Module 1: Digital Marketing Foundations and the Modern Customer Journey
Begin with the role of digital channels in awareness, consideration, conversion, retention and advocacy. Learners map how search, social media, websites, marketplaces, email, messaging and paid media work together rather than treating each channel as an isolated activity. The module introduces funnels, lifecycle marketing, inbound and outbound approaches, owned, earned and paid media, and the difference between vanity metrics and business outcomes. Practical work includes preparing a simple customer-journey map and identifying the most suitable channels for a local service, an e-commerce product and a B2B offer.
Module 2: Market Research, Audience Segmentation and Positioning
Effective campaigns start with a clear market and audience, not with a tool. This module covers problem research, competitor review, customer interviews, search demand, social listening, personas, jobs-to-be-done, audience segments and value propositions. Learners practice separating assumptions from evidence and translating research into messaging angles. They also examine brand positioning, category language and differentiation so campaigns communicate a reason to choose the offer. The outcome is a concise audience and positioning brief that can guide content, creative, landing pages and advertising decisions.
Module 3: Digital Strategy, Objectives, KPIs and Campaign Planning
Learners turn business goals into measurable marketing objectives. The module covers goal hierarchies, campaign briefs, channel selection, budget allocation, timelines, responsibility matrices and measurement plans. Metrics such as reach, engagement, traffic, leads, conversion rate, cost per lead, customer acquisition cost, return on ad spend and lifetime value are explained in context. Students learn to choose a small set of decision-making KPIs instead of reporting every available number. Practical work includes building a ninety-day marketing plan with assumptions, targets, risks and a review cadence.
Module 4: Website, WordPress and Landing Page Foundations
A marketer should understand how websites support acquisition and conversion even when a developer manages the code. This module explains domains, hosting, CMS concepts, WordPress awareness, page structure, navigation, mobile responsiveness, page speed, trust elements, forms and landing-page anatomy. Learners evaluate whether a page matches the campaign promise, gives a clear next step and removes unnecessary friction. They draft a landing-page wireframe and content hierarchy for a lead-generation or product campaign, with attention to accessibility, credibility, privacy notices and conversion tracking requirements.
Module 5: Marketing Copywriting, Offers and Creative Briefs
This module develops the ability to communicate benefits clearly across ads, landing pages, email, social posts and video scripts. Learners work with audience problems, desired outcomes, proof, objections, calls to action and offer structure. They practice writing headlines, descriptions, hooks, captions, subject lines and short-form scripts without using deceptive urgency or exaggerated claims. The module also shows how to create a creative brief for designers and video editors, including audience, objective, message, format, mandatory elements and success criteria. Every draft is reviewed for clarity, accuracy, tone and brand consistency.
Module 6: Search Engine Optimization Fundamentals
SEO is introduced as the practice of helping search engines discover, understand and present useful content while improving the experience for human visitors. Learners study crawling, indexing, ranking, search intent, search-result features, organic versus paid visibility and the importance of people-first content. The module rejects shortcuts such as hidden keyword blocks, copied pages, mass city-page generation and manipulative link schemes. Students perform a basic website review and create a prioritized SEO action list covering content quality, technical access, internal linking, page experience and measurement through Search Console.
Module 7: Keyword Research, Search Intent and Content Opportunity Mapping
Learners research how potential customers express needs at different stages of the journey. The module covers seed topics, query expansion, search intent, branded and non-branded demand, informational and commercial modifiers, local terms, question research, trend analysis and competitor gaps. Students learn that exact-match repetition is not a strategy; the goal is to understand topics, entities and user needs. Practical work includes building a keyword-to-page map that avoids cannibalization, identifies primary and supporting topics, and connects course, service, category and educational content through a deliberate internal-linking plan.
Module 8: On-Page SEO and Semantic Content Structure
This module covers descriptive titles, meta descriptions, one clear H1, logical H2 and H3 sections, useful introductions, readable paragraphs, image context, anchor text, internal links and content that answers the visitor’s task completely. Learners practice optimizing an existing page without making it repetitive or unnatural. They also review snippets, featured-snippet opportunities, tables, lists and direct answers. The emphasis is on creating a page that deserves to rank because it is useful, specific, trustworthy and easy to navigate, rather than because a phrase is repeated many times.
