Digital Marketing – Level 1
Study Program Courses

The Digital Marketing – Level 1 course at DevWorld Tech Academy is designed to provide students with a strong foundation in the principles and practices of digital marketing.

Over the course of 12 weeks, students will be introduced to a variety of digital marketing channels and strategies used in today’s fast-paced, technology-driven world. The curriculum covers essential topics including search engine optimization (SEO), social media marketing (SMM), content marketing, email marketing, paid advertising (PPC), and web analytics, among others.

This course is structured to guide complete beginners through the fundamental concepts, tools, and strategies employed by digital marketers to drive business growth and increase online visibility. By the end of the program, students will not only understand the theory behind digital marketing but also gain hands-on experience using industry-standard tools.

Students will learn how to create comprehensive digital marketing strategies, develop measurable campaigns, and optimize efforts across a variety of online platforms. The course is designed to empower students with the skills to effectively manage digital campaigns and evaluate their performance using data-driven insights. With a focus on practical application, students will gain the necessary knowledge to implement what they’ve learned in real-world settings, from small businesses to larger corporate environments.

Learning Details and Options

This course is designed to be engaging, practical, and accessible for beginners, combining theory and hands-on exercises to ensure students are prepared to start their digital marketing journey effectively.

Key Learning Objectives:

  • Master Core Digital Marketing Channels: Gain expertise in key digital marketing channels, including SEO, social media marketing, content marketing, email marketing, and paid search advertising.
  • Understand User-Centered Design: Learn how to design marketing campaigns that resonate with target audiences, considering both user experience (UX) and behavior.
  • Analyze and Interpret Marketing Data: Become proficient in using analytics tools like Google Analytics to measure campaign success and optimize performance.
  • Create Effective Campaigns: Develop practical skills to create and implement digital marketing strategies across different platforms, including search engines, social media, email, and paid ads.
  • Work with Industry-Standard Tools: Gain hands-on experience with digital marketing tools, such as Google Ads, Facebook Ads Manager, Google Analytics, Mailchimp, and more.
  • Optimize Digital Campaigns: Learn to make data-driven decisions by optimizing campaigns using key performance indicators (KPIs), A/B testing, and conversion rate optimization (CRO).

Assessment & Project Types:

Individual Assignments:

  • Practical tasks focused on applying digital marketing strategies to real-world business scenarios.
  • In-depth assignments involving SEO optimization, content creation, social media management, and paid advertising campaigns.
  • Data analysis and interpretation assignments to measure campaign performance and identify areas for improvement.
  • Software-based tasks to familiarize students with industry-standard marketing tools and platforms like Google Analytics, SEMrush, Hootsuite, and Mailchimp.

Group Projects:

  • Collaborative projects simulating a team-based digital marketing environment, where students develop integrated marketing campaigns.
  • Working together to plan, execute, and optimize digital marketing strategies for different platforms, including social media, email, and search engines.
  • Creating a comprehensive digital marketing strategy for a hypothetical or real business, including content planning, audience targeting, and budget allocation.
  • Developing and presenting a full-scale campaign, complete with a digital media plan, audience analysis, and performance metrics.

Portfolio Development:

  • Building a professional digital marketing portfolio showcasing completed campaigns, strategies, and successful outcomes.
  • Regular updates to the portfolio with real-world examples of work completed during the course, such as SEO audits, paid ad campaigns, and content marketing strategies.
  • Peer reviews and constructive feedback sessions to refine campaigns and improve presentation and strategy execution.

Final Capstone Project:

  • A comprehensive digital marketing project where students design and execute a full-fledged campaign for a real or hypothetical brand, covering multiple channels (social media, email, SEO, and paid ads).
  • In-depth market research, target audience analysis, and strategic planning will be required, alongside the development of a content calendar and campaign assets.
  • Continuous performance monitoring and optimization strategies, with a final report detailing campaign goals, KPIs, execution, and results.
  • The capstone project serves as a culmination of all the skills and techniques learned throughout the course, providing students with a practical and demonstrable outcome for future employers or clients.

Course Highlights:

  • Interactive Learning: Emphasis on student participation through hands-on exercises, group discussions, and project work.
  • Industry-Standard Tools: Access and training in tools like Google Ads, Google Analytics, Facebook Ads Manager, Mailchimp, and others.
  • Real-World Case Studies: Analyze actual digital marketing campaigns to understand how businesses use digital marketing to meet their goals.
  • Practical Assignments: Weekly assignments and activities to apply theoretical knowledge and develop a personal portfolio of marketing work.
  • Personalized Feedback: Ongoing guidance from instructors through project work, presentations, and hands-on practice, with tailored feedback for improvement.

