Ecommerce Marketing Course

Lesson 1 • Core Marketing Channels Overview

Introduces paid, owned, and earned channels used in ecommerce. Provides a framework for evaluating channel fit before deep-diving into each.

Lesson 2 • Setting Goals and Metrics

Establishes how to define measurable marketing objectives tied to business outcomes. Grounds all subsequent tactics in accountable performance targets.

Lesson 3 • The Digital Buyer Journey

Maps awareness through post-purchase stages specific to online shoppers. Connects journey stages to channel selection and messaging strategy.

Lesson 1 • Behavioral and Psychographic Data

Explores on-site behaviour, purchase history, and lifestyle data to enrich audience profiles. Connects data types to personalisation and targeting strategies.

Lesson 2 • Audience Segmentation Strategies

Covers demographic, behavioural, and value-based segmentation for ecommerce lists. Segmentation enables precise targeting and higher campaign relevance.

Lesson 3 • Primary and Secondary Research Methods

Teaches surveys, interviews, and competitive analysis for gathering buyer insights. Research outputs feed directly into persona and segmentation work.

Lesson 1 • Technical SEO Essentials

Addresses site speed, crawlability, URL structure, and duplicate content issues common in ecommerce. Technical health is a prerequisite for ranking success.

Lesson 2 • On-Page SEO for Product Pages

Covers title tags, meta descriptions, structured data, and copy optimisation for product listings. Directly improves organic visibility and click-through rates.

Lesson 3 • Content Marketing for Organic Growth

Builds a content strategy using blogs, guides, and video to attract and nurture buyers. Content assets support SEO while moving customers through the funnel.

Lesson 4 • Link Building and Authority Growth

Introduces outreach, digital PR, and partnership tactics to earn quality backlinks. Domain authority improvements amplify all on-page SEO efforts.

Lesson 1 • Ad Creative and Copywriting

Develops skills for writing high-converting ad headlines, descriptions, and calls to action. Creative quality directly affects click-through and conversion rates.

Lesson 2 • Paid Search Campaign Structure

Covers account architecture, match types, and bidding strategies for search ads. Proper structure reduces wasted spend and improves quality scores.

Lesson 3 • Display and Retargeting Campaigns

Explains audience-based display targeting and dynamic retargeting for cart abandoners. Retargeting recaptures high-intent visitors at a lower cost per acquisition.

Lesson 4 • Paid Campaign Optimisation

Covers bid adjustments, quality score improvement, and performance analysis routines. Ongoing optimisation is required to maintain profitable ROAS over time.

Lesson 1 • Paid Social Advertising

Covers audience targeting, creative formats, and campaign objectives for paid social ads. Paid social extends reach beyond organic limits and enables precise retargeting.

Lesson 2 • Organic Social Content Planning

Teaches content formats, posting cadence, and community engagement for organic growth. Consistent organic presence builds brand trust before paid amplification.

Lesson 3 • Platform Selection and Strategy

Guides channel prioritisation based on audience demographics and product category fit. Choosing the right platforms prevents resource dilution across ineffective channels.

Lesson 4 • Influencer Marketing Strategy

Explains influencer tiers, vetting criteria, and partnership structures for ecommerce brands. Influencer campaigns accelerate trust-building with new audience segments.

Lesson 1 • Segmentation and Personalisation

Applies audience segments to email and SMS for relevant, timely messaging. Personalised sends consistently outperform batch-and-blast campaigns in open and revenue rates.

Lesson 2 • Core Automation Flows

Builds the essential automated sequences every ecommerce store needs to maximise revenue. These flows run continuously and generate revenue without manual effort.

Lesson 3 • Email and SMS Performance Analysis

Covers open rates, click rates, revenue per recipient, and deliverability diagnostics. Data-driven iteration improves every subsequent campaign and automation flow.

Lesson 4 • Campaign Design and Copywriting

Teaches subject line formulas, email layout principles, and SMS copy constraints. Strong creative execution drives opens, clicks, and conversions from every send.

Lesson 1 • A/B and Multivariate Testing

Teaches experiment design, statistical significance, and test prioritisation frameworks. Rigorous testing separates genuine lifts from random variation in results.

Lesson 2 • Personalisation and Dynamic Content

Applies behavioural and segment data to serve personalised on-site experiences. Personalisation extends CRO gains by matching content to individual visitor intent.

Lesson 3 • Product Page Optimisation

Covers image quality, social proof placement, and copy hierarchy for product pages. Product pages are the highest-leverage conversion asset in any ecommerce store.

Lesson 4 • CRO Research and Diagnostics

Uses analytics, heatmaps, and session recordings to diagnose conversion barriers. Research-led CRO prevents wasted testing effort on low-impact page elements.

Lesson 1 • Ecommerce Analytics Setup

Covers tracking implementation, goal configuration, and enhanced ecommerce reporting. Accurate data collection is the prerequisite for every analytical insight.

Lesson 2 • Growth Strategy and Roadmap Planning

Synthesises all course skills into a structured 90-day marketing growth plan. Students leave with a repeatable strategic planning process applicable to any ecommerce business.

Lesson 3 • Performance Dashboards and Reporting

Builds channel-level and executive dashboards that surface actionable insights quickly. Clear reporting aligns marketing teams and stakeholders around shared goals.

Lesson 4 • Multi-Channel Attribution Models

Compares last-click, linear, time-decay, and data-driven attribution approaches. Choosing the right model prevents misallocation of budget across channels.