A structured, eight-module curriculum introducing digital marketing and artificial intelligence to students with no prior knowledge. Designed for secondary school use globally. All readings link to official, verified sources.
Upon completing this curriculum, students will be able to:
Before studying any digital marketing tool or technique, students must understand the environment in which digital commerce operates. This module establishes the foundational model of how value is created, exchanged and measured online — from the moment a user types a search query to the moment a business receives payment. Without this understanding, individual tactics lack context and strategic thinking is impossible.
Digital marketing is not a single activity — it is a coordinated system of channels, each serving a distinct role in the process of reaching, engaging and converting an audience. This module maps the full landscape: what each channel does, how channels interact with one another, and why a business rarely succeeds by focusing on only one. Students who complete this module will be able to name and describe every major digital marketing channel and explain its strategic purpose.
Artificial intelligence has entered every area of digital marketing and business practice. Students who cannot accurately describe what AI is — and what its limitations are — will be consistently misled by both inflated claims and unfounded fears. This module provides a grounded, accurate foundation: what AI systems actually do, how they differ from human intelligence, why they sometimes fail, and why they are transforming digital work in 2026.
Search engines are the primary mechanism by which people discover information, products and businesses online. Understanding how they work — how they crawl, index and rank content — is foundational knowledge for any digital practitioner. This module covers the mechanics of search, the concept of search intent, and the strategic principles of search engine optimisation. Students do not need to become technical SEO specialists at this stage; they need to understand why search matters and how it functions.
Paid advertising is the mechanism by which businesses purchase visibility and reach online. Unlike organic channels, paid channels provide immediate results and precise audience targeting — but require ongoing investment and strategic management to generate positive returns. This module introduces the fundamental model of paid advertising: how auctions work, how targeting operates, what performance metrics mean, and how paid and organic channels complement each other.
Social media platforms are simultaneously distribution channels, advertising systems, community spaces and entertainment media. Understanding how they function — and why content performs differently across different platforms — is essential for any student entering digital marketing. This module covers the strategic logic of social media marketing, the principles of content creation for digital audiences, and the relationship between organic content and paid social advertising.
Digital marketing's defining advantage over traditional marketing is measurability. Every click, view, scroll and purchase can be tracked, attributed and analysed. Students who cannot read and interpret basic digital analytics data will be unable to evaluate what is working, what is not, and why. This module introduces the core concepts of digital measurement: what a conversion is, how attribution works, what key performance indicators digital marketers track, and how data-driven decisions are made.
By 2026, AI tools are used in everyday professional workflows across writing, research, design, communication and analysis. Students who have not used these tools — and who do not understand their capabilities and limitations — will enter the workforce at a disadvantage. This module provides hands-on familiarity with the most widely used AI assistants: what they are good at, where they fail, how to prompt them effectively, and what ethical considerations apply to their use.