Digital Marketing Manager Course

Lesson 1 • The Digital Marketing Landscape

Maps the full ecosystem of owned, earned, and paid media. Establishes the strategic context that frames every channel covered later.

Lesson 2 • Customer Journey and Funnel Models

Introduces awareness-to-conversion funnel stages and modern non-linear journey maps. Connects channel selection to specific funnel objectives.

Lesson 3 • Target Audience and Buyer Personas

Teaches data-driven persona construction using demographics, psychographics, and behavioral signals. Personas become the targeting foundation for all campaigns.

Lesson 4 • Digital Marketing Ethics and Compliance

Covers data privacy principles, consent requirements, and advertising standards. Ensures campaigns are built on compliant and trustworthy practices.

Lesson 1 • Conversion Rate Optimization Basics

Introduces CRO methodology including hypothesis building and A/B testing. Establishes a continuous improvement mindset for all digital assets.

Lesson 2 • Website Architecture and Navigation

Covers information architecture, URL structure, and intuitive navigation design. A well-structured site supports both user experience and search visibility.

Lesson 3 • Landing Page Optimization

Focuses on crafting high-converting landing pages with clear value propositions and CTAs. Directly supports paid and organic traffic campaigns.

Lesson 4 • UX Design Principles for Marketers

Introduces usability heuristics, visual hierarchy, and accessibility standards. Marketers learn to brief designers and evaluate page quality.

Lesson 1 • Technical SEO Essentials

Addresses site speed, crawlability, structured data, and mobile usability. Technical health is a prerequisite for ranking improvements.

Lesson 2 • Keyword Research and Strategy

Teaches systematic keyword discovery, clustering, and prioritization by volume and difficulty. Keywords drive content planning and on-page optimization.

Lesson 3 • SEO Measurement and Reporting

Defines SEO-specific KPIs and reporting cadences for stakeholders. Connects SEO effort to business outcomes using data.

Lesson 4 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a conceptual level. This foundation prevents common technical mistakes made in later SEO work.

Lesson 5 • Link Building and Off-Page SEO

Introduces authority-building through ethical link acquisition and digital PR. Off-page signals amplify on-page and technical work.

Lesson 1 • Content Formats and Channel Selection

Maps content formats—blog, video, podcast, infographic—to audience preferences and funnel stages. Prevents wasted production effort on mismatched formats.

Lesson 2 • Content Performance Measurement

Defines content-specific metrics—engagement, time on page, lead attribution—and reporting methods. Measurement closes the loop between strategy and execution.

Lesson 3 • Content Creation and Copywriting

Teaches persuasive writing frameworks, storytelling, and content briefs. Quality content creation is the core output of any content strategy.

Lesson 4 • Content Distribution and Amplification

Covers owned, earned, and paid distribution tactics to maximize content reach. Distribution multiplies the return on content production investment.

Lesson 5 • Content Strategy Fundamentals

Defines content strategy as a business discipline aligned to audience needs and brand goals. Establishes the planning framework used throughout the chapter.

Lesson 1 • Influencer and Creator Partnerships

Guides identification, vetting, and contracting of influencers aligned to brand values. Influencer partnerships extend reach to highly targeted audiences.

Lesson 2 • Social Content Creation

Covers native content formats, visual design principles, and copywriting for social feeds. Platform-native content consistently outperforms repurposed material.

Lesson 3 • Platform Strategy and Selection

Evaluates platform demographics, content formats, and algorithm behaviors to guide channel selection. Prevents resource dilution across irrelevant platforms.

Lesson 4 • Community Management

Teaches engagement tactics, response protocols, and crisis communication for social channels. Active community management builds brand loyalty and trust.

Lesson 1 • Paid Media Fundamentals

Introduces auction mechanics, ad formats, and the relationship between bid, quality, and placement. This foundation prevents costly beginner mistakes.

Lesson 2 • Display and Programmatic Advertising

Explains display network targeting, retargeting audiences, and programmatic buying basics. Display extends brand reach beyond active search behavior.

Lesson 3 • Search Advertising Campaigns

Covers keyword targeting, match types, ad copy, and campaign structure for search ads. Search intent targeting delivers high-purchase-intent traffic.

Lesson 4 • Paid Media Reporting and Attribution

Defines paid media KPIs—CPC, CPA, ROAS—and attribution models for multi-channel campaigns. Accurate attribution guides budget reallocation decisions.

Lesson 5 • Campaign Optimization and Bidding

Teaches ongoing optimization through bid adjustments, A/B testing, and Quality Score improvement. Continuous optimization is the primary driver of paid media ROI.

Lesson 1 • Email Marketing Strategy

Establishes email as a direct-owned channel and defines list segmentation and lifecycle stages. Strategy alignment prevents spray-and-pray sending habits.

Lesson 2 • Email Design and Copywriting

Teaches responsive email design, subject line optimization, and persuasive body copy. Design and copy together determine open and click-through rates.

Lesson 3 • List Building and Deliverability

Covers permission-based list growth tactics and technical deliverability factors. A healthy, engaged list is the foundation of email performance.

Lesson 4 • Marketing Automation Workflows

Builds trigger-based automation sequences for welcome, nurture, and re-engagement flows. Automation scales personalized communication without manual effort.

Lesson 1 • Attribution Modeling and ROI

Compares first-touch, last-touch, and data-driven attribution models for accurate ROI calculation. Correct attribution prevents misallocation of marketing budgets.

Lesson 2 • Integrated Digital Marketing Planning

Synthesizes all prior channels into a cohesive campaign plan with shared objectives and budgets. Integration eliminates siloed channel thinking and maximizes synergy.

Lesson 3 • Marketing Technology Stack

Maps the core martech categories—CRM, CDP, analytics, automation—and their integration points. A well-designed stack enables scalable, data-driven marketing operations.

Lesson 4 • Marketing Analytics and Data Interpretation

Covers web analytics platforms, data visualization, and statistical interpretation for marketers. Analytical fluency enables confident, evidence-based decisions.