# Digital Marketing Fundamentals for Small Business Owners ## Complete Course Planning Toolkit (Curriculum Blueprint) **Document type:** Curriculum plan — not finished videos, worksheets, or platform configuration **Platform:** Teachable (feature availability must be verified on your plan; see §9 and §12) ### Inputs vs. Planning Assumptions | Item | Status | Detail | |---|---|---| | Topic, audience, outcomes | **Confirmed** | Digital marketing for beginner entrepreneurs, freelancers, small business owners | | Format | **Confirmed** | Six hours, self-paced, six modules, short videos, worksheets, quizzes, final marketing plan | | Resources | **Confirmed** | Slide templates, downloadable worksheets, example business scenarios | | "Six hours" = total learner time (watching + practice + quizzes) | **Assumption** | Plan allots ~2 h 4 min video and ~3 h 56 min practice/quizzes/project. If you intended six hours of *video*, the scope doubles — flag before production | | Three running example businesses (below) | **Assumption** | Illustrative and fictional; swap in your existing scenarios | | Instructor name/credentials | **Not supplied** | Left as `[Instructor]`; nothing invented | | Quiz tool, certificates, drip, community on Teachable | **Not confirmed** | Treated as "verify" items, with fallbacks | | Pass threshold (70%) and rubric weights | **Assumption** | Adjustable design choices, not research-backed standards | **Running example businesses (illustrative):** - **A. Maya** — freelance graphic designer (service, B2B/B2C mix) - **B. Corner Crumbs** — local neighborhood bakery (local, physical location) - **C. Wick & Wander** — online handmade candle shop (e-commerce) --- ## 🎓 1. COURSE CONCEPT AND POSITIONING | Element | Recommendation | |---|---| | **Recommended title** | **Digital Marketing Fundamentals for Small Business Owners** | | Alternative titles | 1. *Marketing Made Simple: Your First Digital Plan* 2. *Get Found, Get Clear: Digital Marketing Basics for Small Businesses* 3. *From Zero to Plan: A Practical Digital Marketing Starter* | | **Subtitle** | *Identify your audience, choose the right channels, plan your content, and measure what matters — in six focused hours.* | | **Format** | Six-hour self-paced online course; 6 modules, 20 short lessons, 6 module checkpoints, 1 final project | **Overview.** This course guides beginner entrepreneurs, freelancers, and small business owners through the core decisions behind a simple digital marketing plan. Learners define a marketing goal, describe their ideal customer, compare common digital channels, build a four-week content plan, and select metrics that show whether their efforts are working. Each module produces a worksheet that becomes one section of a final, personalized marketing plan. The course emphasizes clear decisions over tool tutorials, so learners finish with a plan they can act on regardless of which platforms they use. **Intended learner profile** - Runs or is launching a small business, freelance practice, or side business - Has little or no structured marketing knowledge; may have posted on social media informally - Time-poor; wants practical, applicable guidance - Needs a plan, not a theory survey **Recommended entry requirements** - A real or realistic business idea (or willingness to use a provided example scenario) - Basic computer/internet skills; ability to download and edit a worksheet (PDF or editable doc) - No prior marketing experience, tools, or budget required **Main educational purpose:** Enable beginners to make informed, documented marketing decisions and produce a basic digital marketing plan for their own business. **Key learner benefits** (framed as capabilities, not guaranteed results) 1. A written, specific profile of their target customer 2. A reasoned comparison of channels, with 2–3 chosen for their situation 3. A four-week content calendar they can start using 4. A short list of metrics matched to their goal, plus a review routine 5. A complete first-draft marketing plan --- ## 🎯 2. MEASURABLE LEARNING OUTCOMES By the end of the course, learners will be able to: | # | Verb | Knowledge/skill | Expected demonstration | Assessment method | |---|---|---|---|---| | LO1 | **Write** | A SMART marketing goal linked to a business objective | One goal statement with measure, target, timeframe, and linked business objective | M1 worksheet + quiz; rubric criterion 1 | | LO2 | **Describe** | A target audience via a customer profile | One-page profile: needs, problems, motivations, behaviors, objections | M2 profile worksheet; rubric criterion 2 | | LO3 | **Map** | Customer journey stages and where audiences encounter the business | Journey map with touchpoints and customer questions at each stage | M2 journey map; quiz | | LO4 | **Compare** | Digital channels (email, search/website, social, paid, partnerships/local listings) | Completed channel comparison matrix on stated criteria | M3 matrix; quiz | | LO5 | **Justify** | Selection of 2–3 channels | Written rationale tied to audience, goal, time, and budget | M3 selection memo; rubric criterion 3 | | LO6 | **Create** | A four-week content plan with content pillars | Calendar with pillars, formats, topics, call to action, and owner/date | M4 calendar; rubric criterion 4 | | LO7 | **Select** | Performance metrics matched to goal and channels | 3–5 metrics with definitions, targets, data source, and review cadence; distinguishes vanity from actionable | M5 metrics sheet; rubric criterion 5 | | LO8 | **Assemble** | An integrated basic digital marketing plan | Final plan document containing outputs of LO1–LO7 with consistent logic | Final project; full rubric | --- ## 🗺️ 3. COMPLETE COURSE ROADMAP | # | Module title | Main topic | Learning objective | Duration | Primary learning activity | Learner deliverable | |---|---|---|---|---|---|---| | 1 | **Start With the Goal** | Marketing basics, goals, offer | Write a SMART goal and a clear value proposition | 50 min | Business Snapshot worksheet | Goal + value proposition statement | | 2 | **Know Your Customer** | Audience, profile, journey | Describe a target customer and map their journey | 60 min | Customer profile + journey map | Customer profile; journey map | | 3 | **Choose Your Channels** | Channel comparison and selection | Compare channels and justify 2–3 | 65 min | Channel comparison matrix | Matrix + selection memo | | 4 | **Plan Your Content** | Pillars, formats, calendar | Build a 4-week content plan | 65 min | Content calendar build | 4-week content calendar | | 5 | **Measure What Matters** | Metrics, tracking, review | Select metrics matched to goal | 55 min | Metrics matching exercise | Metrics sheet + review routine | | 6 | **Build Your Marketing Plan** | Integration | Assemble and self-review a complete plan | 65 min | Guided build session | Final marketing plan | | | **TOTAL** | | | **360 min (6 h)** | | | **Time verification:** 50 + 60 + 65 + 65 + 55 + 65 = **360 minutes**. Video ≈ 124 min; remainder