Module 9: Technical SEO, Crawlability and Page Experience
Learners gain working knowledge of robots.txt, XML sitemaps, canonical URLs, redirects, status codes, duplicate content, JavaScript rendering, mobile-first design, structured data concepts and Core Web Vitals. They use audits to identify blocking, indexing and performance issues, then translate findings into actionable tickets for developers. The module explains that technical eligibility does not guarantee indexing or ranking. Practical exercises include reviewing a crawl report, checking a URL in Search Console, identifying canonical conflicts, and preparing a prioritized technical SEO brief with business impact and validation steps.
Module 10: Content Marketing, Editorial Systems and Topical Authority
Content marketing is taught as a repeatable system for attracting, educating and converting an intended audience. Learners develop topic clusters, editorial calendars, briefs, distribution plans and update schedules. They practice combining first-hand expertise, research, examples, visuals and clear authorship to build trust. The module also covers content repurposing across blogs, video, email and social media, while avoiding low-value duplication. Students create a content hub plan that connects strategic pillar pages with supporting articles and conversion paths, including methods for evaluating quality beyond traffic alone.
Module 11: Off-Page SEO, Digital PR and Ethical Link Earning
This module explains how reputation and references across the web can strengthen discovery when they are earned authentically. Learners explore digital PR, expert contributions, partnerships, resource outreach, local citations, community participation and content assets that naturally attract links. They learn to assess relevance, editorial quality and risk, and to recognize paid-link schemes, automated outreach and inauthentic mentions. Practical work includes designing a small digital PR or resource campaign with a genuine story, target publications, outreach message and measurement plan.
Module 12: Local SEO and Google Business Profile Strategy
Learners study how businesses can improve local discoverability through accurate business information, relevant service pages, Google Business Profile management, consistent contact details, genuine reviews, local content and useful photos. They learn to distinguish service-area, storefront and online-only businesses and to avoid creating fake locations. The module covers local query research, category and service selection, post and photo planning, review-response principles and local performance monitoring. Students prepare a local SEO checklist and a city-page brief based only on verified operational facts.
Module 13: AEO, GEO and Visibility in Generative AI Search
Answer Engine Optimization and Generative Engine Optimization are examined as industry terms for improving visibility in answer and generative search experiences. Learners study why foundational SEO remains central: content must be crawlable, useful, original, well organized and supported by credible experience. The module covers concise answers, entity clarity, source attribution, images and video, local and product details, query fan-out awareness and content that adds a distinctive point of view. It also corrects common myths: Google does not require special AI markup, an llms.txt file or artificial content chunking to appear in its generative Search features.
Module 14: Google Search Console, Google Trends and SEO Reporting
Learners use Search Console to understand queries, impressions, clicks, click-through rate, average position, indexing, sitemaps, links and page-experience issues. Google Trends is used to compare relative interest, seasonality and regional patterns without treating it as absolute search volume. Students create reports that separate observation from recommendation and connect search metrics to business outcomes. Exercises include diagnosing a traffic change, finding pages with strong impressions but weak click-through rate, identifying content opportunities and documenting technical issues for developers.
Module 15: Google Ads Search Campaigns and Keyword-Based Acquisition
This module covers account structure, campaign goals, keyword intent, match types, negative keywords, ad groups, responsive search ads, assets, landing-page alignment, bidding concepts, budgets and search-term analysis. Learners understand quality, relevance and conversion measurement rather than focusing only on clicks. They draft campaign structure for a lead-generation or e-commerce objective, write policy-aware ad copy and create a negative-keyword plan. Optimization exercises examine search terms, conversion quality, geographic performance, device context and the difference between lowering cost and improving profitable outcomes.
Module 16: Display, Video, Demand Generation and Remarketing
Learners explore visual and video advertising for awareness, consideration and conversion. The module covers audience signals, placements, creative formats, frequency, exclusions, remarketing principles, YouTube campaign awareness and demand-generation workflows. Students learn that audience size and cheap impressions do not automatically mean business value. Practical work includes creating a creative matrix for multiple messages and formats, defining remarketing eligibility and exclusions, and setting measurement expectations for campaigns that influence a journey rather than receive the final click.