Who This Course is For:

This course is ideal for complete beginners with little to no experience in digital marketing. Whether you’re looking to start a career in digital marketing, grow your existing business, or expand your skill set in this area, this course will provide you with the essential knowledge and practical skills to succeed in the field.

 

Slow-Paced & Relaxed Learning Option

  • Class Schedule:
    Weekend Students – Saturdays, 09:00 am – 05:00 pm
  • Teaching Method: Online & Offline / Online only (eg. Google meet video call)
  • Course Duration: 1 session (3 months)
  • Session Length: 1 session = 3 months
  • DWTA Qualification: Academic Certifcate
  • Tuition & Guidance Fees:
    • Ghc 2100 per session or
    • Ghc 750 per month

Course Format and Structure:

The course runs for 12 weeks, with classes held on Saturdays only. Each class day is divided into three interactive sessions, ensuring a mix of theoretical learning, practical exercises, and group discussions. Students will engage in real-world case studies, assignments, and hands-on projects to apply their knowledge as they progress.

  • Morning Sessions: Focus on introducing fundamental concepts and theories, with examples from real-world digital marketing campaigns.
  • Afternoon Sessions: Provide opportunities for hands-on exercises, group activities, and individual projects. Students will actively create and analyze their own campaigns, developing problem-solving skills that they can apply in future marketing roles.
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Course Title: Digital Marketing – Level 1

Course Duration: 12 weeks (Saturdays only)
Class Time:

  • 09:00 am – 12:00 pm (Morning Session)
  • 01:00 pm – 2:45 pm (Afternoon Session 1)
  • 03:15 pm – 5:00 pm (Afternoon Session 2)

Course Overview:

This course introduces the fundamental concepts of digital marketing to beginners. By the end of the course, students will understand key digital marketing channels and tools, enabling them to create and manage their own digital marketing campaigns. The course will be taught with practical examples, hands-on activities, and discussions to ensure active participation and learning.

Week 1: Introduction to Digital Marketing

Morning Session (09:00 am – 12:00 pm):

  • What is Digital Marketing?
    • Differences between traditional and digital marketing
    • Importance of digital marketing in today’s world
  • Key Digital Marketing Channels Overview:
    • Social Media, SEO, Content Marketing, PPC, Email Marketing, Affiliate Marketing
  • Setting SMART Goals for Digital Marketing

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Defining Target Audiences:
    • Understanding customer personas
    • Analyzing customer needs and behaviors
  • Overview of Analytics in Digital Marketing:
    • Introduction to Google Analytics
    • Basic KPIs and Metrics (e.g., CTR, CPC, ROI)

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Introduction to the Digital Marketing Ecosystem:
    • How different digital marketing channels work together
    • Overview of marketing funnels
  • Activity: Group discussion and brainstorming on possible marketing goals

Week 2: Website and User Experience (UX) Fundamentals

Morning Session (09:00 am – 12:00 pm):

  • Importance of a Website in Digital Marketing
    • Role of a website as the hub of your online presence
  • User Experience (UX) Design Basics:
    • Introduction to UX/UI Design principles
    • Best practices for website design (Navigation, Mobile Optimization)

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Understanding Website Analytics:
    • Overview of Google Analytics Dashboard
    • Key metrics to track (bounce rate, average session duration)

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Website Tools:
    • Introduction to website builders (e.g., WordPress, Wix)
    • Basic website setup (demo on creating a website)

Week 3: Introduction to Search Engine Optimization (SEO)

Morning Session (09:00 am – 12:00 pm):

  • What is SEO and Why It Matters
    • Introduction to search engines and their algorithms
    • On-Page vs. Off-Page SEO
  • Keyword Research for SEO:
    • Using free tools like Google Keyword Planner

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • On-Page SEO Fundamentals:
    • Optimizing title tags, meta descriptions, and headings
    • Importance of content and keyword placement

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Link Building Basics:
    • How backlinks affect SEO rankings
    • Strategies for acquiring backlinks
  • Activity: Hands-on keyword research exercise

Week 4: Content Marketing Fundamentals

Morning Session (09:00 am – 12:00 pm):

  • What is Content Marketing?
    • Understanding its role in driving traffic and engagement
  • Types of Content (Blog posts, Videos, Infographics, Podcasts)
  • Crafting Your Content Strategy

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Creating Engaging and Shareable Content:
    • Writing headlines that capture attention
    • Tips for creating effective content (blogging, video, etc.)

