Curriculum
15 Sections
44 Lessons
8 Weeks
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Introduction to Digital Marketing & Strategy
Explore the digital marketing ecosystem, core concepts, and strategic frameworks.
3
1.1
What is Digital Marketing?
1.2
Marketing Funnel Overview
1.3
Strategy vs. Tactics
Building Digital Customer Personas & Journeys
Learn how to create personas and map customer journeys across digital touchpoints.
3
2.1
Persona Development
2.2
Journey Mapping Techniques
2.3
Funnel Alignment
Content Marketing – Strategy & Planning
Understand how to plan content that aligns with business goals and audience needs.
3
3.1
Content Strategy Frameworks
3.2
Goal-Oriented Planning
3.3
Content Calendar Creation
Content Marketing – Platforms & Formats
Explore content distribution platforms and formats for different stages of the funnel.
3
4.1
Social Media, Blogs, Video, Email
4.2
Platform Selection
4.3
Format Optimization
Content Marketing – Creation Tools
Use AI-powered tools to create and manage content efficiently.
3
5.1
ChatGPT for Copywriting
5.2
Canva for Visuals
5.3
Notion for Planning
Paid Media – Meta Ads – Strategy & Structure
Learn how to structure and launch campaigns using Meta Ads Manager.
3
6.1
Campaign Structure (Campaign, Ad Set, Ad)
6.2
Budgeting & Scheduling
6.3
Creative Setup
Paid Media – Meta Ads Targeting & Optimization
Master targeting techniques and optimization strategies for Meta campaigns.
3
7.1
Audience Segmentation
7.2
A/B Testing
7.3
Performance Metrics
Paid Media – Snap chat-Tiktok - LinkedIn Ads
Explore ad strategies for Snapchat, TikTok, and LinkedIn, especially for B2B campaigns.
3
8.1
Platform Overview & Use Cases
8.2
Ad Formats & Targeting
8.3
Budgeting & Performance
SEO – On-Page Optimization
Learn how to optimize website content and structure for search engines.
3
9.1
Keyword Research
9.2
Meta Tags & Headings
9.3
Internal Linking
SEO – Off-Page & Technical SEO
Explore backlink strategies and technical SEO elements.
3
10.1
Link Building Techniques
10.2
Site Speed & Mobile Optimization
10.3
Crawlability & Indexing
SEO – Content & Performance Analysis
3
11.1
SEO Metrics & Tools
11.2
Content Gap Analysis
11.3
Reporting Dashboards
Google Analytics & Reporting Tools
Use Google Analytics and other tools to measure and report campaign success.
3
12.1
GA4 Overview & Setup
12.2
Key Metrics: CTR, CPA, ROAS
12.3
Custom Reports & Dashboards
Customer Retention & Loyalty Programs
Learn how to retain customers and build loyalty through digital programs.
3
13.1
Retention Strategies
13.2
Loyalty Program Design
13.3
Email & CRM Integration
Capstone Project Presentations
Present a full digital marketing campaign developed during the course.
3
14.1
Project Guidelines
14.2
Group Presentations
14.3
Peer Feedback
Final Assessment + Feedback & Certificates
Complete final assessment and receive feedback and certification.
2
15.1
Final Exam
15.2
Course Wrap-Up
Digital Marketing Advanced Diploma
Curriculum
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