Module 17: Performance Max, Merchant Center and E-commerce Advertising
This module introduces goal-based Performance Max campaigns, asset groups, audience signals, search themes, brand controls, Merchant Center feeds, product data quality and channel reporting. Learners discuss when automation can help and why strong creative, accurate feeds, conversion data and business constraints still matter. They prepare a product-feed quality checklist, asset plan and campaign measurement framework. The course does not present automation as a guaranteed route to profit; students learn to review incrementality, margin, stock, new-versus-returning customers and conversion quality before scaling spend.
Module 18: Social Media Marketing and SMO
Social Media Optimization is taught as the structured improvement of profiles, content, distribution and community interaction. Learners define platform roles, content pillars, posting systems, brand voice, response guidelines and social proof. They study reach, watch time, saves, shares, comments, clicks and assisted conversions, recognizing that follower count alone is not a complete success measure. Students build a thirty-day content calendar with short-form video, educational posts, proof, community prompts and conversion content, including a workflow for approvals, accessibility and reuse.
Module 19: Meta Ads for Facebook and Instagram
Learners understand campaign objectives, account structure, audiences, creative testing, placements, budget approaches, lead forms, website campaigns, retargeting, Meta Pixel and Conversions API awareness. The module emphasizes accurate offer claims, policy compliance and measurement limitations. Students develop an audience and creative hypothesis, write multiple hooks and prepare a testing matrix instead of changing many variables at once. Reporting focuses on lead quality, cost per qualified outcome, conversion rate and follow-up speed, not just platform-reported results.
Module 20: LinkedIn and B2B Digital Marketing
This module focuses on longer B2B journeys involving multiple stakeholders. Learners explore company and professional targeting, thought leadership, lead magnets, webinars, account-based marketing awareness, LinkedIn content and paid campaign basics. They map content for problem awareness, evaluation, proof and sales enablement. Practical work includes creating a B2B campaign brief with target accounts or roles, a valuable offer, a landing page, a nurture sequence and clear coordination between marketing and sales.
Module 21: YouTube and Video Marketing
Learners plan video around audience needs, search demand and platform viewing behavior. Topics include channel positioning, scripts, hooks, thumbnails, titles, descriptions, chapters, retention, calls to action, Shorts, long-form content and video advertising awareness. Students learn to interpret audience retention and click-through data while avoiding misleading thumbnails and titles. They produce a video brief and distribution plan that connects YouTube content with websites, email, social platforms and campaign goals.
Module 22: Influencer, Creator and Affiliate Marketing
This module explains how to select partners based on audience relevance, credibility, content quality and commercial fit rather than follower count alone. Learners cover outreach, briefs, deliverables, usage rights, disclosure requirements, tracking links, coupon codes, affiliate terms and fraud awareness. Students prepare a creator campaign scorecard and affiliate program outline. The emphasis is on transparent relationships, measurable business outcomes and brand safety, with legal or regulatory questions escalated to qualified advisors.
Module 23: Email Marketing, Segmentation and Automation
Learners build permission-based email programs that support acquisition, onboarding, education, conversion and retention. Topics include list quality, forms, lead magnets, segmentation, subject lines, email copy, templates, deliverability awareness, automation triggers, nurture sequences, re-engagement and performance metrics. Students create a welcome or lead-nurture sequence and define its events, decision points and exit conditions. The module stresses consent, unsubscribe processes, data minimization and testing rather than buying lists or sending indiscriminate bulk messages.
Module 24: WhatsApp, CRM and Lead-Nurturing Workflows
This module examines responsible messaging and lead management across website forms, calls, WhatsApp, CRM stages and sales follow-up. Learners define lead status, qualification criteria, response-time expectations, ownership and nurture steps. They design templates that are useful and respectful, avoiding unsolicited or excessive messaging. Practical work includes a lead-routing map and follow-up sequence that connects marketing sources with sales outcomes, while keeping personally identifiable information out of analytics systems and honoring consent requirements.
Module 25: Google Analytics 4, Events and Key Events
Learners understand the event-based GA4 model, automatically collected events, enhanced measurement, recommended and custom events, parameters, audiences, acquisition reports, explorations and key events. They learn to translate business actions into a measurement plan and verify implementations through Realtime and DebugView. Practical exercises include defining events for demo requests, brochure downloads, form success, calls and enroll clicks, then identifying which should be marked as key events. The module also addresses data quality, referral issues, internal traffic and the limits of attribution reports.
