Essentials
8 guided hoursModules 1-2. An introduction with practical exercises and a small reviewed artifact.
MARKETING · BEGINNER FRIENDLY
Digital Marketing
Reach the right people with a measurable plan.
Learn to connect an audience, a useful offer and a practical channel plan. Explore SEO, content, email, social media and paid search, then create a campaign brief and a measurement framework.
COURSE OVERVIEW
What does the digital marketing course cover?
Connect audience research, channel selection, content, campaign journeys and measurement. Build a practical campaign plan with a content calendar and a performance review using clear business goals.
OPTIONAL AI PRACTICE
Apply AI to a relevant task.
Selected modules include an optional prompt-and-review exercise. Verify the result using the underlying skills taught in this course.
Explore the Prompting FoundationA STARTING POINT THAT FITS
Three learning levels.
Practitioner
24 guided hours totalModules 1-6, including Essentials. Complete the core labs and an assessed practical project.
Advanced
12 additional guided hoursTwo extension modules and a four-hour project clinic after practitioner readiness.
These are curriculum planning options. We confirm the timetable, delivery format, fees and required accounts before enrolment. Practitioner includes Essentials; the two durations are not added together.
Download the Curriculum PDFCheck your starting point
- Explain the difference between a click and a qualified enquiry. Essentials when marketing vocabulary is new.
- Calculate a funnel conversion rate. Practitioner after basic spreadsheet readiness.
- Explain attribution and margin limitations. Advanced after the campaign capstone.
WHAT YOU’LL LEARN
Skills to put into practice.
- Define an audience, offer and customer journey using evidence and clear assumptions.
- Choose channels around goals, resources and the audience’s intent.
- Create consistent campaign content and a usable landing-page brief.
- Plan measurement, compare results and explain what the evidence can support.
Who this is for
Students, founders, business owners and aspiring marketers who want a practical foundation in planning and evaluating digital campaigns.
Before you begin
Basic computer and internet skills. No previous marketing experience is required; exercises can use a fictional business.
THE COURSE OUTLINE
A clear path, module by module.
Each module connects a concept to a practical task. Open a module to see its topics and exercise.
01Audience, offer and goals
- Understand who you want to reach and the problem they have.
- Review alternatives and define a clear, useful offer.
- Choose business outcomes and distinguish them from vanity metrics.
What you will understand
Describe an audience through the task they want to complete, their constraints and where they seek information. A persona built only from age or job title may miss the actual learning need. Separate observations from assumptions, then identify which assumption a small interview or survey could test. An offer states the useful outcome, who it serves and the evidence that supports it. For a learning programme, describe the skill and practical project without inventing job guarantees or tool-vendor endorsement. Compare alternatives such as self-study, a short workshop and a full course before choosing a positioning claim. Connect marketing activity to a defined business action. A click is different from a qualified enquiry or a confirmed enrolment. Name the event and its denominator so a team can measure the same outcome consistently. Keep commercial details such as fees or dates out of campaign copy until they are approved.
PUT IT INTO PRACTICE
Write an audience and positioning brief for a sample business.
02Build a channel plan
- Compare SEO, paid search, social media, email and partnerships.
- Match channels to intent, resources and the customer journey.
- Choose a realistic first campaign and document its assumptions.
What you will understand
People searching for a Python reporting course may already have a clear learning goal, while a social audience may first need to recognise the problem. Assign each channel a role in the journey. The same message and conversion expectation rarely fit discovery content, comparison content and a direct enrolment enquiry. Estimate the content, creative, account access and review effort needed for each channel. A channel plan can fail because the team cannot maintain it, even when the audience uses that channel. Choose a small initial mix with an explicit owner and a realistic cadence, then review its observed results. Allocate a teaching budget using stated assumptions, not unsupported forecasts. Include landing-page and measurement work as well as media. A budget allocation is a plan for testing, not a promise of leads. Explain what evidence would make the team move resources or stop a channel.
PUT IT INTO PRACTICE
Create a channel plan with a clear role for each selected channel.
03Create content that helps
- Plan topics around audience questions and a useful next action.
- Adapt messages to the channel without making unsupported claims.
- Use AI for drafting, then check facts, voice and original value.
What you will understand
Start from the questions a learner needs answered before acting: prerequisites, project work, account requirements and next steps. A content calendar should link each item to an audience question and a useful action. Publishing frequency is an operating choice, while usefulness requires clear and supported information. Check every concrete claim against an approved source. Maintain a consistent tone without making all channels sound identical. A social post can lead with a problem and a short example, while an email can explain the project and invite a syllabus enquiry. Both must preserve the same approved facts. Use an assistant to propose variations or reorganise approved facts. Give it the audience and the source boundary, then inspect the result. A draft may add an attractive unsupported promise. Keep a claim checklist and retain the human revision that removes or corrects those additions.
PUT IT INTO PRACTICE
Build a two-week content calendar with reviewed sample messages.
OPTIONAL AI PRACTICE
Try this brief
Draft three campaign messages for this fictional audience using only the supplied product facts. Explain which hypothesis each message tests.
