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Course Description

In today’s increasingly disruptive, fast-changing and unpredictable world, as a successful business owner, what do you want to do?


1. Maximise the return you get on all your sales and marketing activities?

2. Reach out to a wider, deeper and more diversified audience base - both here and abroad?

3. Grow your brand profile wherever you need to – traditional channels, online, face-to-face or via social media?

4. Reduce your costs and ensure you are not wasting money on activities that don’t bring value for money?

5. Ensure your company has a viable, sustainable and profitable long-term future?


DNAsix® Communicator is a new e-learning programme which helps you achieve all these goals through effective business planning and communications.

It is founded on six basic principles – Strategy, Culture, Content, Community, Advertising and Data – which are then used to diagnose where the challenges and opportunities lie within businesses.

DNAsix® has been developed over the past 25 years. It combines elements of all the communications disciplines with standard business coaching. It has been used successfully on a range of organisations from start-ups, SMEs and charities to universities and large member organisations.

Course curriculum

  • 1

    Welcome to Communicator!

    • Getting Started : How to use Communicator

  • 2

    The Digital Landscape

    • Background

    • Changes in Communications

    • Channel Management

    • Creating A Modern Digital Business

  • 3

    DNAsix Diagnostic Tool

    • Where is your business right now as you start?

  • 4

    Module 1: Background to the digital landscape

    • 1. Background to the digital landscape

  • 5

    Module 2: Everything is going digital

    • 2. Everything is going digital

  • 6

    Module 3: Consequence of not going digital

    • 3. Consequences of not going digital

  • 7

    Module 4: Importance of having a proper business plan

    • 4. Importance of having a proper business plan

  • 8

    Module 5: Is your website up to the job?

    • 5. Is your website up to the job?

  • 9

    Module 6: Who owns your brand?

    • 6. Who owns your brand?

  • 10

    Module 7: What is your digital footprint like?

    • 7. What is your digital footprint like?

  • 11

    Module 8: Do you have a grip on analytics?

    • 8. Do you have a grip on analytics?

  • 12

    Module 9: Do you have clarity about your target audiences?

    • 9. Do you have clarity about your target audiences?

  • 13

    Module 10: What's your long term vision?

    • 10. What's your long term vision?

  • 14

    Module 11: Is there a growth mindset in your business?

    • 11. Is there a growth mindset in your business?

  • 15

    Module 12: Is there a basic understanding of the benefits of social media and digital communications?

    • 12. Is there a basic understanding of the benefits of social media and digital communications?

  • 16

    Module 13: Do you have focused goals for social media?

    • 13. Do you have focused goals for social media?

  • 17

    Module 14: Is everyone comfortable using social media?

    • 14. Is everyone comfortable using social media

  • 18

    Module 15: Is everyone in your team willing to innovate?

    • 15. Is everyone in your team willing to innovate?

  • 19

    Module 16: Do you have comprehensive social media guidelines?

    • 16. Do you have comprehensive social media guidelines?

  • 20

    Module 17: How to maximise the return from your digital ambassadors?

    • 17. How to maximise the return from your digital ambassadors?

  • 21

    Module 18: Do you have a strong and viable pool of content?

    • 18. Do you have a strong and viable pool of content?

  • 22

    Module 19: Do you have a plan for the type of content you need?

    • 19. Do you have a plan for the type of content you need?

  • 23

    Module 20: Do you have a timetable for uploading this content?

    • 20. Do you have a timetable for uploading this content?

  • 24

    Module 21: Who manages your online channels?

    • 21. Who manages your online channels?

  • 25

    Module 22: Can you manage and monitor your channels on the move?

    • 22. Can you manage and monitor your channels on the move?

  • 26

    Module 23: Do you listen to what is being said online?

    • 23. Do you listen to what is being said online?

  • 27

    Module 24: Do you understand digital advertising?

    • 24. Do you understand digital advertising?

  • 28

    Module 25: Do you have a budget set aside for advertising?

    • 25. Do you have a budget set aside for advertising?

  • 29

    Module 26: How secure is your data?

    • 26. How secure is your data?

  • 30

    Module 27: Are you using your data intelligently?

    • 27. Are you using your data intelligently?

  • 31

    Module 28: Are you working towards specific business goals?

    • 28. Are you working towards specific business goals?

  • 32

    Module 29: Designing a long term, viable business communications strategy

    • 29. Designing a long term, viable business communications strategy

  • 33

    Module 30: Lessons to learn

    • 30. Lessons to learn

  • 34

    Additional Resources

    • DNAsix Online Communications Planner

    • DNAsix Strategic Planner

Pricing options

(all prices include UK VAT @ 20%)

DNAsix Founder

David Taylor

David Taylor is a business communications specialist with over 25 years’ experience of the UK media scene garnered from a career in journalism, in-house media relations, PR, marketing, social media training and digital management consultancy. He is the co-author of two books on social media - Fusion, The New Way of Marketing (2011) and The Business of Being Social (2013/2015). Plus he has also contributed a chapter to a third book, out in 2019, titled The Social CEO. Unusually he has worked with charities and micro-SMEs, right up to global multinationals including BNP Paribas, Grosvenor, Reckitt Benckiser and PwC. Over the past 10 years he has run hundreds of digital and social media training courses for over 3,500 professionals in the UK as well as in the US, France, Switzerland, Cyprus and Italy.