Digital Marketing – Level 2
Study Program Courses

This Digital Marketing – Level 2 course is designed to provide students with the in-depth skills and knowledge required to excel in the fast-paced and ever-evolving digital marketing landscape.

Building upon the foundational concepts covered in Level 1, this course delves into more advanced techniques, strategies, and tools that will enable students to craft integrated, data-driven digital marketing campaigns across multiple channels. Students will gain hands-on experience with industry-leading platforms, including Google Ads, Google Analytics, HubSpot, and social media tools, while honing their analytical and creative skills.

Throughout the 12 weeks, students will explore advanced SEO strategies, cutting-edge content marketing approaches, conversion rate optimization (CRO), social media advertising, email automation, PPC (pay-per-click) management, and much more.

They will learn how to effectively analyze data, optimize campaigns, and implement best practices that are key to driving measurable results. With a focus on real-world application, students will engage in weekly hands-on assignments, case studies, and a comprehensive final project where they will apply the concepts learned to develop an integrated marketing strategy for a real or hypothetical business.

By the end of the course, students will be equipped with the knowledge and practical experience to manage, optimize, and scale digital marketing campaigns across multiple platforms. Whether they aim to specialize in SEO, PPC, social media marketing, or data analytics, this course will provide them with the tools and strategies to become effective, results-driven digital marketers.

Learning Details and Options

This course is designed to provide greater insights and practical experience to students ready to implement comprehensive digital marketing strategies. It focuses on building real-world skills that will allow students to design, execute, and analyze advanced digital marketing campaigns across multiple channels.

Key Learning Objectives:

The key areas of the course outline the primary topics covered, while the key learning objectives focus on what students should be able to achieve and understand within each area. Below are the key areas and their associated learning objectives:

Key Area 1: Advanced SEO Techniques

Key Learning Objectives:

  • Understand and implement advanced on-page SEO techniques, including schema markup, content optimization for featured snippets, and voice search.
  • Conduct technical SEO audits and apply strategies for improving site speed, mobile-first indexing, and crawlability.
  • Master advanced off-page SEO tactics, including strategic link-building (e.g., guest posting, broken link building, skyscraper technique).
  • Use SEO audit tools and Google Search Console to assess website performance and improve rankings.

Key Area 2: Advanced Content Marketing Strategies

Key Learning Objectives:

  • Develop comprehensive content strategies by creating content pillars and clusters for organized, SEO-optimized content.
  • Implement long-form content strategies and understand how to align content with different stages of the marketing funnel.
  • Leverage video marketing for different platforms, including YouTube, Facebook, and Instagram, and apply best practices for video SEO and ad creation.
  • Utilize advanced content planning tools (e.g., CoSchedule, Buzzsumo) to organize and track content performance.

Key Area 3: Conversion Rate Optimization (CRO)

Key Learning Objectives:

  • Understand the principles of Conversion Rate Optimization and its importance in maximizing ROI.
  • Conduct comprehensive conversion funnel analysis to identify and optimize conversion opportunities.
  • Implement and analyze A/B and multivariate tests to refine landing page, email, and ad performance.
  • Use heatmaps and user behavior analysis tools to understand user engagement and identify areas of improvement on websites and landing pages.

Key Area 4: Advanced Social Media Marketing

Key Learning Objectives:

  • Design and implement advanced paid social media campaigns with a focus on retargeting, dynamic ads, and shopping campaigns on platforms like Facebook and Instagram.
  • Set up and analyze custom reports in Facebook Ads Manager and other social media tools to measure campaign success.
  • Develop and execute influencer marketing strategies, understanding metrics and how to measure ROI from collaborations.
  • Utilize social media analytics tools (e.g., Sprout Social, Hootsuite) to monitor and optimize campaigns.

Key Area 5: Advanced Google Ads (PPC)

Key Learning Objectives:

  • Set up and manage advanced Google Ads campaigns across search, display, and shopping networks, optimizing for specific goals like ROI, conversions, and traffic.
  • Master keyword match types, negative keywords, and smart bidding strategies like Target CPA and ROAS to improve campaign performance.
  • Design and implement YouTube Ads and TrueView campaigns, optimizing targeting and content for maximum reach and engagement.

