• Understand the marketing funnel and identify key metrics that impact business performance.
• Learn how to calculate Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLTV) — two essential metrics for every performance marketer.
• Discover methods for allocating marketing budgets across channels for optimal ROI.
• Practice creating a simple media plan using real examples and Google Sheets.

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• Understand the fundamentals of product marketing and how your product can meet audience needs.
• Learn how to craft a Value Proposition (VP) and Unique Selling Proposition (USP).
• Recognize the difference between a website and a landing page, and their respective functions.
• Practice building and optimizing landing pages with effective communication techniques.

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• Understand GA4, its navigation, reports, and key metrics such as dimensions, events, and conversions.
• Learn how to create and use UTM tags for campaign tracking.
• Get to know Google Tag Manager and how to integrate pixels or event tracking.

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• Analyze marketing data and identify actionable insights.
• Create simple data visualizations in Google Sheets.
• Build attractive and informative visual reports using Google Looker Studio.
• Experiment with AI to support marketing analysis and reporting.

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• Understand the social media landscape, goal setting, and audience targeting.
• Develop audience personas, brand identity, and content direction.
• Create, optimize, and schedule content across various platforms.
• Apply principles of copywriting, storytelling, visual hierarchy, and basic video techniques.
• Use AI tools to support content creation and performance optimization.
• Conduct social media audits, monitor activity, and evaluate content performance.

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• Plan and select KOLs that align with the brand and target audience.
• Design partnership schemes (barter, affiliate, or paid) and create clear briefs.
• Manage and optimize User-Generated Content (UGC) for campaigns.
• Analyze investment and campaign performance using analytics and UTM tracking.

• Understand the structure, objectives, and funnel of Meta Ads as well as audience targeting.
• Create effective ad campaigns, creatives, and strategies.
• Manage budget, bidding, and media planning.
• Integrate Pixels and event tracking to measure performance.
• Conduct competitor analysis and campaign optimization.
• Experiment with AI to create engaging ad content.

• Understand the structure and objectives of TikTok Ads and Marketplace Ads.
• Create engaging campaigns and creatives.
• Set budgets, bidding strategies, and optimize performance.
• Run CPAS and understand affiliate marketing.
• Analyze and report campaign results.
• Explore new strategies such as live shopping and creator collaborations.

• Understand account structure and Google Ads products.
• Conduct keyword research and theming.
• Create and manage Search Campaigns.
• Write ad copies and determine bidding strategies.
• Track results through conversion tracking.
• Explore advanced campaign types such as Performance Max and Demand Gen.

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• Understand SEO fundamentals and how search engines work.
• Conduct topic research using AI.
• Design efficient and crawlable website structures.
• Use Google Search Console to monitor performance.

• Understand the basics of CRM and the customer lifecycle.
• Build customer segmentation based on behavior and data.
• Develop multi-channel CRM campaigns.
• Analyze campaign performance data and conduct A/B testing.
• Optimize customer retention strategies.