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Content Distribution:
    • How to distribute and promote your content
  • Activity: Create a simple blog post and social media sharing plan

Week 5: Social Media Marketing (SMM)

Morning Session (09:00 am – 12:00 pm):

  • Introduction to Social Media Marketing
    • Overview of major social media platforms (Facebook, Instagram, Twitter, LinkedIn, etc.)
  • Organic Social Media Strategies:
    • Content creation, posting frequency, and engagement strategies
    • Building an online community

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Paid Social Media Advertising:
    • Basics of Facebook Ads and Instagram Ads
    • Setting up campaigns and targeting audiences

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Social Media Analytics:
    • How to analyze social media performance (Insights/Analytics tools)
    • Using data to optimize future campaigns
  • Activity: Create a simple social media strategy for a business

Week 6: Introduction to Email Marketing

Morning Session (09:00 am – 12:00 pm):

  • What is Email Marketing?
    • The importance of email marketing for businesses
    • Overview of email campaigns and newsletters

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Building an Email List:
    • Strategies to grow your email list (opt-in forms, lead magnets)
    • Email segmentation and personalization

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Tools for Email Marketing:
    • Introduction to email marketing tools (Mailchimp, SendGrid)
  • Activity: Create an email marketing campaign

Week 7: Introduction to Paid Advertising (PPC)

Morning Session (09:00 am – 12:00 pm):

  • What is Pay-Per-Click Advertising?
    • Basics of Google Ads and Bing Ads
    • Setting up PPC campaigns

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Keyword Research for PPC Campaigns
    • How to use Google Keyword Planner for PPC ads

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Google Ads Campaign Setup:
    • Creating your first Google Ads campaign
  • Activity: Hands-on campaign creation and optimization practice

Week 8: Influencer and Affiliate Marketing

Morning Session (09:00 am – 12:00 pm):

  • Introduction to Influencer Marketing:
    • How to collaborate with influencers to promote products
    • Finding and engaging with influencers

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Introduction to Affiliate Marketing:
    • How affiliate marketing works
    • Setting up an affiliate program

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Managing Influencer and Affiliate Campaigns:
    • Tools and platforms to manage partnerships
  • Activity: Design an influencer or affiliate marketing campaign

Week 9: Digital Marketing Analytics and Reporting

Morning Session (09:00 am – 12:00 pm):

  • Introduction to Web Analytics Tools
    • Understanding Google Analytics and its key features
    • Setting up Google Analytics for a website

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Monitoring and Reporting Key Metrics:
    • Interpreting data and identifying insights
    • How to create reports for clients and management

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • A/B Testing and Conversion Rate Optimization (CRO):
    • Conducting A/B tests and improving website conversion rates
  • Activity: Hands-on practice with Google Analytics and A/B testing tools

Week 10: Legal and Ethical Aspects of Digital Marketing

Morning Session (09:00 am – 12:00 pm):

  • Legal Requirements for Digital Marketing
    • Introduction to GDPR, CAN-SPAM Act, and other regulations
    • Copyright and intellectual property basics

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Ethical Practices in Digital Marketing:
    • Best practices for ethical marketing
    • Avoiding misleading or manipulative tactics

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Activity: Group discussion on ethical issues in digital marketing

Week 11: Creating a Digital Marketing Strategy

Morning Session (09:00 am – 12:00 pm):

  • The Fundamentals of a Digital Marketing Strategy
    • Defining your target audience, goals, and budget
    • Choosing the right channels for your campaign

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Building a Marketing Plan:
    • Crafting a step-by-step plan for your digital campaigns
    • Content and social media scheduling

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Activity: Work on individual or group projects to create a digital marketing strategy

Week 12: Final Project Presentations and Wrap-Up

Morning Session (09:00 am – 12:00 pm):

  • Review of the Final Project Guidelines
    • Students present their digital marketing strategies

Afternoon Session 1 (01:00 pm – 2:45 pm):

  • Student Presentations (Continued)

Afternoon Session 2 (03:15 pm – 5:00 pm):

  • Course Wrap-Up and Certification
    • Final Q&A session
    • Distribution of certificates to successful students

Course Assessment and Certification

  • Final Project: A comprehensive digital marketing strategy or campaign for a business.
  • Quizzes: Short quizzes at the end of each module to reinforce key concepts.
  • Practical Assignments: Hands-on assignments each week to apply the skills learned.
  • Certification: Participants will receive a completion certificate upon successfully finishing the course.