Course Curriculum Creator

Course Curriculum: "Digital Marketing Mastery" - 12-Week Online Course

1. Course Overview

Course Description: Transform from marketing novice to confident digital strategist in 12 weeks. Master SEO, paid advertising, content marketing, email automation, and analytics through hands-on projects building a real marketing campaign. No prerequisites required - we start from fundamentals and build to advanced tactics used by Fortune 500 companies.

Learning Outcomes: By completing this course, students will be able to:

• Develop comprehensive digital marketing strategies for businesses in any industry
• Execute SEO campaigns that rank content in top 10 Google results within 90 days
• Create and optimize paid advertising campaigns with positive ROI across Google, Facebook, and LinkedIn
• Build email marketing automation sequences achieving >25% open rates and >4% click-through rates
• Analyze marketing data using Google Analytics to make data-driven optimization decisions
• Create content marketing calendars and execute multi-channel distribution strategies

Prerequisites:

• Basic computer skills and internet navigation
• Access to computer and reliable internet
• Gmail account (for Google Analytics and Ads practice)
• Willingness to spend $50-100 on test advertising budget (optional but recommended)

Target Audience:

• Career changers entering digital marketing (40%)
• Small business owners managing own marketing (30%)
• Marketing coordinators advancing to strategist roles (20%)
• Freelancers adding marketing services (10%)

Certification:

• Certificate of Completion (requires 80% quiz average + final project submission)
• 48 CPD (Continuing Professional Development) credits
• LinkedIn certification badge
• Portfolio piece (live marketing campaign)

Course Format: Online, self-paced with weekly cohort calls - 12 modules, 84 video lessons (32 hours total) - Weekly live Q&A sessions (Thursdays 7 PM EST) - Private Slack community access - Lifetime access to materials

2. Module Breakdown (12 Modules)

Module 1: Digital Marketing Foundations (Week 1)

• Learning Objectives: Understand digital marketing ecosystem, identify marketing channels, map customer journeys
• Topics: Marketing funnel stages, Channel overview (SEO, PPC, social, email, content), Customer personas, Marketing metrics fundamentals
• Time Allocation: 2.5 hours video content, 3 hours exercises
• Key Concepts: AIDA model, Customer acquisition cost, Lifetime value, Attribution models
• Practical Application: Build customer persona for real or hypothetical business

Module 2: SEO Fundamentals (Week 2)

• Learning Objectives: Conduct keyword research, optimize on-page SEO, understand technical SEO basics
• Topics: How search engines work, Keyword research tools and process, On-page optimization, Title tags and meta descriptions, Header structure
• Time Allocation: 3 hours video, 4 hours hands-on practice
• Key Concepts: Search intent, Keyword difficulty, Long-tail keywords, SERP features
• Practical Application: Complete keyword research and optimize 3 pages for target keywords

Module 3: Content Marketing Strategy (Week 3)

• Learning Objectives: Create content calendars, develop topic clusters, write SEO-optimized content
• Topics: Content pillars, Editorial calendar planning, Writing for SEO + humans, Content formats, Distribution channels
• Time Allocation: 2.5 hours video, 5 hours content creation
• Key Concepts: Topic clusters, Pillar pages, Content upgrade strategy, Repurposing frameworks
• Practical Application: Write and publish 1,500-word SEO-optimized blog post

Module 4: Google Ads Fundamentals (Week 4)

• Learning Objectives: Set up Google Ads account, create search campaigns, write effective ad copy, set budgets
• Topics: Google Ads account structure, Keyword match types, Ad copywriting, Bidding strategies, Quality Score
• Time Allocation: 3.5 hours video, 3 hours campaign setup
• Key Concepts: CPC, CTR, conversion tracking, Quality Score factors, Ad extensions
• Practical Application: Launch live search campaign with $50 budget

Module 5: Facebook & Instagram Advertising (Week 5)

• Learning Objectives: Create Meta campaigns, target audiences, design ad creatives, optimize for conversions
• Topics: Meta Ads Manager setup, Audience targeting (demographics, interests, behaviors), Campaign objectives, Ad creative best practices, Pixel installation
• Time Allocation: 3 hours video, 4 hours campaign creation
• Key Concepts: Lookalike audiences, Retargeting, Creative testing, Campaign budget optimization
• Practical Application: Launch traffic or lead generation campaign with $30 budget

Module 6: Email Marketing & Automation (Week 6)

• Learning Objectives: Build email lists, create automation sequences, write high-converting emails, analyze performance
• Topics: Email service providers (Mailchimp, ConvertKit), List building strategies, Welcome sequence creation, Newsletter vs automation, Deliverability basics
• Time Allocation: 2.5 hours video, 4 hours building sequences
• Key Concepts: Lead magnets, Email segmentation, A/B testing, Open rate optimization, SPAM compliance
• Practical Application: Create 5-email welcome automation sequence

Module 7: Social Media Marketing (Week 7)

• Learning Objectives: Develop platform-specific strategies, create content calendars, grow organic reach, measure engagement
• Topics: Platform comparison (Instagram, LinkedIn, Twitter, TikTok), Content planning, Engagement tactics, Influencer collaboration, Social listening
• Time Allocation: 2 hours video, 4 hours content creation
• Key Concepts: Algorithm optimization, Engagement rate, User-generated content, Social commerce
• Practical Application: Create 30-day social media content calendar

Module 8: Google Analytics & Data Analysis (Week 8)

• Learning Objectives: Set up GA4, create custom reports, analyze traffic sources, track conversions, make data-driven decisions
• Topics: GA4 setup and configuration, Key metrics explained, Traffic source analysis, Conversion tracking, Custom dashboards
• Time Allocation: 3 hours video, 3 hours hands-on practice
• Key Concepts: Sessions vs users, Bounce rate, Conversion funnels, Attribution models, Event tracking
• Practical Application: Install GA4, create 3 custom reports, analyze traffic and identify insights

Module 9: Conversion Rate Optimization (Week 9)

• Learning Objectives: Conduct A/B tests, improve landing pages, optimize user experience, increase conversions
• Topics: CRO fundamentals, A/B testing methodology, Landing page best practices, Psychological triggers, Heat maps and user recordings
• Time Allocation: 2.5 hours video, 4 hours testing
• Key Concepts: Statistical significance, Conversion funnel analysis, User friction points, Value proposition optimization
• Practical Application: Run A/B test on landing page element

Module 10: Marketing Automation & Tools (Week 10)

• Learning Objectives: Connect marketing tools, build automation workflows, scale marketing efforts
• Topics: Marketing automation platforms, Workflow building, Lead scoring, CRM integration, Tool stack optimization
• Time Allocation: 2 hours video, 4 hours automation setup
• Key Concepts: Trigger-based automation, Lead nurturing, Multi-channel orchestration, Tool integration
• Practical Application: Build 3-stage lead nurturing automation

Module 11: Strategy & Planning (Week 11)

• Learning Objectives: Develop comprehensive marketing strategies, allocate budgets, set KPIs, create quarterly plans
• Topics: Marketing strategy frameworks, Budget allocation models, Channel prioritization, Goal setting (SMART + OKRs), Competitive analysis
• Time Allocation: 2.5 hours video, 5 hours strategy development
• Key Concepts: Marketing mix, Channel attribution, ROI forecasting, Agile marketing
• Practical Application: Create complete 90-day marketing plan for business

Module 12: Final Project & Career Prep (Week 12)

• Learning Objectives: Execute comprehensive campaign, present results, prepare for marketing career
• Topics: Project planning, Campaign execution, Results analysis, Resume and portfolio building, Interview preparation
• Time Allocation: 1 hour video, 8-12 hours project work
• Key Concepts: Campaign orchestration, Results reporting, Professional presentation
• Practical Application: Complete final project: End-to-end marketing campaign with results presentation

3. Lesson Plans (Sample: Module 2, Lesson 1)

Module 2, Lesson 1: "How Search Engines Actually Work"

Learning Objectives:

• Explain crawling, indexing, and ranking processes
• Identify ranking factors and their relative importance
• Describe how algorithms evaluate page quality

Pre-work Requirements:

• Read: "Google's Search Quality Guidelines" (30 pages, ~45 min)
• Watch: "How Google Search Works" official video (5 min)
• Reflection: List 3 questions about how Google ranks pages

Core Content Outline (18 minutes):

• Introduction (2 min) - Overview of search engine technology evolution
• Crawling Process (4 min) - Googlebot behavior, Crawl budget, Robots.txt
• Indexing System (5 min) - Index structure, Information retrieval, Query processing
• Ranking Algorithm (5 min) - 200+ ranking factors, Core algorithm updates, RankBrain and AI
• Q&A Preview (2 min) - Common misconceptions, What's changed in 2025

Activities and Exercises:

• Activity 1 (15 min): Use Google Search Console to inspect how Googlebot crawls your site
• Activity 2 (20 min): Analyze ranking factors for top 10 results for competitive keyword
• Activity 3 (25 min): Create optimization plan for one page based on ranking factor understanding

