Module 1: Generative AI & Digital Marketing Strategy

This module is your practical guide to using Generative AI in marketing. As a key part of our digital marketing course, we'll show you how this powerful new technology can transform your work and give you a major career advantage.

Our main focus is on prompt engineering—the essential skill of writing clear instructions to get exactly what you need from AI tools. You'll learn how to instantly generate creative ad copy, engaging social media posts, complete email campaigns, and even new ideas for blog articles. Think of AI as your new creative partner, ready to help you produce amazing content in minutes instead of days.

The business benefits are huge. You'll see how to create marketing materials much faster, which significantly cuts down on costs. We’ll show you how to use AI to test more campaign ideas, find out what works best with your audience, and easily create personalized marketing for thousands of customers.

By the end, you will know how to confidently use Generative AI to build smarter, faster, and more effective marketing plans, preparing you to lead modern marketing teams.

Module 2: Website Platform & E‑commerce Foundations

Your website is not just a digital brochure; it's the central hub of your entire marketing ecosystem and your most valuable digital asset. This module provides the strategic and technical foundation needed to oversee the creation and management of high-performing web properties. We move beyond aesthetics to focus on the architecture of conversion, treating your website as a powerful engine for lead generation and revenue.

You will learn to evaluate and select the right technology stacks for different business models, from content-driven platforms like WordPress to robust e-commerce solutions like Shopify or custom builds. We will deep-dive into the principles of UX and UI, and the core of this module is Conversion Rate Optimization (CRO): analyze user behavior, A/B test critical elements, and systematically improve the journey from landing page to checkout.

Ultimately, this module equips you to make informed technology investment decisions, lead development teams effectively, and ensure your company's primary digital platform is built not just for traffic, but for profit.

Module 3: AI‑Powered Search Engine Optimization

Organic search is the compounding asset that determines discoverability, category leadership, and trust. We reframe SEO as a strategy discipline, using AI to interpret intent, orchestrate content, and continuously defend ranking positions across markets.

Learn how modern algorithms evaluate context, topical authority, and experience signals (E‑E‑A‑T), then transform those insights into search experiences that earn qualified traffic. You will design frameworks that blend technical hygiene, content depth, and authority development.

• Intelligence Stack: Build data ecosystems with Search Console, Semrush, and AI copilots to identify entity gaps, keyword universes, and competitive swing opportunities.
• On‑Page Excellence: Map semantic relationships, implement schema, and architect internal linking models that sustain crawlability, indexation, and relevance.
• Authority Growth: Engineer thought-leadership clusters, digital PR plays, and community signals that compound across geographies and languages.
• Measurement & Automation: Connect dashboards to revenue KPIs, automate audits, and create AI-assisted playbooks for rapid experimentation.

Capstone: craft a 90-day SEO acceleration plan with prioritized sprints, projected impact, and stakeholder communication artifacts ready for C-suite review.

Module 4: Content Marketing & AI‑Driven Creation

Content is the currency of trust, authority, and customer experience. This module equips you to architect editorial ecosystems that serve discovery, demand generation, and retention simultaneously.

We combine human storytelling with AI acceleration to deliver brand-safe, insight-rich assets at scale. You will prototype omnichannel narratives, governance models, and measurement frameworks that keep content accountable to business outcomes.

• Strategy Architecture: Build content pillars, journey-aligned messaging maps, and audience personas rooted in data, not guesswork.
• AI Production Workflows: Use prompt engineering, style guides, and review loops to generate long-form, video, and social assets in hours—not weeks.
• Distribution & Measurement: Operationalize promotion calendars, channel syndication, and multi-touch attribution to prove ROI.

Deliverable: develop a quarterly content operating plan complete with editorial cadences, AI guardrails, and performance scorecards.

Module 5: Performance Marketing — Google Ads Mastery

Paid acquisition is treated as an investment portfolio. You will master how to translate P&L objectives into channel budgets, campaign architectures, and optimization cadences that maximize profitable growth.

Dive deep into the Google ecosystem—Search, YouTube, Display, Discovery, Performance Max—and learn how to combine AI-driven bidding with rigorous human oversight. We align CAC, LTV, and incrementality metrics with creative testing and funnel analytics.

• Account Structuring: Blueprint campaign hierarchies for different business models (lead gen, e-commerce, SaaS) and geographies.
• Bidding & Automation: Deploy Smart Bidding, scripts, and rule-based automations while maintaining brand and compliance control.
• Analytics & Storytelling: Build Looker Studio dashboards, calculate marginal ROAS, and narrate spend efficiency to finance stakeholders.

Simulation: you will optimize a live account scenario, rebalance spend across networks, and present the financial impact of your decisions.

Module 6: Paid Social Media — Meta, LinkedIn & YouTube

Social advertising is a blend of audience science, creative iteration, and platform economics. This module shows you how to architect full-funnel programs tailored to consumer and enterprise journeys.

We examine Meta’s AI Advantage suite, LinkedIn’s precision targeting, and YouTube’s video ecosystems, ensuring you can design cross-channel narratives that compound reach and conversion.

