Digital Marketing

Program

Digital Marketing

Plan, run, and measure campaigns that convert

Learn SEO, content, paid ads, and the analytics that tell you what's working.

8

Weeks

40

Chapters

4

Practice formats

1

Portfolio artifact

8 weeks — one module per week (8 modules, 40 chapters), each week ending with a live class every Saturday, plus a module exam before the next module opens.

Curriculum

40 chapters across 8 modules — each with guided notes, a live example, a quiz, an exercise, a challenge, and class practice.

Module 1 · DIGITAL MARKETING FOUNDATIONS

  1. 1Introduction to Digital MarketingWhat digital marketing is, the main channels, the marketing funnel, and careers in the field.Learn →
  2. 2Strategy, Audience & PositioningUnderstanding customers with personas and journeys, positioning and value propositions, and setting SMART marketing goals.Learn →
  3. 3Digital Marketing MetricsImpressions, CTR, CPC, CPM, conversion rate, CPA, ROAS, CAC, and customer lifetime value — and how they connect.Learn →
  4. 4Customer Journeys & FunnelsMapping the customer journey, funnel stages from impression to purchase, step conversion and drop-off, finding the weakest step, and estimating the value of fixing it.Learn →
  5. 5SMART Objectives & Marketing PlansTurning business goals into SMART marketing objectives, the structure of a marketing plan, channel roles, timelines, budgets and KPIs.Learn →

Module 3 · PAID ADVERTISING

  1. 11Search Advertising (Google Ads)How search ads work, campaign structure, keywords and match types, Quality Score, bidding, and optimizing toward a target CPA.Learn →
  2. 12Social Media AdvertisingCampaign objectives, audience targeting, creative that stops the scroll, pixels and conversion tracking, and testing on Meta, TikTok, and LinkedIn.Learn →
  3. 13Budgeting & Channel MixSetting a marketing budget, choosing a channel mix, allocating spend by performance, and planning tests and scaling.Learn →
  4. 14Video Advertising (YouTube & Short-Form)Video ad formats, view rate, cost per view, completion rates, creative best practices for the first seconds, and optimising video campaigns.Learn →
  5. 15Display & Programmatic AdvertisingDisplay networks and programmatic buying, DSPs and exchanges, targeting options, CPM and viewability, frequency, brand safety and fraud.Learn →

Module 4 · MEASURE, OPTIMIZE & LAUNCH

  1. 16Analytics, Tracking & AttributionGoogle Analytics 4 events and conversions, UTM tracking, attribution models, and privacy-friendly measurement.Learn →
  2. 17Campaign Reporting & OptimizationBuilding marketing dashboards, reading results, diagnosing problems through the funnel, test-and-learn, and reporting to stakeholders.Learn →
  3. 18Google Analytics 4 EssentialsGA4's event-based model, sessions vs. engaged sessions, key events (conversions), traffic acquisition reports, UTM tagging, and reading channel performance.Learn →
  4. 19Marketing Experiments & A/B TestsTesting landing pages, emails and ads; hypotheses, sample sizes, conversion lift, statistical significance with a z-test, and avoiding common testing mistakes.Learn →
  5. 20Privacy, Consent & First-Party DataPrivacy laws and consent, cookie banners and consent modes, the decline of third-party cookies, building first-party data, and marketing that respects users.Learn →

Module 5 · ON THE JOB: E-COMMERCE & PERFORMANCE MARKETING

  1. 21On the Job: Launching E-commerce Ad CampaignsBrief: launch paid campaigns for an online skincare shop with £6,000/month. Product feeds, Shopping and Performance Max, campaign structure, bidding to a target ROAS, and the first 30 days of optimisation.Learn →
  2. 22On the Job: Audiences, Retargeting & ProspectingBrief: social ads are "too expensive". Build a full-funnel audience strategy — prospecting, lookalikes, retargeting windows, exclusions, frequency, creative per stage — in a privacy-first world.Learn →
  3. 23On the Job: A Conversion Rate Optimisation SprintBrief: traffic is up but sales aren't. Audit the funnel, gather qualitative and quantitative evidence, prioritise hypotheses, run landing-page A/B tests correctly, and report results.Learn →
  4. 24On the Job: Marketplace Advertising (Amazon & Retail Media)Sponsored product ads on marketplaces, ACoS, TACoS and ROAS, break-even ACoS from margins, keyword harvesting, and balancing ads with organic rank.Learn →
  5. 25On the Job: Promotions & Seasonal CampaignsPlanning peak-season campaigns, discount maths and break-even uplift, promo calendars, stock and site readiness, and post-campaign review.Learn →

