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📘 Course Syllabus

“Capture attention. Convert with strategy. Optimize with insight.”

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🌟 What This Course Covers

Learners will master the marketing process from end to end—strategy to execution to analysis. They’ll explore:

• Brand positioning and campaign planning
• Content creation across formats and platforms
• Search, social, email, and paid media strategies
• Funnel building and lead nurturing
• Marketing analytics, testing, and optimization
• Portfolio and career prep for job-ready marketers

Each stage closes with a portfolio-ready artifact: a campaign deck, SEO audit, email flow, analytics dashboard, or career presentation.

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🎯 Stage-by-Stage Curriculum

🧠 Stage 1 – Marketing Foundations & Brand Strategy

Learn how to define audiences, shape messaging, and build strong brand positioning.

Chapter 1.1 – Marketing Strategy & Buyer Personas

• 1.1.1 – The 4 Ps, 5 Cs & STP Frameworks
• 1.1.2 – Researching & Creating Personas
• 1.1.3 – Customer Journey Mapping
• 1.1.4 – Crafting Your Value Proposition

Chapter 1.2 – Brand Identity & Campaign Planning

• 1.2.1 – Visual Brand Elements & Tone of Voice
• 1.2.2 – The Campaign Brief & Content Calendar
• 1.2.3 – Competitor Benchmarking
• 1.2.4 – Building a Brand Kit & Campaign Deck

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📝 Stage 2 – Content Marketing & Storytelling

Create compelling content that grabs attention and drives conversions.

Chapter 2.1 – Writing for the Funnel

• 2.1.1 – TOFU, MOFU, BOFU Content Explained
• 2.1.2 – Blog Posts, Newsletters & Landing Pages
• 2.1.3 – Calls to Action (CTAs) That Convert
• 2.1.4 – AI & Content Repurposing

Chapter 2.2 – Visual Content & Storytelling

• 2.2.1 – Canva, FigJam & Design Tools for Marketers
• 2.2.2 – Storyboarding & Video Scripts
• 2.2.3 – Instagram, Reels, & YouTube Shorts Strategy
• 2.2.4 – Content Asset Library Project

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🔍 Stage 3 – Search, Social & Paid Media

Discover how to build audiences and drive traffic through organic and paid channels.

Chapter 3.1 – SEO Foundations & Content Optimization

• 3.1.1 – Keyword Research with SEMrush & Google
• 3.1.2 – On-Page SEO & Technical Checks
• 3.1.3 – Backlinks & Domain Authority
• 3.1.4 – SEO Audit Challenge

Chapter 3.2 – Paid Social & Advertising Funnels

• 3.2.1 – Meta Ads Setup & Targeting
• 3.2.2 – A/B Testing for Creatives & Offers
• 3.2.3 – LinkedIn, YouTube & Google Display Basics
• 3.2.4 – Campaign Launch Simulation

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📬 Stage 4 – Email Marketing & Funnel Building

Use lifecycle marketing and automation to nurture leads and drive retention.

Chapter 4.1 – Email Strategy & Copywriting

• 4.1.1 – Welcome Series, Nurture Flows & Re-engagement
• 4.1.2 – Email Design & CTAs
• 4.1.3 – Deliverability & Spam Triggers
• 4.1.4 – Newsletter Critique & Rewrite

Chapter 4.2 – Funnels, Landing Pages & Automation

• 4.2.1 – Building Forms & Lead Magnets
• 4.2.2 – HubSpot, Mailchimp & Zapier Workflows
• 4.2.3 – Campaign Triggers & Timing Logic
• 4.2.4 – Full Funnel Design Lab

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📊 Stage 5 – Analytics, Optimization & Reporting

Make data-driven decisions to refine and scale marketing performance.

Chapter 5.1 – Metrics & KPIs That Matter

• 5.1.1 – Vanity vs. Performance Metrics
• 5.1.2 – Marketing Goals & OKRs
• 5.1.3 – Attribution Models (First/Last Click, Linear)
• 5.1.4 – Measurement Plan Build

Chapter 5.2 – Google Analytics & Dashboards

• 5.2.1 – GA4 Setup + Event Tracking
• 5.2.2 – Campaign Tagging with UTM Links
• 5.2.3 – Building Live Dashboards with Looker Studio
• 5.2.4 – Marketing Report Challenge

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🎓 Stage 6 – Capstone, Portfolio & Career Launch

Step into the market with confidence, clarity, and a well-branded portfolio.

Chapter 6.1 – Capstone Campaign Execution

• 6.1.1 – Choose Project Brief (Product, Event, Personal Brand)
• 6.1.2 – Campaign Strategy, Channels & Timing
• 6.1.3 – Metrics, Dashboards & Optimization Plan
• 6.1.4 – Present Your Campaign

Chapter 6.2 – Portfolio & Industry Simulation

• 6.2.1 – Writing Case Studies for Growth Roles
• 6.2.2 – LinkedIn & Resume Optimization
• 6.2.3 – Marketing Interview Prep & Case Tasks
• 6.2.4 – Final Career Launch Plan
• Lesson 6.2.5 – Free Certification Applications

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Let’s build your next strategy move.

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