Marketing
Digital Marketing
Drive growth with data-driven marketing across every channel. Learn to plan and run marketing campaigns that grow businesses: SEO, paid ads, social media, email, and analytics. You'll run real campaigns and learn to measure and optimize for ROI.
12 weeks Beginner to Job-ready Online, live + self-paced
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Course overview
Structured around current digital marketing industry expectations, combining traditional digital marketing foundations with AI-powered marketing, automation, analytics, CRM, performance campaigns, and practical campaign execution. Modern digital marketing programs increasingly integrate SEO, paid advertising, social media, analytics, automation, AI tools, and portfolio-based projects.
Learning outcomes
- Understand the digital marketing ecosystem and customer journey
- Conduct market research and build customer personas
- Develop digital marketing strategies and campaigns
- Create content strategies for different platforms
- Manage social media marketing campaigns
- Implement SEO and SEM strategies
- Run paid advertising campaigns
- Build email marketing campaigns and automation workflows
- Understand CRM and customer lifecycle marketing
- Measure campaigns using analytics tools
- Optimize campaigns based on data
- Develop a complete digital marketing campaign portfolio
Career opportunities
Digital Marketer Social Media Manager SEO Specialist Performance Marketer Growth Consultant
Career pathway
- Start: Digital Marketing Executive
- Grow: Marketing Manager / Specialist
- Lead: Head of Growth / CMO track
- Alt: Freelance / agency owner
Course modules
1 Introduction to Digital Marketing & Marketing Foundations
Introduction to Digital Marketing
• What is Digital Marketing?
• Evolution of marketing: Traditional vs Digital Marketing
• Digital marketing ecosystem
• Digital marketing channels:
o Search Engines
o Social Media
o Email
o Websites
o Content Platforms
o Paid Advertising
o Mobile Marketing
Digital Marketing Roles
• Digital Marketing Specialist
• SEO Specialist
• Social Media Manager
• Content Strategist
• Performance Marketer
• Email Marketing Specialist
• Marketing Automation Specialist
Digital Marketing Trends
• AI-powered marketing
• Personalization
• Conversational marketing
• Influencer marketing
• Video marketing
• Data-driven decision making
Digital Marketing Strategy & Customer Journey
• Understanding marketing objectives
• SMART marketing goals
• Digital marketing strategy framework
• Customer journey mapping
Marketing Funnel
• Awareness
• Interest
• Consideration
• Conversion
• Retention
• Advocacy
• What is Digital Marketing?
• Evolution of marketing: Traditional vs Digital Marketing
• Digital marketing ecosystem
• Digital marketing channels:
o Search Engines
o Social Media
o Email
o Websites
o Content Platforms
o Paid Advertising
o Mobile Marketing
Digital Marketing Roles
• Digital Marketing Specialist
• SEO Specialist
• Social Media Manager
• Content Strategist
• Performance Marketer
• Email Marketing Specialist
• Marketing Automation Specialist
Digital Marketing Trends
• AI-powered marketing
• Personalization
• Conversational marketing
• Influencer marketing
• Video marketing
• Data-driven decision making
Digital Marketing Strategy & Customer Journey
• Understanding marketing objectives
• SMART marketing goals
• Digital marketing strategy framework
• Customer journey mapping
Marketing Funnel
• Awareness
• Interest
• Consideration
• Conversion
• Retention
• Advocacy
2 Market Research, Segmentation & Buyer Personas
Market Research Fundamentals
• Importance of market research
• Primary vs secondary research
• Competitor analysis
• Industry research
• Customer research methods
Research Tools
• Google Trends
• Google Keyword Planner
• Social media insights
• Online surveys
• Customer reviews analysis
Customer Segmentation & Buyer Persona Development
• Understanding target audiences
• Customer demographics
• Psychographics
• Customer pain points
• Buying behaviour
Creating Buyer Personas
Students learn to create:
• Customer profile
• Goals
• Challenges
• Buying motivations
• Preferred platforms
• Content preferences
• Importance of market research
• Primary vs secondary research
• Competitor analysis
• Industry research
• Customer research methods
Research Tools
• Google Trends
• Google Keyword Planner
• Social media insights
• Online surveys
• Customer reviews analysis
Customer Segmentation & Buyer Persona Development
• Understanding target audiences
• Customer demographics
• Psychographics
• Customer pain points
• Buying behaviour
Creating Buyer Personas
Students learn to create:
• Customer profile
• Goals
• Challenges
• Buying motivations
• Preferred platforms
• Content preferences
3 Content Marketing & Copywriting
Content Marketing Strategy
• What is content marketing?
