LEVEL 2: INTERMEDIATE Execution & Analysis

10-week path to independently plan, execute, and optimise cross-channel digital campaigns, building on your Level 1 foundation or 6–12 months of real-world experience.

Ready for autonomous campaign ownership
Duration:10 Weeks
Track:Foundational Theory & Certification

Weekly Learning Path

Click a week to open the HTML lesson
Week 1 Module 1

Strategy & Planning

  • Developing integrated digital marketing strategies (1.1)
  • Buyer personas & journey mapping (1.2)
  • Channel selection & budget allocation (1.3)
  • Competitive analysis & market research (1.4)
Open Week 1 ↗ Week 1.1 – Extra materials
Week 2 Module 2

Advanced SEO

  • In-depth keyword research & intent mapping (2.1)
  • Technical SEO audits (crawl, indexation) (2.2)
  • Link building & digital PR strategies (2.3)
  • Local SEO & Google Business Profile (2.4)
Open Week 2 ↗
Week 3 Module 3

Advanced Paid Media

  • Google Ads: Shopping, Display Network (3.1)
  • Meta Ads: advanced targeting & lookalikes (3.2)
  • LinkedIn Ads for B2B marketing (3.3)
  • A/B testing creative & landing pages (3.4–3.5)
Open Week 3 ↗ Week 3.1 – Google Ads deep-dive
Week 4 Module 4

Content Strategy & Management

  • Content funnels: TOFU, MOFU, BOFU (4.1)
  • Advanced content formats & production (4.2)
  • Video strategy & YouTube SEO (4.3)
  • Distribution & amplification strategies (4.4)
Open Week 4 ↗
Week 5 Module 5

Advanced Social Media

  • Social media strategy & brand voice (5.1)
  • Paid social advertising strategy (5.2)
  • Community management & crisis comms (5.3)
  • Social listening, sentiment, influencers (5.4–5.5)
Open Week 5 ↗
Week 6 Module 6

Marketing Automation & CRM

  • CRM systems integration (HubSpot, Salesforce) (6.1)
  • Automated email workflows (6.2)
  • Lead scoring & segmentation (6.3)
  • Integrating social & email (6.4)
Open Week 6 ↗
Week 7 Module 7

Data Analysis & Reporting

  • GA4 deep dive: events, conversions, journeys (7.1)
  • Building dashboards in Looker Studio (7.2)
  • Turning data into insights (7.3)
  • Presenting results to stakeholders (7.4)
Open Week 7 ↗ Week 7.1 – GA4 lab
Week 8 Module 8

Conversion Rate Optimisation

  • CRO research methods & frameworks (8.1)
  • Hypothesis-driven experimentation (8.2)
  • Multivariate testing fundamentals (8.3)
  • Landing page optimisation best practices (8.4)
Open Week 8 ↗
Week 9 Module 9

Budgeting & Forecasting

  • Budget pacing & optimisation (9.1)
  • ROAS vs MER & profitability (9.2)
  • Cohort analysis & LTV basics (9.3)
  • Financial reporting for marketing (9.4)
Open Week 9 ↗
Week 10 Module 10

Specialisation Foundations

  • B2B vs B2C marketing (10.1)
  • E-commerce marketing fundamentals (10.2)
  • Non-profit digital strategy (10.3)
  • Industry-specific considerations & electives (10.4)
Open Week 10 ↗