Digital marketing training

Lesson 1 • The Digital Marketing Landscape

Defines digital marketing, contrasts it with traditional marketing, and maps the major channels. Establishes the conceptual framework used throughout the course.

Lesson 2 • Digital Marketing Planning Basics

Introduces the structure of a digital marketing plan and the role of audience research. Students produce a one-page channel plan by section end.

Lesson 3 • Understanding the Online Consumer

Examines how consumers discover, evaluate, and purchase online. Connects consumer psychology to channel selection and messaging strategy.

Lesson 1 • Segmentation and Targeting Strategies

Explains demographic, psychographic, behavioural, and geographic segmentation. Students apply segmentation logic to select priority audience groups.

Lesson 2 • Building Data-Driven Buyer Personas

Guides students through constructing detailed personas from research data. Personas created here are referenced in content, SEO, and paid media chapters.

Lesson 3 • Market Research for Digital Marketers

Covers primary and secondary research methods relevant to digital contexts. Connects research outputs directly to audience targeting decisions.

Lesson 1 • Visual and Video Content Essentials

Covers principles of visual content creation and short-form video production. Students learn to brief designers and produce basic visual assets.

Lesson 2 • Content Strategy Fundamentals

Defines content marketing and its role in the funnel. Students learn to align content types to audience stages and business goals.

Lesson 3 • Content Distribution and Promotion

Explains how to amplify content through owned, earned, and paid channels. Bridges content creation to SEO and social media chapters.

Lesson 4 • Writing and Storytelling for Digital Audiences

Develops writing skills optimised for online reading behaviour and engagement. Covers headline formulas, structure, and narrative techniques.

Lesson 1 • Technical SEO Fundamentals

Addresses site speed, mobile usability, structured data, and crawl health. Students run a technical audit and prioritise fixes by impact.

Lesson 2 • Link Building and Off-Page SEO

Explains domain authority, backlink quality, and ethical link acquisition tactics. Connects off-page signals to overall ranking strategy.

Lesson 3 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms at a practical level. Provides the technical foundation needed for on-page and off-page optimisation.

Lesson 4 • Keyword Research and Strategy

Teaches systematic keyword discovery, evaluation, and mapping to site pages. Directly feeds into content creation and on-page optimisation work.

Lesson 1 • Influencer and Creator Partnerships

Explains how to identify, vet, and manage influencer collaborations. Covers disclosure requirements and performance measurement.

Lesson 2 • Social Media Strategy Development

Establishes how to set social media goals aligned to broader marketing objectives. Students select platforms based on audience data from Chapter 2.

Lesson 3 • Social Media Analytics and Reporting

Teaches how to extract actionable insights from platform analytics. Students build a social media performance dashboard.

Lesson 4 • Social Media Advertising Overview

Introduces paid social concepts including audience targeting, ad formats, and bidding. Prepares students for deeper paid media work in Chapter 6.

Lesson 1 • Paid Media Fundamentals

Defines paid media types, auction mechanics, and the role of paid in the funnel. Establishes vocabulary and concepts used throughout the chapter.

Lesson 2 • Campaign Optimisation and Reporting

Teaches systematic optimisation routines and how to build performance reports. Students conduct a live campaign audit and present findings.

Lesson 3 • Bidding Strategies and Budget Management

Explains manual and automated bidding strategies and how to allocate budget across campaigns. Connects bidding decisions to KPIs set in Chapter 1.

Lesson 4 • Display and Programmatic Advertising

Covers display network targeting, creative specifications, and programmatic buying basics. Students design a display campaign targeting strategy.

Lesson 1 • Marketing Automation and Workflows

Introduces automation logic, trigger-based workflows, and lead scoring. Students build a welcome series and a re-engagement automation.

Lesson 2 • Email Marketing Strategy and List Building

Covers list growth tactics, permission-based marketing principles, and list hygiene. Establishes the audience foundation for all email campaigns.

Lesson 3 • Email Analytics and Deliverability

Covers open rates, click rates, deliverability factors, and inbox placement. Students diagnose a deliverability issue and implement fixes.

Lesson 4 • Campaign Types and Sending Strategy

Differentiates newsletters, promotional, transactional, and lifecycle emails. Students map campaign types to funnel stages and audience segments.

Lesson 1 • Attribution Modelling and ROI Calculation

Explains attribution models and how to assign credit across touchpoints. Students calculate channel ROI and make budget reallocation recommendations.

Lesson 2 • Interpreting Traffic and Behaviour Data

Teaches how to read acquisition, behaviour, and conversion reports. Students identify drop-off points and optimisation opportunities in real data.

Lesson 3 • Web Analytics Setup and Configuration

Covers tracking implementation, goal configuration, and data layer basics. Ensures accurate data collection as the foundation for all reporting.

Lesson 4 • Strategic Planning from Data Insights

Synthesises all course learning into a data-driven strategic planning process. Students revise a marketing strategy based on performance analysis.