• Content marketing funnel
• Content pillars
• Content planning framework
Content Types
• Blog posts
• Videos
• Social media posts
• Infographics
• Podcasts
• Case studies
• Email newsletters
Content Calendar Development
Tools:
• Canva
• Google Sheets
• Notion
• Trello
Digital Copywriting & AI Content Creation
• Principles of persuasive writing
• Headlines and hooks
• Call-to-action (CTA)
• Storytelling techniques
AI Marketing Tools
• ChatGPT
• Gemini
• Claude
• AI image generation tools
• What is content marketing?
• Content marketing funnel
• Content pillars
• Content planning framework
Content Types
• Blog posts
• Videos
• Social media posts
• Infographics
• Podcasts
• Case studies
• Email newsletters
Content Calendar Development
Tools:
• Canva
• Google Sheets
• Notion
• Trello
Digital Copywriting & AI Content Creation
• Principles of persuasive writing
• Headlines and hooks
• Call-to-action (CTA)
• Storytelling techniques
AI Marketing Tools
• ChatGPT
• Gemini
• Claude
• AI image generation tools
4 Social Media Marketing
Social Media Marketing Fundamentals
• Social media ecosystem
• Platform selection strategy
Platforms:
• Facebook
• Instagram
• LinkedIn
• TikTok
• YouTube
• X (Twitter)
Social Media Strategy
• Goals
• Audience
• Content formats
• Posting strategy
• Engagement strategy
Social Media Management & Growth
• Community management
• Social listening
• Hashtag strategy
• Influencer marketing
• Social commerce
Tools
• Meta Business Suite
• Buffer
• Hootsuite
• Canva
• Social media ecosystem
• Platform selection strategy
Platforms:
• TikTok
• YouTube
• X (Twitter)
Social Media Strategy
• Goals
• Audience
• Content formats
• Posting strategy
• Engagement strategy
Social Media Management & Growth
• Community management
• Social listening
• Hashtag strategy
• Influencer marketing
• Social commerce
Tools
• Meta Business Suite
• Buffer
• Hootsuite
• Canva
5 SEO & SEM (Search Marketing)
Search Engine Optimization (SEO)
SEO Fundamentals
• How search engines work
• Google ranking factors
• Keyword research
On-Page SEO
• Title tags
• Meta descriptions
• Headers
• Content optimization
Technical SEO
• Website speed
• Mobile optimization
• Sitemap
• Schema markup
Advanced SEO & Search Engine Marketing
Off-Page SEO
• Backlinks
• Authority building
• Local SEO
SEM
• Google Ads introduction
• Search campaigns
• Keyword bidding
• Ad quality score
Tools
• Google Search Console
• Google Keyword Planner
• SEMrush
• Ahrefs
SEO Fundamentals
• How search engines work
• Google ranking factors
• Keyword research
On-Page SEO
• Title tags
• Meta descriptions
• Headers
• Content optimization
Technical SEO
• Website speed
• Mobile optimization
• Sitemap
• Schema markup
Advanced SEO & Search Engine Marketing
Off-Page SEO
• Backlinks
• Authority building
• Local SEO
SEM
• Google Ads introduction
• Search campaigns
• Keyword bidding
• Ad quality score
Tools
• Google Search Console
• Google Keyword Planner
• SEMrush
• Ahrefs
6 Performance Marketing & Paid Advertising
Performance Marketing Fundamentals
• What is performance marketing?
• Campaign objectives
• Conversion tracking
• Marketing KPIs
Metrics
• CTR
• CPC
• CPM
• CPA
• ROAS
• Conversion Rate
Paid Advertising Campaigns
Platforms
• Google Ads
• Meta Ads
• LinkedIn Ads
• TikTok Ads
Campaign Structure
• Audience targeting
• Budget planning
• Ad creatives
• A/B testing
• What is performance marketing?
• Campaign objectives
• Conversion tracking
• Marketing KPIs
Metrics
• CTR
• CPC
• CPM
• CPA
• ROAS
• Conversion Rate
Paid Advertising Campaigns
Platforms
• Google Ads
• Meta Ads
• LinkedIn Ads
• TikTok Ads
Campaign Structure
• Audience targeting
• Budget planning
• Ad creatives
• A/B testing
7 Email Marketing & CRM
Email Marketing Strategy
• Email marketing fundamentals
• Building email lists
• Lead magnets
• Email segmentation
Email Campaign Types
• Welcome emails
• Promotional emails
• Newsletter campaigns
• Abandoned cart emails
• Re-engagement emails
CRM & Customer Lifecycle Marketing
CRM Concepts:
• Customer relationship management
• Lead management
• Customer database
Platforms:
• HubSpot CRM
• Salesforce
• Zoho CRM
Lifecycle Marketing
Stages:
• Acquisition
• Engagement
• Conversion
• Retention
• Loyalty
• Email marketing fundamentals
• Building email lists
• Lead magnets
• Email segmentation
Email Campaign Types
• Welcome emails
• Promotional emails
• Newsletter campaigns
• Abandoned cart emails
• Re-engagement emails
CRM & Customer Lifecycle Marketing
CRM Concepts:
• Customer relationship management
• Lead management
• Customer database
Platforms:
• HubSpot CRM
• Salesforce
• Zoho CRM
Lifecycle Marketing
Stages:
• Acquisition
• Engagement
• Conversion
• Retention
• Loyalty
8 Marketing Automation & AI Marketing
Marketing Automation
• What is marketing automation?