Key Area 6: Email Marketing Automation

Key Learning Objectives:

  • Create personalized and segmented email lists, implementing dynamic content and triggers to improve engagement and conversion rates.
  • Design automated email workflows and sequences to nurture leads and convert them into customers.
  • Analyze email performance metrics (e.g., open rates, click-through rates) and use A/B testing to optimize email campaigns for better results.
  • Integrate email marketing automation with other marketing channels to create seamless multi-channel campaigns.

Key Area 7: Affiliate Marketing & Partner Programs

Key Learning Objectives:

  • Understand the fundamentals of affiliate marketing and how to choose the right affiliates and products for a successful program.
  • Set up and manage affiliate programs on platforms such as ShareASale and Rakuten, including how to track performance and optimize conversions.
  • Evaluate affiliate performance using KPIs such as click-through rates (CTR), conversion rates, and revenue share.

Key Area 8: Marketing Automation & CRM Tools

Key Learning Objectives:

  • Understand the core principles of marketing automation and its role in scaling marketing efforts.
  • Utilize popular marketing automation tools (e.g., HubSpot, Marketo, ActiveCampaign) to create automated workflows for lead generation and nurturing.
  • Master CRM platforms like HubSpot CRM and Salesforce for effective lead management, segmentation, and lead scoring.
  • Integrate marketing automation with CRM systems to create a unified, seamless customer journey.

Key Area 9: Data Analytics & Reporting

Key Learning Objectives:

  • Use Google Analytics to set up goals, track user behavior, and analyze audience segments.
  • Implement data analysis techniques to understand campaign performance and make data-driven decisions to optimize marketing efforts.
  • Develop customized dashboards and reports using tools like Google Data Studio to present insights effectively to stakeholders.
  • Apply advanced reporting techniques to evaluate and adjust ongoing campaigns for improved performance.

Key Area 10: Personal Branding & Online Reputation Management

Key Learning Objectives:

  • Develop a personal branding strategy that positions you as an authority in digital marketing.
  • Utilize social media platforms, content marketing, and other digital tools to build and promote a personal brand.
  • Manage online reputation by monitoring reviews, handling crises, and mitigating negative feedback.
  • Create content (e.g., blogs, podcasts, videos) that strengthens your personal brand and authority in the digital marketing field.

Key Area 11: Developing an Integrated Marketing Strategy

Key Learning Objectives:

  • Design an integrated digital marketing strategy that incorporates SEO, PPC, social media, content marketing, and email marketing.
  • Understand customer journey mapping and align marketing activities with the appropriate touchpoints across the customer lifecycle.
  • Optimize multi-channel campaigns by analyzing and adjusting strategies based on cross-channel performance.

Key Area 12: Final Project & Presentation

Key Learning Objectives:

  • Develop a comprehensive, integrated digital marketing strategy or campaign, applying all the advanced techniques learned throughout the course.
  • Present your final project effectively, demonstrating the ability to create a cohesive and actionable marketing plan.
  • Receive and incorporate feedback from peers and instructors to improve campaign execution and presentation skills.

These key areas and learning objectives ensure that students are equipped with the practical knowledge, technical skills, and strategic thinking needed to excel in the dynamic field of digital marketing. The course is designed to develop proficiency in advanced tools and strategies across multiple marketing channels, preparing students for leadership roles in the industry.

Assessment & Project Types

To ensure that students are mastering both theoretical concepts and practical applications, a variety of assessments and project types will be used throughout the course. These will be designed to evaluate the students’ understanding of key topics, their ability to apply learned techniques, and their overall progress throughout the 12-week program. Below are the recommended assessment types and projects:

1. Weekly Quizzes

  • Purpose: To test students’ understanding of each week’s topic and reinforce the material.
  • Format: Short quizzes with multiple-choice, true/false, and short-answer questions.
  • Frequency: Every week, after the completion of each module or topic.
  • Examples:
    • A quiz on advanced SEO techniques, including questions about schema markup and technical SEO.
    • A quiz on conversion rate optimization, testing knowledge of A/B testing and funnel analysis.

