Marketing & design
Digital Marketing & E-commerce
Plan useful, measurable digital campaigns and customer journeys without empty marketing hype.
Plan measurable digital campaigns and customer journeys without empty marketing hype.
About this course
A practical introduction to digital marketing for job seekers and small-business support roles. Learn customer research, content, social channels, email, search, e-commerce operations and performance measurement through realistic campaign work.
Career relevance
Where this can take you
Useful for digital marketing assistant, social media, e-commerce support and small-business roles.
Portfolio project: Create an integrated campaign portfolio with persona, content plan, channel choices, metrics and improvement plan.
Skills you will gain
Practical skills, not just theory
What you will learn
Define a target audience and customer journey.
Plan content, email and social activity against a real objective.
Understand search, paid media and e-commerce fundamentals.
Measure campaign performance and recommend a responsible next action.
Objective map
A numbered, measurable syllabus
Every lesson, knowledge check and practical activity maps to the objectives below. Domain weights show how much of the programme each area represents.
Domain 1
Digital marketing foundations to Brand, messaging and content strategy
- 1.1Explain and distinguish digital marketing foundations in a realistic digital marketing & e-commerce context: understand customer value, channels, objectives and ethical marketing.
- 1.2Analyse and evaluate audience research and personas in a realistic digital marketing & e-commerce context: use evidence to define who a campaign is for and what they need.
- 1.3Plan and produce brand, messaging and content strategy in a realistic digital marketing & e-commerce context: create clear value propositions and useful content pillars.
Domain 2
Social media planning to Search and SEO foundations
- 2.1Plan and produce social media planning in a realistic digital marketing & e-commerce context: plan channel-appropriate content and community responses.
- 2.2Demonstrate email marketing and customer journeys in a realistic digital marketing & e-commerce context: design permission-based email sequences and useful lifecycle messages.
- 2.3Explain and distinguish search and seo foundations in a realistic digital marketing & e-commerce context: understand search intent, keywords and helpful content without manipulation.
Domain 3
Paid media and budget basics to Analytics and performance measurement
- 3.1Demonstrate paid media and budget basics in a realistic digital marketing & e-commerce context: plan responsible paid activity, targeting and measurement.
- 3.2Apply and control e-commerce operations in a realistic digital marketing & e-commerce context: connect product information, checkout, service and fulfilment expectations.
- 3.3Analyse and evaluate analytics and performance measurement in a realistic digital marketing & e-commerce context: read basic campaign metrics and avoid misleading conclusions.
Domain 4
Campaign optimisation and experimentation to Final digital campaign capstone
- 4.1Demonstrate campaign optimisation and experimentation in a realistic digital marketing & e-commerce context: use controlled tests and learn from real results.
- 4.2Plan and produce portfolio lab: build a campaign plan in a realistic digital marketing & e-commerce context: create a customer journey, content calendar, metrics plan and budget rationale.
- 4.3Complete and defend final digital campaign capstone in a realistic digital marketing & e-commerce context: present an integrated campaign with evidence, measurement and improvement plan.
How the programme works
Learn, practise, explain and prove it
This is a long-form, eight-week guided programme rather than a stack of short articles. Each module contains six substantial lessons that move from concepts and methods into a worked case, a quality clinic, a workplace lab and assessed reflection.
1. Guided learning
Study the purpose, process, risks and professional standard through structured readings and active notes.
2. Worked cases
Compare plausible options, expose missing evidence and defend a decision under realistic constraints.
3. Quality clinics and labs
Diagnose weak work, revise it against a rubric and create portfolio evidence with a full audit trail.
4. Hard assessment
Pass applied checks and the final assessment at 85%, with no unresolved critical-error questions.
Curriculum
A complete programme, module by module
The curriculum below shows the actual learning pathway, objective and evidence for every module. Full lessons remain locked until enrolment.
Build the base
Standards, vocabulary and the core method you will use throughout the programme.
01Digital marketing foundationsUnderstand customer value, channels, objectives and ethical marketing.+
Measured objectiveExplain and distinguish digital marketing foundations in a realistic digital marketing & e-commerce context: understand customer value, channels, objectives and ethical marketing.
Evidence you will produceA portfolio-ready digital marketing foundations brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
02Audience research and personasUse evidence to define who a campaign is for and what they need.+
Measured objectiveAnalyse and evaluate audience research and personas in a realistic digital marketing & e-commerce context: use evidence to define who a campaign is for and what they need.
Evidence you will produceA portfolio-ready audience research and personas brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
03Brand, messaging and content strategyCreate clear value propositions and useful content pillars.+
Measured objectivePlan and produce brand, messaging and content strategy in a realistic digital marketing & e-commerce context: create clear value propositions and useful content pillars.
Evidence you will produceA portfolio-ready brand, messaging and content strategy brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can explain the fundamentals and complete a first guided task.
Develop core skills
The working skills and tools of the role, practised one at a time.
04Social media planningPlan channel-appropriate content and community responses.+
Measured objectivePlan and produce social media planning in a realistic digital marketing & e-commerce context: plan channel-appropriate content and community responses.
