Digital Marketing Strategy
Campaign planning, audience targeting, analytics and AI-assisted content — built to grow a real business, not just run ads.
What you will learn
Digital marketing foundations & strategy
Audience research, branding & positioning
Content marketing & organic growth
Paid advertising & customer acquisition
Conversion optimization & sales funnels
Marketing analytics & performance optimization
Customer retention, growth & professional practice
Curriculum
Digital marketing foundations & strategy
Case study — A local retail business transforms from relying on word-of-mouth referrals into a scalable digital marketing operation through a structured strategy.
Project — Develop a complete digital marketing strategy — business objectives, target audience, customer journey and marketing goals.
Audience research, branding & positioning
Case study — A growing fashion brand dramatically increases engagement after redefining its audience and repositioning its messaging.
Project — Create detailed buyer personas, competitive analysis and a complete brand messaging framework.
Content marketing & organic growth
Case study — A technology startup builds a loyal audience and generates leads through SEO, educational content and email before investing in paid ads.
Project — Develop a complete multi-channel content marketing campaign with an editorial calendar and AI-assisted workflow.
Paid advertising & customer acquisition
Case study — An e-commerce company increases revenue through carefully optimized paid advertising campaigns and audience targeting.
Project — Design a complete paid advertising campaign — audience targeting, creative assets, budget allocation and optimization strategy.
Conversion optimization & sales funnels
Case study — A SaaS company significantly improves conversion rates by redesigning its landing pages and optimizing its customer journey.
Project — Design a complete lead generation funnel, landing page and automated nurturing sequence.
Marketing analytics & performance optimization
Case study — A marketing team improves campaign profitability through disciplined experimentation, analytics and AI-assisted reporting.
Project — Configure campaign tracking, analyze marketing performance and present optimization recommendations supported by data.
Customer retention, growth & professional practice
Case study — An online retailer doubles customer lifetime value through CRM automation, retention strategies and personalized remarketing.
Project — Develop a complete customer retention, remarketing and growth strategy for a business.
Capstone
Complete digital marketing strategy & campaign
Act as a digital marketing strategist responsible for designing, launching and optimizing a comprehensive marketing strategy for a real or fictional business.
· Business analysis
· Market research
· Competitor analysis
· SWOT analysis
· Buyer personas
· Brand positioning statement
· Messaging framework
· Customer journey map
· Marketing strategy
· Channel selection strategy
· SEO strategy
· Multi-channel content calendar
· Paid advertising campaign
· Budget allocation
· Landing page design
· Lead generation funnel
· Email marketing automation workflow
· Marketing KPI dashboard
· Analytics & tracking setup
· A/B testing plan
· AI marketing workflow report (research, copy, content, optimization, reporting)
· Customer retention strategy
· Retargeting campaign
· ROI projection
· Executive marketing presentation
AI-guided learning
Our AI Mentor tracks your progress and generates custom practice prompts tailored to your industry.
Peer accountability
Join weekly sessions with fellow students across Africa to share tips and build networks.
Timmy's Tip
AI Mentor“Prompting isn't about asking, it's about designing. Give the model a role, a goal and a format, and watch the quality jump.”