Assessment Method:

• 10-question quiz on crawling, indexing, ranking concepts (70% pass required)
• Practical exercise submission: Ranking factor analysis document

4. Content Delivery Methods

Video Lectures:

• Screen Recording Tutorials: Tool walkthroughs (Google Ads setup, GA4 configuration) averaging 12-18 minutes each
• Presentation Videos: Concept explanations with slides and graphics, 8-15 minutes each
• Case Study Reviews: Real campaign teardowns showing successes and failures, 15-20 minutes each
• Expert Interviews: Industry professionals sharing insights (1 per module), 20-30 minutes each

Reading Materials:

• Textbook: "Digital Marketing Fundamentals" (PDF, 200 pages total, assigned by module)
• Industry Articles: 3-5 curated articles per module from MarketingProfs, HubSpot, Search Engine Journal
• Case Studies: Harvard Business Review marketing cases (3 throughout course)
• Templates: 24 downloadable templates (ad copy, email sequences, content calendars, strategy docs)

Interactive Elements:

• Knowledge Checks: 3-5 questions embedded in each video to ensure comprehension
• Hands-on Labs: 36 practical exercises in live tools (not simulations)
• Peer Reviews: Students review each other's work in modules 7 and 11
• Live Workshops: Monthly 90-minute workshop on advanced topics

Case Studies:

• Module 4: Successful Google Ads campaign generating 4.2x ROAS
• Module 5: Facebook campaign that reduced CPA by 67%
• Module 6: Email automation sequence with 34% conversion rate
• Module 9: Landing page redesign increasing conversions 156%
• Module 11: Complete strategy turnaround for struggling e-commerce brand

Guest Speakers:

• Week 3: Content marketing director from SaaS company (content strategy at scale)
• Week 6: Email marketing consultant with $10M revenue generated for clients
• Week 8: Data analytics expert from Google (GA4 advanced features)
• Week 11: CMO from fast-growing startup (building marketing from scratch)

5. Assignments and Projects

Weekly Assignments:

Week 1: Customer persona development - Create 2 detailed personas for chosen business - Include demographics, goals, challenges, objections - Grading: Completeness 40%, Depth 30%, Applicability 30%

Week 2: SEO audit and keyword research - Conduct keyword research for 5 target topics - Analyze competitor rankings - Submit optimization recommendations - Grading: Research quality 40%, Recommendations 40%, Presentation 20%

Week 3: Content piece creation - Write 1,500-word SEO-optimized blog post - Include keyword optimization, internal links, meta tags - Grading: SEO optimization 35%, Writing quality 35%, Practical value 30%

Week 4: Google Ads campaign - Launch live search campaign with $50 budget - Run for 7 days, optimize daily - Submit campaign report with metrics and learnings - Grading: Setup quality 30%, Optimization efforts 40%, Results analysis 30%

Week 5: Facebook Ad campaign - Design ad creative and copy - Set up campaign targeting - Run with $30 budget for 5 days - Grading: Creative quality 25%, Targeting strategy 35%, Performance analysis 40%

Week 6: Email automation sequence - Build 5-email welcome series - Write compelling copy with clear CTAs - Submit sequence + strategy doc - Grading: Strategy 30%, Copywriting 40%, Technical execution 30%

Week 7: Social media content batch - Create 10 social media posts (multi-platform) - Include copy, visual descriptions, hashtag strategy - Grading: Platform appropriateness 30%, Engagement potential 40%, Brand consistency 30%

Week 8: Google Analytics report - Analyze website or client data - Identify 5 insights and recommendations - Create dashboard visual - Grading: Data accuracy 25%, Insights quality 45%, Presentation 30%

Week 9: CRO test plan - Propose 3 A/B tests with hypotheses - Design test variations - Define success metrics - Grading: Hypotheses strength 40%, Test design 30%, Metrics selection 30%

Week 10: Marketing automation workflow - Build multi-stage automation in tool of choice - Document workflow and triggers - Grading: Workflow logic 35%, Technical execution 35%, Documentation 30%

Week 11: Marketing strategy document - Create 90-day marketing plan for business - Include budget allocation, channel mix, KPIs, timeline - Grading: Strategic thinking 40%, Comprehensiveness 35%, Feasibility 25%

Week 12: Final capstone project (see Major Projects below)

Major Projects:

Midterm Project (Week 6): "Multi-Channel Campaign Launch"

• Launch coordinated campaign across 3 channels (e.g., SEO + Email + Social)
• Run for 2 weeks with actual budget
• Deliverable: Campaign report with metrics, insights, and optimization recommendations
• Weight: 20% of final grade
• Rubric: Strategy 25%, Execution 35%, Results analysis 30%, Presentation 10%

