Integrated Digital Marketing Strategy Curriculum

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Curriculum

Integrated Digital Marketing Strategy

Structured, hands-on learning path for Integrated Digital Marketing Strategy with detailed weekly outcomes and practical delivery.

Duration: 14 Weeks
Level: Intermediate
Study Time: 2 hours/week + labs
School: Hexadigitall Academy
14 WeeksIntermediateProject-Based

Welcome to Integrated Digital Marketing Strategy! 🎓

This curriculum for Integrated Digital Marketing Strategy follows a Bloom-aligned progression from practical foundations to measurable professional outcomes, with weekly evidence, labs, and portfolio outputs matched to intermediate expectations.

Each week advances from comprehension and application toward evaluation and creation, ensuring progressive learning and capstone readiness.

Your success is our priority. By the end, you will produce portfolio-ready artifacts and confidently explain your technical decisions. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality. You will graduate with a professionally curated portfolio that demonstrates scope, depth, and delivery quality.

Prerequisites

  • Audience segmentation experience and understanding of customer lifecycle models
  • Hands-on campaign management through ad platforms (Google Ads, Meta, LinkedIn, or similar)
  • Analytics fundamentals: conversion tracking, attribution models, and funnel analysis
  • Practical knowledge of A/B testing, statistical significance, and experimentation governance

Essential Resources

  • Ad platform best practices, audience segmentation templates, and campaign brief frameworks
  • Analytics dashboards, attribution model comparisons, and A/B testing calculators
  • Competitive analysis templates and growth strategy playbooks

Complementary Courses

Email Marketing & Automation

Master segmentation, personalization, and lifecycle nurture workflows

SEO & Content Strategy

Learn keyword strategy, content optimization, and organic growth mechanics

Analytics & Business Intelligence

Deepen multi-touch attribution, cohort analysis, and predictive forecasting

Learning Roadmap

  • Early Weeks: Audience fundamentals, platform setup, and campaign planning
  • Middle Weeks: Creative optimization, multi-channel strategies, and attribution
  • Late Weeks: Advanced analytics, scaling, and growth automation

Detailed Weekly Curriculum

Each week includes outcomes and practical lab work aligned to the curriculum structure.

Week 1

Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1)

2 hours + labs
Learning Outcomes
  • Understand the principles of Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Apply Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Analyze trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1), then record rationale for stakeholder review.
  • Document a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1) based on real performance data.
Week 2

Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1)

2 hours + labs
Learning Outcomes
  • Understand the principles of Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Apply Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Analyze trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1), then record rationale for stakeholder review.
  • Document a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) based on real performance data.
Week 3

Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1)

2 hours + labs
Learning Outcomes
  • Understand the principles of Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Apply Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Analyze trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1), then record rationale for stakeholder review.
  • Document a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) based on real performance data.
Week 4

Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1)

2 hours + labs
Learning Outcomes
  • Understand the principles of Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Apply Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Analyze trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1), then record rationale for stakeholder review.
  • Document a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 1) based on real performance data.
Week 5

Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1)

2 hours + labs
Learning Outcomes
  • Understand the principles of Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Apply Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Analyze trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1), then record rationale for stakeholder review.
  • Document a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) based on real performance data.
Week 6

Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1)

2 hours + labs
Learning Outcomes
  • Apply the principles of Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Analyze Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Evaluate trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1) based on real performance data.
Week 7

Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1)

2 hours + labs
Learning Outcomes
  • Apply the principles of Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Analyze Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Evaluate trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1) based on real performance data.
Week 8

Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1)

2 hours + labs
Learning Outcomes
  • Apply the principles of Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1) and link them to course outcomes through progressive practical delivery milestones.
  • Analyze Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1) in a guided scenario using realistic tools, constraints, and quality gates.
  • Evaluate trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1), then record rationale for stakeholder review.
  • Justify a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Retention and Scale Planning (Sprint 1) based on real performance data.
Week 9

Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2)

2 hours + labs
Learning Outcomes
  • Apply the principles of Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2) and link them to course outcomes through progressive practical delivery milestones.
  • Analyze Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Evaluate trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2), then record rationale for stakeholder review.
  • Justify a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 2) based on real performance data.
Week 10

Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2) and link them to course outcomes through progressive practical delivery milestones.
  • Evaluate Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Create trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 2) based on real performance data.
Week 11

Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2) and link them to course outcomes through progressive practical delivery milestones.
  • Evaluate Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Create trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2) based on real performance data.
Week 12

Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) and link them to course outcomes through progressive practical delivery milestones.
  • Evaluate Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Create trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) based on real performance data.
Week 13

Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) and link them to course outcomes through progressive practical delivery milestones.
  • Evaluate Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Create trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) based on real performance data.
Week 14

Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2)

2 hours + labs
Learning Outcomes
  • Analyze the principles of Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2) and link them to course outcomes through progressive practical delivery milestones.
  • Evaluate Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2) in a guided scenario using realistic tools, constraints, and quality gates.
  • Create trade-offs, risks, and decision points for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2), then record rationale for stakeholder review.
  • Defend a portfolio-ready campaign optimization brief for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2) with measurable success criteria and next actions.
Lab Exercise
  • Build and launch a focused Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2) execution plan with audience, channel, and KPI definition.
  • Implement tracking instrumentation for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2) and validate attribution accuracy.
  • Run optimization iterations for Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 2) based on real performance data.

Capstone Projects

Project 1: Integrated Digital Marketing Strategy Foundation Build

Deliver a concrete foundation implementation covering the first phase of the curriculum.

  • Implement and validate Integrated Digital Marketing Strategy: Audience Research and Positioning (Sprint 1).
  • Integrate Integrated Digital Marketing Strategy: Messaging and Offer Strategy (Sprint 1) with reusable workflow standards.
  • Publish evidence for Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 1) with test and quality artifacts.

Project 2: Integrated Digital Marketing Strategy Integrated Systems Build

Combine mid-program competencies into a production-style integrated workflow.

  • Build an end-to-end flow around Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 1) and Integrated Digital Marketing Strategy: Attribution and KPI Analysis (Sprint 1).
  • Add controls, observability, and rollback paths for reliability.
  • Document architecture decisions and trade-offs tied to Integrated Digital Marketing Strategy: Experimentation and Testing (Sprint 1).

Project 3: Integrated Digital Marketing Strategy Capstone Delivery

Ship a portfolio-ready capstone with measurable outcomes and stakeholder-ready presentation.

  • Deliver a complete implementation centered on Integrated Digital Marketing Strategy: Creative Planning and Production (Sprint 2).
  • Validate readiness for Integrated Digital Marketing Strategy: Campaign Setup and Execution (Sprint 2) using objective acceptance checks.
  • Present final defense and roadmap based on Integrated Digital Marketing Strategy: Funnel and Landing Optimization (Sprint 2) outcomes.