Duration
8 Weeks
Fees
Kshs. 14,000 Per Month
8
Comprehensive Modules
1
Real-World Marketing Plan
1
Live eCommerce Website
Curriculum Deep Dive
Master Online Strategies to Drive Growth and Sales.
Explore the essential strategies and tools for successful digital marketing and e-commerce.
Digital Marketing Intro
Duration: Approx. 1 Week
Learning Objectives
- Define digital marketing and its importance in today’s business landscape.
- Understand the core channels and components of a digital marketing strategy.
- Set up essential digital marketing tools and platforms.
Topics Covered
-
What is Digital Marketing?
Evolution of marketing / Key components (SEO, SEM, Social, Content, Email) / Inbound vs. Outbound
-
Marketing Funnel & Customer Journey
Awareness, Consideration, Conversion, Loyalty, Advocacy
-
Tools Overview
Google Analytics, Google Search Console / Social media platforms
Search Engine Optimization (SEO)
Duration: Approx. 1 Week
Learning Objectives
- Master on-page and off-page SEO techniques to improve search rankings.
- Conduct keyword research and competitive analysis.
- Understand technical SEO fundamentals.
Topics Covered
-
Keyword Research
Tools, Types of keywords / Search intent
-
On-Page SEO
Content optimization, Meta tags, Headings / Image optimization
-
Off-Page SEO
Link building strategies / Local SEO
-
Technical SEO (Basics)
Site structure, Crawlability, Indexability / Core Web Vitals (overview)
-
SEO Tools
Google Search Console, SEMrush/Ahrefs (overview)
Search Engine Marketing (SEM / PPC)
Duration: Approx. 1 Week
Learning Objectives
- Launch and manage effective Pay-Per-Click (PPC) campaigns.
- Optimize ad copy, keywords, and bidding strategies.
- Analyze campaign performance and ROI.
Topics Covered
-
Introduction to PPC
Google Ads platform / Campaign structure (Account, Campaign, Ad Group)
-
Keyword Targeting
Match types, Negative keywords
-
Ad Creation
Ad copy, Extensions / Landing page optimization
-
Bidding Strategies
Automated vs. Manual bidding
-
Campaign Management & Optimization
Quality Score, A/B testing ads / Performance monitoring
Social Media Marketing
Duration: Approx. 1 Week
Learning Objectives
- Develop and execute effective social media strategies across platforms.
- Create engaging content and manage online communities.
- Run successful social media advertising campaigns.
Topics Covered
-
Social Media Strategy
Platform selection (Facebook, Instagram, LinkedIn, X, TikTok) / Audience analysis / Content calendars
-
Community Management
Engagement, Listening, Crisis management
-
Content Creation for Social
Visuals, Videos, Stories / Platform-specific best practices
-
Social Media Advertising
Targeting options, Ad formats / Campaign setup & optimization
-
Influencer Marketing (Intro)
Collaboration strategies
Content Marketing & Email Marketing
Duration: Approx. 1 Week
Learning Objectives
- Create high-quality, valuable content to attract and retain customers.
- Design and execute effective email marketing campaigns.
- Understand content distribution and measurement.
Topics Covered
-
Content Strategy
Content types (blogs, videos, infographics) / Content calendar / Buyer personas
-
Content Creation
Copywriting for the web / Storytelling / Visual content basics
-
Email Marketing
Building email lists / Email platforms (Mailchimp, HubSpot, SendGrid) / Campaign types (newsletters, automation)
-
Email Deliverability & Metrics
Open rates, Click-through rates, Conversion rates / A/B testing emails
-
Content Distribution
Organic, Paid, Earned media
Analytics & Data-Driven Marketing
Duration: Approx. 1 Week
Learning Objectives
- Measure and analyze digital marketing performance using Google Analytics and other tools.
- Identify key metrics and set up tracking.
- Make data-driven decisions to optimize campaigns.
Topics Covered
-
Google Analytics 4 (GA4)
Setup, Data model (events, parameters) / Reports (Acquisition, Engagement, Monetization)
-
Key Performance Indicators (KPIs)
Traffic, Conversion rates, CPA, ROI
-
Tracking & Tagging
Google Tag Manager (GTM) basics / UTM parameters
-
Data Analysis & Reporting
Identifying trends, segments / Creating actionable insights / Dashboarding (conceptual)
-
A/B Testing & Optimization
Testing methodologies / Conversion Rate Optimization (CRO) basics
E-commerce Platforms & Strategy
Duration: Approx. 2 Weeks
Learning Objectives
- Understand key e-commerce business models and platforms.
- Develop strategies for setting up and growing an online store.
- Learn about payment gateways and fulfillment.
Topics Covered
-
E-commerce Business Models
B2C, B2B, D2C, Dropshipping (overview)
-
E-commerce Platforms
Shopify, WooCommerce, Magento (overview) / Features and selection criteria
-
Setting Up an Online Store
Product listing, Categories, Inventory management
-
Payment Gateways & Security
Stripe, PayPal, M-Pesa integrations / PCI DSS compliance basics
-
Order Fulfillment & Logistics
Shipping, Inventory, Returns
Digital Marketing Strategy & Planning
Duration: Approx. 1 Week
Learning Objectives
- Develop a comprehensive digital marketing strategy for a business.
- Integrate various digital marketing channels effectively.
- Create a measurement framework for ongoing optimization.
Topics Covered
-
Strategic Planning Process
Situation analysis (SWOT, PESTEL) / Goal setting (SMART objectives)
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Audience Segmentation & Targeting
Developing ideal customer profiles
-
Channel Integration
Synergies between SEO, SEM, Social, Email, Content
-
Budgeting & Resource Allocation
Estimating costs, ROI calculation
-
Measurement & Reporting Frameworks
KPI dashboards / Regular performance reviews
Career Opportunities
This course provides the in-demand skills for a dynamic career in digital marketing and e-commerce, preparing you for roles such as:
- Digital Marketing Specialist
- E-commerce Manager / Specialist
- SEO Specialist
- Social Media Marketer
- Content & Email Marketing Specialist
Skill Validation & Practical Application
This course emphasizes hands-on application and strategy development to build a demonstrable portfolio.
Real-World Campaigns
Plan and execute simulated digital marketing campaigns.
Analytics Proficiency
Interpret data to optimize marketing performance.
Strategic Thinking
Develop comprehensive digital marketing and e-commerce strategies.
Take the first step towards achieving your academic, career, and life goals.
Whether you're preparing for global opportunities or reskilling for the digital economy, Oval Training Institute is your trusted partner.
Contact Us: 0741518500 / 0741 426 603
Visit: www.oti.co.ke
Location: Zion Mall, 2nd Floor, Uganda Road, Eldoret