2. Practical Assignments

  • Purpose: To provide hands-on experience with real-world tools and techniques, allowing students to apply what they’ve learned each week.
  • Format: Weekly individual or group tasks based on course content.
  • Frequency: Weekly (due after each module).
  • Examples:
    • Week 1 (SEO): Conduct an SEO audit of a website and implement schema markup.
    • Week 3 (CRO): Set up and analyze a basic A/B test for a landing page.
    • Week 5 (Google Ads): Set up an advanced Google Ads campaign and remarketing list.
    • Week 7 (Affiliate Marketing): Create an affiliate marketing strategy for a new product or service.

3. Case Study Analysis

  • Purpose: To help students analyze and draw insights from real-world digital marketing campaigns, strengthening their problem-solving and critical thinking skills.
  • Format: Analyze a case study from a digital marketing campaign (could be provided by the instructor or sourced from current industry examples).
  • Frequency: 2-3 case studies throughout the course.
  • Examples:
    • Analyze a recent successful content marketing campaign and identify the strategies used (e.g., content pillars, SEO optimization, video marketing).
    • Evaluate a failed PPC campaign and provide recommendations for improvement (focus on targeting, bidding strategies, and landing page optimization).

4. Hands-On Project Work

  • Purpose: To allow students to dive deep into real-world scenarios, working on long-term projects where they apply multiple skills learned in the course.
  • Format: Multi-part project, submitted over several weeks.
  • Frequency: Ongoing throughout the course (with interim progress submissions).
  • Examples:
    • Integrated Digital Marketing Strategy (Week 11-12): Develop a comprehensive, multi-channel marketing strategy incorporating SEO, PPC, social media, email marketing, and content marketing for a client or hypothetical business.
    • Campaign Development (Week 4): Plan, create, and analyze an advanced paid social media campaign, including targeting, ad copy, and influencer partnerships.

5. Final Project

  • Purpose: To demonstrate the ability to create and present a fully integrated digital marketing campaign, showcasing all the skills acquired during the course.
  • Format: Students will work individually or in small groups to develop a complete, actionable digital marketing strategy or campaign that integrates the key elements covered during the course.
  • Components:
    • Research and Strategy Development: Define target audience, set campaign goals, and identify the appropriate channels (SEO, PPC, content, email, social media).
    • Implementation Plan: Create detailed plans for each channel, including content calendars, PPC ad copy, social media posts, email sequences, etc.
    • Analytics and Reporting: Define KPIs, set up analytics goals, and use tools like Google Analytics and Google Data Studio to measure and optimize the campaign.
  • Presentation: Students will present their final projects to the class and instructors, receiving feedback on both the strategy and execution.
  • Due Date: Week 12 (final presentation day).

6. Peer Reviews

  • Purpose: To encourage collaboration and constructive feedback between students, helping them learn to critique and improve each other’s work.
  • Format: Each student will review a peer’s final project or a major assignment (such as their integrated marketing strategy).
  • Frequency: Typically for the final project (but could be applied to other major assignments).
  • Examples:
    • Reviewing the proposed integrated marketing strategy and providing feedback on the alignment between channels, targeting, and KPIs.
    • Analyzing the final project presentation for clarity, creativity, and effectiveness of the campaign.

7. Class Participation and Discussions

  • Purpose: To assess students’ engagement in the learning process, their ability to contribute to discussions, and their understanding of course material.
  • Format: Active participation in classroom discussions, group activities, and in-class exercises.
  • Frequency: Ongoing throughout the course.
  • Examples:
    • Contributing ideas to class discussions on current trends in digital marketing.
    • Participating in group activities like brainstorming and strategy development during the sessions.

