APEX ACADEMY / PROGRAMME OUTLINE In person in Amman · 5 weeks · 12 sessions · 36 scheduled hours All teaching is in English. Instructor: Ayhan Burak Ünlü. Twelve practical sessions in Amman turn one business brief into a reviewed campaign portfolio. Build Meta drafts, assemble Google Search campaigns, practise with AI, and learn to defend the decisions behind the work. The programme is designed for in-person teaching in Amman. Each three-hour session includes breaks. The start date, session times and exact venue will be shared before enrolment; the sequence below is the planned curriculum. Weekly session distribution: 2 / 2 / 2 / 3 / 3. WEEK 1 / Find the signal. / Foundations & the offer / 2 sessions SESSION 1 / The marketing map. Your no-spend workspace. / 3 scheduled hours How today's marketing channels connect, what a practice account can show, and how to keep a permanent record of your work. Practice: Open the supplied measurement example, work through a Meta draft setup and create your evidence folder. Check account access, identify the boundary between practice and publishing, and save the first screenshots. Use the guided example if personal account access is unavailable. Output: Evidence 01: a workspace checklist, first draft screenshot and a note identifying the measurement data source. Review: Can you show where the work is saved, where the numbers came from and which checks keep this exercise unpublished? SESSION 2 / The offer, the message and the Amman customer journey. / 3 scheduled hours A clear offer, useful competitor observations and the steps between seeing an ad and making an enquiry. Practice: Review public competitor ads without assuming they reveal spend or results. Write an offer and three message angles, using AI to explore alternatives and checking every claim yourself. Map the journey from ad to page or conversation, qualification and next action. Output: Evidence 02: a competitor review, one-page offer and message file, and a customer-journey map. Review: Which parts of the message are supported by facts, and what must a person understand before taking the next step? WEEK 2 / Make it matter. / Meta campaigns & creative / 2 sessions SESSION 3 / Meta: campaign structure and audience decisions. / 3 scheduled hours Connecting the campaign objective, audience choices, location and ad message in a complete unpublished structure. Practice: Build a Meta campaign draft from the brief. Inspect the controls available in the practice account, separate firm boundaries from audience suggestions, and document the reason for each choice. Check the relevant category and account requirements before treating the setup as ready for review. Output: Evidence 03: an unpublished Meta campaign structure, screenshots and an audience-decision note. Review: Do the objective, audience choices and message support the same customer action? SESSION 4 / Meta: creative that survives the preview. / 3 scheduled hours Distinct creative angles, readable formats and a final review before a campaign could be published. Practice: Develop five creative-angle briefs with AI assistance, then build and compare selected drafts. Review three placement formats, including a phone-sized view, using available ad previews or supplied mockups. Check copy, cropping and the destination; review a peer's draft without publishing. Output: Evidence 04: a creative package in three placement formats and a completed draft-review checklist. Review: Does the creative remain clear and truthful in each placement, and what changed after the preview? WEEK 3 / Build for intent. / Google Search & Ads Editor / 2 sessions SESSION 5 / Google Search: intent, keywords and the test account. / 3 scheduled hours Search intent, useful keyword groups, relevant ad copy and the queries that should be excluded. Practice: Compare search-language and location assumptions using available planning data or a supplied example. Use AI to propose keyword groups and responsive search-ad copy, then check intent, claims and exclusions. Assemble the campaign in the test environment or its supplied offline equivalent. Output: Evidence 05: a search-research note, a Google Search campaign structure, ad-copy assets and a justified negative-keyword list. Review: Would a person making this search find the promise and next action they expected? SESSION 6 / Google Ads Editor: build, check and export. / 3 scheduled hours A repeatable offline workflow for campaign structure, bulk changes, quality checks and handover. Practice: Extend the Search structure in Google Ads Editor or the supplied import file. Check naming, intent groups, negatives and ad assets, then export a CSV for peer review. Keep the changes unposted and save a revised version after the review. Output: Evidence 06: an exportable Google campaign CSV, peer-review notes and a revision record. Review: Could another marketer inspect the file, understand the structure and identify what still needs checking before a real launch? WEEK 4 / Guide the machine. / AI controls & creative testing / 3 sessions SESSION 7 / Meta Advantage+: decide what to delegate. / 3 scheduled hours The difference between automated choices, account controls and the quality of the signals guiding the campaign. Practice: Inspect the available Advantage+ options in a draft or guided example. Build a control map, assess a supplied conversion-data scenario and write a decision on what to automate, constrain or investigate. Separate measured evidence from platform claims; do not rely on one universal conversion threshold. Output: Evidence 07: a Meta automation-control map, data-readiness worksheet and written delegation decision. Review: What may the platform decide, which boundaries remain yours, and is the chosen conversion signal useful enough to guide the campaign? SESSION 8 / Google AI Max and Performance Max: set the boundaries. / 3 scheduled hours How AI-assisted Search and cross-channel automation change the marketer's job, and which controls are available for each campaign type. Practice: Compare AI Max and Performance Max using current documentation and a guided example. Build a control plan for