DIGITAL MARKETING & GROWTH

Kenya leads Africa in mobile money, fintech, and social commerce. Skilled digital marketers can help businesses grow across mobile-first channels.

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About this Course

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Digital Marketing & Growth — Comprehensive Curriculum & Setup Guide

 

Why this Course Matters (Kenya Context)

- Digital-first economy: Kenya leads Africa in mobile money, fintech, and social commerce. Skilled digital marketers can help businesses grow across mobile-first channels.

- SME and startup focus: Many small and medium enterprises need growth-savvy marketers who can run cost-effective digital campaigns.

- Career opportunities: Roles in social media management, SEO, growth hacking, and analytics are in high demand.

- Global competitiveness: Digital marketing skills are borderless—graduates can work freelance, remote, or in agencies serving global markets.

 

 

Program Format & Timeline

• Cadence: 4 days/week × 2h/day = 8h/week.
• Blocks: Every 2 months → 2-week break.
• Capstone month: Final 4 weeks dedicated to live campaigns.
• Total completion: ~8 months (28 teaching weeks + breaks).
• Contact hours: 28 weeks × 8h = 224 hours.

 

 

Structure:

• Block 1: Foundations (Weeks 1–8)
• Block 2: Core Channels (Weeks 9–16)
• Block 3: Advanced Growth & Analytics (Weeks 17–24)
• Block 4: Capstone (Weeks 25–28)

 

 

Assessments & Deliverables

• Project 1 (Week 8): Brand Campaign Plan
• Project 2 (Week 16): Multi-Channel Campaign
• Project 3 (Week 24): Growth & Analytics Plan
• Capstone (Weeks 25–28): Live/Simulated Campaign with KPIs
• Portfolio: Case studies + campaign reports

 

 

Software & Resources

• SEO: Google Analytics, Google Search Console, SEMrush (trial), Ahrefs (trial)
• Social: Meta Ads Manager, LinkedIn Ads, TikTok Business
• Content & Design: Canva, Adobe Express, Figma
• Email/CRM: Mailchimp, HubSpot CRM
• Automation: Zapier, Google Tag Manager- Collaboration: Slack/Teams, Notion/Trello

 

 

Lab Machines Checklist

• Laptop (8 GB RAM min)
• Chrome/Edge browser
• Access to Google Workspace
• Accounts: Google Analytics, Search Console, Ads, Meta Ads, LinkedIn
• Figma/Canva for design assets

 

 

Weekly Template

• Day 1: Concepts & frameworks
• Day 2: Tools & demos
• Day 3: Lab/practical project
• Day 4: Review & strategy presentation

 

 

Graduate Outcomes

• Plan and execute digital campaigns across SEO, social, paid, and email
• Use analytics to drive growth decisions and optimize ROI
• Manage CRM and retention strategies
• Apply growth hacking and automation tools
• Assemble a case-study portfolio showcasing campaigns and measurable growth