Final Capstone Project (Week 12): "Complete Marketing Campaign"

• Execute end-to-end marketing campaign for real or mock business
• Duration: 3 weeks execution (Weeks 10-12)
• Components: Strategy document, Content creation, Paid media campaigns, Email automation, Analytics dashboard, Results presentation
• Deliverable: 15-minute video presentation + complete campaign documentation + live results data
• Weight: 35% of final grade
• Rubric: Strategy depth 20%, Multi-channel execution 30%, Results achieved 25%, Presentation quality 15%, Innovation 10%

Group Work Component:

Week 8 Group Project: "Competitive Analysis & Strategy"

• Teams of 3-4 students
• Analyze competitor marketing strategies in chosen industry
• Present findings and strategic recommendations
• Deliverable: 10-slide presentation + 5-page written report
• Weight: 10% of final grade

6. Assessment Strategy

Formative Assessments (Ongoing Learning):

• Video Knowledge Checks: 3-5 questions per video (must score 80% to proceed) - ungraded but required
• Weekly Quizzes: 10 questions covering module content (50% of grade) - Can retake once
• Discussion Participation: Weekly forum posts and peer responses (10% of grade) - Minimum 2 substantive posts per week
• Hands-On Labs: Completion of practical exercises (Pass/Fail, required for certificate)

Summative Assessments (Evaluated Performance):

• Weekly Assignments: 11 assignments as listed above (30% of total grade)
• Midterm Project: Multi-channel campaign (20% of grade)
• Final Capstone: Complete marketing campaign (35% of grade)
• Participation: Discussion forums and peer reviews (5% of grade)

Quiz Question Bank (Sample Questions):

Module 1 Quiz:

• "What is the primary difference between inbound and outbound marketing?" (Multiple choice)
• "Calculate the customer acquisition cost if you spent $5,000 on ads and acquired 125 customers." (Calculation)
• "List the 5 stages of a typical marketing funnel in order." (Short answer)

Module 2 Quiz:

• "Which keyword has highest commercial intent: 'best running shoes' or 'buy Nike running shoes size 10'?" (Multiple choice with explanation)
• "What are the 3 most important on-page SEO factors?" (Multiple select)
• "Describe the difference between crawling and indexing." (Short answer)

Module 6 Quiz:

• "What is a good email open rate for B2C marketing?" (Multiple choice: <10%, 15-25%, 30-40%, >45%)
• "When should you send a welcome email after signup?" (Best practices question)
• "Design a 3-email abandoned cart sequence with timing." (Applied knowledge)

Final Exam Structure:

• 50 questions covering all modules
• Mix: 30 multiple choice, 10 true/false, 10 short answer
• 90-minute time limit
• Must score 70% to pass course
• Can retake once if failed

Grading Distribution:

• Weekly Quizzes: 20%
• Weekly Assignments: 30%
• Midterm Project: 20%
• Final Capstone Project: 25%
• Discussion Participation: 5%
• Total: 100%

Grading Scale:

• A: 90-100% (Distinction)
• B: 80-89% (Merit)
• C: 70-79% (Pass)
• F: <70% (Fail, no certificate)

7. Student Engagement

Discussion Prompts (Weekly):

Week 1: "Share your biggest digital marketing challenge or question. What do you hope to achieve from this course?"

Week 3: "Post your target keyword research for your chosen business. Peer feedback: Is the keyword difficulty appropriate? Any missed opportunities?"

Week 5: "Share your ad creative and targeting strategy. Community: What would you test first to improve performance?"

Week 8: "Post one surprising insight from your Google Analytics data. How will you act on it?"

Week 11: "Share your 90-day marketing plan. What channel are you most excited about and why?"

Peer Review Activities:

Activity 1 (Week 7): Social Media Content Review

• Students post their 10-piece social content batch
• Each student reviews 3 peer submissions using rubric
• Feedback on: Platform appropriateness, engagement potential, brand consistency
• Teaches: Critical evaluation, receiving feedback, industry standards

Activity 2 (Week 11): Marketing Strategy Peer Review

• Students share draft 90-day marketing plans
• Review 2 peer plans using strategy evaluation rubric
• Provide constructive feedback on gaps and opportunities
• Teaches: Strategic thinking, diverse approaches, collaborative improvement

Office Hours Structure:

• Weekly Live Q&A: Thursdays 7-8 PM EST (recorded for replay)
• Format: Open forum + prepared topic of the week
• Attendance: Optional but encouraged (correlation with success rate)
• Topics Covered: Week-specific + student questions + industry news

Community Building:

• Slack Workspace: #general, #week[1-12], #wins, #help, #resources, #networking
• Accountability Partners: Matched in Week 1 for mutual support
• Success Celebrations: Weekly "wins" sharing in community
• Alumni Network: Ongoing access to community after completion
• Guest AMA Sessions: Monthly ask-me-anything with marketing professionals

Feedback Mechanisms:

• Mid-Course Survey (Week 6): Gather feedback on pacing, difficulty, content quality
• Weekly Check-Ins: Automated email asking for struggle points
• Office Hours Feedback: Real-time questions reveal pain points
• Post-Course Survey: Comprehensive feedback for iteration
• 6-Month Follow-Up: Career impact survey

8. Resources and Materials

Required Materials (All Included):

• Video lessons (84 total, avg 23 minutes)
• Course workbook (PDF, 150 pages)
• Template library (24 editable templates)
• Tool access guides
• Reading list (curated articles)
• Quiz and assignment instructions

Supplementary Resources:

• Recommended Books: "Traction" by Gabriel Weinberg, "Influence" by Robert Cialdini, "Made to Stick" by Chip Heath - Total cost: ~$60 (optional)
• Industry Blogs: Bookmark list of 25 top marketing blogs for ongoing learning
• Podcast List: 10 marketing podcasts for commute learning
• YouTube Channels: 15 marketing educators for visual learners
• Newsletters: 8 must-subscribe marketing newsletters

Tools and Software Needed:

Free Tools (Required):

• Google Analytics (free)
• Google Search Console (free)
• Google Ads (account free, $50-100 ad budget recommended)
• Facebook Business Manager (free, $30 ad budget recommended)
• Mailchimp (free tier, upgrade optional)

Paid Tools (Optional but Recommended):

• SEO tool (Ahrefs, SEMrush, or Ubersuggest) - Student discounts available - $29-99/month
• Canva Pro for designs - $12.99/month (30-day free trial)
• Landing page builder (Unbounce or Leadpages) - Free trials available

Additional Learning Paths:

• Advanced SEO Specialist - Continue with "Advanced SEO" course - Technical SEO deep dive - Link building mastery
• PPC Expert Track - "Google Ads Advanced" course - "Facebook Ads Mastery" - Campaign management certification
• Content Marketing Pro - "Content Strategy" course - Copywriting specialization - Video marketing fundamentals

Industry Certifications (Preparation Provided):

• Google Ads Certification (study materials included)
• Google Analytics Individual Qualification (practice exams provided)
• HubSpot Content Marketing Certification (recommended, free)
• Facebook Blueprint Certification (preparation guidance)

Week-by-Week Schedule:

Week 1: Digital Marketing Foundations - 2.5 hrs video, 3 hrs exercises - Assignment: Customer personas - Quiz 1 - Office hours intro

Week 2: SEO Fundamentals - 3 hrs video, 4 hrs practice - Assignment: Keyword research + optimization - Quiz 2 - Live Q&A

Week 3: Content Marketing - 2.5 hrs video, 5 hrs creation - Assignment: Write SEO blog post - Quiz 3 - Peer discussion

Week 4: Google Ads - 3.5 hrs video, 3 hrs setup - Assignment: Launch search campaign - Quiz 4 - Campaign review session

Week 5: Facebook/Instagram Ads - 3 hrs video, 4 hrs creation - Assignment: Social ad campaign - Quiz 5 - Creative feedback session

Week 6: Email Marketing - 2.5 hrs video, 4 hrs building - MIDTERM PROJECT DUE - Quiz 6 - Strategy workshop

Week 7: Social Media - 2 hrs video, 4 hrs content - Assignment: 30-day content calendar - Quiz 7 - Content review session

Week 8: Analytics - 3 hrs video, 3 hrs analysis - Assignment: GA4 setup + custom reports - Quiz 8 - Data interpretation workshop

Week 9: CRO - 2.5 hrs video, 4 hrs testing - Assignment: A/B test execution - Quiz 9 - Testing review

Week 10: Automation - 2 hrs video, 4 hrs setup - Assignment: Lead nurturing workflow - Quiz 10 - Automation Q&A

Week 11: Strategy - 2.5 hrs video, 5 hrs planning - Assignment: 90-day marketing plan - Quiz 11 - Peer strategy review

Week 12: Final Project - 1 hr guidance, 8-12 hrs execution - FINAL PROJECT DUE - No quiz - Final presentations