Introduction 

This comprehensive advanced training focuses on core channel management & tools at the intermediate level and strategy, optimization, and campaigns at the advanced level. It builds on the foundational knowledge, allowing trainees to master strategy development, media planning, paid advertising, automation, and analytics. It also emphasizes professional development, helping trainees refine their skills and prepare for real-world digital marketing challenges.

Trainee Qualification Requirements and Prerequisites

This specialized training is designed for beginners with a solid foundation in digital marketing concepts, and also for experienced marketers seeking to enhance their knowledge. While no additional formal prerequisites beyond the beginner level are explicitly stated, successful completion of the beginner modules or demonstrated equivalent foundational knowledge would be necessary to effectively engage with the advanced curriculum. The curriculum delves into key industries within digital marketing, including e-commerce, B2B, real estate, product delivery, and service providers, using tailored examples and case studies.

Overall Learning Outcomes for Advanced Level

• Gain skills in SEO, content, social media, email, and data analytics.
• Master strategy development, media planning, paid advertising, automation, and analytics.
• Understand and apply digital marketing strategies across major platforms.
• Use AI tools to improve content creation, analytics, and automation.
• Develop campaigns for real-world clients or their brands.
• Build a job-ready portfolio and earn global certifications (Google, Meta, etc.).
• Launch their own digital business or join top-tier companies locally and globally.

Training Delivery 

The training will be delivered using a blended class format, combining:

• A lead instructor introduces key concepts and best practices.
• Practical exercises to apply learnings utilizing tools and resources.
• Case studies to analyze real-world scenarios and decision-making processes/approaches.
• Guest lectures offering insights on the industry's current trends and professional prospects.
• HaHuJobs provides a dedicated PC with connectivity for trainees.

The total duration is 23 weeks, which is approximately 5.75 months.

Trainees will utilize various tools and resources, including AI tools (ChatGPT, Jasper, Canva AI, Grammarly, Midjourney), marketing tools (Google Ads, Analytics, Mailchimp, Hootsuite, SEMrush), design tools (Canva, Adobe Express, Figma), and collaboration tools (Notion, Trello, Slack).

Training Subject Areas

This course is focused on delivering advanced digital marketing skills for those who have gained beginner-level knowledge from the previous coursework. The details of the course include

1. Advanced Channel Mastery & Optimization

Component 01 - Advanced Social Media Strategy: This module teaches trainees to analyze emerging trends using sophisticated social listening tools. They will learn to build data-informed, multi-platform content strategies and effectively manage both paid and organic social media tactics for maximum impact.

Component 02 - SEM, SEO & Paid Media: This module covers building foundational campaigns in Google Ads and comprehensive search marketing. Trainees will learn to conduct in-depth keyword research and perform thorough SEO audits, as well as optimize both paid and organic content using advanced AI techniques.

Component 03 - Email Marketing, CRM & Automation: This module focuses on creating highly effective email campaigns with strong design and compelling copy. Trainees will learn to utilize CRM tools for advanced segmentation and automation and understand AI-driven personalization techniques to enhance engagement.

Component 04 - Web Analytics & Data Storytelling: This module introduces trainees to using Google Analytics 4 (GA4) for comprehensive traffic analysis, applying UTM tags for campaign tracking, and building compelling visual data stories to derive actionable insights.

Component 05 - Conversion Rate Optimization (CRO): This module aims to significantly improve landing pages for better conversions. It covers conducting rigorous A/B testing and detailed heatmap analysis and designing with a mobile-first approach informed by behavioral data insights.

Component 06 - Influencer Strategy & Community Building: This module covers planning effective influencer campaigns with measurable Key Performance Indicators (KPIs). Trainees will learn to build authentic communities around brand missions and analyze the Return on Investment (ROI) and long-term value of social relationships.

Component 07 - Digital Entrepreneurship & E-commerce: This module guides trainees on how to successfully launch and manage digital businesses, whether for services or products. They will gain an understanding of platforms, payment systems, and logistics specific to the Ethiopian context, and learn to leverage AI and automation for growth and scalability.

2. Strategic Innovation & Ethical Practice

Component 08 - AI-Driven Marketing Innovation & Ethics: This module enables trainees to apply advanced AI tools in content creation, targeted advertising, and automation. They will gain a deep understanding of the ethical implications of AI in marketing and explore future trends such as voice search, augmented reality (AR), and predictive user experience (UX).

Component 09 - Digital Well-being, Privacy & Data Protection: This module focuses on promoting ethical data practices and ensuring platform safety. It covers aligning marketing efforts with international regulations like GDPR and specific Ethiopian data 

laws and integrating digital wellness principles into marketing culture for responsible practice.

Component 10 - Integrated Campaign Management & Leadership: This module teaches trainees to effectively lead multi-platform marketing campaigns from inception to completion. They will learn to manage teams and agencies using Agile and Sprint methodologies and develop essential creative leadership skills in dynamic digital environments.

3. Real-World Application & Career Readiness

Component 11 - Capstone Project – Campaign Execution: This module involves executing a real-world digital campaign for an actual client, NGO, or cause. Trainees will integrate all learned strategy, content, media, and analytics skills, culminating in a professional full pitch and comprehensive campaign report.

Component 12 - Certification & Global Job Readiness: This module thoroughly prepares trainees for achieving global certifications from 

recognized bodies like Google, Meta, and HubSpot. It also focuses on helping them build compelling personal portfolios and optimize their LinkedIn presence while exploring a wide range of global job and freelance opportunities.

Assessment and Evaluation 

Assessments will include a combination of methods, where trainees submit exercises for evaluation to receive feedback or qualification.

• Case studies: real-world marketing scenarios with proposed solutions and strategies presented by students.
• Campaign development: Students will present their group project campaigns, highlighting chosen tactics, target audience, and KPIs.
• Assessments: A well-structured digital assessment with a mix of multiple-choice and true or false questions will be used to evaluate students' understanding of advanced digital marketing concepts.
• Quizzes: formal and informal pop-up quizzes to gauge knowledge acquisition.
• Assignments: Practical assignments to develop campaign strategies, implement concepts or theories learned, and content creation practice, followed by a final project to showcase comprehensive digital marketing skills.
• Capstone Project: Involves full campaign development and a public pitch.
• Follow-ups and feedback will be the main aspect to help trainees improve their understanding.
• A minimum of 90% attendance is required for certification.
• Graduation requires passing all modules and the capstone with a minimum 70% average.
• Google, Meta, and HubSpot certification tracks will be supported.

Other essential resources will be provided by the trainer.

Your Digital Business Journey: The program supports trainees in developing a digital side hustle or brand, learning how to freelance, sell online, and pitch digital services. You will be supported with platform access (e.g., Fiverr, Gumroad, Flutterwave), and alumni will receive ongoing mentorship, platform updates, and job listings.

Mental Health & Digital Well-being: The program integrates wellness modules, acknowledging that digital life can be overwhelming. Trainees are encouraged to practice screen-time balance and healthy online habits, and faculty or mentors are available for support if feeling overwhelmed.

Policies on AI, Plagiarism & Privacy: AI is encouraged as a creative enhancer, not as a replacement for your voice. All work must be original unless otherwise noted, and trainees are expected to respect privacy laws and data ethics at all times.

Life After the Program: Upon completion, trainees can become certified, globally respected digital marketing professionals. Options include launching their own business, joining an agency, or working freelance. Alumni will gain access to alumni-only webinars, job boards, and global events, with an option to become a Zeleman Academy mentor or guest instructor.