Evidence you will produceA portfolio-ready social media planning brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
05Email marketing and customer journeysDesign permission-based email sequences and useful lifecycle messages.+
Measured objectiveDemonstrate email marketing and customer journeys in a realistic digital marketing & e-commerce context: design permission-based email sequences and useful lifecycle messages.
Evidence you will produceA portfolio-ready email marketing and customer journeys brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
06Search and SEO foundationsUnderstand search intent, keywords and helpful content without manipulation.+
Measured objectiveExplain and distinguish search and seo foundations in a realistic digital marketing & e-commerce context: understand search intent, keywords and helpful content without manipulation.
Evidence you will produceA portfolio-ready search and seo foundations brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can carry out routine work independently and check it properly.
Apply it in realistic scenarios
Case studies and simulations with competing priorities and incomplete information.
07Paid media and budget basicsPlan responsible paid activity, targeting and measurement.+
Measured objectiveDemonstrate paid media and budget basics in a realistic digital marketing & e-commerce context: plan responsible paid activity, targeting and measurement.
Evidence you will produceA checked working paper, analysis or report for paid media and budget basics, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
08E-commerce operationsConnect product information, checkout, service and fulfilment expectations.+
Measured objectiveApply and control e-commerce operations in a realistic digital marketing & e-commerce context: connect product information, checkout, service and fulfilment expectations.
Evidence you will produceA portfolio-ready e-commerce operations brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
09Analytics and performance measurementRead basic campaign metrics and avoid misleading conclusions.+
Measured objectiveAnalyse and evaluate analytics and performance measurement in a realistic digital marketing & e-commerce context: read basic campaign metrics and avoid misleading conclusions.
Evidence you will produceA checked working paper, analysis or report for analytics and performance measurement, including source data, assumptions, calculations, findings and limitations.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can make and justify decisions in realistic situations.
Prove it and plan your next step
Portfolio evidence, final review and a development plan you can show an employer.
10Campaign optimisation and experimentationUse controlled tests and learn from real results.+
Measured objectiveDemonstrate campaign optimisation and experimentation in a realistic digital marketing & e-commerce context: use controlled tests and learn from real results.
Evidence you will produceA portfolio-ready campaign optimisation and experimentation brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
11Portfolio lab: build a campaign planCreate a customer journey, content calendar, metrics plan and budget rationale.+
Measured objectivePlan and produce portfolio lab: build a campaign plan in a realistic digital marketing & e-commerce context: create a customer journey, content calendar, metrics plan and budget rationale.
Evidence you will produceA portfolio-ready portfolio lab: build a campaign plan brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
12Final digital campaign capstonePresent an integrated campaign with evidence, measurement and improvement plan.+
Measured objectiveComplete and defend final digital campaign capstone in a realistic digital marketing & e-commerce context: present an integrated campaign with evidence, measurement and improvement plan.
Evidence you will produceA portfolio-ready final digital campaign capstone brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You have portfolio-ready evidence and a clear next step.
Suggested pace
Eight-week study plan
Plan for roughly 5–9 hours each week across readings, worked cases, practice, portfolio production and assessment remediation. Repeat a week when the knowledge checks show a gap.
Week 1
Digital marketing foundations to Audience research and personas
- •Complete the six guided lessons for Digital marketing foundations and Audience research and personas and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the digital marketing foundations and audience research and personas portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 2
Brand, messaging and content strategy
- •Complete the six guided lessons for Brand, messaging and content strategy and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the brand, messaging and content strategy portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 3
Social media planning to Email marketing and customer journeys
- •Complete the six guided lessons for Social media planning and Email marketing and customer journeys and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the social media planning and email marketing and customer journeys portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 4
Search and SEO foundations
- •Complete the six guided lessons for Search and SEO foundations and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the search and seo foundations portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 5
Paid media and budget basics to E-commerce operations
- •Complete the six guided lessons for Paid media and budget basics and E-commerce operations and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the paid media and budget basics and e-commerce operations portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 6
Analytics and performance measurement
- •Complete the six guided lessons for Analytics and performance measurement and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the analytics and performance measurement portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 7
Campaign optimisation and experimentation to Portfolio lab: build a campaign plan
- •Complete the six guided lessons for Campaign optimisation and experimentation and Portfolio lab: build a campaign plan and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the campaign optimisation and experimentation and portfolio lab: build a campaign plan portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 8
Final digital campaign capstone
- •Complete the six guided lessons for Final digital campaign capstone and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the final digital campaign capstone portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Submit the capstone evidence pack, defend the key decision, remediate every weak objective and pass the final assessment at 85% with no critical misses.
Marketing & design
Continue your learning path
Brand Strategy Foundations
Build a clear, consistent brand approach around audience and value.
55–66 hours
Content Strategy & Creative Production
Plan useful, audience-led content and production workflows that support a real communication goal.
60–72 hours
Copywriting & Conversion
Write clear, useful digital copy that helps people make informed decisions.
60–72 hours
Assessment and certificate
A campaign-planning case and final knowledge assessment. Completion is not an endorsement by Google, Meta or any advertising platform.
Who this is for
- ✓Aspiring digital marketing, social media and e-commerce assistants.
- ✓Small-business support staff and entrepreneurs.
- ✓Learners needing a measurable marketing portfolio.