Digital Marketing and E-Commerce Course

Lesson 1 • Consumer Behaviour in Digital Spaces

Examines how consumers discover, evaluate, and purchase online. An understanding of digital buyer psychology underpins every targeting and messaging decision in the course.

Lesson 2 • What Digital Marketing Is

Defines digital marketing, contrasts it with traditional marketing, and frames its business value. Sets the conceptual baseline for all subsequent channel and strategy content.

Lesson 3 • The Digital Marketing Ecosystem

Maps the major channels, platforms, and stakeholders that form the digital marketing environment. Provides context for understanding how each channel covered later fits the whole.

Lesson 4 • Regulatory and Ethical Foundations

Covers data privacy principles, consent requirements, and ethical advertising standards relevant to digital marketers. Ensures compliant practice throughout all later applied work.

Lesson 1 • Writing for Digital Audiences

Develops copywriting skills for web, email, and social formats with emphasis on clarity and persuasion. Strong digital copy is the foundation of effective content across all channels.

Lesson 2 • Content Governance and Performance

Establishes standards for content quality, ownership, and measurement. Governance ensures scalable, on-brand output; performance tracking closes the loop on content investment.

Lesson 3 • Audience Research and Personas

Teaches methods for researching target audiences and synthesising findings into actionable personas. Personas drive every content and messaging decision in this chapter and beyond.

Lesson 4 • Visual and Multimedia Content

Introduces design principles, image selection, and video basics for non-designers. Visual content amplifies written messaging and improves engagement across digital channels.

Lesson 1 • Technical SEO Essentials

Addresses site speed, mobile usability, structured data, and crawl health. Technical issues can negate strong content, making this knowledge critical for sustainable rankings.

Lesson 2 • On-Page Optimisation

Covers title tags, meta descriptions, heading structure, and internal linking best practices. On-page signals are the most directly controllable ranking factors available to marketers.

Lesson 3 • Link Building and Authority

Introduces off-page authority signals, ethical link acquisition tactics, and toxic link management. External authority amplifies on-page work and is essential for competitive rankings.

Lesson 4 • Keyword Research and Strategy

Teaches systematic keyword discovery, intent classification, and prioritisation. Keyword strategy determines which content to create and how to optimise existing pages.

Lesson 1 • Campaign Optimisation and Reporting

Develops skills to analyse performance data, adjust bids, and improve ad relevance over time. Ongoing optimisation is what separates profitable campaigns from wasted ad spend.

Lesson 2 • Paid Advertising Fundamentals

Explains auction mechanics, bidding models, and ad quality factors common across platforms. A shared conceptual model accelerates learning of any specific ad platform covered next.

Lesson 3 • Social Media Advertising

Teaches audience building, creative formats, and campaign objectives across social ad platforms. Social ads enable precise demographic and interest targeting unavailable in search.

Lesson 4 • Display and Programmatic Advertising

Introduces banner ads, audience targeting, and programmatic buying concepts. Display extends reach beyond search intent and supports brand awareness and retargeting goals.

Lesson 1 • Community Management and Engagement

Develops skills for responding to comments, managing crises, and fostering brand communities. Active community management converts followers into loyal advocates and customers.

Lesson 2 • Profile Optimisation and Branding

Covers bio writing, visual branding, and profile completeness for discoverability and trust. An optimised profile is the foundation of every organic social growth effort.

Lesson 3 • Social Media Analytics

Introduces native and third-party analytics tools to measure reach, engagement, and conversion. Data-driven iteration is what transforms social activity into measurable business results.

Lesson 4 • Organic Content and Publishing

Teaches format selection, posting frequency, and scheduling best practices for organic reach. Consistent, high-quality publishing builds the audience that paid social then amplifies.

Lesson 1 • Email Campaign Design and Copywriting

Teaches subject line writing, email layout, and mobile-responsive design for high open and click rates. Effective email design directly determines whether campaigns generate revenue.

Lesson 2 • Email Marketing Fundamentals

Covers deliverability, list hygiene, and permission-based marketing principles. A healthy, compliant list is the prerequisite for every email tactic introduced in this chapter.

Lesson 3 • List Segmentation and Targeting

Introduces behavioural, demographic, and lifecycle-based segmentation strategies. Segmentation increases relevance, which improves open rates, click rates, and conversions.

Lesson 4 • Email Testing and Performance Analysis

Develops A/B testing discipline and performance benchmarking for continuous email improvement. Systematic testing compounds gains across every campaign sent to the list.

Lesson 1 • E-Commerce Business Models

Compares B2C, B2B, D2C, marketplace, and subscription models with their trade-offs. Choosing the right model shapes every operational and marketing decision that follows.

Lesson 2 • Checkout and Conversion Optimisation

Identifies friction points in the checkout flow and applies UX principles to reduce cart abandonment. Checkout optimisation directly increases revenue without additional traffic spend.

Lesson 3 • Fulfilment, Returns, and Customer Service

Covers order fulfilment options, returns policy design, and post-purchase communication. Operational excellence in fulfilment drives repeat purchase and positive reviews.

Lesson 4 • Store Setup and Platform Selection

Evaluates hosted, self-hosted, and marketplace platforms against business requirements. Platform choice affects scalability, cost, and the customer experience from day one.

Lesson 1 • Attribution Modelling

Compares attribution models and explains how each assigns credit across the customer journey. Choosing the right model prevents misallocation of budget across channels.

Lesson 2 • Conversion Rate Optimisation

Introduces hypothesis-driven testing, heatmaps, and user research to improve site conversion rates. CRO multiplies the value of every traffic source already in the marketing mix.

Lesson 3 • Growth Strategy and Reporting

Synthesises channel data into integrated growth plans and executive-ready reports. Strategic synthesis is the capstone skill that elevates practitioners to marketing leadership roles.

Lesson 4 • Web Analytics Setup and Configuration

Covers tracking implementation, goal configuration, and data layer fundamentals for accurate measurement. Correct setup is the prerequisite for every analytical insight in this chapter.