216 genuine professional subjects, tailored to five business profiles and four genuinely different proficiency levels. Every programme asks you to produce, test and defend a useful outcome.
Independent specialist practice · independent professionals
Learn to classify queries, user needs, current results and conversion in the “Independent specialist practice” specialisation. This programme for independent professionals asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At beginner level, you will understand the essential concepts and complete a guided first professional task.
YOUR DELIVERABLESearch-intent map · guided diagnostic and first working version — independent professionals
Independent specialist practice · independent professionals
Learn to classify queries, user needs, current results and conversion in the “Independent specialist practice” specialisation. This programme for independent professionals asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At intermediate level, you will complete an entire professional workflow independently.
YOUR DELIVERABLESearch-intent map · complete operational deliverable — independent professionals
Independent specialist practice · independent professionals
Learn to classify queries, user needs, current results and conversion in the “Independent specialist practice” specialisation. This programme for independent professionals asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At advanced level, you will compare meaningful alternatives and improve an observed outcome.
YOUR DELIVERABLESearch-intent map · comparative experiment and improvement report — independent professionals
Independent specialist practice · independent professionals
Learn to classify queries, user needs, current results and conversion in the “Independent specialist practice” specialisation. This programme for independent professionals asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At expert level, you will evaluate strategic scenarios, document uncertainty and transfer the method.
YOUR DELIVERABLESearch-intent map · expert operating standard and decision scenarios — independent professionals
Cross-team operating practice · small business teams
Learn to classify queries, user needs, current results and conversion in the “Cross-team operating practice” specialisation. This programme for small business teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At beginner level, you will understand the essential concepts and complete a guided first professional task.
YOUR DELIVERABLESearch-intent map · guided diagnostic and first working version — small business teams
Cross-team operating practice · small business teams
Learn to classify queries, user needs, current results and conversion in the “Cross-team operating practice” specialisation. This programme for small business teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At intermediate level, you will complete an entire professional workflow independently.
YOUR DELIVERABLESearch-intent map · complete operational deliverable — small business teams
Cross-team operating practice · small business teams
Learn to classify queries, user needs, current results and conversion in the “Cross-team operating practice” specialisation. This programme for small business teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At advanced level, you will compare meaningful alternatives and improve an observed outcome.
YOUR DELIVERABLESearch-intent map · comparative experiment and improvement report — small business teams
Cross-team operating practice · small business teams
Learn to classify queries, user needs, current results and conversion in the “Cross-team operating practice” specialisation. This programme for small business teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At expert level, you will evaluate strategic scenarios, document uncertainty and transfer the method.
YOUR DELIVERABLESearch-intent map · expert operating standard and decision scenarios — small business teams
Local customer-facing practice · local shops and tradespeople
Learn to classify queries, user needs, current results and conversion in the “Local customer-facing practice” specialisation. This programme for local shops and tradespeople asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At beginner level, you will understand the essential concepts and complete a guided first professional task.
YOUR DELIVERABLESearch-intent map · guided diagnostic and first working version — local shops and tradespeople
Local customer-facing practice · local shops and tradespeople
Learn to classify queries, user needs, current results and conversion in the “Local customer-facing practice” specialisation. This programme for local shops and tradespeople asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At intermediate level, you will complete an entire professional workflow independently.
YOUR DELIVERABLESearch-intent map · complete operational deliverable — local shops and tradespeople
Local customer-facing practice · local shops and tradespeople
Learn to classify queries, user needs, current results and conversion in the “Local customer-facing practice” specialisation. This programme for local shops and tradespeople asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At advanced level, you will compare meaningful alternatives and improve an observed outcome.
YOUR DELIVERABLESearch-intent map · comparative experiment and improvement report — local shops and tradespeople
Local customer-facing practice · local shops and tradespeople
Learn to classify queries, user needs, current results and conversion in the “Local customer-facing practice” specialisation. This programme for local shops and tradespeople asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At expert level, you will evaluate strategic scenarios, document uncertainty and transfer the method.
YOUR DELIVERABLESearch-intent map · expert operating standard and decision scenarios — local shops and tradespeople
Product experimentation practice · startup and product teams
Learn to classify queries, user needs, current results and conversion in the “Product experimentation practice” specialisation. This programme for startup and product teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At beginner level, you will understand the essential concepts and complete a guided first professional task.
YOUR DELIVERABLESearch-intent map · guided diagnostic and first working version — startup and product teams
Product experimentation practice · startup and product teams
Learn to classify queries, user needs, current results and conversion in the “Product experimentation practice” specialisation. This programme for startup and product teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At intermediate level, you will complete an entire professional workflow independently.
YOUR DELIVERABLESearch-intent map · complete operational deliverable — startup and product teams
Product experimentation practice · startup and product teams
Learn to classify queries, user needs, current results and conversion in the “Product experimentation practice” specialisation. This programme for startup and product teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At advanced level, you will compare meaningful alternatives and improve an observed outcome.
YOUR DELIVERABLESearch-intent map · comparative experiment and improvement report — startup and product teams
Product experimentation practice · startup and product teams
Learn to classify queries, user needs, current results and conversion in the “Product experimentation practice” specialisation. This programme for startup and product teams asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At expert level, you will evaluate strategic scenarios, document uncertainty and transfer the method.
YOUR DELIVERABLESearch-intent map · expert operating standard and decision scenarios — startup and product teams
Community-impact practice · non-profits and community organisations
Learn to classify queries, user needs, current results and conversion in the “Community-impact practice” specialisation. This programme for non-profits and community organisations asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At beginner level, you will understand the essential concepts and complete a guided first professional task.
YOUR DELIVERABLESearch-intent map · guided diagnostic and first working version — non-profits and community organisations
Community-impact practice · non-profits and community organisations
Learn to classify queries, user needs, current results and conversion in the “Community-impact practice” specialisation. This programme for non-profits and community organisations asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At intermediate level, you will complete an entire professional workflow independently.
YOUR DELIVERABLESearch-intent map · complete operational deliverable — non-profits and community organisations
The catalogue starts with 216 documented professional subjects. Each subject is adapted to five working contexts, then built across four levels with distinct outcomes.
Each subject has its own professional operation, deliverable, success measure and principal risk.
Four distinct levels
Foundations, implementation, optimisation and leadership do not repeat one lesson: the expected evidence changes.
Resources you can use
Every lesson provides a blank template, completed example and private workspace for your own output.
Explicit boundaries
Legal, financial, accounting and AI subjects identify decisions that require review by a qualified professional.
About certificates. They confirm completion of an Arsenal programme. They are not a state-recognised diploma, an official professional qualification or CPF-eligible training unless explicitly stated otherwise.
10 FREE AND COMPLETE COURSES
Start today without paying anything.
Open access · interactive course · PDF workbook
01About 4 hr 45 min
Build your communication strategy in 7 days
Turn scattered actions into a clear, prioritised and measurable plan.
YOU WILL PRODUCEYour 90-day communication plan, with objectives, audiences, messages, channels, schedule and indicators.
