Digital Marketing & Advertising 101

Posting and hoping isn’t a marketing strategy. This course takes you through the full path from a first plan to repeat customers, in six modules, one clear step at a time.

Every module is a self-study lesson deck written to be understood without a facilitator. Each one has plain-English explanations, key terms, worked examples with real numbers, case studies, a self-check quiz with answers, and a practical assignment. By the end you’ll have a real plan to run, not just notes.

What you’ll learn

• Module 1: Digital Foundations. Plan a campaign with SOSTAC and the 4 Cs, and research your audience by listening to what they already say online.
• Module 2: Digital Identity & CRO. Write a bio that converts, build a value proposition, and simplify your link-in-bio with Hick’s and Fitts’s Laws.
• Module 3: Content & Conversational Commerce. Plan content around four pillars, write hooks, and close sales in DMs with value-stacking and follow-up scripts.
• Module 4: Algorithmic Auctions. Understand how ad auctions work, run Meta and Google ads on a small budget, and calculate your CAC, ROAS and break-even point.
• Module 5: Creative Architecture. Design ads that stop the scroll, write copy with PAS and BAB, run clean A/B tests, and diagnose a weak ad from your dashboard.
• Module 6: Retention & LTV. Calculate churn and lifetime value, segment customers with RFM, and turn everything into a 30-day sprint with a weekly audit.

What’s inside

• 6 lesson decks (about 118 slides)
• Key terms and worked examples in every lesson
• Case studies including Duolingo, PiggyVest, Paystack, Stanley, Spotify Wrapped, Eden Life, Gymshark and Notion
• A self-check quiz with answers every week
• 6 practical assignments, ending in a FREE 30-day growth roadmap

Who it’s for

• Business owners and side-hustlers selling on Instagram, WhatsApp and Facebook
• Freelancers and junior marketers who want a structured foundation
• Anyone who has tried boosting posts and wants to understand why it didn’t work

Who it’s not for

If you want advanced agency-level media buying or video walkthroughs, this isn’t the right fit. It’s a self-study course focused on fundamentals and practical planning.

Format

PDFs you can read on your phone, tablet or laptop. Self-paced, with lifetime access to the files.