Digital, Creative & Business
Digital Marketing Fundamentals
The core building blocks of online marketing for beginners.
Syllabus at a glance
Around 4 weeks of guided study, with weekday evening or weekend sessions and short practical tasks between sessions.
| Unit | Study block | Module |
|---|---|---|
| 1 | Week 1 | Marketing funnels and audiences |
| 2 | Week 2 | Channels: search, social, messaging, email |
| 3 | Week 3 | Offers, copywriting and calls to action |
| 4 | Week 4 | Measurement basics and reporting |
Module breakdown
- 1
Marketing funnels and audiences
Week 1Build a shared working vocabulary for marketing funnels and audiences and set the standards this course expects of you.
What you cover
- Key concepts, terminology and standards behind marketing funnels and audiences
- Step-by-step methods and templates for marketing funnels and audiences
- Common problems, risks and mistakes in marketing funnels and audiences, and how to avoid them
- Applying marketing funnels and audiences in low-resource and community settings
Assessed work: Case study discussion applying marketing funnels and audiences to a local scenario.
- 2
Channels: search, social, messaging, email
Week 2Work through the methods and tools used for channels: search, social, messaging, email in day-to-day programme work.
What you cover
- Step-by-step methods and templates for channels: search, social, messaging, email
- Common problems, risks and mistakes in channels: search, social, messaging, email, and how to avoid them
- Applying channels: search, social, messaging, email in low-resource and community settings
Assessed work: Practical task: draft one working document related to channels: search, social, messaging, email.
- 3
Offers, copywriting and calls to action
Week 3Practise offers, copywriting and calls to action on realistic case material drawn from Sierra Leonean community and field settings.
What you cover
- Common problems, risks and mistakes in offers, copywriting and calls to action, and how to avoid them
- Applying offers, copywriting and calls to action in low-resource and community settings
- Recording, reporting and communicating your offers, copywriting and calls to action work
Assessed work: Group simulation using offers, copywriting and calls to action under time pressure.
- 4
Measurement basics and reporting
Week 4Turn measurement basics and reporting into documents, plans and decisions your team or employer can actually use.
What you cover
- Applying measurement basics and reporting in low-resource and community settings
- Recording, reporting and communicating your measurement basics and reporting work
- Key concepts, terminology and standards behind measurement basics and reporting
Assessed work: Portfolio entry: reflect on how you will use measurement basics and reporting in your role.
Who this course is for
- • Learners, freelancers and small business owners who want practical, job-ready digital skills.
- • Programme, project and community staff who need structured, practical training.
- • School leavers and graduates building a first professional portfolio.
Entry requirements
- • Open to all learners; no formal qualification required.
- • Access to a phone, tablet or computer for online and blended study.
- • Commitment to attend sessions and submit assignments on time.
How you are assessed
- • Short module tasks completed during the course.
- • Practical component: Portfolio piece completed and reviewed in class.
- • A final assessment or portfolio review covering the full syllabus.
- • Participation in guided sessions, discussions and group exercises.
Materials and support
- • Session handouts, checklists and templates you keep after the course.
- • Practice files and design or campaign briefs for each tool covered.
- • Tutor guidance by WhatsApp between sessions.
Certification
Learners who complete all assessments receive an SLIHSD professional certificate of completion. This records completion of an SLIHSD short course and is not presented as an accredited academic award.
Learning outcomes
By the end of the certificate you should be able to:
- Map a simple marketing funnel
- Write copy that converts
- Track and report basic results
Practical component
Portfolio piece completed and reviewed in class.
How this programme is delivered
Online
Guided sessions and assignments you can follow from anywhere with a connection.
Face-to-face
Classroom sessions at our Mile 91 learning centre, including weekend and evening options.
Blended
A mix of online study with periodic in-person workshops, field exercises and simulations.
Ready to start Digital Marketing Fundamentals?
Applications for the Founding Student Intake 2026 are open. Register your interest and we will guide you to the right programme.