Beginner · 7h 30m · 36 lessons
Digital Marketing
The whole map — every channel, how they connect, and which one your problem needs.
What you'll learn
- ✦Diagnose whether a problem is product, price, place or promotion before spending on reach
- ✦Tell demand capture from demand generation, and use the right one
- ✦Map a customer journey and find the stage worth fixing
- ✦Position against the alternative your buyer is actually considering
- ✦Choose channels from unit economics, not from fashion
- ✦Build content and email engines you own rather than rent
- ✦Read attribution without being misled by it
- ✦Write a one-page quarterly plan with kill criteria
Part of these career paths
- Digital Marketer path · course 1 of 6
- Performance Marketer path · course 1 of 6
- Freelancer path · course 3 of 5
- Search Specialist path · course 5 of 5
Certification projects
Build 6 projects to earn your certificate
Hands-on work that proves you can apply what you learned — part of the certificate requirements.
Syllabus
Module 1 · 53m
What marketing actually is Free
What you'll be able to do
- Can tell whether a 'marketing problem' is really a product, price, place or promotion problem, using the four-levers check.
- Can decide whether a situation needs demand capture (search) or demand generation (content, social), and explain why.
- Can name the four points where a campaign usually breaks down, before blaming the ad or the creative.
- Can explain why brand and performance spend are the same budget at different time horizons, and read a rising CPA as a possible brand signal.
Module 2 · 55m
The customer journey and the funnel Locked
What you'll be able to do
- Can map a customer's journey through five stages (aware to advocacy) and calculate which stage is worth fixing first.
- Can explain why real buying loops rather than moving in a straight line, and why that makes last-click attribution misleading.
- Can match a piece of content to the funnel stage it should serve, and spot a funnel with nothing written for the middle.
- Can read a funnel's stage-by-stage numbers against a benchmark and find the one leak worth fixing first.
Module 3 · 52m
Positioning, audience and message Locked
What you'll be able to do
- Can define an audience from real customer interviews (jobs-to-be-done) instead of an invented workshop persona.
- Can name the category a product is compared in, and choose a different one deliberately to win a better comparison.
- Can order a page's message into claim, proof, specifics and objections, and test a headline with the reversal test.
- Can reposition a struggling product using only its audience, claim and frame, and estimate the CAC it would save.
Module 4 · 51m
The channel map Locked
What you'll be able to do
- Can tell owned, earned and paid media apart, and explain why a large following is rented, not owned.
- Can shortlist channels for a business from its unit economics, cashflow and payback period, not fashion.
- Can tell average CAC from marginal CAC, and decide when a channel has saturated.
- Can allocate a fixed budget across several channels so no single one is pushed past its saturation point.
Module 5 · 50m
Content and the owned engine Locked
What you'll be able to do
- Can tell evergreen content from timely content, and explain why only one of them compounds.
- Can build a topic cluster around one subject and explain why it outranks the same effort spread across many topics.
- Can turn one piece of research into several native-format outputs without cross-posting the same words everywhere.
- Can plan a sustainable quarter of content — cadence, cluster, formats and distribution — instead of an unsustainable one.
Module 6 · 50m
Email and lifecycle Locked
What you'll be able to do
- Can explain why owning the connection gives email structurally better economics than rented channels.
- Can list the four flows that earn while a business sleeps, and explain why they usually outearn one-off campaigns.
- Can diagnose a deliverability problem (authentication, complaints, engagement) that a 'sent' report would hide.
- Can build a segmented lifecycle — welcome, abandonment, post-purchase, win-back — for a real customer list.
Module 7 · 46m
Paid and organic Locked
What you'll be able to do
- Can explain why organic looks like it's losing for months before it overtakes paid, and judge it on leading indicators instead.
- Can coordinate a paid and organic team so each makes the other cheaper, instead of competing for the same budget.
- Can decide whether to bid on a brand's own name by checking if a competitor is bidding on it, not by rule of thumb.
- Can read path data alongside a last-click report to tell an opening channel from a closing one.
Module 8 · 47m
Measurement and analytics Locked
What you'll be able to do
- Can compute and use the four numbers — CAC, LTV, LTV:CAC, payback — that describe a business, not just its activity.
- Can explain why an attribution model divides credit rather than measuring cause, and design a holdout to find cause.
- Can judge whether an A/B test result is trustworthy given the traffic it ran on, and spot a peeked or under-powered test.
- Can read a real dashboard — funnel, LTV:CAC, channel paths — and recommend where the next rupee should go.
Module 9 · 46m
Putting a plan together Locked
What you'll be able to do
- Can separate a plan's objective, strategy and tactics, and work backwards from a target to find its real constraint.
- Can split a budget into proven, scaling and experimental buckets, and defend the smallest one when a quarter is tight.
- Can write a one-page plan with leading indicators and kill criteria that a team can actually check against.
- Can assemble a full quarterly plan for a real business and decide, at the checkpoint, whether to hold or pivot.