Digital Marketing

Module focus

Map the major digital channels to audience and business objectives.

Weekly topics

• Digital channel overview
• Customer journey
• Marketing objectives
• Channel selection

Module focus

Define a consistent brand message for a target audience.

Weekly topics

• Audience segments
• Value proposition
• Competitor review
• Brand voice

Module focus

Create useful content that fits audience needs and channel formats.

Weekly topics

• Content pillars
• Headlines and hooks
• Calls to action
• Editorial planning

Module focus

Produce clear visual assets for social and short-form video content.

Weekly topics

• Canva layouts
• Basic video editing
• Storyboards
• Brand consistency

Module focus

Plan an organic publishing approach and build community engagement.

Weekly topics

• Platform selection
• Content calendars
• Community management
• Organic metrics

Module focus

Understand campaign structure and set up goal-led advertising plans.

Weekly topics

• Campaign objectives
• Audience targeting
• Creative testing
• Budget and bidding basics

Module focus

Improve how content answers search intent and is discovered online.

Weekly topics

• Search intent
• Keyword mapping
• On-page SEO
• Technical basics

Module focus

Use email to deliver relevant messages across a customer journey.

Weekly topics

• List hygiene and consent
• Segmentation
• Email copy
• Automations and sequences

Module focus

Interpret channel data and report performance against objectives.

Weekly topics

• UTM tracking
• Core KPIs
• Conversion funnels
• Reporting summaries

Module focus

Use AI tools to support research and content workflows with review.

Weekly topics

• Idea generation
• Drafting and repurposing
• Prompt quality
• Fact-checking and brand review

Module focus

Plan a campaign and make changes based on measured results.

Weekly topics

• Campaign brief
• Channel mix
• Experiment plan
• Optimisation decisions

Module focus

Present a measurable campaign plan and prepare for entry-level marketing work.

Weekly topics

• Integrated campaign project
• Creative samples
• Performance report
• Portfolio and interview preparation