is practice, checks, and project work. **Scope note:** Six hours cannot cover tool-specific tutorials (e.g., configuring ad accounts), advanced SEO, or paid-ads management. The course intentionally covers *decision-making and planning*. Tool training is positioned as a possible follow-on, not built into this course. --- ## 📚 4. DETAILED MODULE BREAKDOWN ### Module 1 — Start With the Goal (50 min) | Element | Detail | |---|---| | **Purpose** | Anchor all later marketing choices to a business goal and a clear offer | | **Prerequisites** | None | | **Objectives** | 1. Explain what digital marketing is and how awareness leads to action 2. Distinguish a business objective from a marketing goal 3. Write a SMART marketing goal 4. Draft a one-sentence value proposition | | **Key concepts** | Digital marketing; simplified funnel (awareness → consideration → action → loyalty); business objective vs. marketing goal; SMART; value proposition | | **Lessons** | 1.1 Welcome and How Digital Marketing Works · 1.2 Setting a SMART Marketing Goal · 1.3 Your Offer and Value Proposition · Checkpoint | | **Practice** | Business Snapshot worksheet applied to own business or an example scenario | | **Resources** | Slide template (funnel graphic), Business Snapshot worksheet, three example scenarios | | **Completion criteria** | Worksheet section completed; quiz score ≥ 70% (retakes allowed) | | **Connection to M2** | "Now that you know what you're trying to achieve, who exactly are you trying to reach?" | ### Module 2 — Know Your Customer (60 min) | Element | Detail | |---|---| | **Purpose** | Replace "everyone" with a specific, evidence-informed target audience | | **Prerequisites** | M1 goal and offer | | **Objectives** | 1. Explain why a narrow audience improves marketing decisions 2. Identify audience information sources available to a small business 3. Create a one-page customer profile 4. Map journey stages and customer questions | | **Key concepts** | Target audience vs. market; customer problems and motivations; segments; assumption vs. evidence; touchpoints; journey stages | | **Lessons** | 2.1 Who Is Your Customer? · 2.2 Building a Simple Customer Profile · 2.3 The Customer Journey · Checkpoint | | **Practice** | Profile worksheet; journey map; optional 3-question customer conversation | | **Resources** | Profile template, journey map template, example profiles | | **Completion criteria** | Profile and journey map submitted/saved; quiz ≥ 70% | | **Connection to M3** | "You know who they are and where they look. Which channels reach them?" | ### Module 3 — Choose Your Channels (65 min) | Element | Detail | |---|---| | **Purpose** | Teach beginners to choose a few channels deliberately rather than "be everywhere" | | **Prerequisites** | M1 goal, M2 profile and journey | | **Objectives** | 1. Describe the main channel categories and what each is best at 2. Compare channels on cost, time, speed, control, and audience fit 3. Select 2–3 channels for a given goal and audience 4. Justify the choice in writing | | **Key concepts** | Owned / earned / paid; website, search, email, social, paid ads, local listings; effort vs. speed of results; audience-channel fit | | **Lessons** | 3.1 The Channel Landscape · 3.2 Owned Channels: Website, Email, Search · 3.3 Social Media and Paid Ads · 3.4 Choosing Your Channels · Checkpoint | | **Practice** | Channel comparison matrix; selection memo | | **Resources** | Matrix template, channel one-pagers (slides), scenario packs | | **Completion criteria** | Matrix and memo complete; quiz ≥ 70% | | **Connection to M4** | "You've picked where to show up. What will you say there?" | ### Module 4 — Plan Your Content (65 min) | Element | Detail | |---|---| | **Purpose** | Turn channel decisions into a realistic, repeatable content plan | | **Prerequisites** | M2 profile, M3 chosen channels | | **Objectives** | 1. Define 3–4 content pillars tied to audience needs 2. Match content formats to channels and journey stages 3. Build a four-week calendar with calls to action 4. Describe a simple workflow and repurposing approach | | **Key concepts** | Content pillars; formats; call to action (CTA); capacity-based planning; batching; repurposing | | **Lessons** | 4.1 Content Goals and Pillars · 4.2 Formats and Idea Generation · 4.3 Building a 4-Week Content Calendar · 4.4 Workflow and Repurposing · Checkpoint | | **Practice** | Pillar draft; idea bank; calendar build | | **Resources** | Calendar template, idea-prompt list, example calendars per scenario | | **Completion criteria** | Calendar covers 4 weeks, ≥ 2 pillars, each item has format + CTA; quiz ≥ 70% | | **Connection to M5** | "You have a plan. How will you know whether it's working?" | ### Module 5 — Measure What Matters (55 min) | Element | Detail | |---|---| | **Purpose** | Teach beginners to choose a few meaningful metrics and review them regularly | | **Prerequisites** | M1 goal, M3 channels, M4 calendar | | **Objectives** | 1. Distinguish vanity metrics from actionable metrics 2. Match metrics to goals and channels 3. Define each metric, source, target, and review frequency 4. Describe a simple monthly review routine | | **Key concepts** | Reach, engagement, traffic, leads, conversions, cost per result (where applicable); baseline; target; leading vs. lagging indicators | | **Lessons** | 5.1 Vanity vs. Actionable Metrics · 5.2 Matching Metrics to Goals and Channels · 5.3 Simple Tracking and Review Routine · Checkpoint | | **Practice** | Metrics matching exercise; review routine draft | | **Resources** | Metrics sheet template, metric glossary handout | | **Completion criteria** | 3–5 metrics defined with source and cadence; quiz ≥ 70% | | **Connection to M6** | "You now have every building block. Time to assemble the plan." | ### Module 6 — Build Your Marketing Plan (65 min) | Element | Detail | |---|---| | **Purpose** | Integrate prior outputs into one coherent, actionable plan | | **Prerequisites** | M1–M5 deliverables | | **Objectives** | 1. Assemble goal, audience, channels, content, and metrics into one plan 2. Check the plan for internal consistency 3. Evaluate own plan against a rubric 4. Define a first 30-day action list | | **Key concepts** | Plan coherence; alignment; scope realism; next-step prioritization | | **Lessons** | 6.1 Anatomy of a Basic Marketing Plan · 6.2 Guided Build Session · 6.3 Self-Review and Next Steps · Final submission | | **Practice** | Plan assembly; rubric self-assessment | | **Resources** | Marketing Plan template, rubric, completed example plan (Scenario B) | | **Completion criteria** | Plan submitted; self-review completed; (optional) instructor/peer feedback | | **Connection to next steps** | Optional follow-on learning: tool-specific tutorials, deeper SEO, paid ads | --- ## 📝 5. LESSON-BY-LESSON PLANS Duration format: **total (video / activity / knowledge check)**. Lesson video target: 4–8 min. ### Module 1 **Lesson 1.1 — Welcome and How Digital Marketing Works** · 12 min (6 / 4 / 2) | Field | Plan | |---|---| | Objective | Explain in own words how digital marketing moves a person from awareness to action | | Teaching points | Course roadmap and deliverable chain; what digital marketing is (and isn't); simplified funnel; why plan before posting | | Approach | Short talking-head intro + slide walkthrough of funnel | | Example | Corner Crumbs: neighbor sees an Instagram post → visits website menu → orders a cake → returns for another | | Visual/material | Funnel slide; course roadmap graphic | | Participation | Place the learner's own business on the funnel: where do customers currently come from? (3 bullets in worksheet) | | Knowledge check | *Which funnel stage is a customer in when they first learn your business exists?