12‑Week Digital Marketing Certified Course

Week 3-4: Content Marketing Fundamentals

• Live Sessions:
  • Session 1: What Makes Great Content
    • Content formats: blog posts, videos, infographics, and social media
    • Storytelling techniques and strategies
  • Session 2: Tools and Techniques for Content Creation
    • Practical demonstrations: Canva, Google Docs, and scheduling tools
• Self-Paced:
  • Develop a content marketing plan for a case study business.
• Assignments:
  • Design a blog post outline, a 1-week social media calendar, and a video script.

Week 5-6: Social Media Marketing

• Live Sessions:
  • Session 1: Social Media Platforms Overview
    • Facebook, Instagram, LinkedIn, TikTok, and YouTube for business
  • Session 2: Social Media Content Strategy and Copywriting
    • Writing for engagement and conversions
    • Creating visual content with Canva and Meta Business Suite
• Self-Paced:
  • Complete Meta Blueprint modules on Facebook and Instagram for Business.
• Assignments:
  • Create a week’s worth of social media posts (graphics, captions, hashtags).
  • Design a paid ad campaign using Meta Ads Manager (mock ad).

Week 7-8: SEO and Website Basics

• Live Sessions:
  • Session 1: Introduction to SEO
    • On-page SEO, off-page SEO, and keyword research
  • Session 2: Website Basics
    • Practical demonstration: building landing pages with WordPress and Elementor
• Self-Paced:
  • Complete an SEO fundamentals course.
• Assignments:
  • Conduct basic keyword research for a chosen topic.
  • Create a wireframe for a landing page.
  • Design and publish a basic website.

Week 9-10: Paid Media and Analytics

• Live Sessions:
  • Session 1: Google Ads 101
    • Setting up a search campaign and optimizing performance
  • Session 2: Analytics and Reporting
    • Introduction to Google Analytics 4 and Looker Studio
• Self-Paced:
  • Follow Google Ads tutorials and experiment with mock ad creation (no spending required).
• Assignments:
  • Create a draft Google Ads campaign, including keywords and ad copy.
  • Build a sample analytics report for a mock marketing campaign.
• Capstone Project Launch:
  • Introduce the project scope, deliverables, and grading criteria during the Week 10 live session.
  • Students choose between:
    • A case study client: A fictional business with a detailed brief.
    • Their own business: Apply their learnings to their personal project or entrepreneurial venture.

Week 11: Digital Marketing Strategy and Capstone Preparation

• Live Sessions:
  • Session 1: Integrated Digital Marketing Strategies
    • Combining paid, earned, and owned media into one strategy
  • Session 2: Customer Journey Mapping and Funnel Building
    • Hands-on support for students’ Portfolio Project planning
• Self-Paced:
  • Start building the Capstone Project:
    • Develop a customer persona
    • Define marketing objectives
    • Draft the content calendar
• Assignments:

Submit the first draft of Portfolio deliverables for feedback.

Week 12: Portfolio Project and Finalisation

• Live Sessions:
  • Session 1: Portfolio Project Q&A and Troubleshooting
  • Session 2: Course Wrap-Up and Final Submission Guidance
• Self-Paced:
  • Finalise and submit the Portfolio Project.
• Capstone Deliverables:
  • A comprehensive digital marketing plan, including:
    • Customer Persona: Target audience with a buyer journey map.
    • Marketing Objectives: SMART goals for the campaign.
    • Content Calendar: A 2-week sample of planned content.
    • Paid Ads Strategy: Mock ad campaign setup (keywords, ad copy, audience targeting).
    • SEO Plan: Keyword research and on-page optimization strategy.
    • Analytics Report: Sample report on KPIs for campaign tracking.