Executive Programme
in Digital Marketing Batch 8

Groups are formed, and each group selects the e-commerce business it will launch — the category, the opportunity it is pursuing, and why. Initial market sizing for the chosen category.

Each group researches its category, validates that real demand exists, identifies the customer pain point its products will address, writes the business's value proposition, and selects the target segment it will sell to.

Groups name their e-commerce business, develop its brand identity — logo, colours, typography, tone of voice — and write the positioning statement that will govern every campaign that follows.

Each group finalises its product line — which products it will sell, how many SKUs, what variants, and how the assortment is structured. The sourcing approach is decided here.

Groups set prices for every SKU, work out unit economics and contribution margin, and decide launch offers and discount structure. This margin becomes the ceiling against which acquisition cost is later judged.

Groups decide their fulfilment and delivery model — direct-to-consumer, marketplace, or both — and work out shipping, logistics and returns for the store they are about to build.

Each group applies the 6M framework to its own launch and maps the customer journey for its business from awareness to purchase to repeat, identifying which touchpoints it will own and what it will measure at each stage.

Groups design the structure of their store and the landing pages their campaigns will drive traffic to.

Each group builds and launches its Shopify store — products uploaded, collections structured, payments and shipping configured, checkout tested and live. The store goes live in this module.

Groups run keyword research for their product categories, optimise product and collection pages, fix technical SEO on the store, and begin building links.

Groups launch live Google Search, Display and YouTube campaigns, driving traffic to their store.

Groups create and run the brand's social presence, and launch paid campaigns on Meta and LinkedIn for their own products.

Groups build their customer list, set up welcome and post-purchase sequences, and WhatsApp order and re-engagement flows.

Groups connect analytics to their live store, set up conversion tracking, analyse real campaign data from their running ads, and re-allocate budget to improve ROAS.

Groups write and publish blog posts for their store's blog, create ad copy for their running campaigns, and optimise product descriptions and landing page copy.

Groups identify relevant influencers for their category, structure an influencer outreach plan, and set up an affiliate programme for their store.

Groups implement at least one automation workflow (e.g., abandoned cart recovery, post-purchase upsell) and use AI tools to generate ad creative or copy for their campaigns.

Groups audit their own store and campaigns for legal and ethical compliance — privacy policy, cookie consent, ad disclosures and data handling practices.

Groups analyse their store's real traffic data, identify the biggest conversion drop-off points, design and run at least one A/B test, and implement changes to improve their store's conversion rate.

Groups calculate actual CAC and LTV from their store data, determine whether their acquisition economics are sustainable, and develop a scaling plan with budget allocation across channels.

Each group writes a comprehensive 90-day digital marketing strategy for their business — covering objectives, channel mix, budget allocation, campaign calendar and KPIs — using real data from their launched store.

Each group presents its fully launched business — the store, the campaigns run, the results achieved, the economics, and the forward strategy. This is the final deliverable of the programme.