Digital Marketing + AI

The thinking clients pay for, underneath the posting.

• The five questions every business needs answered
  Who exactly, what are they really buying, where is their attention, what proof do they need, what is the one next step.
• The funnel as a diagnostic hands on
  Not a diagram to draw — a way to find where you are losing people instead of guessing.
• Owned, earned and paid
  Why almost every business here neglects the most valuable of the three.
• Marketing cannot fix a bad product
  And the professional obligation to tell a client that early, in writing.

Research, positioning and copy.

• Customer research using their own words hands on
  Reviews, comments, WhatsApp questions and what people actually type into search.
• Copy that converts, in Urdu and English hands on
  Writing for a bilingual audience without sounding translated.
• Offers and objections
  Naming the three reasons someone does not buy, and answering them before they ask.
• Using AI for drafts without sounding like everyone else hands on
  Where generative AI genuinely speeds up copy, and the sameness trap that makes brands interchangeable.

SEO that survives an algorithm update.

• Crawling, indexing, ranking — in that order hands on
  Checking a page is even indexed before optimising it. Ten seconds that saves months.
• Keyword research grounded in real demand hands on
  What people type, not what the business calls itself.
• On-page and technical basics hands on
  Titles, structure, speed, mobile. Where the quick wins genuinely are.
• Local SEO and Google Business Profile hands on
  For a Faisalabad business this outperforms almost everything else.
• The link schemes that get clients penalised
  Named explicitly, so you never sell one.

Spending someone else's money responsibly.

• Meta Ads: structure, audiences and creative hands on
  Campaign, ad set, ad — and what actually belongs at each level.
• Google Ads: search intent and match types hands on
  Where the money leaks, and negative keywords as a first-day habit.
• Budgets, bidding and testing hands on
  Running a fair test instead of changing five things at once.
• Landing pages and the click that goes nowhere hands on
  The most common waste in Pakistani ad accounts.
• Ad policies and getting an account restored
  What gets accounts banned, and the practical route back.

Where it genuinely saves hours, and where it costs you a client.

• Content systems, not one-off prompts hands on
  Building a repeatable brief a whole team can run.
• Creative and image generation for campaigns hands on
  Fast mockups and variants — with the limits stated.
• Automating reporting and enquiry handling hands on
  Lead capture into a CRM, first-response automation, and the human handover point.
• Disclosure, likeness and brand safety
  What must be declared, and why an undisclosed synthetic endorsement is not recoverable.

Telling a business whether its money did anything.

• Analytics and conversion tracking set up correctly hands on
  Most accounts measure the wrong thing; this is how to check.
• The four numbers that matter hands on
  Cost per lead, conversion rate, customer acquisition cost, return on ad spend. Calculated by hand until they are second nature.
• Attribution, honestly
  What you can and cannot claim credit for.
• The client report hands on
  A one-page report a shop owner understands, including the month it went badly.

Pakistan's National Vocational & Technical Training Commission publishes a course-contents document for the trades it funds. This programme is mapped to Digital Marketing & SEO — 13 weeks, 4 hours a day, 260 contact hours.

Published by NAVTTC and reproduced here so you can check our syllabus against it. We teach it to those hours: 260 contact hours over 13 weeks, the same as the standard. Read the NAVTTC document.

Before you start

• No prior marketing experience needed
  Comfort with a phone and a laptop is enough.
• Free: Digital Marketing Fundamentals
  Covers the first module. Recommended.

Where it leads

• SEO (Search Engine Optimization)
  Specialising in search.
• Content Writing
  For those who found the copy work most natural.
• AI Automation & n8n
  Automating the reporting and lead handling taught here.

Roles this prepares you for

• Digital Marketing Executive
  In-house at a business or a local agency.
• Performance Marketing Associate
  Running and reporting on paid campaigns.
• Freelance Marketing Consultant
  Requires the business skills taught in the Freelancing course as well.

Interested in this programme?

Try the subject free first — there is no reason to pay before you know you like it.