Web Marketing Manager Course

Lesson 1 • The Digital Marketing Landscape

Maps owned, earned, and paid media across the web. Establishes the channel taxonomy used throughout the course.

Lesson 2 • Customer Journey and Funnel Models

Introduces awareness-to-conversion funnel stages and multi-touch journey mapping. Connects channel selection to funnel position.

Lesson 3 • Setting Marketing Goals and KPIs

Translates business objectives into measurable digital KPIs using SMART criteria. Provides the goal-setting structure applied in every later chapter.

Lesson 4 • Audience Research and Segmentation

Covers demographic, psychographic, and behavioral segmentation methods. Feeds directly into targeting decisions in paid and organic channels.

Lesson 1 • Website Audit and Prioritization

Provides a structured audit methodology to identify UX, content, and technical gaps. Produces a prioritized action roadmap.

Lesson 2 • UX Principles for Marketers

Covers usability heuristics, information architecture, and navigation design. Equips marketers to evaluate and brief UX decisions without coding.

Lesson 3 • Landing Page Design and Optimization

Teaches the anatomy of high-converting landing pages and persuasion principles. Directly supports paid and email campaign chapters.

Lesson 4 • Mobile-First and Performance Optimization

Addresses responsive design, page speed, and Core Web Vitals as ranking and conversion factors. Bridges UX and SEO requirements.

Lesson 1 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a conceptual level. Provides the mental model needed for all SEO decisions.

Lesson 2 • Keyword Research and Strategy

Teaches keyword discovery, clustering, and prioritization using search volume and difficulty data. Feeds content planning and on-page optimization.

Lesson 3 • On-Page SEO Optimization

Covers title tags, meta descriptions, heading structure, and internal linking. Directly applies keyword strategy to page-level execution.

Lesson 4 • SEO Measurement and Reporting

Establishes organic performance tracking using search console and analytics data. Closes the loop between SEO actions and business outcomes.

Lesson 5 • Technical SEO Essentials

Addresses site architecture, crawl budget, sitemaps, and structured data. Ensures the site is fully indexable and technically sound.

Lesson 1 • Content Strategy Fundamentals

Defines content strategy as a business discipline distinct from content creation. Establishes the strategic layer that governs all content decisions.

Lesson 2 • Content Performance Measurement

Defines content-specific KPIs and attribution models to prove ROI. Feeds data back into strategy refinement.

Lesson 3 • Content Distribution and Amplification

Covers owned, earned, and paid distribution tactics to maximize content reach. Connects content output to audience growth metrics.

Lesson 4 • Content Formats and Channel Selection

Maps content formats to audience preferences and funnel stages. Guides format and channel decisions for maximum reach and engagement.

Lesson 5 • SEO-Driven Content Creation

Integrates keyword research and search intent into content briefs and outlines. Bridges SEO chapter skills with content production.

Lesson 1 • Social Media Analytics and Reporting

Defines platform-native and third-party analytics for reach, engagement, and conversion. Closes the loop between social activity and business outcomes.

Lesson 2 • Organic Content Planning and Creation

Covers content calendars, format best practices, and platform-native content creation. Builds on content strategy chapter for social application.

Lesson 3 • Influencer and Creator Partnerships

Covers influencer identification, brief writing, and performance measurement for creator campaigns. Extends organic reach through trusted voices.

Lesson 4 • Social Media Strategy Development

Establishes social media goals, platform selection criteria, and audience alignment. Grounds all tactical decisions in strategic intent.

Lesson 1 • Social Paid Advertising

Covers paid social campaign setup, audience targeting, and creative formats across major platforms. Complements organic social strategy.

Lesson 2 • Campaign Optimization and Scaling

Teaches bid management, A/B testing, and audience refinement to improve campaign efficiency. Covers scaling tactics without sacrificing ROAS.

Lesson 3 • Display and Programmatic Advertising

Introduces display networks, audience targeting, and programmatic buying concepts. Expands reach beyond search intent.

Lesson 4 • Paid Media Strategy and Planning

Establishes paid media objectives, budget allocation, and channel mix decisions. Grounds campaign execution in business goals.

Lesson 5 • Search Advertising Fundamentals

Covers keyword bidding, ad copy, Quality Score, and campaign structure for search ads. Builds on SEO keyword knowledge for paid application.

Lesson 1 • Email Design and Copywriting

Covers responsive email templates, subject line psychology, and body copy structure. Directly impacts open rates and click-through rates.

Lesson 2 • Segmentation and Personalization

Teaches behavioral, demographic, and lifecycle-based segmentation for targeted sends. Increases relevance and reduces unsubscribe rates.

Lesson 3 • Marketing Automation Workflows

Builds trigger-based automation sequences for welcome, nurture, and re-engagement programmes. Reduces manual effort while increasing message relevance.

Lesson 4 • Email Analytics and Testing

Covers open rate, click rate, and revenue attribution metrics alongside A/B testing methodology. Drives continuous programme improvement.

Lesson 5 • Lead Scoring and CRM Integration

Introduces lead scoring models and CRM data sync to align marketing with sales handoff. Connects automation to revenue pipeline.

Lesson 1 • Multi-Channel Attribution Modeling

Compares last-click, linear, time-decay, and data-driven attribution models. Enables accurate credit assignment across the full customer journey.

Lesson 2 • Dashboard Design and Data Visualization

Teaches dashboard architecture, chart selection, and storytelling with data. Produces executive and operational dashboards for all channel KPIs.

Lesson 3 • Conversion Rate Optimization

Applies hypothesis-driven testing to improve conversion rates across landing pages and funnels. Integrates UX, analytics, and paid channel data.

Lesson 4 • Web Analytics Setup and Configuration

Covers analytics platform setup, event tracking, and data layer fundamentals. Ensures accurate data collection across all marketing channels.