Digital Marketing And Web Designing Course

Lesson 1 • The Digital Marketing Landscape

Defines digital marketing and contrasts it with traditional marketing. Establishes the channel framework used throughout the course.

Lesson 2 • Understanding Target Audiences

Covers audience segmentation, buyer personas, and behavioural data. Connects audience insight to channel and message selection.

Lesson 3 • Digital Marketing Strategy Overview

Outlines how to build a cohesive multi-channel strategy from audience data and goals. Prepares students to apply strategic thinking in later chapters.

Lesson 1 • User Experience Fundamentals

Defines UX and its relationship to business outcomes and conversion rates. Introduces usability heuristics students apply when auditing sites.

Lesson 2 • Core Visual Design Principles

Covers contrast, alignment, repetition, and proximity as applied to web layouts. Forms the visual vocabulary for all design work in the course.

Lesson 3 • Wireframing and Prototyping Basics

Introduces low- and high-fidelity wireframes as planning tools before development. Students produce a wireframe for a simple landing page.

Lesson 4 • Information Architecture and Navigation

Teaches how to organise content and navigation for clarity and findability. Directly supports site structure decisions in later chapters.

Lesson 1 • CSS Layouts: Flexbox and Grid

Introduces Flexbox and CSS Grid for building modern, flexible page layouts. Directly enables the responsive design patterns introduced in Chapter 2.

Lesson 2 • CSS Styling and Selectors

Teaches CSS syntax, the box model, and selector specificity for precise styling. Students style the HTML pages built in the previous section.

Lesson 3 • Responsive Design Implementation

Applies media queries and fluid units to make pages adapt across devices. Students refactor their site to meet mobile-first standards.

Lesson 4 • CSS Animations and Transitions

Covers CSS transitions and keyframe animations to enhance interactivity without JavaScript. Reinforces visual design principles from Chapter 2.

Lesson 1 • SEO Auditing and Reporting

Guides students through a structured site audit using crawl tools and analytics. Produces a prioritised action plan tied to the KPIs set in Chapter 1.

Lesson 2 • Technical SEO Essentials

Addresses site speed, crawlability, structured data, and XML sitemaps. Connects web development skills from Chapter 3 to search performance.

Lesson 3 • On-Page SEO Techniques

Covers title tags, meta descriptions, heading structure, and internal linking. Students optimise the web pages built in Chapter 3.

Lesson 4 • Keyword Research and Strategy

Teaches how to identify, evaluate, and prioritise keywords using search data. Keyword strategy drives content and on-page decisions in later sections.

Lesson 1 • Blog and Long-Form Content Creation

Guides production of in-depth articles, guides, and thought-leadership pieces. Reinforces on-page SEO and internal linking from Chapter 4.

Lesson 2 • Content Distribution and Promotion

Covers organic and paid distribution channels, influencer outreach, and content syndication. Connects content output to the channel strategy from Chapter 1.

Lesson 3 • Visual and Video Content Basics

Introduces infographics, short-form video scripts, and branded visual assets. Expands the content mix beyond text to improve engagement metrics.

Lesson 4 • Content Strategy and Planning

Covers content audits, topic clusters, and editorial calendars aligned to business goals. Builds on the keyword research and audience work from earlier chapters.

Lesson 1 • Community Management and Engagement

Teaches response strategies, community building, and crisis communication on social platforms. Reinforces audience understanding from Chapter 1.

Lesson 2 • Social Media Analytics and Reporting

Guides interpretation of platform analytics to optimise content and ad performance. Ties social KPIs back to the business goals set in Chapter 1.

Lesson 3 • Platform Strategy and Selection

Analyses major social platforms by audience demographics, content formats, and business fit. Applies the audience and goal frameworks established in Chapter 1.

Lesson 4 • Social Media Content Creation

Covers native content formats, posting cadence, and brand voice for social channels. Builds on copywriting and visual content skills from Chapter 5.

Lesson 1 • Search Advertising Fundamentals

Explains auction mechanics, Quality Score, and ad rank for search ads. Builds on keyword research from Chapter 4 to structure effective campaigns.

Lesson 2 • Display and Programmatic Advertising

Introduces display networks, audience targeting, and programmatic buying basics. Expands paid media beyond search to complement social ads from Chapter 6.

Lesson 3 • Conversion Tracking and Attribution

Covers pixel setup, conversion event configuration, and attribution model comparison. Connects paid campaign data to the KPI framework from Chapter 1.

Lesson 4 • Bid Management and Optimisation

Teaches manual and automated bidding strategies, bid adjustments, and performance levers. Students apply optimisations to the campaigns built earlier in the chapter.

Lesson 1 • Interpreting Traffic and Behaviour Data

Teaches how to read acquisition, engagement, and conversion reports to diagnose performance. Applies to all channels covered in Chapters 4 through 7.

Lesson 2 • Conversion Rate Optimisation (CRO)

Introduces hypothesis-driven CRO using heatmaps, session recordings, and A/B tests. Directly applies UX principles from Chapter 2 to improve site performance.

Lesson 3 • Digital Marketing Strategy and Growth Planning

Synthesises all course skills into a strategic planning process for sustainable growth. Students deliver a data-backed digital marketing roadmap as a capstone output.

Lesson 4 • Web Analytics Setup and Configuration

Covers analytics platform setup, property configuration, and event tracking implementation. Provides the data infrastructure that powers all reporting in this chapter.