Digital Marketing - Oxtech Academy

About Course

Every business needs customers, and Digital Marketers are the ones who know how to find them online, engage them, and turn them into loyal buyers. It is one of the most in-demand skill sets in the world today.

This practical 12-week Digital Marketing programme is designed to teach you the core channels and strategies that drive real business results, including social media marketing, search engine optimisation (SEO), content marketing, email marketing, and paid advertising. You will learn how to plan campaigns, create content that converts, and read analytics to make smarter marketing decisions.

Throughout the programme, you will work on practical projects using real marketing tools and platforms, building a portfolio-ready capstone campaign that demonstrates your ability to plan and execute a complete digital marketing strategy.

Course Content

Week 1: The Alchemist’s Mindset
This week introduces you to the fundamentals of digital marketing, including digital channels, consumer psychology, and the customer journey. You'll also learn how to set marketing goals and measure success using relevant performance indicators.

Module 1: Lead into Gold: What Is Digital Marketing, Really?
Module 2: The Marketing Laboratory: Mapping the Digital Ecosystem
Module 3: Why Do People Really Buy? The Psychology Behind the Click
Module 4: From Stranger to Believer: The Customer Journey
Module 5: Setting Your Intentions: Goals, KPIs and the Metrics That Matter

Week 2: Brand Alchemy
This week explores the fundamentals of branding, including brand positioning, audience research, and competitor analysis. You'll learn how businesses differentiate themselves, communicate their value, and develop messaging that builds trust and connects with their target audiences.

Week 3: The Copywriting Forge
This week introduces persuasive copywriting and its role in digital marketing. You'll learn how to write compelling headlines, structure marketing messages, communicate product benefits, and create copy that encourages customers to take action across different digital channels.

Week 4: The Conversion and Search Lab
This week explores how websites and search engines help businesses attract visitors and generate conversions. You'll learn about website optimisation, landing pages, keyword research, SEO fundamentals, and techniques for improving online visibility and user experience.

Week 5: Paid Media Potions
This week introduces paid digital advertising and how businesses use advertising platforms to reach specific audiences. You'll explore search, display, video, and social advertising, while learning how to manage budgets, evaluate costs, and measure campaign performance.

Week 6: The Relationship Elixir
This week explores email marketing, customer relationship management, and marketing automation. You'll learn how businesses build email lists, personalise communication, automate customer interactions, and develop strategies that improve retention, loyalty, and long-term customer relationships.

Week 7: Reading the Data Runes
This week introduces marketing analytics and performance measurement. You'll learn how to collect, interpret, and report marketing data using tools such as Google Analytics 4, Google Tag Manager, and Looker Studio to support better marketing decisions.

Week 8: The Grand Transmutation
This final week brings together everything you've learned to develop a complete digital marketing strategy. You'll explore integrated campaigns, budgeting, ethical marketing, and emerging technologies before preparing your capstone project and planning your next career steps.

Week 9: Review & Revision
This section allows you to revisit the key concepts covered throughout the Digital Marketing course and strengthen your understanding before the final project. You'll review branding, copywriting, SEO, paid advertising, email marketing, automation, analytics, and marketing strategy. You'll also identify areas that need improvement and prepare to apply your knowledge confidently in your capstone project.

Week 10: Peer Review & Capstone Preparation
You will review your digital marketing work with your peers, receive constructive feedback, and make final improvements before starting your capstone project. This section helps you refine your marketing strategies, strengthen your branding and copywriting skills, improve campaign planning, and organise your work in preparation for applying everything you've learned in a complete digital marketing project.

Week 11: Capstone Submission & Final Examination
You will submit your final Digital Marketing project and complete an examination to demonstrate your understanding of the course. This stage assesses your ability to develop marketing strategies, conduct audience research, apply branding and copywriting principles, plan SEO and paid advertising campaigns, analyse performance metrics, and present a complete digital marketing strategy professionally.

About Course

Course Content

Week 1: The Alchemist’s Mindset This week introduces you to the fundamentals of digital marketing, including digital channels, consumer psychology, and the customer journey. You'll also learn how to set marketing goals and measure success using relevant performance indicators.

Module 1: Lead into Gold: What Is Digital Marketing, Really?

