This module introduces the core principles of digital marketing, exploring its role in contemporary brand growth and customer engagement. Students will study key concepts such as digital ecosystems, marketing channels, and the customer journey. Through case studies and theoretical frameworks, this module provides a solid foundation in digital strategy, setting the stage for more advanced tactics and applications.

In this module, students will examine the strategic elements of e-commerce, focusing on creating seamless and engaging customer experiences. Topics include user interface (UI) design, user experience (UX) best practices, and optimizing the customer journey from discovery to conversion. Case studies of leading e-commerce brands illustrate how strategic design and personalization drive sales and foster brand loyalty.

This module dives into advanced strategies for search engine optimization (SEO) and paid media campaigns. Students will learn techniques for improving search rankings, developing keyword strategies, and crafting high-performing paid ads. Through real-world examples and data-driven insights, students will understand how to balance organic and paid efforts to maximize visibility, traffic, and return on investment.

This module explores the evolving role of social media in e-commerce and brand marketing. Students will analyze how platforms like Instagram, TikTok, and Pinterest drive sales through integrated shopping features and influencer partnerships. Case studies of brands leveraging social commerce highlight effective strategies for building engagement, trust, and community to boost conversions.

In this module, students will learn how to analyze and improve conversion rates across digital platforms. Topics include A/B testing, landing page design, and optimizing calls-to-action (CTAs). Students will explore frameworks and tools for identifying friction points in the customer journey and implementing changes to enhance user experience and drive sales.

This module covers essential methods for measuring and analyzing digital marketing performance. Students will explore tools like Google Analytics, heat mapping software, and e-commerce dashboards to track key metrics. The curriculum emphasizes turning data into actionable insights to refine strategies and achieve business objectives. By the end, students will be proficient in data-driven decision-making to optimize digital marketing efforts.

This final module provides a comprehensive review of the key concepts, strategies, and tools covered throughout the course. Students will synthesize their understanding of digital marketing, e-commerce, SEO, social commerce, and analytics. Reflective exercises and case study discussions will reinforce learning and highlight practical applications. The module concludes with an optional assessment, enabling students to evaluate their knowledge and earn a certificate of completion, ensuring they are equipped to implement advanced digital strategies in real-world scenarios.