* (MC) | | Transition | "Before choosing tactics, you need a target. Next: setting a goal." | **Lesson 1.2 — Setting a SMART Marketing Goal** · 14 min (6 / 6 / 2) | Field | Plan | |---|---| | Objective | Write a SMART marketing goal linked to a business objective | | Teaching points | Business objective vs. marketing goal; SMART elements; choosing one primary goal; common weak goals ("get more followers") | | Approach | Before/after examples; guided template | | Example | Maya: "Get more clients" → "Generate 8 qualified inquiry-form submissions from my website in 90 days" | | Visual/material | SMART goal template slide; weak-vs-strong goal comparison | | Participation | Draft own goal using fill-in template; self-check against 5 SMART letters | | Knowledge check | *Which statement is a SMART goal?* (MC, 3 options) | | Transition | "A goal needs something compelling to offer. Next: your value proposition." | **Lesson 1.3 — Your Offer and Value Proposition** · 14 min (6 / 6 / 2) | Field | Plan | |---|---| | Objective | Draft a one-sentence value proposition stating who is helped, with what, and why choose you | | Teaching points | Features vs. benefits; differentiation without exaggeration; plain-language value statements | | Approach | Formula + three worked examples | | Example | Wick & Wander: "Hand-poured soy candles in small batches for people who want a calming home without synthetic fragrance overload" *(illustrative; avoid unverifiable claims in real statements)* | | Visual/material | Value proposition formula slide | | Participation | Write two draft versions; pick one | | Knowledge check | *Identify which statement is a benefit rather than a feature.* (MC) | | Transition | "You know what you're aiming for and what you offer. Now, who is it for?" | **Module 1 Checkpoint** · 10 min — 5-min quiz; finalize and save Business Snapshot (goal + value proposition). ### Module 2 **Lesson 2.1 — Who Is Your Customer?** · 15 min (7 / 6 / 2) | Field | Plan | |---|---| | Objective | Explain why "everyone" is not a target audience and identify 2–3 candidate segments | | Teaching points | Target audience; segments by need/situation; no-cost information sources (existing customers, inquiries, reviews, social comments, competitor audiences, simple surveys); assumption vs. evidence | | Approach | Short lecture; "good vs. too broad" comparison | | Example | Maya narrows from "small businesses" to "new service businesses launching in the next 6 months" | | Visual/material | Segment brainstorm slide | | Participation | List 2–3 candidate segments and mark each assumption or evidence-based | | Knowledge check | *Which of these is the most specific audience description?* (MC) | | Transition | "Pick one segment and bring it to life with a profile." | **Lesson 2.2 — Building a Simple Customer Profile** · 18 min (7 / 9 / 2) | Field | Plan | |---|---| | Objective | Create a one-page customer profile covering situation, problems, motivations, objections, and information habits | | Teaching points | Profile fields; focusing on needs not demographics alone; flagging unknowns to validate; avoiding stereotypes | | Approach | Walk through completed profile, then learner fills own | | Example | Corner Crumbs profile: local parents planning birthdays; problem: last-minute cakes; objection: price | | Visual/material | Profile template; example profile | | Participation | Complete profile; mark 2 items to validate | | Knowledge check | *Which profile detail is most useful for choosing a channel?* (MC) | | Transition | "Customers don't buy instantly. Let's map their path." | **Lesson 2.3 — The Customer Journey** · 17 min (7 / 8 / 2) | Field | Plan | |---|---| | Objective | Map journey stages, touchpoints, and customer questions for the chosen audience | | Teaching points | Awareness → consideration → decision → after-purchase; questions asked at each stage; touchpoints business can influence | | Approach | Worked journey map for one scenario; learner builds own | | Example | Wick & Wander: searches "gift for a friend who loves candles" → reads reviews → compares shipping → orders → reorders | | Visual/material | Journey map template | | Participation | Fill 4 stages × (questions, touchpoints, business response) | | Knowledge check | *Which question suggests a customer is in the consideration stage?* (MC) | | Transition | "Now you know where to reach them. Next: the channels available." | **Module 2 Checkpoint** · 10 min — 4-min quiz; save profile + journey map. ### Module 3 **Lesson 3.1 — The Channel Landscape** · 15 min (8 / 5 / 2) | Field | Plan | |---|---| | Objective | Classify common channels as owned, earned, or paid and describe what each does best | | Teaching points | Owned/earned/paid; channel list (website, search, email, social, paid ads, local listings, partnerships/referrals); compare on cost, time, speed, control, audience fit | | Approach | Slide tour with one-line "best for / watch out for" per channel | | Example | Corner Crumbs: local listing + social suit local discovery; email suits repeat orders | | Visual/material | Channel overview slide; comparison criteria slide | | Participation | Tick channels already used; note current results (qualitative) | | Knowledge check | *Which is an owned channel?* (MC) | | Transition | "Let's look at owned channels in detail." | **Lesson 3.2 — Owned Channels: Website, Email, Search** · 16 min (8 / 6 / 2) | Field | Plan | |---|---| | Objective | Explain the role of a website, email list, and search visibility in a small business plan | | Teaching points | Website as hub; clear next step/CTA; email as direct relationship channel; search basics (people searching for solutions; relevance and clarity); consent and privacy awareness — **verify local requirements; not legal advice** | | Approach | Annotated examples; checklist | | Example | Maya's home page with one clear inquiry CTA | | Visual/material | Annotated page mock-up; email welcome-sequence outline | | Participation | Rate own site/email/search presence 1–3 on a short checklist | | Knowledge check | *Why is an email list considered an owned channel?