8. Weekly Group Activities & Collaboration

  • Purpose: To simulate real-world teamwork and foster collaboration skills, which are critical in the digital marketing industry.
  • Format: Group-based activities that require students to collaborate on specific tasks, followed by a group presentation or report.
  • Frequency: 4-5 group activities throughout the course.
  • Examples:
    • Week 4 (Social Media): Collaborate in a group to plan a paid social media campaign for a brand.
    • Week 6 (Email Marketing): Create a group email marketing automation workflow, testing different subject lines, content strategies, and CTAs.

9. Practical Tool-based Assessments

  • Purpose: To ensure students are proficient with the tools used in digital marketing.
  • Format: Students will use various marketing tools and platforms to perform tasks, analyze data, and make recommendations.
  • Frequency: Weekly or bi-weekly tool assessments based on the current module.
  • Examples:
    • Week 2 (Content Marketing): Use Buzzsumo to identify trending topics and create a content plan.
    • Week 9 (Data Analytics): Use Google Analytics to track the performance of a mock campaign, identify areas of improvement, and optimize it based on the data.

Assessment & Project Weights:

  • Weekly Quizzes: 10%
  • Practical Assignments: 25%
  • Case Studies: 10%
  • Hands-On Project Work: 20%
  • Final Project: 25%
  • Peer Reviews & Class Participation: 10%

These assessment methods and project types will allow students to showcase both their technical skills and strategic thinking, ensuring they are ready to execute advanced digital marketing campaigns upon completion of the course.

Learning Outcomes:

Upon successful completion of the course, students will be able to:

  1. Implement Advanced SEO Techniques: Apply technical and on-page SEO strategies, including schema markup, content optimization, and voice search, to improve website rankings.
  2. Execute Complex Content Marketing Strategies: Develop content strategies tailored to different stages of the marketing funnel and create high-impact, SEO-optimized content across multiple channels.
  3. Optimize Conversion Rates: Use conversion rate optimization (CRO) techniques such as A/B testing, user behavior analysis, and landing page design principles to increase conversions.
  4. Master Paid Social Media Advertising: Plan and execute advanced paid campaigns across platforms such as Facebook, Instagram, LinkedIn, and Twitter, incorporating targeting, retargeting, and influencer marketing.
  5. Manage Google Ads Campaigns: Set up and optimize Google Ads search, display, and shopping campaigns, using smart bidding strategies and remarketing techniques to drive traffic and conversions.
  6. Design and Implement Email Marketing Automation: Build and automate email marketing workflows, segment email lists, and personalize campaigns to nurture leads and improve engagement.
  7. Leverage Affiliate Marketing: Develop and manage affiliate marketing programs, optimizing affiliate performance and tracking key metrics.
  8. Use Marketing Automation & CRM Systems: Integrate marketing automation tools with CRM systems to streamline lead management, nurture prospects, and analyze customer journeys.
  9. Analyze and Report Marketing Data: Utilize tools like Google Analytics and Google Data Studio to track, analyze, and optimize marketing campaigns based on data-driven insights.
  10. Build a Personal Brand: Develop strategies for building a personal brand in the digital marketing field using content marketing, social media, and reputation management techniques.
  11. Design Integrated Digital Marketing Strategies: Combine SEO, PPC, content marketing, email marketing, and social media to create cohesive, multi-channel marketing strategies.
  12. Present and Defend a Digital Marketing Campaign: Create and present a comprehensive digital marketing strategy as a final project, demonstrating an ability to synthesize course concepts and techniques into actionable plans.

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.
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Course Title: Digital Marketing Level 2

Duration: 12 weeks (Saturdays only)
Time: 09:00am – 05:00pm

  • 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 Advanced Digital Marketing course builds on the foundational knowledge gained in Level 1. Students will delve deeper into advanced strategies, tools, and data analysis to design comprehensive digital marketing campaigns. The course will cover Advanced SEO, PPC, Social Media Marketing, Email Automation, Content Strategy, Marketing Automation, and Data Analytics. It will also include practical case studies, hands-on activities, and a final project where students will apply all their knowledge to create an integrated marketing strategy.

