Digital Marketing
Plan, run and measure campaigns that produce customers, not likes.
- Course fee
- ₦40,000
- Duration
- 4 weeks
- Sessions
- 8 · 2 per week
- You leave with
- A complete digital marketing campaign
About this course
Teach marketing as a system: audience, message, channel, content, promotion and measurement. Every session ends with something you would actually send or run.
Nigerian businesses spend heavily on social media and see little return because the work is unplanned and unmeasured. This course gives you the planning, content, promotion and analytics discipline that turns spend into customers — and the reporting language that gets you paid for it.
What you will be able to do
- Write a digital marketing plan with a defined audience and value proposition
- Build content calendars and write captions and calls-to-action that convert
- Set up organic and paid promotion with clear targeting and objectives
- Read platform analytics and report on reach, engagement, leads and cost per result
The deliverable
Certificate requirement
A complete digital marketing campaign
A marketing plan for a real or fictional business: audience, value proposition, channel strategy, one-week content calendar, ad concepts with copy and targeting, and a reporting template showing how you would measure results.
How the course is assessed
Level 1
Know
You can explain the concept, name the tools involved and recognise the difference between doing it well and doing it carelessly.
Level 2
Do
You can perform the task independently, without the instructor repeating the steps, and fix the obvious problems when they appear.
Level 3
Create
You can use the skill to produce something a real person would pay for — a document, a design, a website, a report, a repaired machine.
Week by week
4 weeks, 8 practical sessions. Click any session to read the complete class lecture — objectives, taught content, the instructor demonstration, practice, mistakes to avoid, homework and the marking rubric.
Week 1 — Fundamentals
What digital marketing is, traditional versus digital, customers, target audience, problems, value proposition, branding and channels — then choosing the right platforms.
- Session 1105 min · 15 min read
Marketing Fundamentals
- What digital marketing is
- Traditional vs digital marketing
- Customer
- Target audience
- Customer problems
- Value proposition
- +3 more
- Session 2105 min · 14 min read
Choosing Your Platforms
- TikTok
- Websites
- +3 more
Week 2 — Content & branding
Content types, storytelling, captions, calls-to-action, content calendars, brand voice and visual consistency.
- Session 3105 min · 14 min read
Content Types & Storytelling
- Content types
- Educational content
- Promotional content
- Entertaining content
- Storytelling
- Captions
- +1 more
- Session 4105 min · 14 min read
Planning & Brand Voice
- Content calendars
- Brand voice
- Visual consistency
- Project: one-week content calendar
Week 3 — Promotion
Organic and paid advertising concepts, audience targeting, ad objectives, creative and copy, landing pages, WhatsApp conversion, lead generation and follow-up.
- Session 5105 min · 15 min read
Organic & Paid Promotion
- Organic marketing
- Paid advertising concepts
- Audience targeting
- Ad objectives
- Session 6105 min · 14 min read
Ads, Landing Pages & Conversion
- Ad creative
- Ad copy
- Landing pages
- WhatsApp conversion
- Lead generation
- Customer follow-up
Week 4 — Analytics
Reach, impressions, engagement, clicks, leads, conversions and cost per result, reading campaign performance and building a basic report.
- Session 7105 min · 14 min read
Reading the Numbers
- Reach
- Impressions
- Engagement
- Clicks
- Leads
- Conversions
- +1 more
- Session 8105 min · 14 min read
Reporting & Final Campaign
- Understanding campaign performance
- Basic reporting
- Final project: build and present a complete digital marketing campaign
Digital Marketing — questions
The things prospective students actually ask before enrolling.
Do I need money to run ads during the course?+
No. The promotion sessions teach targeting, objectives, creative and copy, and you plan complete campaigns on paper and in the platform's planning tools. Running live paid campaigns is optional and we show you how to start with a very small test budget safely if you want the experience.
Is this course for my own business or for a marketing career?+
Both, and the material is the same. Business owners build the course campaign around their own products; people aiming at employment build it around a client brief and use the reporting template as portfolio evidence in interviews.
What is the difference between this and Social Media Management?+
Digital Marketing covers strategy, channels, paid promotion and measurement across the whole funnel. Social Media Management is narrower and more operational: running accounts day to day — profiles, content calendars, community, messaging and account analytics. Many students take Digital Marketing first, then Social Media Management.
Will I learn SEO?+
You learn where search fits as a channel and what makes a page findable, which is enough to brief or start SEO work. Full technical and content SEO is a larger discipline and is covered in Web Design's quality sessions and in our longer programmes.
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