Great marketing starts with strategy, not tactics. This track gives you the mental model everything else hangs on: who your audience really is, what problem you solve for them, and the one clear message that makes them care. You will learn to build a simple buyer persona, map the customer journey from stranger to fan, and choose channels that match your audience and budget instead of chasing every trend. We also cover positioning, setting goals, and the core metrics that tell you if it is working. By the end you will plan marketing on purpose rather than posting and hoping.

The best marketing pulls people to you instead of chasing them, and that is what content and SEO do. This track demystifies search: how Google ranks pages, what keywords really are, and how to find the ones your audience actually types. You will learn on-page basics — titles, headings, and writing for humans first — plus why helpful content beats keyword stuffing every time. We cover the simple structure of a page that ranks, how backlinks and authority work, and how to plan a content calendar you can sustain. By the end you will create content that earns free, compounding traffic for years.

Social media is where attention lives, but posting randomly gets you nowhere. This track shows you how to grow on purpose: choosing the right platforms for your audience, understanding how algorithms reward engagement, and creating content people actually share. You will learn the hook-value-call-to-action pattern behind posts that perform, how to build a consistent brand voice, and how to turn followers into a community rather than a vanity number. We also cover a realistic posting rhythm, working with creators, and reading the metrics that matter. By the end you will build an audience that trusts you and buys from you.

Paid ads can grow a business fast — or burn cash — and the difference is knowing how they work. This track takes the mystery out of advertising on platforms like Google, Meta, and beyond. You will learn how the auction and targeting actually work, how to set a budget you control, and the key metrics — CPC, CTR, CPA, ROAS — so you always know if an ad is profitable. We cover writing copy and creative that converts, structuring a simple campaign, and the powerful idea of retargeting people who already know you. By the end you will launch and read a small ad campaign with confidence instead of fear.

Traffic is worthless if it never converts, so the final track builds the engine that turns attention into sales. You will learn what a marketing funnel really is — awareness, interest, decision, action — and how to guide people through each stage. We cover lead magnets that grow your email list, landing pages that convert, and the email sequences — welcome, nurture, and sales — that do the follow-up you would never have time to do by hand. You will also learn the metrics of a healthy funnel and simple ways to improve it. By the end you will design a complete path from first click to loyal customer.