Week 1 — Digital Marketing Foundations
- What digital marketing is and how businesses use it
- Customer journey and sales funnel
- Choosing a niche and understanding the target audience
- Setting goals: reach, leads and sales
- Tools setup: Google account, Meta Business Suite, Canva
Week 2 — AI Tools for Marketers
- ChatGPT and Gemini for marketing tasks
- Writing good prompts for ads, posts and emails
- AI for image and video content (Canva AI, CapCut)
- Building a content idea bank with AI
- Checking AI content for accuracy and originality
Week 3 — Branding and Content Strategy
- Brand voice, colours and positioning
- Content pillars and a 30-day content calendar
- Writing hooks, captions and calls to action
- Designing posts and reels covers in Canva
- Practical: content plan for a real local business
Week 4 — Facebook and Instagram Marketing
- Setting up a professional Page and Instagram account
- Reels, stories and carousel strategy
- Organic growth: hashtags, timing and engagement
- Community management and replying to comments
- Meta Business Suite scheduling and insights
Week 5 — TikTok, YouTube and LinkedIn
- Short-video strategy for TikTok and YouTube Shorts
- YouTube channel setup and video SEO basics
- LinkedIn profile and company page for B2B
- Repurposing one idea for every platform
- Practical: one week of posts across three platforms
Week 6 — SEO Fundamentals
- How Google search works
- Keyword research with free tools and Semrush basics
- Search intent and choosing keywords
- On-page SEO: titles, meta descriptions, headings, URLs
- Practical: keyword list for a local business
Week 7 — Content Writing and Blogging for SEO
- Writing a blog post that ranks
- Internal links, images and alt text
- Using AI to draft and humans to edit
- Plagiarism and AI-content checks
- Practical: publish one SEO blog post
Week 8 — Technical and Local SEO
- Google Search Console setup and reports
- Site speed, mobile-friendliness and indexing
- Google Business Profile optimisation
- Local citations and reviews
- Backlinks: what works and what to avoid
Week 9 — Meta Ads Part 1
- Ads Manager structure: campaign, ad set, ad
- Campaign objectives and when to use each
- Audiences: interests, custom and lookalike
- Ad creatives and copy that convert
- Meta Pixel and events setup
Week 10 — Meta Ads Part 2
- Budgets, bidding and scheduling
- Lead generation forms and WhatsApp ads
- Retargeting campaigns
- Reading results: CTR, CPC, CPM, CPL, ROAS
- Practical: launch a small live campaign
Week 11 — Google Ads
- Google Ads account structure
- Search campaigns and keyword match types
- Writing responsive search ads
- Display and Performance Max basics
- Conversion tracking
Week 12 — YouTube Ads and Video Marketing
- YouTube ad formats
- Planning and scripting a video ad with AI
- Simple video editing for ads
- Targeting and budgets for video
- Practical: create and plan a video ad
Week 13 — Email and WhatsApp Marketing
- Building an email list and lead magnets
- Email campaigns with Mailchimp or Brevo
- Automation: welcome and follow-up sequences
- WhatsApp Business: catalogue, labels and broadcast
- Writing messages that people read
Week 14 — Analytics and Reporting
- Google Analytics 4 setup and key reports
- UTM links and tracking campaigns
- Building a simple client report
- Making decisions from data
- Practical: monthly report for your campaign
Week 15 — Freelancing and Client Work
- Packaging digital marketing services
- Upwork and LinkedIn profiles for marketers
- Writing proposals and pricing
- Handling clients, contracts and payments
- Building a portfolio and case studies
Week 16 — Capstone Project
- Full marketing plan for a real business
- Campaign launch and optimisation
- Final report and presentation
- Portfolio review
- Certificate and next steps
