Introduction

This course provides a comprehensive understanding of the principles, strategies, and tools that shape the modern digital marketing landscape. Learners will explore how digital platforms, data analytics, and creative content work together to engage customers, build brand awareness, and drive business growth.

The course covers key domains such as search engine optimisation (SEO), social media marketing, digital advertising, e-commerce management, and campaign analytics. A new module on AI-Powered SEO and Google Ads Fundamentals introduces participants to artificial intelligence–driven optimisation, smart bidding strategies, and automation in Google Ads, enabling them to design data-informed campaigns with enhanced performance and efficiency.

Through a blend of conceptual learning and practical exercises, participants will gain the ability to plan, execute, and measure digital campaigns using real-world platforms and techniques.

Unique Selling Propositions                     

This course stands out for its blend of academic excellence, industry certification, and AI-driven innovation. Taught by Dr Nida Zaheer, a Google- and Meta-certified digital marketing professional, it bridges the gap between theory and real-world application.

Learners don’t just study digital marketing — they design, implement, and analyse campaigns using the same tools and platforms applied by global brands. The inclusion of AI-Powered SEO and Google Ads Fundamentals gives participants an advanced edge, enabling them to harness automation, data intelligence, and predictive optimisation to enhance campaign performance.

The course integrates hands-on projects, certification-level content, and platform-based learning, ensuring direct relevance to modern marketing careers. By completion, participants gain certification-aligned digital skills, practical experience, and an AI-informed strategic mindset — essential for success in the evolving digital economy.

Objectives and Learning Outcomes  

1. Understand the digital marketing ecosystem, consumer journey, and key performance metrics across digital channels.
2.  Develop effective social media, content, and advertising strategies tailored to diverse audiences and platforms.
3.  Apply analytics tools and performance dashboards to evaluate, optimise, and report on campaign outcomes.
4.  Create data-driven marketing solutions that address real business challenges through strategic planning and innovation.
5.  Utilise AI tools for SEO optimisation and Google Ads management, leveraging automation, smart bidding, and data intelligence for improved digital performance.

Key Topics / Related Concepts             

1. Digital Marketing Fundamentals – understanding online consumer behaviour, digital strategy, and marketing channels.
2.  Social Media and Content Marketing – creating, managing, and optimising campaigns across major platforms.
3.  Search Engine Optimisation (SEO) and Analytics – improving visibility, measuring performance, and using data for decision-making.
4.  AI-Powered SEO and Google Ads Fundamentals – exploring artificial intelligence tools for keyword optimisation, smart bidding, ad automation, and campaign performance enhancement.
5.  E-Commerce and Digital Advertising – designing effective online stores, PPC campaigns, and conversion strategies.
6.  Marketing Automation and Emerging Trends – integrating AI tools, influencer marketing, and new digital technologies shaping the future of marketing.

 Activities and Learning Strategies             

1. Engaged Learning Sessions – instructor-led discussions, live demonstrations, and interactive workshops connecting theory with practice.
2.  Hands-on Digital Projects – students plan, implement, and evaluate marketing campaigns using real tools and analytics platforms.
3.  Collaborative and Reflective Practice – teamwork, peer feedback, and reflection activities to strengthen creativity and strategic thinking.

Assessment / Evaluation Criteria

1. Capstone Digital Campaign (40%) – participants design, implement, and present a complete digital marketing plan aligned with industry standards.
2.  Platform-Based Practical Tasks (30%) – hands-on exercises using SEO, social media, and analytics platforms to demonstrate operational skills.
3.  Knowledge Evaluation (20%) – online quizzes and case-based questions assessing theoretical and strategic insight.
4.  Professional Engagement (10%) – evaluated through participation, collaboration, and reflective contributions during course activities.