Week 1: Advanced SEO Techniques

Morning Session

  • Advanced On-Page SEO:
    • Schema Markup (structured data)
    • Content Optimization for Featured Snippets
    • SEO for Voice Search
    • Understanding E-A-T (Expertise, Authoritativeness, Trustworthiness)

Afternoon Session 1

  • Technical SEO:
    • Website Speed Optimization
    • Mobile-First Indexing
    • Crawlability & Indexability
    • Using Google Search Console for advanced SEO

Afternoon Session 2

  • Off-Page SEO & Link Building:
    • Advanced Link Building Strategies (Guest Posting, Broken Link Building, Skyscraper Technique)
    • Understanding Link Juice and Link Authority
    • Link Audits & Disavowing Toxic Links

Activity: Hands-on practice with schema markup and SEO audit tools.

Week 2: Advanced Content Marketing Strategies

Morning Session

  • Content Strategy:
    • Creating Content Pillars and Clusters
    • Long-Form Content Strategy
    • Content for Different Stages of the Marketing Funnel

Afternoon Session 1

  • Video Marketing:
    • YouTube SEO and best practices
    • Creating engaging video content for YouTube, Facebook, Instagram
    • Video Ads: Best practices and formats

Afternoon Session 2

  • Content Marketing Tools:
    • Advanced tools for content planning and scheduling (e.g., CoSchedule, Buzzsumo)
    • Content performance analytics (Google Analytics, SEMrush, Ahrefs)

Activity: Create a content marketing plan for a brand and develop a YouTube video strategy.

Week 3: Conversion Rate Optimization (CRO)

Morning Session

  • Introduction to CRO:
    • What is Conversion Rate Optimization?
    • Conversion Funnel Analysis
    • The Science of Landing Pages (Psychology of Colors, CTA Design, Social Proof)

Afternoon Session 1

  • A/B Testing and Multivariate Testing:
    • Designing, running, and analyzing A/B tests
    • Best practices for split testing landing pages, emails, and ads

Afternoon Session 2

  • Heatmaps & User Behavior Analysis:
    • Tools like Hotjar, Crazy Egg
    • Analyzing user engagement and heatmaps
    • Setting up goals and funnels in Google Analytics for CRO

Activity: Set up and run a basic A/B test for a landing page and analyze results.

Week 4: Advanced Social Media Marketing

Morning Session

  • Paid Social Media Strategies:
    • Advanced targeting techniques (Interest, Lookalike, Retargeting Audiences)
    • Dynamic Ads and Remarketing Campaigns
    • Facebook and Instagram Shopping

Afternoon Session 1

  • Social Media Campaigns & Analytics:
    • How to design a successful social media campaign
    • Setting up custom reports in Facebook Ads Manager and Google Analytics
    • Using social media analytics tools (Sprout Social, Hootsuite)

Afternoon Session 2

  • Influencer Marketing Strategies:
    • Advanced strategies for collaborating with influencers
    • Understanding metrics and ROI for influencer campaigns

Activity: Plan a detailed paid social media strategy with retargeting and influencer collaboration.

Week 5: Advanced Google Ads (PPC)

Morning Session

  • Advanced Google Ads Campaigns:
    • Setting up Google Ads Search, Display, and Shopping campaigns
    • Understanding Keyword Match Types and Negative Keywords
    • Smart Bidding Strategies (Target CPA, ROAS, Enhanced CPC)

Afternoon Session 1

  • Google Display Network & Remarketing:
    • Creating effective Display Ads
    • Setting up Remarketing Lists for Search Ads (RLSAs) and Display Ads

Afternoon Session 2

  • YouTube Ads & Video Campaigns:
    • Setting up YouTube TrueView Ads
    • Best practices for video ad creation and targeting

Activity: Set up an advanced Google Ads campaign and remarketing list.

Week 6: Email Marketing Automation

Morning Session

  • Advanced Email Marketing Strategies:
    • Segmenting email lists based on behaviors and demographics
    • Email Automation with Triggers, Workflows, and Sequences
    • Personalization & Dynamic Content in Emails

Afternoon Session 1

  • Email Marketing Campaign Design:
    • Designing email templates for better engagement
    • Crafting compelling subject lines and CTAs

Afternoon Session 2

  • Advanced Email Analytics:
    • Understanding open rates, click-through rates, and conversions
    • Using A/B tests for email campaigns

Activity: Create an automated email sequence for a lead nurturing campaign.

