Digital Marketing Course

Lesson 1 • Consumer Behaviour Online

Examine how buyers discover, evaluate, and purchase online. Grounds all later targeting and messaging decisions in real psychology.

Lesson 2 • Digital Marketing Ethics and Compliance

Identify privacy regulations, data consent principles, and ethical advertising standards. Sets responsible practice norms applied in every subsequent channel.

Lesson 3 • Setting Marketing Goals and KPIs

Translate business objectives into measurable digital KPIs using the SMART framework. Provides the measurement foundation for every channel covered later.

Lesson 4 • The Digital Marketing Landscape

Map the full ecosystem of owned, earned, and paid media. Establishes the channel taxonomy throughout the course.

Lesson 1 • Website Architecture and Planning

Structure site hierarchies and navigation to match user intent and business goals. Lays the structural groundwork before any traffic-driving tactics are introduced.

Lesson 2 • User Experience Design Principles

Apply UX heuristics, visual hierarchy, and accessibility standards to web pages. Directly improves conversion rates discussed in later optimisation chapters.

Lesson 3 • Website Analytics Setup

Implement tracking tags, goals, and event monitoring to capture user behaviour data. Enables the data-driven decisions required in all measurement sections ahead.

Lesson 1 • Keyword Research and Strategy

Identify, prioritise, and map keywords to content using volume, difficulty, and intent data. Drives the content planning process introduced in the next chapter.

Lesson 2 • On-Page SEO Techniques

Optimise title tags, meta descriptions, headings, and body content for target keywords. Directly applies keyword strategy to individual pages for ranking improvement.

Lesson 3 • Technical SEO Essentials

Diagnose and fix crawlability, site speed, and structured data issues. Ensures the technical foundation supports all on-page and off-page efforts.

Lesson 4 • How Search Engines Work

Explain crawling, indexing, and ranking algorithms to demystify SEO decisions. Provides the conceptual model that makes every optimisation tactic logical.

Lesson 1 • Content Distribution and Amplification

Distribute content through owned, earned, and paid channels to maximise reach and engagement. Connects content production to the paid and social channels covered later.

Lesson 2 • Content Performance Measurement

Track consumption, engagement, and conversion metrics to evaluate and iterate content strategy. Closes the loop between content investment and business results.

Lesson 3 • Storytelling and Persuasive Writing

Apply narrative frameworks and copywriting formulas to make content compelling and action-driving. Strengthens messaging effectiveness across every digital channel.

Lesson 4 • Content Formats and Production

Select and produce blog posts, videos, infographics, and podcasts matched to audience preferences. Expands the channel mix available for distribution in later sections.

Lesson 1 • Social Media Analytics and Reporting

Measure reach, engagement, and conversion from social channels using native and third-party tools. Enables data-driven optimisation of organic social programmes.

Lesson 2 • Community Management and Engagement

Respond to comments, manage brand reputation, and foster loyal online communities. Transforms passive followers into active brand advocates.

Lesson 3 • Social Content Creation and Scheduling

Produce platform-native content and build consistent publishing cadences using scheduling tools. Operationalises the content strategy from the previous chapter for social channels.

Lesson 1 • Campaign Optimisation and Scaling

Apply A/B testing, bid adjustments, and audience refinements to improve campaign efficiency. Moves students from campaign launch to continuous performance improvement.

Lesson 2 • Social and Display Advertising

Create audience-targeted campaigns on social platforms and display networks using visual creative. Extends reach beyond search intent to awareness and retargeting objectives.

Lesson 3 • Paid Advertising Fundamentals

Understand auction mechanics, ad quality scores, and bidding strategies across paid channels. Provides the economic model that governs every paid campaign decision.

Lesson 4 • Paid Media Measurement and ROI

Calculate ROAS, CPA, and LTV to evaluate paid campaign profitability and justify spend. Connects ad investment to the business KPIs established in Chapter 1.

Lesson 1 • Marketing Automation Workflows

Build trigger-based automation sequences for welcome, nurture, and re-engagement journeys. Scales personalised communication without proportional increases in manual effort.

Lesson 2 • Email Design and Copywriting

Write subject lines, preview text, and body copy that drive opens, clicks, and conversions. Applies persuasive writing skills from the content chapter to the email channel.

Lesson 3 • Email Analytics and Optimisation

Analyse open rates, click rates, and revenue attribution to continuously improve email performance. Closes the measurement loop for the email channel.

Lesson 1 • Continuous Optimisation and Testing Culture

Establish structured experimentation programmes and growth frameworks to sustain performance gains. Embeds a test-and-learn mindset as the operating model for ongoing marketing.

Lesson 2 • Unified Reporting and Dashboards

Aggregate data from all channels into executive-ready dashboards using BI and analytics tools. Enables the strategic oversight required for budget and channel decisions.

Lesson 3 • Cross-Channel Attribution

Compare attribution models to accurately assign conversion credit across touchpoints. Resolves the measurement conflicts that arise when running multiple channels simultaneously.

Lesson 4 • Digital Marketing Strategy Development

Synthesise channel insights into an integrated annual marketing plan with budget allocation. Culminates the course by connecting all channels into a unified strategic framework.