• Strategic Positioning: Map platform roles—discovery, consideration, conversion—and align creative formats to each moment.
• Signal Quality: Implement pixel hygiene, offline conversions, CAPI integrations, and CRM pipelines for resilient optimization.
• Creative Science: Build iterative testing matrices, leverage dynamic creative, and decode attention metrics beyond click-through rate.

Workshop: architect a cohesive paid social media mix with budget allocations, learning agendas, and risk mitigation plans.

Module 7: Email Marketing & WhatsApp Automation

Owned media is the most margin-rich growth lever. We transform email and WhatsApp into lifecycle engagement engines that compound revenue and loyalty.

Understand deliverability, consent frameworks, and personalization strategies, then orchestrate automation journeys powered by behavioral data, AI-driven copy, and predictive segmentation.

• Lifecycle Design: Construct acquisition, onboarding, nurture, and reactivation flows with channel-agnostic messaging logic.
• Automation Toolkit: Configure ESP/CDP integrations, event triggers, conversational AI, and WhatsApp commerce APIs.
• Revenue Analytics: Model cohort retention, RFM scoring, and incremental lift to prove channel profitability.

Assignment: deliver a cross-channel lifecycle blueprint including flow diagrams, message playbooks, and KPI scorecards.

Module 8: Online Reputation Management & Social Media

Reputation is a strategic asset that must be monitored, defended, and amplified. This module integrates social listening, review management, and crisis playbooks into a unified ORM system.

We examine how sentiment shapes performance marketing, recruitment, and valuation, then build response frameworks that are both human-centered and operationally scalable.

• Listening Infrastructure: Deploy monitoring stacks across search, social, forums, and marketplaces to surface early warning signals.
• Reputation Engineering: Design proactive storytelling, advocacy programs, and SERP reputation walls using content and technical SEO.
• Crisis Response: Build war rooms, escalation matrices, and approval workflows, balancing transparency with legal compliance.

Scenario lab: manage a simulated reputation incident, coordinate cross-functional roles, and report recovery metrics to leadership.

Module 9: Influencer & Affiliate Marketing

Partnership ecosystems extend brand credibility and unlock incremental audiences. We engineer influencer and affiliate programs that are measurable, compliant, and revenue-focused.

Learn how to balance creator storytelling with contractual rigor, while layering attribution models that isolate true lift from halo effects.

• Partner Selection: Use data to vet tone, audience overlap, fraud risk, and cultural fit before activating creators or publishers.
• Commercial Structures: Craft compensation mixes—flat, performance-based, tiered—and negotiate usage rights, exclusivity, and deliverables.
• Attribution & Compliance: Implement tracking infrastructure, UTM discipline, FTC adherence, and performance dashboards.

Project: design a scalable partner program with recruitment workflows, activation calendars, and revenue projections.

Module 10: E‑commerce and Marketplace Campaigns

D2C storefronts and marketplaces demand synchronized merchandising, media, and operations. This module unifies performance marketing with supply chain intelligence to dominate digital shelves.

We decode Amazon, Flipkart, and emerging marketplaces alongside owned commerce platforms, focusing on customer lifetime value, contribution margin, and post-purchase retention.

• Storefront Optimization: Craft product detail pages with persuasive storytelling, A+ content, and conversion-focused UX.
• Marketplace Growth: Master advertising consoles, retail readiness, buy-box defense, and review velocity strategies.
• Operational Analytics: Align inventory, pricing, and fulfillment with demand forecasts and promotional calendars.

Case study: produce a channel expansion roadmap balancing owned e-commerce profitability with marketplace scale.

Module 11: Creative Assets — Graphics & Video Production

Creative drives attention, emotion, and conversion. We treat design and video production as systems that can be measured, iterated, and tied directly to growth outcomes.

Combine brand storytelling principles with agile production workflows, ensuring every asset is optimized for format, funnel stage, and platform algorithms.

• Creative Strategy: Translate briefs into mood boards, story arcs, and messaging hierarchies grounded in audience insights.
• Production Playbooks: Manage pre-production, remote shoots, editing pipelines, and AI-assisted asset generation.
• Performance Feedback: Implement creative analytics, lift testing, and asset lifecycle management to inform future iterations.

Output: deliver a multi-format campaign toolkit featuring scripts, storyboard frames, and testing hypotheses.

Module 12: Capstone Project & Freelance Marketing

The capstone synthesizes every discipline into a market-ready go-to-market plan. You will lead research, positioning, channel strategy, media investment, and measurement in a single, defensible narrative.

We also deconstruct the freelance and consulting business model so you can monetize your expertise—covering positioning, service packaging, pricing psychology, and client success management.

• Strategic Blueprint: Produce a 12-month roadmap with budget allocations, KPI ladders, and risk mitigation strategies.
• Execution Toolkit: Build dashboards, SOPs, and pitch collateral that translate strategy into operational clarity.
• Professional Practice: Design lead-generation funnels, proposal templates, and retention frameworks for sustainable consulting.

Final evaluation: present your strategy to an industry panel, defend your assumptions, and receive feedback on both marketing impact and executive presence.