Week 7: Affiliate Marketing & Partner Programs

Morning Session

  • Affiliate Marketing Fundamentals:
    • What is affiliate marketing and how it works
    • Choosing the right affiliates and products for your business

Afternoon Session 1

  • Building an Affiliate Program:
    • Setting up your own affiliate program
    • Choosing affiliate platforms (ShareASale, CJ Affiliate, Rakuten)

Afternoon Session 2

  • Tracking Affiliate Performance & Optimization:
    • Affiliate KPIs (CTR, Conversion Rate, Revenue Share)
    • Tools for tracking and managing affiliate partnerships

Activity: Set up an affiliate marketing strategy for a product or service.

Week 8: Marketing Automation & CRM Tools

Morning Session

  • Introduction to Marketing Automation:
    • What is marketing automation and why it’s crucial for scaling campaigns
    • Overview of marketing automation tools (HubSpot, Marketo, ActiveCampaign)

Afternoon Session 1

  • CRM Tools for Lead Management:
    • Setting up and using CRM platforms (HubSpot CRM, Salesforce)
    • Lead scoring and segmentation techniques

Afternoon Session 2

  • Integrating Marketing Automation & CRM:
    • How to integrate email, social, PPC, and CRM for seamless workflows
    • Understanding customer journeys and touchpoints

Activity: Design an automated lead nurturing workflow using a CRM tool.

Week 9: Data Analytics and Reporting

Morning Session

  • Advanced Google Analytics:
    • Setting up goals, events, and custom reports
    • Analyzing audience segments and behavior flow

Afternoon Session 1

  • Using Data to Optimize Campaigns:
    • How to read and analyze your marketing metrics
    • Pivoting campaigns based on data insights

Afternoon Session 2

  • Advanced Reporting Tools:
    • Introduction to Google Data Studio and custom dashboards
    • Best practices for reporting to clients or stakeholders

Activity: Create a Google Data Studio report for an ongoing campaign.

Week 10: Personal Branding & Online Reputation Management

Morning Session

  • Building Your Personal Brand:
    • How to position yourself as an authority in digital marketing
    • Leveraging social media and content for personal branding

Afternoon Session 1

  • Reputation Management:
    • How to monitor and manage your online reputation
    • Handling negative reviews and crisis communication

Afternoon Session 2

  • Content Creation for Personal Branding:
    • Creating content (blogs, podcasts, videos) to build authority
    • Collaborating with other industry leaders

Activity: Create a personal branding content plan for yourself or a client.

Week 11: Developing an Integrated Marketing Strategy

Morning Session

  • Creating an Integrated Strategy:
    • Combining SEO, PPC, social media, email, and content marketing into one cohesive plan
    • Multi-channel campaign design and execution

Afternoon Session 1

  • Customer Journey Mapping:
    • Understanding different touchpoints in the customer journey
    • Mapping content and offers to each stage

Afternoon Session 2

  • Optimizing Across Channels:
    • How to monitor and adjust your strategy based on cross-channel performance

Activity: Design a multi-channel marketing campaign from scratch.

Week 12: Final Project & Presentations

Morning Session

  • Final Project Guidelines:
    • Brief overview of the final project: An integrated marketing strategy or campaign
    • Students will work on their final presentations

Afternoon Session 1 & 2

  • Final Project Presentations:
    • Students present their integrated marketing strategies or campaigns to the class and instructors
    • Feedback from peers and instructors

Wrap-Up

  • Course Summary and Key Takeaways
  • Discussion on next steps in a digital marketing career
  • Distribution of completion certificates

Assessment and Certification

  • Weekly Quizzes: Short quizzes to test knowledge after each module.
  • Practical Assignments: Weekly tasks and exercises.
  • Final Project: A comprehensive integrated digital marketing strategy or campaign.

Certification: Students who complete the course successfully will receive a certificate of completion