• Benefits of automation
• Workflow creation
Automation Examples:
• Email sequences
• Lead nurturing
• Customer onboarding
• Social media scheduling
Tools:
• Zapier
• Make
• HubSpot Automation
• Mailchimp Automation
AI in Digital Marketing
AI Applications:
• Content creation
• Market research
• Customer analysis
• Campaign optimization
• Chatbots
• Predictive marketing
AI Prompt Engineering for Marketers
• What is marketing automation?
• Benefits of automation
• Workflow creation
Automation Examples:
• Email sequences
• Lead nurturing
• Customer onboarding
• Social media scheduling
Tools:
• Zapier
• Make
• HubSpot Automation
• Mailchimp Automation
AI in Digital Marketing
AI Applications:
• Content creation
• Market research
• Customer analysis
• Campaign optimization
• Chatbots
• Predictive marketing
AI Prompt Engineering for Marketers
9 Go-To-Market (GTM) Strategy & Product Launch
Go-To-Market Strategy.
GTM Framework:
• Market definition
• Target customer
• Product positioning
• Pricing strategy
• Distribution channels
Value Proposition Development
Product Launch Campaign
Launch Planning:
• Pre-launch campaign
• Launch campaign
• Post-launch campaign
Campaign Assets:
• Landing page
• Email sequence
• Social media campaign
• Advertisement plan
GTM Framework:
• Market definition
• Target customer
• Product positioning
• Pricing strategy
• Distribution channels
Value Proposition Development
Product Launch Campaign
Launch Planning:
• Pre-launch campaign
• Launch campaign
• Post-launch campaign
Campaign Assets:
• Landing page
• Email sequence
• Social media campaign
• Advertisement plan
10 Analytics, Tracking & Optimization
Digital Marketing Analytics
Importance of Data
Analytics Tools:
• Google Analytics 4 (GA4)
• Google Search Console
• Meta Insights
Metrics:
• Traffic
• Engagement
• Conversion
• Revenue
• Customer acquisition cost
Conversion Optimization & Reporting
Conversion Rate Optimization (CRO)
• Landing page optimization
• A/B testing
• User behaviour analysis
Reporting:
• Marketing dashboards
• Campaign reports
• Performance insights
Tools:
• Looker Studio
• Excel
• Google Sheets
Importance of Data
Analytics Tools:
• Google Analytics 4 (GA4)
• Google Search Console
• Meta Insights
Metrics:
• Traffic
• Engagement
• Conversion
• Revenue
• Customer acquisition cost
Conversion Optimization & Reporting
Conversion Rate Optimization (CRO)
• Landing page optimization
• A/B testing
• User behaviour analysis
Reporting:
• Marketing dashboards
• Campaign reports
• Performance insights
Tools:
• Looker Studio
• Excel
• Google Sheets
11 Advanced Digital Marketing Strategy
Integrated Digital Marketing Campaign Planning
Building Multi-channel Campaigns:
• SEO
• Social Media
• Email
• Ads
• Content
Campaign Planning Framework:
• Objective
• Audience
• Budget
• Timeline
• Measurement
Website, Landing Pages & Conversion Marketing
Website Marketing:
• Website optimization
• Landing pages
• Lead capture forms
• User experience
Conversion Elements:
• CTA optimization
• Trust signals
• Customer reviews
Building Multi-channel Campaigns:
• SEO
• Social Media
• Ads
• Content
Campaign Planning Framework:
• Objective
• Audience
• Budget
• Timeline
• Measurement
Website, Landing Pages & Conversion Marketing
Website Marketing:
• Website optimization
• Landing pages
• Lead capture forms
• User experience
Conversion Elements:
• CTA optimization
• Trust signals
• Customer reviews
12 Final Project & Career Development
Digital Marketing Capstone Project
Salary trend
Entry level₦150k–₦300k/mo or above
Mid level₦350k–₦650k/mo or above
Senior level₦800k+/mo or above
Estimated Nigerian market ranges; varies by role, company, and experience.
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