Digital Marketing (Beginner to Professional)

• Build a full marketing strategy: positioning, audience, funnel and channel plan
• Run technical and content SEO that ranks and holds its rankings
• Plan, launch and optimise Google Ads (Search, Performance Max, YouTube, Display)
• Run Meta, TikTok and LinkedIn paid campaigns with real budget control
• Set up a CRM, manage pipelines and build lifecycle automation
• Write and ship email and WhatsApp campaigns that convert
• Design landing pages and run conversion rate optimisation tests
• Measure everything with GA4, GTM and dashboards, and report to management
• Use AI tools responsibly to work faster without losing quality
• Position yourself for local and international marketing roles or freelance clients

Curriculum

1. 01

   Module 1 — Marketing foundations & strategy

   • How modern digital marketing works end to end
   • Market and customer research
   • Positioning, offer and messaging
   • Customer journeys and funnel design
   • Channel selection and budget planning
   • Marketing plan you will execute for the rest of the programme
2. 02

   Module 2 — Website, landing pages & CRO

   • Building landing pages with no-code tools
   • Copy structure that converts
   • Forms, lead capture and tracking
   • A/B testing and conversion rate optimisation
   • Page speed and mobile experience
3. 03

   Module 3 — SEO (technical, on-page, content & off-page)

   • How search engines crawl, index and rank
   • Keyword research and search intent
   • Technical audits: site architecture, Core Web Vitals, structured data
   • On-page optimisation and internal linking
   • Content clusters and editorial planning
   • Link building, digital PR and local SEO
   • Search Console, Ahrefs and rank reporting
4. 04

   Module 4 — Google Ads

   • Account structure and campaign types
   • Search campaigns: keywords, match types, negatives
   • Performance Max and Shopping
   • YouTube and Display advertising
   • Ad copy, extensions and quality score
   • Bidding strategies, budget pacing and scaling
   • Conversion tracking and Google Ads reporting
5. 05

   Module 5 — Meta, TikTok & LinkedIn advertising

   • Pixel, Conversions API and event setup
   • Audience building, retargeting and lookalikes
   • Creative strategy and hooks for paid social
   • Testing frameworks and creative iteration
   • Scaling profitable campaigns and cutting losers
   • LinkedIn B2B lead generation
6. 06

   Module 6 — Email marketing & marketing automation

   • List building and deliverability
   • Welcome, nurture, cart and win-back flows
   • Segmentation and personalisation
   • Email copywriting and design
   • WhatsApp and SMS campaigns
   • Automation in Mailchimp, Klaviyo and Brevo
7. 07

   Module 7 — CRM & lifecycle marketing

   • CRM setup and data hygiene (HubSpot, Zoho)
   • Lead scoring, pipelines and sales handover
   • Lifecycle stages, retention and loyalty
   • Customer support and feedback loops
   • Reporting on customer lifetime value
8. 08

   Module 8 — Content, social & brand

   • Content pillars and calendars
   • Short-form video production and editing
   • Copywriting for every channel
   • Community management and influencer partnerships
   • Brand consistency across channels
9. 09

   Module 9 — Analytics, measurement & AI tooling

   • GA4 setup, events and conversions
   • Google Tag Manager
   • Attribution models and UTM discipline
   • Looker Studio dashboards and management reporting
   • AI tools for research, copy, creative and analysis
10. 10

    Module 10 — Professional practice, portfolio & job readiness

    • Agency and in-house ways of working
    • Client and stakeholder communication
    • Pricing freelance and retainer work
    • Portfolio and case study build-out
    • CV, LinkedIn and interview preparation
    • Onboarding to local and international job platforms
    • Capstone: full-funnel campaign presented to a review panel

Projects you will build

• Complete marketing strategy for a real business
• SEO audit and content plan that improves live rankings
• Google Ads account built, launched and optimised on a live budget
• Meta and TikTok creative test with documented results
• Email and WhatsApp automation flows built in a real platform
• CRM set up with pipelines, scoring and lifecycle reporting
• Landing page with an A/B test and conversion analysis
• Looker Studio performance dashboard
• Capstone: full-funnel campaign with budget, results and presentation