Introduction

This initial phase aims to provide a foundational understanding of digital marketing. It involves lectures, readings, and presentations covering essential concepts, principles, and frameworks relevant to digital marketing, allowing trainees to gain a comprehensive understanding of the digital landscape, marketing channels, and basic tools and strategies. This training aims to equip participants with foundational knowledge, skills, and industry best practices necessary to succeed in the field of digital marketing. It also includes practical digital marketing skills development through hands-on exercises and projects.

Trainee Qualification Requirements and Prerequisites

• Basic computer and related literacy: Trainees should be conversant in the fundamental use of a computer, browsing the internet, and familiar with social media platforms.
• Marketing or sales inclination: An interest in marketing or sales is beneficial.
• Familiarity with marketing fundamentals (recommended, not mandatory): A foundational understanding of marketing principles is beneficial for optimal benefit.
• Good handle of the English language: Good written and spoken English skills are a basic requirement.
• Educational qualification: Trainees are required to have at least completed the 10th-grade level of education to be eligible for this certification.

Overall Learning Outcomes for Beginner Level

• Understand the digital landscape, marketing channels, and basic tools and strategies.
• Be equipped with the understanding, skills, and capability to bridge the gap between client needs and targeted customers using effective digital marketing strategies.

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.

The total duration is 14 weeks (approximately 3.5 months), slightly exceeding the requested 3 months but serving as the foundational block, with 24 classes, each having 2 hours of contact time.

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:

1. Understanding the Digital Landscape & Strategy Fundamentals

Module 01 - Introduction to Digital Marketing in the Age of AI: This content covers the fundamentals and evolution of digital marketing, including identifying key platforms and AI's role in marketing today, as well as recognizing local versus global marketing trends and opportunities.

Module 02- Marketing Strategy & Digital Transformation: This content focuses on understanding how to build basic digital strategies and customer journeys, learning the stages of digital transformation and its business impact, and examining AI's role in strategic planning.

Module 03 - Global & Local Consumer Behavior: This module involves analyzing consumer behavior models and applying them to Ethiopian audiences, conducting basic audience segmentation (demographic, psychographic), and using AI tools and empathy-driven insights for campaign targeting.

2. Creative Content & Channel Fundamentals

Module 04 - Creative Thinking & Cultural Storytelling: This Content is about applying creative thinking tools to digital content planning, incorporating Ethiopian cultural narratives and symbols in campaigns, and developing engaging, localized stories that resonate online.

Module 05 - Content Creation, Copywriting & Brand Voice: This module covers crafting impactful written content for digital platforms in English and Amharic, using AI-assisted tools to edit and optimize writing, and establishing a consistent brand tone and messaging system.

Module 06 - Design for Digital Communication: This module focuses on creating visually compelling content using design tools, applying design principles to digital communication, and building culturally relevant visuals for Ethiopian audiences.

Module 07 - Social Media Fundamentals & Personal Branding: This module involves understanding the core functions of top platforms (IG, Facebook, LinkedIn, TikTok, Telegram), building a personal brand for career or content purposes, and using AI tools for scheduling and content optimization.

3. Introduction to Digital Monetization

Module 08 - Digital Monetization & Freelancing 101: This content helps identify income opportunities in digital ecosystems, set up basic profiles on freelancing platforms, and understand digital business models like affiliate marketing and influencer monetization.

Assessment and Evaluation

• Assessments will include a combination of methods, where trainees submit exercises for evaluation to receive feedback or qualification.
• Reading and implementation exercises.
• Quizzes: formal and informal pop-up quizzes to gauge knowledge acquisition.
• Case studies: real-world marketing scenarios with proposed solutions and strategies presented by students.
• Assignments: individual take-home or in-class practical assignments to solidify understanding and develop campaign strategies.
• Group projects: challenging students to develop digital marketing campaigns for a specific brand or product, enabling application and collaboration.
• Periodic digital assessments: through the HaHuJobs assessment module to measure trainee comprehension and qualify them for certification.
• Follow-ups and feedback will be the main aspects to help trainees improve their understanding.
• A minimum of 90% attendance is required for certification.
• Graduation requires passing all modules with a minimum 70% average.