Digital Design and Marketing Course

Lesson 1 • Color Theory for Digital Media

Teaches color models, palettes, and psychological associations specific to screen-based design. Connects color decisions to brand perception and audience response.

Lesson 2 • Typography Fundamentals

Introduces typeface classification, pairing logic, and readability standards for digital screens. Students apply these rules to create legible, expressive text layouts.

Lesson 3 • Imagery and Iconography

Examines selection criteria for photos, illustrations, and icons in digital contexts. Reinforces how imagery supports the visual hierarchy established earlier.

Lesson 4 • Visual Design Principles

Covers balance, contrast, hierarchy, and alignment as the grammar of visual communication. Establishes the evaluative framework used throughout the course.

Lesson 1 • Logo Design Process

Guides students through research, sketching, vectorization, and refinement of logo concepts. Demonstrates how design principles from Chapter 1 govern logo construction.

Lesson 2 • Brand Guidelines Documentation

Teaches students to codify visual rules into a shareable brand guidelines document. Ensures the identity system can be applied consistently by any team member.

Lesson 3 • Brand Collateral Design

Applies the visual system to business cards, letterheads, and social media templates. Reinforces consistency as the core value of a functional brand identity.

Lesson 4 • Color and Typography Systems

Extends color theory and typography fundamentals into scalable brand systems with defined roles. Students create primary, secondary, and accent palettes with type pairings.

Lesson 1 • Audience Research and Segmentation

Covers quantitative and qualitative methods for defining and segmenting target audiences. Outputs feed directly into messaging, creative, and channel strategy.

Lesson 2 • Digital Marketing Ecosystem

Maps owned, earned, and paid media channels and their roles in a marketing mix. Provides the structural vocabulary used across all subsequent marketing chapters.

Lesson 3 • Campaign Planning Framework

Synthesizes ecosystem knowledge, journey maps, and audience data into a structured campaign brief. Students produce a reusable planning template for future campaigns.

Lesson 4 • Goal Setting and KPIs

Introduces objective-setting frameworks and the metrics that measure digital marketing performance. Connects measurable goals to the channel mix and budget allocation.

Lesson 1 • Long-Form and SEO Content

Introduces blog post structure, keyword integration, and on-page SEO elements for organic visibility. Prepares students for the SEO chapter by establishing content-side fundamentals.

Lesson 2 • Email Copywriting

Teaches subject line formulas, body copy structure, and CTA placement for email campaigns. Connects copy decisions to open rate and click-through rate outcomes.

Lesson 3 • Content Strategy Development

Defines content pillars, formats, and distribution channels based on audience research from Chapter 3. Students build a content strategy document tied to campaign goals.

Lesson 4 • Writing for Social Media

Covers platform-specific copy conventions, character limits, and engagement triggers. Students draft posts optimized for reach and interaction on major platforms.

Lesson 1 • Community Management

Covers response protocols, engagement tactics, and crisis communication for brand social accounts. Connects community health to long-term brand equity and audience loyalty.

Lesson 2 • Social Media Analytics

Teaches native and third-party analytics tools to measure reach, engagement, and conversion from social channels. Students interpret data to optimize future content decisions.

Lesson 3 • Social Media Advertising Basics

Introduces paid social campaign structures, audience targeting options, and ad format selection. Lays the groundwork for advanced paid media covered in Chapter 6.

Lesson 4 • Content Calendar and Scheduling

Teaches cadence planning, content batching, and scheduling tool workflows for consistent publishing. Builds on the editorial calendar introduced in Chapter 4.

Lesson 1 • Display and Programmatic Advertising

Covers banner ad formats, audience targeting layers, and programmatic buying concepts. Students design display creatives using brand assets from Chapter 2.

Lesson 2 • Ad Copywriting for Paid Channels

Applies copywriting principles from Chapter 4 to character-constrained search and display ad formats. Focuses on headline testing, value propositions, and extensions.

Lesson 3 • Campaign Optimization and Bidding

Introduces bid strategies, quality score improvement, and iterative optimization workflows. Students apply a structured testing cadence to improve campaign efficiency over time.

Lesson 4 • Paid Search Fundamentals

Explains auction mechanics, quality scores, and keyword match types for search advertising. Students structure campaigns that capture high-intent demand efficiently.

Lesson 1 • On-Page SEO Techniques

Covers title tags, header structure, schema markup, and internal linking for page-level optimization. Students audit and rewrite existing pages using a structured checklist.

Lesson 2 • Search Engine Optimization Foundations

Explains how search engines crawl, index, and rank content, establishing the logic behind all SEO tactics. Builds on keyword and content concepts introduced in Chapter 4.

Lesson 3 • Technical SEO Essentials

Addresses site speed, mobile usability, crawl errors, and XML sitemaps as technical ranking factors. Students run a technical audit and prioritize fixes by impact.

Lesson 4 • Web Analytics and Reporting

Configures analytics platforms to track goals, events, and traffic sources tied to campaign KPIs. Students build a live dashboard that reports on metrics defined in Chapter 3.

Lesson 1 • Post-Campaign Analysis and Reporting

Guides students through compiling results, calculating ROI, and extracting actionable insights for future campaigns. Produces a structured report suitable for stakeholder presentation.

Lesson 2 • In-Flight Optimization

Teaches real-time performance monitoring, budget reallocation, and creative refresh decisions during a live campaign. Students apply the optimization logic from Chapters 6 and 7.

Lesson 3 • Creative Production Workflow

Establishes a repeatable process for briefing, producing, reviewing, and approving digital creative assets. Applies brand guidelines and design skills from Chapters 1 and 2.

Lesson 4 • Campaign Launch and Trafficking

Covers pre-launch QA, UTM parameter setup, and asset trafficking across paid and owned channels. Ensures tracking accuracy before any budget is spent.