* (MC) | | Transition | "Now the channels where you rent attention." | **Lesson 3.3 — Social Media and Paid Ads** · 16 min (8 / 6 / 2) | Field | Plan | |---|---| | Objective | Describe strengths and limits of social media and paid ads for a small business | | Teaching points | Match platform to audience behavior (not trends); organic vs. paid; need for testing, budget caps; start small; platform rules change — check current platform guidance | | Approach | Comparison table; scenario discussion | | Example | Wick & Wander: product-focused visual platform vs. a text-heavy professional network | | Visual/material | Channel fit table; paid ad anatomy slide (generic) | | Participation | Choose where own customers already spend time (from M2 profile) | | Knowledge check | *Which factor should most influence the platform you choose?* (MC) | | Transition | "Time to compare and choose." | **Lesson 3.4 — Choosing Your Channels** · 12 min (4 / 6 / 2) | Field | Plan | |---|---| | Objective | Score channels on criteria and select 2–3 with a written rationale | | Teaching points | Scoring matrix; weighting by goal; "one anchor + one amplifier"; capacity check; saying no to channels | | Approach | Demonstration of scoring one scenario; learner completes own | | Example | Corner Crumbs selects local listings + Instagram + email; defers paid ads | | Visual/material | Matrix template | | Participation | Complete matrix; write 3–4 sentence rationale | | Knowledge check | *A channel scores high on reach but low on audience fit. What should you do?* (Short answer) | | Transition | "Next: what to publish on those channels." | **Module 3 Checkpoint** · 6 min — 5-min quiz; save matrix + memo. ### Module 4 **Lesson 4.1 — Content Goals and Pillars** · 14 min (6 / 6 / 2) | Field | Plan | |---|---| | Objective | Define 3–4 content pillars tied to audience needs and the marketing goal | | Teaching points | What pillars are; types (educate, show proof, show process, promote); balance; linking to journey stages | | Approach | Examples then guided drafting | | Example | Maya: portfolio breakdowns, branding tips, client stories, service offers | | Visual/material | Pillar template | | Participation | Draft pillars; label each with journey stage | | Knowledge check | *Which pillar best supports the consideration stage?* (MC) | | Transition | "Pillars set themes; now formats and ideas." | **Lesson 4.2 — Formats and Idea Generation** · 15 min (6 / 7 / 2) | Field | Plan | |---|---| | Objective | Match content formats to channels and generate at least 12 topic ideas | | Teaching points | Formats (short video, image, carousel, blog post, email, listing update); format-channel fit; idea prompts (questions customers ask, behind the scenes, mistakes, comparisons); realistic capacity | | Approach | Prompt list + rapid idea exercise | | Example | Corner Crumbs idea bank: "How to order a custom cake," "Ingredient sourcing," "Weekend specials" | | Visual/material | Idea-prompt list | | Participation | Generate 12 ideas, tagged by pillar | | Knowledge check | *Which format is least suitable for a text-focused email newsletter?* (MC) | | Transition | "Let's put ideas on a calendar." | **Lesson 4.3 — Building a 4-Week Content Calendar** · 20 min (6 / 12 / 2) | Field | Plan | |---|---| | Objective | Create a four-week calendar with pillar, format, channel, CTA, and publish date per item | | Teaching points | Posting frequency based on capacity; CTA types; mixing pillars; leaving room for flexibility | | Approach | Demonstrate filling week 1; learner completes weeks 1–4 | | Example | Wick & Wander: 2 social posts + 1 email per week | | Visual/material | Calendar template; sample week | | Participation | Build calendar; confirm weekly time needed | | Knowledge check | *What is the purpose of a call to action?* (MC) | | Transition | "Plans fail when they're too heavy. Let's make this sustainable." | **Lesson 4.4 — Workflow and Repurposing** · 10 min (5 / 3 / 2) | Field | Plan | |---|---| | Objective | Outline a simple batching and repurposing workflow | | Teaching points | Batching; one idea → multiple formats; simple approval/checklist; reusing top-performing ideas | | Approach | Short demonstration | | Example | One bakery tutorial → short video, photo carousel, email tip | | Visual/material | Repurposing diagram | | Participation | Pick one idea and list 3 repurposed versions | | Knowledge check | *Which is an example of repurposing?* (MC) | | Transition | "Now, how will we know it's working?" | **Module 4 Checkpoint** · 6 min — 5-min quiz; save calendar. ### Module 5 **Lesson 5.1 — Vanity vs. Actionable Metrics** · 14 min (7 / 5 / 2) | Field | Plan | |---|---| | Objective | Distinguish vanity from actionable metrics | | Teaching points | Definitions; context matters (a metric is "vanity" if it doesn't inform a decision); metric families: reach, engagement, traffic, leads, sales | | Approach | Sort-the-metrics demonstration | | Example | "5,000 followers" vs. "inquiries from followers" | | Visual/material | Metric sort slide | | Participation | Sort 10 metrics into vanity / actionable for own goal | | Knowledge check | *Which metric best shows progress toward a lead-generation goal?* (MC) | | Transition | "Next: choosing the right metrics for your goal." | **Lesson 5.2 — Matching Metrics to Goals and Channels** · 16 min (6 / 8 / 2) | Field | Plan | |---|---| | Objective | Select 3–5 metrics aligned to goal and chosen channels | | Teaching points | Goal → metric mapping; one primary metric + supporting metrics; leading vs. lagging; baseline and target-setting with humility (targets are estimates) | | Approach | Mapping table; worked example | | Example | Maya: primary metric = inquiry form submissions; supporting = site visits from social, email click rate | | Visual/material | Goal-to-metric table | | Participation | Fill metric sheet: name, definition, source, baseline, target | | Knowledge check | *Why set a baseline before setting a target?* (Short answer) | | Transition | "Metrics only help if you review them." | **Lesson 5.3 — Simple Tracking and Review Routine** · 15 min (6 / 7 / 2) | Field | Plan | |---|---| | Objective | Define where each metric is recorded and design a 20-minute monthly review | | Teaching points | Simple tracking sheet; where data typically lives (platform analytics, site analytics, email tool, sales records — **availability varies by tool**); review questions: what worked, what didn't, what next; deciding to continue, adjust, or stop | | Approach | Template walkthrough | | Example | Corner Crumbs tracks orders by "how did you hear about us?" question | | Visual/material | Tracking sheet; review agenda | | Participation | Draft own review routine (day, time, questions) | | Knowledge check | *Which action follows a review that shows a tactic isn't working?