Learn how to use social media, content, advertising, WhatsApp, email and other digital channels to attract customers, generate leads and grow a business — even if you are starting from scratch.
MODULE 1 — Introduction to Digital Marketing
Lessons
What is Digital Marketing?
Digital Marketing vs Traditional Marketing
How Digital Marketing Works
The Digital Marketing Ecosystem
Types of Digital Marketing
Understanding Customers Online
The Customer Journey
B2B vs B2C Marketing
Digital Marketing Opportunities in Nigeria
Skills You Need to Become a Digital Marketer
Practical Assignment
Choose a Nigerian business and identify:
Its target audience
Its product/service
Where its customers spend time online
How you would market it
MODULE 2 — Understanding Your Target Audience
Lessons
What is a Target Audience?
Target Market vs Target Audience
Creating a Customer Persona
Identifying Customer Problems
Customer Pain Points
Customer Desires
Customer Objections
Where Your Customers Hang Out Online
How to Research Your Audience
Competitor Audience Research
Practical
Students create their own Customer Avatar/Buyer Persona.
MODULE 3 — Branding & Positioning
Lessons
What is a Brand?
Personal Brand vs Business Brand
Finding Your Niche
Finding Your Unique Selling Proposition
Brand Positioning
Choosing Your Brand Voice
Building Trust Online
Brand Consistency
Creating a Simple Brand Identity
Common Branding Mistakes
Practical
Create a simple brand strategy for a business.
MODULE 4 — Social Media Marketing
Lessons
Understanding Social Media Marketing
Facebook Marketing
Instagram Marketing
TikTok Marketing
YouTube Marketing
LinkedIn Marketing
X/Twitter Marketing
WhatsApp Marketing
Choosing the Right Platform
Organic vs Paid Marketing
Building a Social Media Strategy
How Algorithms Generally Work
Engagement Strategies
Building an Online Community
Practical
Create a 30-day social media strategy for a Nigerian business.
MODULE 5 — Content Marketing
Lessons
What is Content Marketing?
Types of Content
Educational Content
Entertaining Content
Promotional Content
Storytelling Content
Authority Content
User-Generated Content
Short-Form Video
Long-Form Content
Content Pillars
Creating a Content Calendar
Repurposing Content
Creating Content Consistently
Practical
Students create:
10 content ideas
5 short-video ideas
5 educational posts
3 promotional posts
1-week content calendar
MODULE 6 — Copywriting & Persuasive Marketing
Lessons
What is Copywriting?
Writing Attention-Grabbing Headlines
Hooks
Understanding Customer Psychology
Benefits vs Features
Writing Social Media Captions
Writing Sales Messages
Calls-to-Action
Storytelling for Sales
Creating Offers
Handling Customer Objections
Common Copywriting Mistakes
Frameworks to teach
AIDA
PAS
BAB
FAB
4Ps
Problem → Agitate → Solution
Hook → Value → CTA
Practical
Write:
5 hooks
3 sales captions
2 promotional messages
1 product advertisement
MODULE 7 — WhatsApp Marketing
Lessons
WhatsApp Marketing Fundamentals
WhatsApp Personal vs WhatsApp Business
Setting Up WhatsApp Business
Business Profile
Catalog
Quick Replies
Automated Messages
Labels
WhatsApp Status Marketing
Building a WhatsApp Audience
Lead Follow-Up
Turning Conversations Into Customers
WhatsApp Broadcast
WhatsApp Groups
WhatsApp Marketing Mistakes
Practical
Create a complete WhatsApp marketing system for a business.
MODULE 8 — Lead Generation
Lessons
What is a Lead?
Lead Generation Explained
Lead Magnets
Lead Forms
Landing Pages
WhatsApp Lead Generation
Social Media Lead Generation
Organic Lead Generation
Paid Lead Generation
Lead Qualification
Following Up With Leads
Lead Nurturing
Practical Project
Build a simple funnel:
Content → Lead Magnet → WhatsApp → Follow-Up → Customer
MODULE 9 — Facebook & Instagram Advertising
Lessons
Introduction to Meta Ads
Facebook Page
Meta Business Portfolio
Ad Account
Payment Methods
Meta Ads Manager
Campaign Objectives
Awareness Campaigns
Traffic Campaigns
Engagement Campaigns
Lead Campaigns
Sales Campaigns
Audience Targeting
Custom Audiences
Lookalike Audiences
Placements
Budgeting
Ad Creative
Ad Copy
Creating a Campaign
Reading Ad Results
Scaling Campaigns
Troubleshooting Poor Results
Common Meta Ads Mistakes
Practical Project
Students create a mock or real Meta lead-generation campaign.
MODULE 10 — Google Marketing & Search
Lessons
How Google Search Marketing Works
Search Intent
Keywords
Keyword Research
SEO Fundamentals
On-Page SEO
Google Business Profile
Local SEO
Google Search Ads Introduction
YouTube Search
Creating Search-Friendly Content
Practical
Find 20 keywords for a Nigerian business and organize them according to search intent.
MODULE 11 — SEO & Content Discovery
Lessons
What is SEO?
How Search Engines Work
Keyword Research
Long-Tail Keywords
Search Intent
Titles
Meta Descriptions
Headings
Internal Linking
Backlinks
Local SEO
Technical SEO Basics
SEO for Social Media
SEO for YouTube
Practical
Optimize one article/video/page for search.
MODULE 12 — Email Marketing
Lessons
What is Email Marketing?
Why Businesses Need Email Lists
Building an Email List
Lead Magnets
Welcome Emails
Promotional Emails
Educational Emails
Email Sequences
Segmentation
Email Subject Lines
Calls-to-Action
Measuring Email Performance
Practical
Create a 5-email welcome sequence.
MODULE 13 — Sales Funnel & Customer Journey
This is where students learn how all the pieces connect.