Module 6 · ON THE JOB: BRAND, CONTENT & COMMUNITY

  1. 26On the Job: Content Strategy, Calendars & SEO ClustersBrief: grow organic traffic for a personal-finance app. Build topic clusters from keyword research, plan a content calendar, write briefs for writers, repurpose across channels, and measure content ROI.Learn →
  2. 27On the Job: Influencer & Creator CampaignsBrief: launch a protein snack with creators. Choose creator tiers, vet authenticity, write the brief and contract terms, follow disclosure rules, track results with codes and links, and calculate ROI.Learn →
  3. 28On the Job: Community Management & Social Crisis ResponseBrief: a customer's angry post about a late delivery is going viral. Manage everyday community engagement, response guidelines and tone, escalation paths, crisis playbooks, and post-crisis review.Learn →
  4. 29On the Job: Measuring Brand AwarenessShare of voice, share of search, excess share of voice, brand lift studies, branded search trends, and reporting brand impact to leadership.Learn →
  5. 30On the Job: Short-Form Video ContentPlanning short-form video for TikTok, Reels and Shorts: hooks, formats, trends vs. brand fit, production workflows, posting cadence, and performance metrics.Learn →

Module 7 · ON THE JOB: LIFECYCLE, B2B & CLIENT WORK

  1. 31On the Job: Lifecycle Email JourneysBrief: most first-time buyers never order again. Design automated journeys — welcome, browse and cart abandonment, post-purchase, win-back — with segmentation, deliverability and measurement.Learn →
  2. 32On the Job: B2B Lead Generation & Marketing AutomationBrief: a software company needs 150 sales-qualified leads a quarter. Define the ICP, run LinkedIn and content campaigns, gate assets, score leads, hand over to sales, and report pipeline.Learn →
  3. 33On the Job: Agency Life — Briefs, Proposals & Client ReportingWork like a marketing agency or freelancer: take a client brief, write a proposal with scope and pricing, run kickoff, manage expectations, and deliver monthly reports clients act on.Learn →
  4. 34On the Job: Retention & Loyalty ProgrammesRepeat purchase rate, cohort comparison before and after a loyalty launch, loyalty programme designs, and estimating a programme's return.Learn →
  5. 35On the Job: SMS & Push Notification MarketingWhen SMS and push work, consent and quiet hours, message types, frequency, personalisation, measuring incremental impact, and avoiding opt-outs.Learn →

Module 8 · CAPSTONE & CAREER LAUNCH

  1. 36Capstone: Campaign Plan & Performance ReportPlan a full multi-channel campaign for a mock product launch, forecast its results, and write the performance report.Learn →
  2. 37Portfolio & Interview Preparation for Digital MarketersGet hired — build a results-driven portfolio, earn the certifications that matter, prepare for marketing case and task interviews, and talk about campaigns with numbers.Learn →
  3. 38Job Search Strategy for Digital MarketersMarketing roles and specialisms, in-house vs. agency vs. freelance, building a results-led portfolio, certifications, and tailoring applications.Learn →
  4. 39Freelancing & Consulting for MarketersPackaging services, pricing retainers and projects, scoping hours, contingency, proposals and contracts, and managing client relationships.Learn →
  5. 40Your First 90 Days in a Digital Marketing RoleStart strong — audit accounts and tracking, learn the brand and customers, find quick wins, build a testing culture, and agree how your impact will be measured.Learn →
Start learning →

Delivery

Blended — self-paced lessons plus live campaign reviews

Portfolio outcome

A full campaign plan and performance report for a mock product launch.

Certificate

Certificate of completion, verifiable online with its credential code.

By the end of this program, you'll be job-ready to…

  • Plan a channel mix and budget backed by reasoning, not guesswork
  • Write and launch content, ads, and email sequences
  • Read campaign analytics and explain what to change next

Salary expectations

Estimated U.S. national average annual salary by experience level.

$50,000

Entry-level

$75,000

Mid-level

$110,000

Senior-level

Estimated figures for planning purposes — actual pay varies by location, employer, and experience.

Tools you'll master

SEO toolsGoogle & Meta AdsEmail platformsAnalytics dashboards

Practical training, every chapter

  • A live "try it yourself" example in every chapter you can run immediately
  • A hands-on exercise per chapter, with hints and a reveal-able answer
  • An open-ended challenge per chapter, graded against real success criteria
  • Class practice prompts for pairs or cohorts, not just solo homework

Why take this program

Interview- and job-ready

Built to the same bar Aicloud actually hires against — not a generic syllabus.

Tier 1 company partners

Program partnerships with leading employers are in progress — see Affiliation for status.

Job connection access

Graduates get access to Aicloud's own hiring pipeline and employer referral network.

Professional networking

Cohort discussion boards and live sessions connect you with peers and mentors, not just content.

A real portfolio

You leave with a concrete, explainable artifact — proof of knowledge, not just a certificate.

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