Student Stories

Chris Lucarelli

Postgraduate Diploma

"The course is very engaging and even if you think you know everything there is to know about digital marketing, the pace of change is so rapid, there is no way you can stay on top of each development"

Tell us a bit about your experience before the Digital Marketing Institute

I am a former practicing solicitor and partner in a law firm specializing in litigation for many years. As the profession became more competitive I gravitated towards marketing and business development, resulting in me undertaking the Chartered Institute of Marketing exams. Ultimately, I moved from being a lawyer to becoming a Chartered Marketer, setting up my own marketing and business development consultancy for professional services firms, Cal Partners.

What influenced your decision to study digital?

In my marketing roles and through working collaboratively with a wide range of external agencies, I had developed a considerable amount of knowledge and experience on the digital side. I realized that digital marketing played a central role in the mix and decided that I wanted to reassure myself what I knew and didn’t know and in turn fill in any gaps.

Why did you choose to study with the Digital Marketing Institute?

Having extensively researched available courses I chose the Digital Marketing Institute because of its extensive syllabus, relevance and delivery methods. Given that I was still working full time, the online delivery, updates, forums and ease of contact with the e-learning manager was ideal.

Since completing the course in the Digital Marketing Institute, how has your Career progressed?

I have set up my own consultancy, Cal Partners, providing specialist marketing and business development support to professional services firms. We help professional services organisations such as solicitors, barristers, accountants, insolvency practitioners, financial planners attract and retain their ideal client base. A large component of this support is through digital marketing. Having successfully completed the Post Graduate Diploma demonstrates my level of experience and competence in the fast moving environment of digital marketing.

Is there any advice you would give to new or future students at the Digital Marketing Institute?

The course is very engaging and even if you think you know everything there is to know about digital marketing, the pace of change is so rapid, there is no way you can stay on top of each development. Also, do not underestimate the amount of time and commitment the course requires, it is a Post Graduate Diploma requiring a lot of work and effort – challenging if you are fitting this around day to day work. You have got to want to do the course and will gain from it as much as you put in. In this respect, ensure that you fully access and utilize the many resources the Digital Marketing Institute provides and use the course as an opportunity to make new connections with fellow students from across the globe.

In one word, how would you describe your time in the Digital Marketing Institute?


Whether you’re a recent graduate or a professional who needs to upskill, the postgraduate diploma will provide you with digital skills, knowledge and experience to drive your career forward.

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