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Learn podcasting and turn your idea into a compelling, market-ready product with a clear audience, revenue model and growth strategy, with this half-day masterclass, taught at our central London campus.

Early Bird Offer

Save 10% when you book before 31 August!

Due to run in June 2027

Booking is expected to open in January 2027

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From pitch to product: marketing and monetising your podcast Course overview

The podcasting industry has matured into a competitive global marketplace, with platforms such as Spotify, Apple Podcasts and YouTube shaping discovery, distribution and monetisation models. To succeed, creators now need more than great content — they need commercial strategy, audience insight and a clear route to market.

Led by a senior broadcaster who helped launch podcasting at the BBC, this this one-day podcasting course shows you how to turn an idea into a viable media product.

You will learn how to refine and pitch your podcast idea to commissioners, production companies or funding bodies, developing a persuasive podcast proposal that articulates audience, format, brand positioning and unique value proposition.

The course also explores sustainable podcast business models, including sponsorship, advertising, brand partnerships, subscriptions and premium content, giving you insight into how successful podcasts generate revenue.

The course also introduces the legal and intellectual property considerations involved in producing podcasts, including copyrighting, licensing and UK media regulation.

A key focus is podcast marketing and audience growth. You will learn practical strategies to improve discoverability on podcast platforms, optimise show metadata and use cross-platform promotion and social media to build an engaged audience.

You will also gain an introduction to podcast analytics, learning how audience data and listener behaviour can inform growth, engagement and monetisation strategies. By the end of the course, you will have a clear strategy for developing, launching and growing a podcast — from pitch to product.

Who is it for?

This course is for podcast creators, media professionals and content producers looking to grow their audience, increase impact and monetise their work. Suitable for those with an existing podcast or developing a new concept, it focuses on commercial strategy, audience growth and podcast production skills.

Timetable

Friday 5 June 2026 from 09:00 – 13:00

Benefits

  • Learn podcasting from a senior media leader who helped launch podcasting at the BBC and has worked across multiple national radio networks.
  • Delivered by experts from City St George's, University of London, ranked among the top journalism programmes in the UK.
  • Receive a City St George's, University of London certificate and LinkedIn digital badge to showcase your achievement.

What will I learn?

On completion of this course, you will:

  • Understand podcast revenue models, including advertising, sponsorship, subscriptions, brand partnerships and diversified income streams
  • Develop sustainable growth strategies for podcast audience expansion and long-term scalability
  • Use podcast analytics and performance metrics confidently to analyse audience behaviour and optimise content strategy
  • Apply search engine optimisation (SEO) techniques to improve discoverability across podcast platforms and search engines
  • Build a comprehensive podcast marketing strategy, incorporating social media, email marketing, content repurposing and cross-platform distribution
  • Engage and retain listeners through community-building, brand positioning and audience engagement strategies
  • Navigate legal and regulatory considerations, including copyright, music licensing and intellectual property rights
  • Create alternative revenue streams through merchandise, live events, premium content and digital products.

Assessment and certificates

There is no formal assessment for this course.

On successful completion of the course, you will recieve an official City St George's, University of London certificate . Our short courses are not formally accredited.

Eligibility

We do not ask for any qualifications to enrol in this course, only an enthusiasm for learning and a genuine interest in the subject area.

English requirements

You will need a good level of spoken and written English to enrol on this course.

Tutor

  • Brett Spencer

    Senior Lecturer at City St George’s

    Brett Spencer is a Senior Lecturer and Director of the Centre of Podcasting Excellence at City, University of London.

    He is also a founder of the SJ Broadcast consultancy, a creative consultant for Spiritland Productions and is Executive Editor of BBC Three Counties Radio and BBC Northampton.

    Brett spent three years as Digital Content Director at Bauer Media working across both national brands and local radio network. Prior to this he spent fifteen years at The BBC contributing to BBC Radio 5 Live, Radio 2, 6 Music and the Asian Network. He was part of the team that launched podcasting at the BBC and won a Sony Award for multiplatform for Wimbledon at BBC Radio 5 Live. He also commissioned programmes, podcasts and digital content across 5 Live and the BBC Music Radio Networks.

    His major projects include 6 Music Live with Lauren Laverne, Radio 2 In Concert with Jo Whiley, Sounds of the 80s with Sara Cox and BBC Asian Network Comedy. He created and ran the pop-up stations Radio 2 Eurovision (2 years) and Radio 2 Country (3 years) . He has worked on events ranging from the General Election to the World Cup, the Olympics to Glastonbury, Radio 2 at Hyde Park to the 6 Music Festivals in Bristol, Newcastle, Glasgow and Manchester. Brett has also contributed as a programme maker and news editor for IMG, ITN, GMTV, and LBC.

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