Module 26: Google Tag Manager, UTMs and Conversion Tracking
This module covers tags, triggers, variables, preview mode, data-layer concepts, naming conventions, UTM parameters and cross-platform conversion tracking. Learners design a tracking specification before implementation so analytics reflects meaningful user actions. They practice testing tags, preventing duplicate events and documenting changes. Privacy is treated as a core requirement: students learn not to send sensitive or personally identifiable information to advertising or analytics platforms and to coordinate consent and legal requirements with the organization responsible for the site.
Module 27: Performance Marketing, Attribution and Unit Economics
Performance marketing connects media investment with measurable outcomes while recognizing that attribution is imperfect. Learners calculate and interpret CTR, CPC, CPM, CPL, CPA, conversion rate, ROAS, CAC, contribution margin and lifetime value. They compare last-click, data-driven and assisted perspectives and discuss offline conversions, first-party data and incrementality. Practical work includes a budget-pacing and performance dashboard, plus a decision log explaining whether to pause, improve or scale a campaign based on economics and lead quality.
Module 28: Conversion Rate Optimization and Experimentation
CRO is taught as a research and experimentation discipline, not a collection of manipulative tricks. Learners analyze behavior, funnel drop-offs, forms, page speed, message match, usability, mobile experience, trust and accessibility. They formulate hypotheses, prioritize tests, define success metrics and account for sample size and unintended effects. Students audit a landing page and design a controlled test involving one primary variable, along with a measurement plan and rollback criteria. The goal is to improve meaningful outcomes without dark patterns.
Module 29: Online Reputation Management
Online Reputation Management covers brand monitoring, review operations, response workflows, issue escalation, search-result visibility and crisis preparedness. Learners distinguish legitimate reputation improvement from attempts to suppress truthful criticism or create fake reviews. They write response templates for praise, service problems and sensitive complaints, and establish escalation rules for legal, safety or privacy issues. Practical work includes a monitoring dashboard and a reputation playbook that protects customer trust while helping teams respond consistently and promptly.
Module 30: App Store Optimization
ASO focuses on improving app discovery and conversion in app stores. Learners review app positioning, keyword and category research, titles, subtitles or short descriptions, long descriptions, icons, screenshots, preview videos, ratings, reviews, localization and release notes. They prepare an app-listing optimization brief and a testing plan, recognizing that platform rules and available fields differ between stores and can change. The module connects ASO with paid app campaigns, product quality, onboarding, retention and lifecycle messaging.
Module 31: E-commerce and Marketplace Marketing
Learners connect product data, merchandising, search, social, email, paid media and retention around commercial outcomes. The module covers category and product pages, Merchant Center awareness, feed attributes, promotions, abandoned-cart journeys, remarketing, customer reviews, average order value and repeat purchase. Students create an e-commerce campaign calendar and product-page checklist. They learn to evaluate gross margin, returns, inventory and new-customer value so marketing decisions are not based on revenue alone.
Module 32: AI Digital Marketing and Responsible Automation
This module uses generative AI as an assistant for research, ideation, outlining, variants, summarization, analysis support and workflow automation. Learners practice writing clear prompts, supplying context, checking sources, protecting confidential data and applying human review. They compare tasks suited to automation with tasks requiring judgment, experience or approval. Practical work includes an AI-assisted content brief, ad-variant workflow and reporting summary, each documented with quality checks. The module explicitly rejects publishing unverified AI output or using automation to mass-produce low-value pages.
Module 33: Privacy, Consent, Platform Policies and Ethical Marketing
Learners understand that effective marketing must respect user choice, data protection, advertising policies, intellectual property, disclosures and consumer trust. The module covers consent-aware measurement, first-party data, data minimization, retention, access control, responsible targeting and the need to consult qualified legal professionals for specific obligations. Students review a campaign for risks involving misleading claims, sensitive targeting, copied creative, hidden terms and intrusive follow-up. Ethical practice is positioned as a performance advantage because it protects brand reputation and data quality.
Module 34: Integrated Campaign Capstone and Portfolio Presentation
The capstone brings strategy, SEO, paid media, social, content, analytics, CRO and reporting into one coherent campaign. Learners choose an approved business case, research the audience, define positioning and objectives, build channel plans, create sample assets, configure a measurement specification and present an optimization roadmap. Assessment considers reasoning, execution quality, data interpretation, ethical practice, documentation and communication. The final portfolio should show what the learner decided, why the decision was made, how success would be measured and what they would improve next.
