Course Syllabus: AI-Powered Digital Marketing & Social Media

• Duration: 15 Sessions × 2 Hours (30 Hours Total)

• Industry Focus: E-commerce & Local Services

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Part 1: Fundamentals & AI-Driven Strategy (Sessions 1–3)

Session 1: The AI-Powered Digital Ecosystem

• Topics: Core principles of digital marketing; how AI is shifting search and shopping behavior; choosing channels for E-commerce vs. Local Services.

• AI Tools: ChatGPT / Claude.

• Hands-on: Students choose a business type (e.g., an online shoe brand or a local fitness studio) and use AI to build its core branding, name, and unique value proposition.

Session 2: Target Audience Avatars & Competitor Intelligence

• Topics: Defining consumer psychographics; buyer journeys for impulse buys (E-commerce) vs. high-intent decisions (Local Services); spying on competitor ads.

• AI Tools: Perplexity AI, Meta Ad Library.

• Hands-on: Generating hyper-targeted customer personas and analyzing live competitor ad campaigns using AI.

Session 3: The Marketing Funnel & Content Frameworks

• Topics: Mapping content to the funnel (Awareness to Purchase); building organic content pillars that feed into paid conversion assets.

• AI Tools: Notion AI, Miro.

• Hands-on: Mapping out a visual marketing funnel and creating a 30-day content calendar tailored to their chosen business.

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Part 2: Organic Social Media & Content Creation (Sessions 4–7)

Session 4: Short-Form Video Mastery (TikTok, Reels, Shorts)

• Topics: Hook mechanics, product showcasing for E-commerce, and “behind-the-scenes” content for Local Services.

• AI Tools: CapCut (AI video features), OpusClip / Munch.

• Hands-on: Using AI to write a high-retention video script (e.g., “3 signs you need a local trainer” or an unboxing video), generating a storyboard, and editing a rough cut.

Session 5: AI Graphic Design & Visual Branding

• Topics: Visual identity basics; creating aesthetic grids for Instagram; designing professional promotional graphics.

• AI Tools: Canva (Magic Studio), Midjourney, or Adobe Firefly.

• Hands-on: Generating high-quality product mockups (E-commerce) or promotional flyers/stories (Local Services) using AI design suites.

Session 6: Copywriting & Captions That Convert

• Topics: High-converting copywriting frameworks (AIDA, PAS); product descriptions vs. local offer copy; social SEO optimization.

• AI Tools: Copy.ai, Jasper, or customized ChatGPT personas.

• Hands-on: Writing and A/B testing promotional captions, modifying the tone for different platforms (e.g., casual TikTok vs. professional LinkedIn).

Session 7: Organic Platform Management & DM Funnels

• Topics: Feed aesthetics vs. Stories; community management; moving followers into automated sales chats.

• AI Tools: ManyChat, Meta Business Suite.

• Hands-on: Building an automated comment-to-DM conversational funnel (e.g., “Comment ‘CAFE’ to get a free coffee coupon emailed to you”).

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Part 3: Paid Advertising & Funnel Build (Sessions 8–11)

Session 8: Introduction to Meta Ads (Facebook & Instagram)

• Topics: Meta Ads manager architecture; choosing objectives (Sales for E-commerce vs. Lead Gen for Local Services); location-based targeting and custom audiences.

• AI Tools: Meta Advantage+ creative and audience features.

• Hands-on: Navigating the dashboard and setting up a mock campaign structure with accurate location and demographic targeting.

Session 9: TikTok Ads & Creative Strategy

• Topics: Spark Ads vs. TopView; the “Don’t Make Ads, Make TikToks” philosophy; leveraging the TikTok Creative Center.

• AI Tools: TikTok Symphony Creative Studio (AI script and video generator).

• Hands-on: Designing a mobile-first TikTok ad campaign targeting a specific consumer subculture or local demographic.

Session 10: Generating Paid Media Creatives with AI

• Topics: Direct response creative frameworks; Hook-Story-Offer; designing for high Click-Through Rate (CTR); managing ad fatigue.

• AI Tools: AdCreative.ai, Midjourney.

• Hands-on: Using AI to generate 3 distinct ad creative variations (images/videos) and ad copy combinations for an A/B split test.

Session 11: Landing Pages & Conversion Rate Optimization (CRO)

• Topics: Where paid traffic lands: Product pages (E-commerce) vs. Booking/Lead forms (Local Services); reducing friction to maximize sales.

• AI Tools: Framer AI, Wix ADI, or Gamma.

• Hands-on: Inputting campaign goals into an AI builder to generate a functional, high-converting landing page mockup in under 30 minutes.

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Part 4: Data, Automation, & Capstone (Sessions 12–15)

Session 12: Influencer Marketing & AI Outreach

• Topics: Micro-influencers for local events vs. product gifting for online brands; negotiating usage rights for paid ads; campaign briefs.

• AI Tools: Modash or Upfluence, ChatGPT.

• Hands-on: Sourcing 3 ideal brand influencers and using AI to draft an outreach proposal and campaign brief.

Session 13: Marketing Analytics & Ad Optimization

• Topics: Reading the data: Key metrics (CTR, CPA, ROAS, Conversion Rate); diagnosing why a campaign is failing.

• AI Tools: Google Analytics 4 (AI Insights), ChatGPT (for interpreting raw CSV data exports).

• Hands-on: Reviewing a dummy ad dataset, identifying the bottleneck (e.g., bad creative vs. bad landing page), and using AI to formulate a pivot strategy.

Session 14: Marketing Automation & Omnichannel Workflows

• Topics: Connecting organic social, paid leads, and internal workflows; cross-posting and automation hygiene.

• AI Tools: Zapier, Make.com, Buffer / Hootsuite.

• Hands-on: Setting up a live automation workflow (e.g., “When a lead fills out a form via a Meta Ad, send them an automated email and log them into a CRM/Google Sheet”).

Session 15: Capstone Campaigns & The Future of Marketing

• Topics: Final presentations: Students present their end-to-end digital marketing campaign (Organic strategy + Paid ad structure + AI assets) for their E-commerce or Local Service project.

• Wrap-up: Keeping up with AI tool updates, platform policy shifts, and data privacy regulations.

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Student Evaluation & Grading

• Weekly AI Prompting Lab Tasks (30%): In-class practical execution using the designated AI tools.

• Mid-Term Portfolio (30%): Compilation of organic assets (video, graphics, copy) created in Part 2.

• Final Capstone Project (40%): A complete marketing blueprint showing an organic content engine feeding into a paid advertising and conversion funnel.

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Duration : 30 hours (2 Hours x 15 Days)

Fee : 75,000/= (Individual Training / Your own time table)