Building practical marketing skills through hands-on workshop experience
Why we focus on workshops
We started Нуреrliquid in 2019 because we noticed a gap. People were taking courses that taught theory but struggled when it came time to actually build a marketing plan or run a campaign. The disconnect between what they learned and what they could do was frustrating for everyone involved.
Workshops gave us a better format. When participants work through real scenarios — building buyer personas from actual data, mapping customer journeys for specific products, or testing ad copy variations — they understand how these pieces connect. The learning sticks because it's tied to action.
Our approach keeps evolving based on what participants tell us works. Some want more time on analytics interpretation. Others need help with content planning systems. We adjust the exercises and examples to address these specific needs rather than following a fixed curriculum that doesn't flex.
Located in Dublin, we've built connections with local businesses who share case studies and occasionally host site visits. This gives our participants access to real marketing operations and the chance to see how different organizations approach common challenges.
How we structure the learning experience
Real campaign analysis
Participants examine actual marketing campaigns — some successful, some that missed their targets. We walk through the decision points, budget allocations, and performance metrics to understand what drove specific outcomes.
Applied frameworks
Rather than just presenting marketing frameworks, we use them to solve specific problems during workshops. Participants build positioning statements, create content calendars, or design attribution models using the tools they'll actually need in their work.
Collaborative problem-solving
Small group exercises let participants tackle challenges together — debating channel selection, critiquing messaging approaches, or prioritizing tactics within budget constraints. Different perspectives usually lead to stronger solutions.
How Нуреrliquid developed
Starting with fundamentals
Launched with basic workshops covering digital marketing essentials. The early sessions focused on helping local businesses understand analytics platforms and social media advertising basics. We kept groups small to allow for individual questions.
Expanding topic coverage
Added specialized workshops on email marketing automation, content strategy development, and conversion optimization. Participants asked for more depth on specific channels, so we developed multi-session tracks that allowed progressive skill building.
Industry collaboration
Established partnerships with Dublin-based companies willing to share their marketing operations. These relationships gave workshop participants access to real campaign data and the chance to work through actual business challenges during sessions.
Refined workshop formats
Current workshops balance instruction with extended practice time. Participants spend roughly half of each session working through exercises with instructor feedback. We've also added optional review sessions for those wanting extra help with specific concepts.
Who leads the workshops
Søren Viklund
Lead InstructorSøren spent twelve years managing marketing for SaaS companies before transitioning to teaching. He focuses on practical tactics that small teams can actually implement without massive budgets.
Strategic planning
Helps participants develop marketing plans that align with specific business objectives and resource constraints. The focus is on prioritizing tactics that make sense for each organization's situation rather than following generic best practices.
Analytics interpretation
Teaches participants how to extract actionable insights from marketing data. Workshops cover setting up proper tracking, identifying meaningful metrics, and making decisions based on what the numbers actually show rather than vanity metrics.
Content development
Guides participants through building content systems that support their marketing goals. Sessions address audience research, topic generation, production workflows, and distribution strategies based on available resources.
Budget optimization
Works with participants to allocate limited marketing budgets across channels and campaigns. The approach emphasizes testing assumptions, tracking ROI accurately, and adjusting spend based on performance rather than industry benchmarks.
Workshop outcomes
Workshop environment
Start building practical marketing skills
Our next workshop series covers marketing plan development, campaign execution, and performance analysis. Sessions run twice monthly with limited enrollment to ensure individual attention.