Program Title:

Master Marketer

Duration:

Approximately 12 weeks (flexible pacing; each module could be 1–2 weeks depending on student availability)

Format:

100% online (asynchronous lectures, readings, activities, and live or recorded Q&A sessions)

Target Audience:

Aspiring marketing professionals, digital marketers, brand managers, content creators, social media specialists, or anyone looking to enhance their strategic marketing skills.

Program Outcomes:

Upon completion, learners will be able to:

• Understand and implement core marketing principles and best practices.

• Conduct effective market research and analyze consumer behavior.

• Develop and manage compelling brand strategies and identities.

• Design and execute integrated digital marketing campaigns across various channels.

• Utilize key marketing tools (e.g., Google Analytics, SEO strategies, email marketing software) effectively.

• Leverage social media platforms to engage audiences and build brand awareness.

• Evaluate campaign performance using analytics for data-driven decision making.

• Demonstrate creative problem-solving, strategic planning, and professional communication in diverse marketing contexts.

Course Structure:

The program is divided into 12 modules. Each module includes:

• Video Lectures: Engaging, short lessons delivered by industry professionals.

• Readings & Reference Materials: Curated articles, e-books, and official documentation.

• Case Studies & Real-World Scenarios: Practical examples to illustrate key concepts.

• Interactive Activities & Quizzes: For hands-on practice and self-assessment.

• Assignments: Practical tasks simulating real-world marketing challenges.

• Discussion Forums: For peer interaction, Q&A, and knowledge sharing.

Learners will complete a capstone project at the end of the program to showcase their skills in a simulated marketing campaign.

Detailed Module Breakdown

Module 1: Introduction to Marketing and Business Fundamentals

Objective:

• Understand the evolution and core principles of marketing.

Topics Covered:

• Overview of marketing concepts and the role of marketing in business

• Traditional versus digital marketing paradigms

• Career opportunities and emerging trends in marketing

Activities & Assessments:

• Introductory quiz on marketing fundamentals

• Discussion forum: Share your experiences or perceptions of marketing

Module 2: Market Research & Consumer Behavior

Objective:

• Learn how to gather, analyze, and interpret market data and consumer insights.

Topics Covered:

• Research methodologies and tools

• Market segmentation, targeting, and positioning

• Fundamentals of consumer psychology

Activities & Assessments:

• Assignment: Design a basic market survey

• Quiz on consumer behavior principles

Module 3: Branding & Brand Strategy

Objective:

• Develop the skills needed to build and manage a strong brand identity.

Topics Covered:

• Brand development and positioning strategies

• Creating brand equity and managing brand reputation

• Analysis of successful brand case studies

Activities & Assessments:

• Case study analysis

• Assignment: Create a branding strategy for a hypothetical product

Module 4: Digital Marketing Overview & Strategy

Objective:

• Gain a comprehensive understanding of digital marketing channels and strategy formulation.

Topics Covered:

• Digital marketing landscape and strategic planning

• Overview of key digital channels (web, social, mobile)

• Fundamentals of campaign development

Activities & Assessments:

• Assignment: Outline a digital marketing strategy

• Quiz on digital marketing concepts

Module 5: Social Media Marketing

Objective:

• Master the use of social media platforms for effective marketing.

Topics Covered:

• Platform-specific strategies (e.g., Facebook, Instagram, LinkedIn)

• Content creation, community engagement, and campaign management

• Measuring success and performance metrics

Activities & Assessments:

• Assignment: Develop a comprehensive social media campaign plan

• Discussion forum: Share examples of successful social media initiatives

Module 6: Content Marketing & SEO

Objective:

• Learn to create engaging content and optimize it for search engines.

Topics Covered:

• Content creation strategies and storytelling techniques

• SEO fundamentals, keyword research, and on-page/off-page optimization

• Best practices for driving organic traffic

Activities & Assessments:

• Assignment: Write an SEO-optimized blog post

• Quiz on SEO best practices

Module 7: Email Marketing & Marketing Automation

Objective:

• Design and implement effective email marketing campaigns using automation.

Topics Covered:

• Email campaign planning, segmentation, and personalization

• Automation tools and strategies for nurturing leads

• Performance metrics and optimization techniques

Activities & Assessments:

• Assignment: Develop an email marketing campaign outline

• Role-play scenario: Craft compelling email subject lines and content

Module 8: Paid Advertising & PPC Campaigns

Objective:

• Understand and execute paid advertising strategies to drive results.

Topics Covered:

• Fundamentals of pay-per-click (PPC) advertising and Google Ads

• Social media advertising, budgeting, and bid management

• Analyzing and optimizing ad performance

Activities & Assessments:

• Simulation: Create and manage a mock PPC campaign

• Quiz on paid advertising strategies

Module 9: Marketing Analytics & Data-Driven Decision Making

Objective:

• Utilize analytics to measure marketing performance and refine strategies.

Topics Covered:

• Key performance indicators (KPIs) and data collection methods

• Tools like Google Analytics for tracking campaign success

• Using data to inform and adjust marketing strategies
  
  

Activities & Assessments:

• Assignment: Analyze a sample campaign dataset

• Quiz on marketing analytics fundamentals

Module 10: Integrated Marketing Communications (IMC)

Objective:

• Learn to develop cohesive messaging across multiple marketing channels.

Topics Covered:

• Principles of integrated marketing communications

• Channel integration and maintaining message consistency

• Planning and executing multi-platform campaigns

Activities & Assessments:

• Assignment: Develop an integrated marketing communications plan

• Group discussion: Explore the benefits of unified marketing strategies

Module 11: Creative Campaign Design & Execution

Objective:

• Enhance creative thinking and strategic execution in campaign planning.

Topics Covered:

• Creative brainstorming techniques and campaign ideation

• Developing and executing creative strategies

• Measuring the impact of creative campaigns

Activities & Assessments:

• Assignment: Design a creative marketing campaign

• Peer review and discussion of campaign concepts

Module 12: Professional Development & Career Growth in Marketing

Objective:

• Prepare for long-term success in marketing through continuous professional development.

Topics Covered:

• Networking, personal branding, and career pathway exploration

• Emerging trends, certifications, and ongoing education in marketing

• Building a resilient and adaptive marketing career

Activities & Assessments:

• Reflection exercise: Create a personal career development plan

• Discussion forum: Share career aspirations and strategies

Certificate:

• Industry Recognized Certificate of Completion

Teacher:

• Ethan McKenzie