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This curriculum was designed for learners who want to explore a career in digital marketing or grow a business using social media. The lessons are modularized so you can mix and match them to build your own classroom experience. The curriculum covers four core areas:

  1. Build a Social Media Presence

  2. Create Content for Facebook and Instagram

  3. Execute an Ad Campaign

  4. Start a Career in Digital Marketing

You can view the full curriculum outline below, or download a PDF.


Build a Social Media Presence

Module 1: Digital Marketing Basics

1.1 The Evolution of Digital and Social Media Marketing

This lesson looks at the 21st century media revolution, the rise of social media and how data became central to digital marketing.

1.2 Data and Digital Marketing

This lesson explains what data is, where it comes from and its value for marketers.

1.3 Understand Your Customer and Their Journey

This lesson helps students define their target audience and understand the customer journey.

Module 2: Build a Business Presence

2.1 Build a Business Presence on Social Media

This lesson explores the value of having a business presence on social media.

2.2 Your Business Identity on Social Media

This lesson explains the difference between a personal profile and a business account on social media.

2.3 Build Your Audience on Facebook and Instagram

This lesson explores ways to build a brand identity and grow an audience on social media.

Module 3: Connect With Your Audience

3.1 Measure Success in Social Media Marketing

This lesson explains how to measure awareness and audience engagement.

3.2 Create a Customer Persona

This lesson shows students how to create a customer persona that attracts a quality audience on Facebook and Instagram.

3.3 Connect, Communicate and Engage With Your Audience

This lesson helps students identify tactics to build relationships with their audience on Facebook and Instagram through organic engagement.

Create Content for Facebook and Instagram

Module 4: Create Content for Facebook and Instagram

4.1 Develop Engaging Photos and Videos

This lesson helps students understand the importance of sharing engaging visual content on social media, and offers tips for developing it.

4.2 Strategic Writing for Social Media

This lesson explores the difference between brand voice and tone, and best practices for developing written content on social media.

4.3 Get Started Building Content

This lesson introduces students to content calendars and gives them the opportunity to create a piece of content using a creative brief. Students will also learn some free and inexpensive ways to enhance photos and videos.

Execute an Ad Campaign

Module 5: Introduction to Advertising on Facebook

5.1 What Is Facebook Advertising?

This lesson shows students how to grow a business using Facebook’s advertising solutions. They will also learn about the customer journey, and the role advertising plays in the conversion process.

5.2 How to Create a Facebook Ad

This lesson familiarizes students with Facebook Ads Manager and the steps of the ad creation process.

Module 6: Choose an Ad Objective and Budget

6.1 Choose Your Ad Objective

This lesson introduces students to Facebook advertising objectives, discusses how they align with the customer journey and explains how to choose the right objective for a campaign based on a business goal.

6.2 Determine Your Ad Budget and Bidding Strategy

This lesson shows students how to set up an ad budget by choosing the right bid strategy and discusses the different factors that impact delivery and cost.

Module 7: Audience and Placements

7.1 Set Up Your Audience

This lesson explores the differences between Core, Custom and Lookalike Audiences, and when each is most appropriate based on the ad objective.

7.2 Ad Placements and Formats

This lesson shows students where different ad placements appear across the Facebook family of apps and technologies. It also explains the value proposition and best practices of each ad format.

Module 8: Creative Ad Policies and Measurement

8.1 Understand Ad Performance

This lesson helps students develop an understanding of ad performance using the reporting tools in Ads Manager. They will also learn how to analyze ad results based on success metrics along the customer journey.

Start a Career in Digital Marketing

Module 9: Establish Your Personal Brand

9.1 Your Personal Brand Matters

This lesson explains why it’s important to have a personal brand and the benefits of having a personal brand in a competitive marketplace.

9.2 Establish Your Personal Brand

This lesson invites students to identify and define their personal brand.

Module 10: Careers in Social Media

10.1 Unlock Your Career in Social Media

This lesson discusses the core skills required to have a successful career in social media.

10.2 Your Career Goals

This lesson invites students to define their career goals. We’ll also discuss best practices for continuous learning and staying current with the social media industry

Advanced Learner Supplement

Measure Advertising Effectiveness

This lesson provides an overview of different measurement methods. Students will learn the difference between observational and experimental methods, and how to apply the right method to a given measurement challenge.

Evaluate and Optimize Advertising with Attribution

This lesson looks at how attribution works. Students will learn how to differentiate between rules-based and statistical models, and how to apply the right attribution approach to common marketing challenges.

Case Studies

Building Effective Digital Marketing Campaigns

This case study examines how to increase offline sales through digital marketing, using the example of comfort tech company Purple Innovation, Inc.


Download a PDF of the Curriculum Overview: