- 8 Sections
- 59 Lessons
- 10 Weeks
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- Foundations of Digital Marketing7
- Audience, Segmentation, and Positioning7
- 2.1From “everyone” to a clear audience
- 2.2Segmentation: breaking the market into meaningful groups
- 2.3Targeting and prioritizing segments
- 2.4Personas: making the audience concrete
- 2.5Positioning and value propositions
- 2.6Connecting audience and positioning to digital choices
- 2.7Self study activities for Chapter 2
- Websites, Content, and SEO Basics6
- Social Media Marketing Fundamentals9
- 4.1Social media as part of a complete digital strategy
- 4.2Organic vs paid social media in depth
- 4.3Understanding platform types and roles (conceptual)
- 4.4Designing a social media strategy: from objectives to pillars
- 4.5Creating post ideas and formats
- 4.6Planning, scheduling, and evaluating social content
- 4.7Community management in more depth
- 4.8Social media aligned with the customer journey (worked example)
- 4.9Self study activities for Chapter 4 (expanded)
- Email Marketing and Lead Nurturing8
- 5.1What is email marketing?
- 5.2Building an email list ethically
- 5.3Types of marketing emails
- 5.4Structuring a basic welcome email sequence
- 5.5Lead nurturing: turning interest into readiness
- 5.6Writing effective marketing emails (basic principles)
- 5.7Measuring email performance (basic view)
- 5.8Self study activities
- Paid Advertising Basics (Search & Social)7
- Analytics, KPIs, and Optimization7
- Integrated Digital Campaigns and Career Pathways8
- 8.1What is an integrated digital campaign?
- 8.2Campaign planning framework
- 8.3Campaign elements in detail (worked example
- 8.4Campaign timeline and execution
- 8.5Reviewing and learning from a campaign
- 8.6Digital marketing roles and career pathways
- 8.7Next steps for learning and practice
- 8.8Self study activities
Advantages and limitations of digital marketing
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