Four parts.
One complete
learning cycle.
The mechanics behind every Wilego Damamu module.
Every module follows the same four-part structure. The scenario changes. The industry context changes. The specific constraints change. But the learning mechanics are consistent, which means you know what to expect and can focus on the decisions rather than navigating the format.
The Scenario Brief
Each module opens with a detailed business scenario. You receive a company profile, a set of business objectives for the quarter, a marketing budget, audience data, and a timeline. The scenario is written to feel like a real briefing document - not a textbook exercise.
The scenario is deliberately incomplete in places. Real briefs always are. You'll need to make assumptions, document them, and carry them forward into your deliverable. Handling ambiguity is part of what you're practicing.
What the scenario includes:
- Business context and competitive landscape summary
- Specific, measurable business objectives for the campaign period
- Available budget and any pre-committed spend
- Audience personas with behavioral and psychographic data
- Known constraints (channel restrictions, creative limitations, approval timelines)
The Decision Framework
After reading the scenario, you work through a guided decision framework. This isn't a worksheet with blanks to fill in. It's a structured set of questions that walk you through the reasoning process an experienced strategist would use.
The framework surfaces the trade-offs. For budget allocation, it asks you to weigh channel efficiency against audience coverage against brand safety against creative requirements. It doesn't tell you the answer - it makes sure you've considered what needs to be considered.
Framework principles:
- Questions build on each other in logical sequence
- Trade-off prompts force explicit acknowledgment of what you're sacrificing
- Assumption documentation is built into the process
- No branching paths that make one answer feel "more correct"
The Deliverable
This is the core of the module. Using your completed decision framework as a guide, you produce a real deliverable using the provided template. Each template is designed to match what you'd actually submit in a professional context.
Module One's deliverable is a complete campaign brief. Module Two's is a channel budget allocation document with rationale. Module Three's is an attribution architecture and tracking plan. Module Four's is a retrospective report. Module Five's is a leadership results presentation.
You work at your own pace. The template has structure but not constraints - if your reasoning leads you to an allocation that looks different from the suggested format, you document why and submit that instead.
The Annotated Example
After you've submitted your deliverable, the annotated example becomes available. This is a completed version of the same scenario, written by someone with significant campaign strategy experience, with annotations explaining the reasoning behind each decision.
The annotations don't evaluate your work. They show you the thinking. Why this channel got that budget weight. Why this attribution model was chosen over the alternatives. Why the leadership presentation led with pipeline contribution rather than ROAS.
You compare your reasoning to the annotated reasoning. Where they differ, you understand why. Where they align, you get confirmation that your thinking was sound. Both outcomes are useful.
What happens between modules.
The five modules are designed to be taken sequentially, but the pace is yours. Some coordinators work through one module per week. Others take longer with each deliverable, using it as an opportunity to apply the framework to a real campaign they're working on at the same time.
There's no expiration on access once you've started. The scenario and framework for each module remain available. The annotated example unlocks when you submit your deliverable and stays accessible afterward for reference.
Between modules, many people find it useful to look at the deliverable they just produced with fresh eyes a few days later. The decisions that felt obvious when you made them sometimes look different after a short break - which is a useful signal about which parts of your reasoning were genuinely solid and which were just momentum.
Experience the format for yourself.
The Starter Kit gives you full access to Module One so you can work through the scenario, the decision framework, the deliverable, and the annotated example before deciding whether the full sequence is right for you.
Get the Starter Kit