Intro to Digital Marketing Curriculum

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Curriculum

Intro to Digital Marketing

Learn marketing fundamentals: social media, content, SEO, and growth strategies.

Duration: 12 Weeks

Level: Beginner

Study Time: 2 hours/week + labs

School: Hexadigitall Academy

Welcome to Intro to Digital Marketing! 🎓

This curriculum is designed to take you from core understanding to confident delivery through weekly applied practice, measurable outcomes, and portfolio evidence.

Each week builds progressively with practical tasks, implementation checkpoints, and reflection points so you can convert knowledge into repeatable professional performance.

Your success is our priority. Stay consistent with weekly execution, document your work, and use feedback loops to continuously improve your delivery quality.

Essential Resources

Ad platform best practices, audience segmentation templates, and campaign brief frameworks
Analytics dashboards, attribution model comparisons, and A/B testing calculators
Competitive analysis templates and growth strategy playbooks

Learning Roadmap

Early Weeks: Audience fundamentals, platform setup, and campaign planning
Middle Weeks: Creative optimization, multi-channel strategies, and attribution
Late Weeks: Advanced analytics, scaling, and growth automation
Social Media Content Planning
SEO Fundamentals and Search Intent
Email Marketing and List Building Basics
Paid Ads Overview: Search, Social, and Display
Landing Pages and Conversion Basics
Analytics, KPIs, and Campaign Measurement
Content Calendars and Workflow Management
Budget Allocation and Campaign Optimization Basics
Capstone: Build a Starter Marketing Plan

Detailed Weekly Curriculum

Each week includes outcomes and practical lab work aligned to the curriculum structure.

Week 1

Digital Marketing Channels and Funnel Basics

2 hours/week + labs

Learning Outcomes

Identify the principles of Digital Marketing Channels and Funnel Basics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Digital Marketing Channels and Funnel Basics in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Digital Marketing Channels and Funnel Basics, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Digital Marketing Channels and Funnel Basics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 2

Audience Research and Customer Personas

2 hours/week + labs

Learning Outcomes

Identify the principles of Audience Research and Customer Personas and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Audience Research and Customer Personas in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Audience Research and Customer Personas, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Audience Research and Customer Personas with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 3

Brand Messaging, Offers, and Positioning

2 hours/week + labs

Learning Outcomes

Identify the principles of Brand Messaging, Offers, and Positioning and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Brand Messaging, Offers, and Positioning in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Brand Messaging, Offers, and Positioning, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Brand Messaging, Offers, and Positioning with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 4

Social Media Content Planning

2 hours/week + labs

Learning Outcomes

Identify the principles of Social Media Content Planning and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Explain Social Media Content Planning in a guided scenario using realistic tools, constraints, and quality gates.
Apply trade-offs, risks, and decision points for Social Media Content Planning, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Social Media Content Planning with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 5

SEO Fundamentals and Search Intent

2 hours/week + labs

Learning Outcomes

Apply the principles of SEO Fundamentals and Search Intent and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze SEO Fundamentals and Search Intent in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for SEO Fundamentals and Search Intent, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for SEO Fundamentals and Search Intent with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 6

Email Marketing and List Building Basics

2 hours/week + labs

Learning Outcomes

Apply the principles of Email Marketing and List Building Basics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Email Marketing and List Building Basics in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Email Marketing and List Building Basics, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Email Marketing and List Building Basics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 7

Paid Ads Overview: Search, Social, and Display

2 hours/week + labs

Learning Outcomes

Apply the principles of Paid Ads Overview: Search, Social, and Display and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Paid Ads Overview: Search, Social, and Display in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Paid Ads Overview: Search, Social, and Display, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Paid Ads Overview: Search, Social, and Display with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 8

Landing Pages and Conversion Basics

2 hours/week + labs

Learning Outcomes

Apply the principles of Landing Pages and Conversion Basics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Analyze Landing Pages and Conversion Basics in a guided scenario using realistic tools, constraints, and quality gates.
Evaluate trade-offs, risks, and decision points for Landing Pages and Conversion Basics, then record rationale for stakeholder review.
Document a portfolio-ready campaign optimization brief for Landing Pages and Conversion Basics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 9

Analytics, KPIs, and Campaign Measurement

2 hours/week + labs

Learning Outcomes

Analyze the principles of Analytics, KPIs, and Campaign Measurement and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Analytics, KPIs, and Campaign Measurement in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Analytics, KPIs, and Campaign Measurement, then record rationale for stakeholder review.
Defend a portfolio-ready campaign optimization brief for Analytics, KPIs, and Campaign Measurement with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 10

Content Calendars and Workflow Management

2 hours/week + labs

Learning Outcomes

Analyze the principles of Content Calendars and Workflow Management and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Content Calendars and Workflow Management in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Content Calendars and Workflow Management, then record rationale for stakeholder review.
Defend a portfolio-ready campaign optimization brief for Content Calendars and Workflow Management with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 11

Budget Allocation and Campaign Optimization Basics

2 hours/week + labs

Learning Outcomes

Analyze the principles of Budget Allocation and Campaign Optimization Basics and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Budget Allocation and Campaign Optimization Basics in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Budget Allocation and Campaign Optimization Basics, then record rationale for stakeholder review.
Defend a portfolio-ready campaign optimization brief for Budget Allocation and Campaign Optimization Basics with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Week 12

Capstone: Build a Starter Marketing Plan

2 hours/week + labs

Learning Outcomes

Analyze the principles of Capstone: Build a Starter Marketing Plan and link them to course outcomes with scaffolded guidance and beginner-safe checkpoints.
Evaluate Capstone: Build a Starter Marketing Plan in a guided scenario using realistic tools, constraints, and quality gates.
Create trade-offs, risks, and decision points for Capstone: Build a Starter Marketing Plan, then record rationale for stakeholder review.
Defend a portfolio-ready campaign optimization brief for Capstone: Build a Starter Marketing Plan with measurable success criteria and next actions.
Track measurable progress using rubric scores, defect/risk trends, and evidence completeness each week.
Run a short retrospective focused on what to retain, improve, and scale into the following week.
Incorporate peer or mentor feedback and revise the week deliverable to professional publication quality.
Publish the week output into your cumulative portfolio with concise outcome narrative and proof artifacts.

Capstone Projects

Project 1: Audience and Content Activation Plan

Build a persona-driven social and content plan with clear messaging pillars, posting cadence, and engagement objectives.

Audience segmentation and persona pack
2-week content calendar and asset briefs
Performance tracking starter sheet

Project 2: Paid Campaign Starter Kit

Design a paid media starter campaign across one or two channels with targeting, budget allocation, creative testing, and KPI definitions.

Campaign structure and budget model
Ad creative and copy test variants
Optimization decision framework

Project 3: Capstone: 90-Day Marketing Plan

Deliver a complete 90-day digital marketing strategy with channel priorities, execution roadmap, measurement framework, and optimization approach.

Full strategic plan and KPI matrix
Stakeholder presentation deck
Iteration and reporting playbook