Digital Marketing and Ecommerce Course

Lesson 1 • Understanding Your Target Audience

Covers audience research methods, persona creation, and segmentation logic. Connects audience insight to channel and message selection in later chapters.

Lesson 2 • The Digital Marketing Landscape

Defines digital marketing, contrasts it with traditional marketing, and maps the major channels. Establishes the vocabulary and mental model used throughout the course.

Lesson 3 • Digital Marketing Strategy Basics

Outlines how to build a simple integrated strategy by combining channels, budgets, and timelines. Prepares students to make strategic decisions as they learn each channel.

Lesson 1 • Visual and Video Content Creation

Introduces design principles, image sourcing, and short-form video scripting for digital channels. Prepares students for social media and paid ad creative in later chapters.

Lesson 2 • Writing for Digital Audiences

Teaches scannable writing, headline formulas, and persuasive copy structures for web and email. Directly supports ad copy and landing page work in later chapters.

Lesson 3 • Blog and Long-Form Content

Guides students through researching, outlining, and publishing SEO-optimised long-form articles. Builds the content assets used in the SEO chapter.

Lesson 4 • Content Strategy Fundamentals

Covers content audits, topic ideation, and editorial planning aligned to audience personas. Connects content decisions to the funnel stages defined in Chapter 1.

Lesson 1 • Keyword Research and Mapping

Teaches keyword discovery, search volume analysis, and mapping keywords to site pages. Directly informs the on-page optimisation and content strategy sections.

Lesson 2 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a conceptual level. Provides the technical foundation needed to understand every SEO tactic that follows.

Lesson 3 • Link Building and Off-Page SEO

Introduces domain authority, backlink acquisition strategies, and digital PR tactics. Completes the full SEO picture by addressing authority signals beyond the site.

Lesson 4 • On-Page SEO Optimization

Covers title tags, meta descriptions, header hierarchy, and internal linking for ranking improvement. Builds on keyword mapping to optimise existing and new pages.

Lesson 1 • Bidding Strategies and Budget Management

Compares manual and automated bidding strategies and explains budget pacing and ROAS targets. Enables students to optimise spend efficiency across campaign types.

Lesson 2 • Ad Copywriting for Paid Search

Teaches responsive search ad creation, ad extensions, and A/B testing copy variations. Builds on copywriting skills from Chapter 2 and applies them to character-limited formats.

Lesson 3 • Display and Remarketing Campaigns

Introduces display network targeting, audience lists, and remarketing pixel setup. Expands paid reach beyond search to recapture and nurture existing site visitors.

Lesson 4 • Paid Advertising Fundamentals

Defines PPC, auction mechanics, Quality Score, and the relationship between bid and ad rank. Establishes the economic logic underlying every paid campaign decision.

Lesson 1 • Social Media Analytics and Reporting

Introduces native analytics tools, engagement rate benchmarks, and social reporting frameworks. Prepares students to evaluate social performance against the KPIs defined earlier.

Lesson 2 • Paid Social Advertising

Teaches campaign objectives, audience targeting, and creative formats for paid social platforms. Builds on PPC logic from Chapter 4 and applies it to social ad interfaces.

Lesson 3 • Community Building and Engagement

Covers posting cadence, community management, and engagement tactics that build loyal followings. Connects organic social effort to brand awareness KPIs set in Chapter 1.

Lesson 4 • Influencer and Creator Partnerships

Covers influencer tiers, outreach, brief creation, and performance measurement for partnerships. Extends content distribution skills from Chapter 2 into paid collaboration models.

Lesson 1 • Segmentation and Personalisation

Covers behavioural, demographic, and lifecycle segmentation to deliver relevant messages. Directly improves open rates, click rates, and conversion rates across all campaigns.

Lesson 2 • Email Design and Copywriting

Teaches responsive email layout, subject line formulas, and body copy structure for high open rates. Applies copywriting skills from Chapter 2 to the email format and constraints.

Lesson 3 • Marketing Automation and Sequences

Introduces trigger-based workflows, welcome sequences, and drip campaigns using automation tools. Enables students to scale personalised communication without manual effort.

Lesson 4 • Email Deliverability and Analytics

Explains sender reputation, spam filters, and the metrics that diagnose deliverability issues. Ensures campaigns reach the inbox and students can interpret performance data.

Lesson 1 • Ecommerce Business Models

Compares D2C, marketplace, dropshipping, and subscription models by margin, control, and scalability. Helps students select the right model before investing in store setup.

Lesson 2 • Ecommerce Customer Experience

Covers post-purchase communication, loyalty programmes, and customer service integration for retention. Connects ecommerce operations to the email automation and CRM skills developed earlier.

Lesson 3 • Product Listing Optimisation

Teaches product title formulas, description writing, image standards, and pricing display tactics. Applies SEO and copywriting skills from earlier chapters to product pages.

Lesson 4 • Inventory and Fulfilment Management

Introduces inventory tracking, supplier management, and order fulfilment workflows including returns. Operational efficiency here directly protects customer satisfaction and margins.

Lesson 1 • Growth Strategy and Scaling

Synthesises all course channels into a growth framework using acquisition, retention, and revenue levers. Students build a prioritised growth roadmap as the capstone deliverable.

Lesson 2 • A/B Testing and Experimentation

Covers hypothesis formation, test design, statistical significance, and result interpretation. Enables students to run valid experiments that produce reliable conversion improvements.

Lesson 3 • Reading and Interpreting Marketing Data

Teaches traffic source analysis, funnel drop-off identification, and cohort comparison techniques. Transforms raw data into actionable insights across all channels covered in the course.

Lesson 4 • Conversion Rate Optimisation Principles

Introduces CRO methodology, heuristic evaluation, and user behaviour tools like heatmaps. Provides the diagnostic framework used before designing any A/B test.