Scott delivering a marketing session at Your Digital Future
Teaching at Your Digital Future

Some of my clients

Who I work with, and how

Training providers

Apprenticeship resources, assessment, standardisation, and support alongside your delivery team.

Awarding organisations

Qualification content, assessment materials, and quality assurance, informed by examining and delivery experience.

Universities

Module development, assessment, associate teaching, and guest sessions for undergraduate and postgraduate marketing programmes.

Businesses and industry

Practical workshops and professional development for small business owners and industry professionals.

We start by discussing your learners, priorities, standards, and timescales. Then we agree the scope and outputs, with opportunities to review progress as the work develops. You work directly with me throughout.

02 / Writing & football

The Online Rule

The thinking behind football marketing

Read The Online Rule ↗

I’m interested in why clubs make the decisions they do, the people behind those decisions, and what other marketers can learn from them.

I started The Online Rule in 2013. Today, it’s my independent newsletter about football marketing, bringing together analysis, research, and conversations with people working in the industry.

I write about club brands, supporter behaviour, social media, and the ideas behind campaigns. The aim is to help people understand the thinking behind the work and apply it in their own context.

It’s written primarily for people working inside clubs, as well as the agencies and professionals supporting them. You can read it on Substack and subscribe by email.

Beyond the newsletter

I also support football clubs privately with content strategy, analytics training, and setting up tracking to correctly monitor ecommerce and ticketing sales. This work sits alongside my writing and industry work, giving me a direct understanding of the challenges marketing teams face.

I’ve worked with West Ham, Brighton, Leyton Orient, Sunderland, Dunfermline, and Southampton.

Football Business Inside Network

My work with Football Business Inside Network (FBIN) connects that interest with education: developing learning, contributing to industry conversations, and facilitating sessions and panels for football professionals.

Scott speaking with a microphone at the FBIN Commercial Excellence Summit
Commercial Excellence Summit
Scott moderating a panel on fan relationships at the FBIN Marketing Excellence Summit
Marketing Excellence Summit
Scott speaking alongside panellists at the FBIN Management Excellence Summit
Management Excellence Summit
03 / Websites & digital projects

Websites and tools

I build websites for businesses and develop my own digital projects.

Website development has been part of my marketing work alongside teaching and writing. My projects include business websites, publishing platforms, and tools for everyday marketing tasks.

I’m interested in the connection between content, design, and usefulness: what someone needs from a website, how they find it, and what they can do next.

Selected websites

Durham Wellnessdurhamwellness.co.uk ↗ Dicksonsmidickson.com ↗ North Chocolatesnorthchocolates.co.uk ↗
A project I’ve built

Adframe

Explore the tools ↗

Adframe is my suite of browser-based tools for planning, creating, and analysing marketing work. It goes beyond ad previews to support the practical tasks marketers work on every day.

01

Plan

Audience segments, campaign budgets and timelines, content calendars, marketing briefs, and social media strategy.

02

Create

Ad, email, and social content previews, case studies, QR codes, image resizing, carousel splitting, and safe zone checks.

03

Analyse

Marketing ROI calculations, customer-focused writing checks, and consistent campaign tracking links.

If you’d like to discuss a website or digital project, get in touch.

04 / My background

About me

I’ve worked in marketing since 2006, across digital, communications, strategy, and business development.

That includes head of marketing roles in education and housing. An invitation to lecture at university shortly after graduating introduced me to teaching, and I completed a PGCE in Post-compulsory Education and Training in 2011.

Since then, I’ve taught apprentices, undergraduate and postgraduate students, professional qualification learners, and business owners. Assessment and curriculum work sit alongside that teaching, so I see programmes from several perspectives.

Across all of it, I want to help people understand why a marketing decision makes sense, what evidence supports it, and how to put it into practice.

More about my experience on LinkedIn ↗

Get in touch

Let’s have a conversation

About teaching, a programme you’re developing, football marketing, or something you’d like to build. You don’t need a finished brief.

Find me on LinkedIn ↗