The Evidence-Based Digital Marketer
Digital Campaign Strategy, Open Marketing Analytics, and Responsible AI for the Modern Marketing Professional
The Evidence-Based Digital Marketer
Digital Campaign Strategy · Open Marketing Analytics · Responsible AI for the Modern Marketing Professional
DMS505 15 Weeks 150 Hours Blended Learning
This textbook teaches digital marketing as a disciplined evidence-to-decision system: understand your audience, set measurable objectives, design persuasive content, choose channels deliberately, measure what matters, automate responsibly, and use AI without surrendering your judgement. Every chapter provides open-source or free-access practice routes so the full module is accessible without commercial ad accounts, paid analytics suites, or proprietary automation tools.
Learning Outcomes
By the end of this module, you will be able to:
1 Recommend a strategic response based on research and analysis of a digital marketing scenario.
2 Explain digital marketing communication techniques and concepts.
3 Apply psychological concepts and communication theory to changing marketing contexts.
4 Develop a persuasive digital marketing communication campaign.
5 Propose a well-structured campaign using appropriate visual materials.
6 Use academic evidence selectively and critically to justify the campaign proposal.
Module Architecture
Weeks 1–2 · Foundations and Planning
Digital population · audience signals · evidence framework · campaign planning · channel strategy · KPIs
Weeks 3–5 · Persuasive Content and Media
Visual persuasion · messaging and wording · display advertising · YouTube
Weeks 6–8 · Acquisition Channels
SEO · paid search · social media advertising
Weeks 9–12 · Relationships, Influence, and Measurement
Email marketing · mobile · influencer networks · analytics · CRM and automation
Weeks 13–15 · Governance, AI, and Integration
Privacy and policy · AI-assisted media planning · integration and revision
Practical Toolkit
Open-source stack · responsible AI playbook · assessment handbook · glossary · campaign casebook
How to Use This Book
Read the weekly chapter before your session, then use the tutorial to build the week’s artefact from documented evidence. The six-hour self-directed study block gives you time to deepen your research, refine your artefact, complete the formative quiz, and submit. Across 15 weeks, these artefacts accumulate into a complete campaign workbook: personas, positioning canvases, channel strategies, creative variants, analytics events, automation maps, and a final integrated recommendation.
Use AI after drafting from your own evidence, and record every AI interaction in your prompt log.