This paper analyses the implementation of a digital marketing strategic plan aimed at promoting microcredentials and graduate specialisation programmes at the University of Aveiro, within the scope of the brand ContinUA. Drawing on a case study conducted between January and September 2024, the study combines internal and external diagnostic analyses, benchmarking with national and international competitors, and the development of a digital communication strategy supported by branding, content marketing, and social media management. The plan involved the creation of a consistent brand identity, editorial guidelines, segmented communication for B2C and B2B audiences, and the use of key performance indicators to monitor impact. Actions included visual rebranding, development of digital and physical communication materials, online and offline promotional campaigns, and enhanced presence on social media platforms and events. Findings indicate significant growth in brand awareness, social media engagement, and course applications, confirming the relevance of structured digital marketing for non-degree education. However, challenges remain in converting applications into enrolments, due to institutional constraints and market perceptions. The study contributes to the understanding of how higher education institutions can leverage digital marketing to strengthen their position in lifelong learning markets and respond to increasing demand for flexible, short-cycle education.