relevant search themes, negatives, brand settings, messages and destinations. Write an AI campaign brief as a portable document; use account features only where available, and explain what the available reports can and cannot establish. Output: Evidence 08: a Google automation-control plan or unpublished draft, an AI campaign brief and a source-backed decision note. Review: Do you know which instructions are controls, which are suggestions, and how you would check the outcome? SESSION 9 / The creative lab: produce, review and design a fair test. / 3 scheduled hours An AI-assisted creative workflow with clear inputs, human review and a useful test, including a guided example of how an API connects the steps. Practice: Turn the brief into image concepts and a short video draft or storyboard using available course tools or supplied assets. Follow a guided API demonstration with fictional data: model draft, validation, human approval and draft-only handoff. Personal API keys are not required. Review the creative and any available platform enhancements, record accepted and rejected suggestions, and write a test protocol that accounts for audience, delivery and measurement limits. Output: Evidence 09: a creative production set, AI-review log, annotated API workflow and one-page test protocol. Review: Where does the workflow check the output, who approves the handoff, and would the proposed test support the conclusion you want to make? WEEK 5 / Prove the thinking. / Measurement, evidence & handoff / 3 sessions SESSION 10 / AI search and reporting: know what you can measure. / 3 scheduled hours Observed search visibility, reporting definitions and the difference between an AI answer and verifiable evidence. Practice: Classify a set of search queries and record dated observations of available AI search results. Read a supplied analytics dataset or accessible GA4 example, then check an AI-written interpretation against its underlying figures. Build a simple reporting page with source links, definitions and explicit measurement limits. Output: Evidence 10: an AI-visibility observation sheet, a measurement dashboard and an AI-answer verification rule. Review: Can you trace each number to its source and explain which parts of visibility or attribution remain unknown? SESSION 11 / Claims, permissions and the client handover. / 3 scheduled hours Responsible use of AI-assisted work: accurate claims, platform rules, appropriate disclosure and a clear handover. Practice: Use current primary-source platform and tool policies to review practical scenarios. Record the source date, intended use and any question needing specialist review. Prepare a tool-review card and an asset handover, label AI assistance, and check that the evidence folder is ready for the final presentation. Output: Evidence 11: a scenario-review table, tool-review card and client-handover template. Review: Can someone receiving the work see what was checked, what rights or permissions still need confirmation and who approves publication? SESSION 12 / The evidence portfolio: present, defend and refine. / 3 scheduled hours A connected campaign portfolio, a clear account of the decisions and a practical next-step plan. Practice: Present your evidence folder and explain the campaign choices. Respond to three review questions about the data decision, the test design and the sources behind the numbers. Revise weak points and write a one-page description of what you could deliver for a business, with the remaining launch checks clearly identified. Output: Evidence 12: the portfolio presentation, one-page service or implementation brief, and final revision plan. Review: If this campaign were considered for launch, what would you check first, what would you monitor and what would make you change or stop it? No learner advertising spend is required. Meta work stays in draft; Google work uses a test account or an offline campaign file. If an account or feature is unavailable, the exercise continues with supplied exports, screenshots or a guided example. You keep your work in files, not only in platform accounts. Course software access and any associated arrangements will be stated before enrolment. Any additional course account or software costs will be disclosed before enrolment. AI assistance runs through both Meta and Google work: message and creative drafts, search-theme organisation, campaign briefs and reporting questions. You also examine Meta Advantage+ and Google AI Max and Performance Max controls where available. A guided API demonstration shows how a model draft passes through validation and human approval before a draft-only handoff. You choose the objective, check the evidence, set the boundaries and approve the final work. Campaigns are not published or left to spend automatically. Bring a laptop, confidence using a browser, and the ability to work in English. Use an approved, non-confidential business brief or the supplied fictional case. Allow time between sessions for short preparation tasks, exporting your files and revisions; the confirmed timetable will include the expected independent workload. The planned assessment is a 12-part evidence portfolio. Completion requires at least 10 parts, the final presentation and satisfactory responses to the three review questions; missing pieces may be completed by the planned day-30 follow-up clinic. The planned participation document records completion of this programme and its assessment. It is not an accredited qualification. All campaign work is practice: no learner ads are published, no learner advertising budget is spent, and simulated results are never presented as campaign performance. PLANNED SUPPORT Small in-person group; target six learners, final size confirmed before enrolment. Follow-up clinics at 30, 60 and 90 days. Planned 12-month archive and community access; recording archive opens 30 days after the cohort ends. Recording consent, unrecorded clinic time and final arrangements will be confirmed before enrolment. Dates, the exact venue, fees, full inclusions and enrolment terms will be shared before payment. No fixed start date is announced.