Module 2: The Marketing Laboratory: Mapping the Digital Ecosystem

Module 3: Why Do People Really Buy? The Psychology Behind the Click

Module 4: From Stranger to Believer: The Customer Journey

Module 5: Setting Your Intentions: Goals, KPIs and the Metrics That Matter

Module 1: Brand Is What They Say When You Leave the Room

Module 2: Finding Your Philosopher’s Stone: Positioning and USP

Module 3: Meet the Humans Behind the Numbers: Audience Research and Personas

Module 4: Ethical Espionage: Competitor and Market Analysis

Module 5: The Promise and the Proof: Value Proposition and Messaging Frameworks

Module 1: Words Are Wands: The Power and Psychology of Persuasive Copy

Module 2: The Spell Formulas: AIDA, PAS, BAB and Story Structures

Module 3: Three Seconds to Live: Headlines, Hooks and Opening Lines

Module 4: The Art of the Ask: Copy That Converts on Websites and Landing Pages

Module 5: One Promise, Many Channels: Ad, Email and Search Copy, and the Edit That Sells

Module 1: Your Website: The Salesperson Who Never Sleeps (and the Friction That Scares Buyers Away)

Module 2: One Page, One Purpose: Landing Pages and Conversion Testing

Module 3: Inside the Mind of a Search Engine: Intent and Keyword Research

Module 4: Making Every Page Findable: On-Page and Technical SEO

Module 5: Earning Authority: Backlinks and Local SEO

Week 5: Paid Media Potions This week introduces paid digital advertising and how businesses use advertising platforms to reach specific audiences. You'll explore search, display, video, and social advertising, while learning how to manage budgets, evaluate costs, and measure campaign performance.

Module 1: Buying Attention: How Paid Advertising Really Works

Module 2: Search Ads Catching Customers at the Moment of Need

Module 3: Display, Video and Shopping: Winning Attention Before the Search

Module 4: Paid Social: Precision Targeting Without the Noise

Module 5: Retargeting, Budgets and ROAS: Making the Maths Work

Module 1: The Audience You Own: Why Email Still Outperforms

Module 2: Growing Your List Ethically: Consent, Trust and the Law

Module 3: One Size Fits Nobody: Segmentation and Personalisation

Module 4: Marketing on Autopilot: Automation and Lifecycle Workflows

Module 5: After the Sale: CRM, Retention and Loyalty

Week 7: Reading the Data Runes This week introduces marketing analytics and performance measurement. You'll learn how to collect, interpret, and report marketing data using tools such as Google Analytics 4, Google Tag Manager, and Looker Studio to support better marketing decisions.

Module 1: Data Is Not Cold: Thinking Like an Analyst

Module 2: Google Analytics 4: Your First Guided Tour

Module 3: Marking the Trail: UTMs, Tag Manager and Conversion Tracking

Module 4: Who Deserves the Credit? Attribution Explained

Module 5: Dashboards and Reports That Drive Decisions

Module 1: Designing the Funnel: Making Channels Work as One

Module 2: Building Your Digital Marketing Strategy and Budget

Module 3: Marketing with a Conscience: Ethics, Privacy and Trust

Module 4: The Future Laboratory: AI, Automation and Emerging Trends

Module 5: The Final Transmutation: Capstone and Your Path Forward

Week 1 to 4 Review & Revision

Week 5 to 8 Review & Revision

Peer Review & Capstone Preparation

Week 12: Graduation & Certificate Preparation

Week 1: The Alchemist’s Mindset
This week introduces you to the fundamentals of digital marketing, including digital channels, consumer psychology, and the customer journey. You'll also learn how to set marketing goals and measure success using relevant performance indicators.

Week 5: Paid Media Potions
This week introduces paid digital advertising and how businesses use advertising platforms to reach specific audiences. You'll explore search, display, video, and social advertising, while learning how to manage budgets, evaluate costs, and measure campaign performance.

Week 7: Reading the Data Runes
This week introduces marketing analytics and performance measurement. You'll learn how to collect, interpret, and report marketing data using tools such as Google Analytics 4, Google Tag Manager, and Looker Studio to support better marketing decisions.