MODULE 1: Foundations of Data & Digital Marketing
This module introduces the core concepts of data-driven and digital marketing. Participants will learn how marketing has evolved in the digital era, the role of data in decision-making, and the key channels of digital marketing. The module establishes foundational terminology, frameworks, and metrics used to measure digital marketing success.
MODULE 2: Data Collection & Marketing Analytics
This module focuses on how marketing data is collected, structured, and analyzed. Participants will explore first-party, second-party, and third-party data sources, as well as tools for tracking user behavior across digital platforms. The module emphasizes data quality, data privacy considerations, and the interpretation of key performance indicators (KPIs).
MODULE 3: Consumer Behaviour & Audience Segmentation
In this module, participants will learn how data is used to understand consumer behavior and segment audiences effectively. Topics include demographic, psychographic, behavioral, and predictive segmentation techniques. The module demonstrates how insights derived from data can be used to tailor messaging and improve targeting accuracy.
MODULE 4: Search Engine Marketing & Optimization (SEM & SEO)
This module covers data-driven approaches to search engine optimization and paid search marketing. Participants will learn how search algorithms work, how keyword data informs content strategy, and how to optimize campaigns using performance analytics. The module also explores bid strategies, conversion tracking, and continuous optimization.
MODULE 5: Social Media & Content Marketing Analytics
Participants will explore how data informs social media and content marketing strategies. This module covers content performance measurement, engagement metrics, and audience insights across social platforms. Case-based examples will illustrate how analytics guide content creation, scheduling, and platform selection.
MODULE 6: Email Marketing & Marketing Automation
This module examines how data supports personalized email marketing and automation workflows. Participants will learn about customer journeys, trigger-based campaigns, A/B testing, and performance measurement. The module highlights how automation tools leverage behavioral data to improve relevance and conversion rates.
MODULE 7: Paid Media & Performance Marketing
In this module, participants will learn how data is used to manage and optimize paid digital advertising campaigns. Topics include attribution models, budget allocation, conversion optimization, and return on ad spend (ROAS). The module emphasizes experimentation, testing, and real-time performance monitoring.
MODULE 8: Data Visualisation & Marketing Reporting
This module focuses on transforming marketing data into actionable insights through visualization and reporting. Participants will learn best practices for dashboards, storytelling with data, and communicating results to stakeholders. The module also covers tools and techniques for tracking progress against marketing objectives.
MODULE 9: Ethics, Privacy & Future Trends in Data-Driven Marketing
The final module addresses ethical considerations, data privacy regulations, and emerging trends in digital marketing. Participants will explore responsible data usage, consent management, and the impact of technologies such as artificial intelligence and predictive analytics on the future of marketing. The module prepares learners to adapt to an evolving digital and regulatory landscape.