* (MC) | | Transition | "Time to assemble everything." | **Module 5 Checkpoint** · 10 min — 5-min quiz; save metrics sheet. ### Module 6 **Lesson 6.1 — Anatomy of a Basic Marketing Plan** · 12 min (7 / 3 / 2) | Field | Plan | |---|---| | Objective | Identify the sections of the plan and how they connect | | Teaching points | Plan sections (goal & offer, audience, channels, content plan, metrics, 30-day actions); alignment checks; keeping it to 4–6 pages | | Approach | Walk through completed Scenario B example | | Example | Corner Crumbs full example plan | | Visual/material | Plan template; alignment checklist | | Participation | Mark where each prior worksheet fits | | Knowledge check | *Which section should justify channel choice?* (MC) | | Transition | "Now you build yours." | **Lesson 6.2 — Guided Build Session** · 30 min (4 / 26 / 0) | Field | Plan | |---|---| | Objective | Assemble a complete first draft of own plan | | Teaching points | Step-by-step checklist; common gaps (goal and metric mismatch; too many channels; calendar too heavy) | | Approach | Short framing video; timed work checklist (self-paced) | | Example | Checklist with time targets per section | | Visual/material | Plan template; section-by-section checklist | | Participation | Complete all sections | | Knowledge check | Embedded self-check checklist (see §7) | | Transition | "Review your plan critically." | **Lesson 6.3 — Self-Review and Next Steps** · 13 min (4 / 7 / 2) | Field | Plan | |---|---| | Objective | Evaluate own plan against the rubric and write a 30-day action list | | Teaching points | Rubric walk-through; revising with priorities; first-30-days action list; optional next learning paths | | Approach | Rubric demo on a sample weak section | | Example | Revising "Post more on social" → specific, scheduled actions | | Visual/material | Rubric; action list template | | Participation | Score own plan; revise one weakest section | | Knowledge check | *Which part of a plan is inconsistent?* (Scenario MC) | | Transition | "Submit your plan." | **Final submission** · 10 min — finalize, export, and submit. --- ## ✍️ 6. PRACTICAL EXERCISES AND ACTIVITIES | Module | Activity | Time* | Format | |---|---|---|---| | 1 | Business Snapshot | 16 min | Worksheet | | 2 | Customer Profile + Journey Map | 17 min | Worksheet + mapping | | 3 | Channel Scoring Matrix | 12 min | Scoring + written rationale | | 4 | Content Calendar Sprint | 25 min | Planning/template | | 5 | Metric Match-Up | 20 min | Sorting + table | | 6 | Plan Assembly | 26 min | Integrated build | *Embedded in lesson activity time; not additional time. ### Activity 1 — Business Snapshot | Field | Detail | |---|---| | Objective | LO1 | | Time | 16 min (L1.1–1.3 activities) | | Materials | Business Snapshot worksheet; scenario pack | | Steps | 1. Describe business, offer, and current customer sources 2. Place customers on the funnel 3. Write a SMART goal 4. Write 2 value propositions; choose one | | Output | Goal statement + value proposition | | Criteria | Goal has measure, target, timeframe, and link to business objective; value proposition names audience, benefit, and difference | | Adaptation | *Beginner:* use a scenario business; sentence starters. *Advanced:* add a secondary goal and a 6-month view | ### Activity 2 — Customer Profile and Journey Map | Field | Detail | |---|---| | Objective | LO2, LO3 | | Time | 17 min | | Materials | Profile template; journey map template | | Steps | 1. Pick one segment 2. Complete profile (situation, problems, motivations, objections, information habits) 3. Mark assumptions 4. Map four stages with questions and touchpoints | | Output | Profile + journey map | | Criteria | Specific segment; problems stated from the customer's viewpoint; ≥ 1 question per stage; assumptions flagged | | Adaptation | *Beginner:* choose from a pre-built segment list. *Advanced:* create a second segment and compare; add a 3-question customer chat to validate | ### Activity 3 — Channel Scoring Matrix | Field | Detail | |---|---| | Objective | LO4, LO5 | | Time | 12 min | | Materials | Matrix template; M2 profile | | Steps | 1. List 5–6 channels 2. Score 1–5 on audience fit, effort, cost, speed, control 3. Weight criteria by goal 4. Pick 2–3 channels and write rationale | | Output | Completed matrix + 3–4 sentence rationale | | Criteria | Scores consistent with profile; capacity addressed; at least one channel intentionally excluded with reason | | Adaptation | *Beginner:* pre-filled criteria weights. *Advanced:* add a "first 30-day test" for each chosen channel | ### Activity 4 — Content Calendar Sprint | Field | Detail | |---|---| | Objective | LO6 | | Time | 25 min across L4.1–4.3 | | Materials | Pillar template; idea list; calendar template | | Steps | 1. Draft 3–4 pillars 2. Generate 12 ideas 3. Place ideas in a 4-week calendar 4. Add format, channel, CTA, date 5. Check weekly time needed against capacity | | Output | 4-week calendar | | Criteria | Every item has pillar, channel, format, CTA; frequency realistic; pillars link to journey stages | | Adaptation | *Beginner:* 2-week calendar acceptable; sample prefill. *Advanced:* add repurposing links and a content test | ### Activity 5 — Metric Match-Up | Field | Detail | |---|---| | Objective | LO7 | | Time | 20 min | | Materials | Metrics sheet; glossary | | Steps | 1. Sort 10 metrics 2. Pick 1 primary + 2–4 supporting 3. Define each and record data source, baseline (or "to be collected"), target 4. Write review routine | | Output | Metrics sheet + review routine | | Criteria | Primary metric directly reflects goal; each metric has source; vanity metrics only used with justification; review routine specific | | Adaptation | *Beginner:* choose from a curated metric list. *Advanced:* add a decision rule ("if X below Y for 2 months, do Z") | ### Activity 6 — Plan Assembly | Field | Detail | |---|---| | Objective | LO8 | | Time | 26 min guided + final submit | | Materials | Plan template; all prior worksheets | | Steps | Follow the checklist: paste/refine each section → alignment check → 30-day action list | | Output | Draft plan | | Criteria | See §8 rubric | | Adaptation | *Beginner:* use shorter version (1–2 pages) *Advanced:* add a 90-day outlook and budget notes | --- ## 🧠 7. QUIZZES AND KNOWLEDGE CHECKS **Setup guidance:** Allow retakes; show explanations after each attempt. **Verify** which question types your Teachable plan supports; if only multiple choice is available, convert short-answer items into multiple choice or move them to worksheet reflection prompts. ### Module 1 Quiz | # | Type | Question | Answer | Explanation | |---|---|---|---|---| | 1.1 | MC | Which is a SMART marketing goal? (A) Get more followers (B) Increase brand awareness (C) Generate 10 quote requests from my website in 90 days (D) Be popular online | **C** | It has a measure, number, source, and timeframe | | 1.2 | MC | What is the main difference between a business objective and a marketing goal? | The objective is the broader business aim (e.g., grow revenue); the marketing goal is the measurable marketing contribution toward it | Keeps marketing tied to business outcomes | | 1.3 | True/False | A value proposition should list every product feature. | **False** | It should