Check the result
Check the claims and audience assumptions, then review tone and measurement before publishing.
04Design the campaign journey
- Write a landing-page brief with a clear call to action.
- Plan a consent-based email sequence and relevant follow-ups.
- Describe form, confirmation and support experiences.
What you will understand
A landing page should continue the promise that led the visitor there. Show the relevant learning outcome, prerequisite, practical project and clear enquiry action. A mismatch between ad wording and page content creates confusion even if each looks polished separately. Trace the whole task rather than reviewing isolated screens. Collect the information needed for the next step and label required fields clearly. A validation error should explain how to fix the input. Confirmation should state what actually happened and what follows, distinguishing an enquiry from confirmed enrolment. In a prototype, no message or registration should imply delivery that did not occur. Use a permission-based follow-up plan and provide a clear preference or unsubscribe route for marketing. Separate an operational response to an enquiry from an ongoing campaign subscription. Classroom labs use fictional addresses and draft messages. A real sending tool and its permissions need separate configuration and review.
PUT IT INTO PRACTICE
Map a sample campaign from first click to an enquiry and follow-up.
05Measure the outcome
- Define useful events, key actions and consistent campaign naming.
- Understand GA4 reports, attribution limits and data quality.
- Compare results with the baseline and avoid causal claims without evidence.
What you will understand
Choose events that represent meaningful stages and define them precisely. A form-start event differs from a submitted enquiry. Record whether an event fires on validation, request acceptance or another stage. Consistent definitions prevent the team from comparing counts that describe different behaviour. Avoid sending contact details in analytics parameters. A conversion rate needs a numerator and denominator from the same population and period. Session-to-enquiry and enquiry-to-enrolment rates answer different questions. Repeated visitors, attribution settings and incomplete tracking can affect counts. Reconcile the source and definitions before deciding that a marketing change caused a result. Use consistent campaign parameters and names so the reporting categories are interpretable. A documented naming convention helps future analysis more than a one-off clever label. Preview tags on a training destination and compare fired events with the planned task. Previewing can transmit real events, so choose the training property deliberately.
PUT IT INTO PRACTICE
Create a measurement plan and interpret a set of sample campaign results.
06Review and improve
- Prepare a campaign review that connects spend, activity and outcomes.
- Prioritise experiments and specify a decision rule.
- Document the next step, ownership and important uncertainties.
What you will understand
A campaign review should connect the goal, activity, costs and observed outcome. State what the data supports and where measurement is incomplete. A low enquiry rate can reflect audience fit, page clarity or tracking problems. Inspect those alternatives before recommending a more expensive campaign. A hypothesis links a proposed change to an expected mechanism and an observable outcome. Increasing button size might help if users cannot find the next step, but it does not solve an unclear offer. Use qualitative task observations to select a change and define what result would support the hypothesis. Choose a decision rule before inspecting the result. Keep the audience, measurement window and meaningful differences clear. A small classroom trial supports learning about experiment design, not a confident claim about commercial uplift. Record the next action and the evidence needed before expanding the test.
PUT IT INTO PRACTICE
Present the campaign brief, sample content and improvement plan.
AFTER THE CORE COURSE
Advanced extension.
07Advanced campaign economics and attribution
- Unit economics
- Attribution scope
- Sensitivity
ADVANCED PRACTICE
Campaign economics memo
08Advanced lifecycle design and experiments
- Lifecycle states
- Experiment validity
- Operational review
ADVANCED PRACTICE
Lifecycle and experiment plan
Complete both four-hour extension modules and a four-hour project clinic. Entry uses the core project and readiness evidence.
BRING THE SKILLS TOGETHER
A complete digital campaign plan
Create a campaign for a sample or permitted business, including audience research, a channel plan, content, a landing-page brief and a measurement framework. Explain the assumptions and how the plan would be evaluated.
Your project deliverables
- Audience, offer and channel strategy
- Content calendar, sample copy and landing-page brief
- Measurement framework and campaign review presentation
A learning project using sample or permitted material. The final scope is agreed for your learning plan.
KEEP EXPLORING
Useful official resources.
Reference material to complement the Hawa Enterprises curriculum. Account features may vary; basic-feature or manual alternatives support the core exercises.
Course outline published by Hawa Enterprises. Updated . Ask about the learning plan.
GOOD TO KNOW
Before you take the next step.
Does this include practical work?
Yes. The outline includes campaign briefs, content planning, landing-page requirements and analysis of sample results, brought together in one final project.
Are paid tools or advertising costs included?
No tool subscriptions or advertising spend are represented as included. Required accounts and any optional live campaign work are agreed before training.
What are the fees, schedule and delivery format?
These details are confirmed by email before you commit. The curriculum gives guided-hour options for Essentials, Practitioner and Advanced. Actual schedules, fees and delivery arrangements are confirmed before enrolment. Ask about the course you want and your preferred timeline.
How do I enrol?
Choose a course and complete the enrollment wizard with your name, email and WhatsApp number. Review your details before sending the enquiry. Hawa Enterprises will discuss your starting level, goals and course arrangements before enrolment is confirmed.
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