Digital Media Marketing Essentials
Plan, run and measure a campaign in four weeks
Mahnoor Qazi
Lecturer · Digital Marketing & Growth
About this course
Digital Media Marketing Essentials is the campus course for the one-month short course. Four weekly modules take you around the whole loop: understanding where your audience's attention is, making content that earns it, paying for reach sensibly on Meta and Google, and reading the results without being fooled.
You work on a real business throughout — your own, your employer's, or one we assign — and finish with a one-page marketing plan and a campaign ready to launch. AI assistants are used throughout for research, drafts and reporting, with clear guidance on where they help and where they mislead.
One short lab teaches the campaign arithmetic (CTR, CPA, ROAS) that every later decision depends on. Quizzes close each week; the final assessment unlocks your certificate.
What you will be able to do
- Map a customer journey and pick the channels where your audience's attention actually is.
- Produce a four-week content calendar with platform-appropriate posts.
- Structure a paid campaign on Meta and Google with sensible targeting, budget and creative.
- Compute CTR, CPA and ROAS from a dashboard and decide what to scale and what to stop.
Curriculum
12 lessons · 2h 47m
- 01
Week 1 · The digital marketing landscape
Channels, funnels and the audience you are actually trying to reach.
- Channels, funnels and where attention livesPreview15 min
- Audience first: personas, intent and the customer journey12 min
- Module quiz · Landscape and audience6 min
- 02
Week 2 · Content and social media
Content that earns attention, on a calendar you can keep.
- Content that earns attention on each platform16 min
- A four-week content calendar you can keep12 min
- Writing for the feed: hooks, captions and calls to action12 min
- 03
Week 3 · Paid media and search
Buying reach without wasting it.
- Meta and Google ads: campaign structure in one hour18 min
- Search basics: keywords, intent and landing pages13 min
- Lab · Campaign maths25 min
- 04
Week 4 · Measurement and your plan
The numbers that matter, and a plan on one page.
- Reading the dashboard: the six numbers that matter14 min
- Building your one-page marketing plan14 min
- Final assessment10 min