focus on the audience's key benefit and difference | | 1.4 | Short answer | Rewrite "Get more customers" as a SMART goal for your business. | Model: includes measure, target, timeframe, and source | Practice with application | **Misconceptions:** "More followers = success"; "SMART goal needs to be huge"; "My offer is for everyone." **Feedback:** If a learner picks A or B in 1.1, link back to L1.2 and ask which element is missing. ### Module 2 Quiz | # | Type | Question | Answer | Explanation | |---|---|---|---|---| | 2.1 | MC | Which is the most specific audience? (A) Everyone who likes baked goods (B) Parents within 5 miles planning birthday parties (C) Adults (D) Local people | **B** | Specific location, situation, and need | | 2.2 | Multi-select | Which are low-cost ways to learn about customers? | Existing customer conversations, reviews, inquiry emails, social comments, simple survey | Evidence over assumptions | | 2.3 | Matching | Match each question to a journey stage: "How do I fix this problem?" / "Which option is best?" / "Is it worth the price?" / "How do I get help after buying?" | Awareness / Consideration / Decision / After-purchase | Tests stage logic | | 2.4 | True/False | A customer profile must be perfect before you can start marketing. | **False** | Profiles are working hypotheses to validate | | 2.5 | Short answer | Name one assumption in your profile and how you'd check it. | Model: "Customers care most about price" → ask 3 recent customers | Builds validation habit | **Misconceptions:** "Demographics are enough"; "I must serve all segments at once." **Feedback:** Offer a worked example profile; invite revision of the weakest field. ### Module 3 Quiz | # | Type | Question | Answer | Explanation | |---|---|---|---|---| | 3.1 | MC | Which is an *owned* channel? (A) Influencer mention (B) Paid ad (C) Email list (D) Press mention | **C** | You control it and the contact relationship | | 3.2 | MC | Which channel type usually produces the fastest visible reach but stops when spending stops? | Paid ads | Contrasts speed vs. durability | | 3.3 | Scenario MC | Maya has 3 hours/week and a B2B audience on professional networks. Which plan best fits? | Website + email + one professional-network presence | Matches capacity and audience | | 3.4 | True/False | A small business should be active on every major platform. | **False** | Fit and capacity matter more | | 3.5 | Short answer | Why might you intentionally *not* choose a channel? | Low audience fit, high effort, budget, capacity | Strategic exclusion | **Misconceptions:** "Be everywhere"; "Paid ads are the only way to grow"; "Social media equals marketing." **Feedback:** Link back to L3.4 scoring demonstration. ### Module 4 Quiz | # | Type | Question | Answer | Explanation | |---|---|---|---|---| | 4.1 | MC | What is a content pillar? | A recurring theme tied to audience needs and goals | Provides structure | | 4.2 | MC | Which element makes a post support a business goal? | A clear call to action | Connects content to next step | | 4.3 | Ordering | Order: define pillars → generate ideas → choose formats → schedule | As listed | Process logic | | 4.4 | Scenario | A calendar has 7 posts/week but the owner has 1 hour/week. What should change? | Reduce frequency, batch, or repurpose | Capacity realism | **Misconceptions:** "More content is always better"; "Every post should sell." **Feedback:** Show a lighter sample calendar; ask learner to cut 30% and keep the best items. ### Module 5 Quiz | # | Type | Question | Answer | Explanation | |---|---|---|---|---| | 5.1 | MC | Which is the best primary metric for a goal of getting quote requests? | Number of quote request submissions | Directly reflects the goal | | 5.2 | Sorting | Sort: likes, email sign-ups, page views, sales, impressions | Actionable depends on goal; sign-ups and sales usually closer to outcomes; likes/impressions context-dependent | Emphasizes goal relevance | | 5.3 | True/False | A target should be set before knowing any baseline. | **False (preferably)** | Baseline makes targets realistic; if none, start with "collect first month" | | 5.4 | Short answer | What question would you ask at a monthly review? | Model: what worked, what didn't, what will I change? | Decision-oriented review | **Misconceptions:** "High engagement means sales"; "Track everything." **Feedback:** Ask learner to remove any metric that wouldn't change a decision. ### Module 6 Self-Check (not graded; 3 items) | # | Type | Check | Look for | |---|---|---|---| | 6.1 | Checklist | Does your primary metric reflect your goal? | Direct match | | 6.2 | Checklist | Can you execute your calendar within available weekly time? | Realistic hours | | 6.3 | Scenario MC | A plan targets "young professionals" but chooses a channel they rarely use. Which section needs revision? | Channel selection / audience alignment | --- ## 📋 8. ASSIGNMENTS AND PRACTICAL PROJECTS ### Module assignments (low-stakes, completion-based) | Module | Assignment | Submission | |---|---|---| | 1 | Goal + value proposition | Worksheet saved/uploaded | | 2 | Profile + journey map | Worksheet saved/uploaded | | 3 | Channel matrix + rationale | Worksheet saved/uploaded | | 4 | 4-week content calendar | Template saved/uploaded | | 5 | Metrics sheet + review routine | Template saved/uploaded | ### Final project — Your Digital Marketing Plan | Element | Detail | |---|---| | **Objective** | Produce a coherent 4–6 page marketing plan for a real or scenario business | | **Required deliverables** | 1. Business snapshot (goal, value proposition) 2. Customer profile + journey summary 3. Selected channels + rationale 4. 4-week content plan 5. Metrics sheet + review routine 6. 30-day action list | | **Submission** | Upload as PDF or document via Teachable assignment/upload feature **(verify availability; fallback: email or shared-link submission)** | | **Timeframe** | Built in M6 (≈ 65 min); learners may take up to **7 days** to revise (suggested) | | **Feedback model** | Self-assessment against rubric (default). Optional instructor/peer feedback depends on your capacity | ### Evaluation rubric (100 points; suggested pass: 70) | Criterion (weight) | Proficient (full) | Developing (about 60%) | Beginning (about 30%) | |---|---|---|---| | **1. Goal and offer (10)** | SMART goal tied to a business objective; clear value proposition | Goal partly measurable; offer vague | Goal missing or unmeasurable | | **2. Audience (20)** | Specific profile with needs, objections, and flagged assumptions; journey mapped | Profile general; journey incomplete | Audience "everyone"; no journey | | **3. Channel selection (20)** | 2–3 channels justified by audience, goal, and capacity; at least one exclusion explained | Channels listed with weak rationale | Too many channels or none justified | | **4. Content plan (20)** | 4-week calendar with pillars, formats, CTAs; realistic workload | Calendar partial or CTAs missing | No plan or unrealistic volume | | **5. Metrics (20)** | Primary metric matches goal; sources, targets/baselines, review cadence defined | Metrics partly mismatched | Only vanity metrics; no review | | **6. Coherence and clarity (10)** | Sections align; 30-day actions specific | Minor misalignments | Sections disconnected | **Performance bands (suggested):** 85–100 Ready to implement · 70–84 Solid foundation, minor revisions · below 70 Revise key sections with feedback. --- ## 🎥 9. CONTENT FORMAT AND RESOURCE PLAN | Format | Use in course | Objective supported | Notes | |---|---|---|---| | **Short video lessons (4–8 min)** | Concept explanation, demonstrations | LO1–LO8 | Slide-based narration plus occasional talking head; ~124 min total | | **Slide templates** | Visual aids, example walkthroughs | All | Reuse consistent layout | | **Downloadable worksheets** | Core practice; build the final plan | LO1–LO8 | Offer fillable PDF or editable document | | **Example business scenarios (A, B, C)** | Applied examples and demos | LO2–LO8 | Same three used throughout for continuity | | **Quizzes** | Formative checks | LO1–LO7 | Verify question types supported | | **Case studies** | Short scenario reviews in M3, M5, M6 | LO4, LO5, LO7 | Use illustrative scenarios; don't present as real results | | **Text lesson notes / transcripts** | Accessibility and quick review | All | Provide for every video | | **Discussion prompts** | Optional reflection or community | Engagement | Only if a community/comment feature is available | | **Supplementary reading** | Optional links | Depth | Use current, authoritative sources; avoid invented citations | **Platform note:** Teachable features (quizzes, uploads, comments, certificates, drip scheduling, progress tracking) are **not confirmed** in your inputs. Treat each as "verify on your plan." Fallbacks: worksheets as submission proof, email-based feedback, external form for surveys. **Format rationale:** Videos introduce concepts briefly; worksheets drive application; quizzes confirm understanding; the final plan integrates evidence of learning. --- ## 🙋 10. STUDENT ENGAGEMENT AND LEARNING SUPPORT **Five engagement strategies** 1. **Build-as-you-go deliverables:** Each module produces one section of the final plan, creating visible progress. 2. **Running example businesses:** Three scenarios keep examples concrete and relatable. 3. **Immediate micro-practice:** Every lesson includes 3–12 minutes of application. 4. **Choice and relevance:** Learners use their own business or a scenario. 5. **Short reflections:** One-sentence prompts at each module end. **Participation opportunities:** Optional discussion prompt per module (if comments/community are available); share-your-goal thread; optional peer feedback swap. **Motivation and progress techniques:** Module checklists; "Plan so far" progress page; visible milestone naming (e.g., "Audience clarified"); encouraging, practical feedback tone. *No claims about completion rates are made.* **Reflection prompts:** M1: *What outcome would make this year's marketing successful?* · M2: *Which assumption about my customer am I least sure of?* · M3: *Which channel am I tempted to add but shouldn't yet?* · M4: *What's the minimum content rhythm I can sustain?* · M5: *What decision will my metrics help me make?* · M6: *What is my first action this week?* **Support and feedback methods:** Auto-feedback on quizzes; model answers beside each worksheet; a short FAQ; email or comment support within a stated response window (choose one you can sustain, e.g., 2 business days); optional office-hours replay or Q&A video later. **Accessibility considerations** - Captions for all video; transcripts or lesson notes - Readable fonts, sufficient color contrast, no information conveyed by color alone - Alt text for key images; accessible, tagged PDFs; editable alternatives to PDF - Alternative ways to complete activities (typing, audio notes, bullets instead of paragraphs) - Plain language; minimal jargon, with a glossary - Note: verify the accessibility features of the platform player **Accommodating different paces:** Self-paced access; "short path" version of activities (core fields only); optional extension tasks; ability to revisit lessons; suggested pacing guides (6 × 1-hour sessions; 3 × 2-hour; or a weekend plan). --- ## 📊 11. LEARNER PROGRESS AND EVALUATION FRAMEWORK ### Module completion criteria | Module | Required to complete | |---|---| | 1 | Lessons 1.1–1.3 viewed; worksheet saved; quiz ≥ 70% | | 2 | Lessons viewed; profile + map saved; quiz ≥ 70% | | 3 | Lessons viewed; matrix + rationale saved; quiz ≥ 70% | | 4 | Lessons viewed; calendar saved; quiz ≥ 70% | | 5 | Lessons viewed; metrics sheet saved; quiz ≥ 70% | | 6 | Plan submitted; self-assessment completed | ### Learning milestone tracker | Milestone | Evidence | Done | |---|---|---| | Goal defined | SMART goal | ☐ | | Audience clarified | Profile + journey map | ☐ | | Channels chosen | Matrix + memo | ☐ | | Content planned | 4-week calendar | ☐ | | Metrics selected | Metrics sheet | ☐ | | Plan completed | Final plan + rubric score | ☐ | ### Assessment checkpoints - **After M1:** goal quality check (the best early predictor of plan coherence) - **After M3:** channel rationale linked to profile - **After M5:** goal–metric match - **Final:** rubric score ### Suggested feedback questions (end-of-course survey) 1. Which module helped you most, and why? 2. Which activity was hardest, and what made it hard? 3. How confident are you in each outcome (LO1–LO8), 1–5? *(self-reported; not proof of learning)* 4. Which lesson was too long or too short? 5. What would you add or remove? 6. Which action will you take in the next 30 days? ### Course evaluation indicators — kept distinct | Type | Examples | Interpretation | |---|---|---| | **Activity metrics** (engagement, not learning) | Lesson views, completion %, time on lesson, worksheet downloads | Reveal usage and drop-off | | **Evidence of learning** | Quiz item-level results, rubric scores, quality of goal/profile/metric sections, revision improvement | Reveal skill development | | **Learner perception** | Survey confidence ratings, comments | Reveal experience, not proof of skill | | **Application over time (optional)** | 30-day follow-up on actions taken | Self-reported; not guaranteed outcomes | ### Identifying learning difficulties - Quiz item missed by many learners → clarify lesson or question wording - Drop-off at a specific lesson → check length/difficulty - Mismatch between goal and metrics in final plans → strengthen M5 or M1 links - "Everyone" audiences → add examples to M2 - Over-ambitious calendars → strengthen capacity guidance in M4 ### Improvement opportunities Review quiz items and rubric patterns after the first 10–20 learners; update examples; shorten any lesson with consistent drop-off; add a short "common mistakes" video where patterns emerge. --- ## 🚀 12. COURSE PRODUCTION AND LAUNCH PLAN ### Recommended development sequence | Phase | Work | Output | |---|---|---| | **1. Blueprint lock** | Approve outcomes, module map, scenarios | Final structure | | **2. Assessment-first drafting** | Draft final project, rubric, quiz items | Aligned assessments | | **3. Worksheets and templates** | Build the 6 module worksheets + plan template | Downloadable files | | **4. Slides and scripts** | Draft slides and scripts per lesson | Slide deck + scripts | | **5. Record and edit** | Record videos; captions | Video lessons | | **6. Platform build** | Upload, sequence, configure | Course shell | | **7. QA** | Walkthrough, accessibility check | Fix list | | **8. Pilot** | 5–10 beta learners | Feedback report | | **9. Revise and launch** | Apply changes; publish | Live course | ### Content production priorities 1. Final project template, rubric, and the completed Scenario B example (anchors everything) 2. Module 2–5 worksheets (core practice) 3. Videos for Modules 1–5, then Module 6 4. Quizzes and explanations 5. Supplementary materials ### Lesson recording/writing checklist ☐ Objective stated in first 20 seconds · ☐ One main idea per lesson · ☐ Example from a scenario · ☐ Activity instructions stated clearly · ☐ Knowledge check written · ☐ Slides use readable text size · ☐ Terms explained, jargon avoided · ☐ Captions/transcript created · ☐ Length within 4–8 min · ☐ Transition to next lesson ### Worksheet and assessment preparation - Use consistent headings and field names across worksheets so content copies easily into the plan template - Offer fillable version plus plain-text option - Provide a completed example for each worksheet - Test each quiz item against its objective; remove trivia - Write answer explanations at the time of writing items ### Platform setup considerations (Teachable — verify each) ☐ Quiz question types and retake settings · ☐ File upload or assignment submission · ☐ Lesson completion rules · ☐ Content sequencing/drip options · ☐ Caption/transcript upload · ☐ Comments or community · ☐ Certificate of completion (optional; don't imply accreditation) · ☐ Download permissions for worksheets · ☐ Email notifications and support contact ### Quality assurance steps 1. Alignment audit: every lesson → objective → activity → assessment 2. Duration audit: timed run-through of 2–3 modules 3. Link and file check 4. Accessibility check (captions, contrast, headings, alt text) 5. Content currency check — platform names and features change; remove or date-stamp details 6. Legal/privacy review where relevant (e.g., email consent, advertising disclosures, testimonial claims); **not legal advice** ### Pilot testing recommendations - 5–10 beta learners from the target group - Collect time-to-complete per module, stuck points, quiz item feedback, and final plans - Compare estimated and actual durations; adjust activity length or scope if the average significantly exceeds 6 hours ### Course publication checklist ☐ Title/subtitle/description reviewed for accurate, non-exaggerated claims · ☐ Learning outcomes displayed · ☐ Prerequisites and time estimate stated · ☐ All lessons and files uploaded · ☐ Captions present · ☐ Quiz settings verified · ☐ Support policy stated · ☐ Pricing/refund policy set · ☐ Test enrollment completed · ☐ Pilot fixes applied · ☐ Instructor bio added (`[Instructor]`: use your real, verifiable credentials only) --- ## ⚠️ 13. CURRICULUM RISKS AND IMPROVEMENTS | # | Challenge | Why it matters | How to identify | Practical improvement | |---|---|---|---|---| | 1 | **Excessive content volume** (six hours is tight for six topics) | Overload causes skipped activities and shallow decisions | Pilot learners exceed 6 h; many skip practice | Hold to decision-focused scope; cut optional examples; move tool tutorials to a follow-on course | | 2 | **Unrealistic lesson timing** | Activities may take longer than allotted; frustration | Time-on-task data and pilot feedback | Time test; shorten activities; offer a "short path"; adjust estimates publicly | | 3 | **Weak assessment alignment** | Quizzes could test vocabulary rather than application | Item audit shows items without matching objective | Map each item to LO; replace trivia with scenario items; let the final project carry most weight | | 4 | **Insufficient practice or feedback** (self-paced, no live feedback) | Beginners may produce weak plans without correction | Final plans show repeated errors (goal/metric mismatch) | Add model answers, common-mistake notes, rubric self-assessment, and optional peer/instructor feedback | | 5 | **Content becoming outdated or overly platform-specific** | Platform interfaces and rules change quickly | Learner comments about "that doesn't look like my screen" | Teach principles; keep tool screenshots minimal; date-stamp; schedule review (e.g., every 6–12 months) | *Additional watch item:* Learners may expect guaranteed marketing results. Keep marketing language honest: the course teaches planning; outcomes depend on execution, market, and other factors. --- ## ✅ 14. FINAL COURSE BLUEPRINT SUMMARY | Element | Summary | |---|---| | **Final structure** | 6 modules → 20 lessons → 6 checkpoints → 1 final plan | | **Total modules / lessons** | 6 modules; 20 lessons (3 + 3 + 4 + 4 + 3 + 3) | | **Estimated duration** | 360 minutes (6 h): ≈ 124 min video; ≈ 236 min practice, quizzes, and project | | **Primary outcomes** | Write SMART goal · Describe audience · Map journey · Compare/choose channels · Create 4-week content plan · Select metrics · Assemble marketing plan | | **Main assessments** | 5 module quizzes (+ Module 6 self-check); 5 module worksheets; final marketing plan with rubric | | **Essential resources** | Worksheets (6), Plan template, slide templates, 3 example scenarios, completed example plan, metric glossary, rubric | | **Remaining work** | Everything in production: scripts, slides, worksheets, videos, captions, platform setup — **none of these are finished by this blueprint** | ### Top three development priorities 1. **Final project template + rubric + completed example plan** — everything else aligns to it 2. **Worksheets for M2–M5** — they carry the core learning 3. **Pilot test with 5–10 learners** — validates timing and clarity ### Immediate next steps | # | Action | Owner | |---|---|---| | 1 | Confirm "six hours" means total learner time (not video-only) | You | | 2 | Review your existing example scenarios and map them to A/B/C or replace mine | You | | 3 | Verify Teachable plan features (§12 list) | You | | 4 | Draft the final plan template and rubric | You / Claude | | 5 | Request next deliverables: lesson scripts, worksheet text, or full quiz bank | Optional follow-up | ### Completeness statement This document delivers the full course architecture, outcomes, module breakdowns, 20 lesson plans, 6 activities, assessments, rubric, engagement plan, evaluation framework, production plan, risk analysis, and summary. It does **not** include finished scripts, slides, videos, worksheets, or platform configuration; those remain to be produced.