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Topics Covered:

1. The Digital Marketing Landscape

• Platform ecosystem (Meta, Instagram, YouTube, LinkedIn), how algorithms actually work, organic vs paid roles, what a modern SMM job/agency looks like.

2. Brand Positioning & Audience

• ICP building, competitor teardown, content pillars, brand voice document. Homework: pick a brand to work on for the full course.

Topics Covered:

1. Prompting That Works

• How LLMs work in plain language, prompt structure, context and role prompting, building reusable prompt templates for marketing tasks.

2. AI for Copy & Ideation

• 30-day calendar generation, hooks, captions, CTAs, ad copy variants. Critical piece: how to edit AI output so it doesn't sound like AI.

Topics Covered:

1. AI Visuals

• Image generation for posts and ads, product shots, carousel design, AI-assisted design tools. Brand consistency rules.

2. AI Video & Reels

• Script-to-reel workflow, AI voiceover, faceless content, auto-captions, batch editing. Live: produce 3 reels in class.

Topics Covered:

1. Content Strategy & Calendar

• Content mix, posting cadence, hooks and retention, trend-jacking, scheduling tools. Build a live 30-day calendar.

2. Organic Analytics

• Instagram/Facebook Insights, which metrics matter, reading reach vs engagement vs saves, monthly report format.

Topics Covered:

1. Business Manager & Tracking

• BM setup, ad account structure, page roles, payment, Meta Pixel, Conversions API, event setup, domain verification, iOS 14 realities.

2. Campaign Architecture

• Campaign / ad set / ad hierarchy, all objectives explained, when to use which, Advantage+ vs manual, naming conventions.

Topics Covered:

1. Audiences

• Core, custom, lookalike audiences, retargeting pools, exclusions, broad targeting vs interest stacking in 2026, audience overlap.

2. Ad Creative That Converts

• Formats, hook-in-3-seconds, static vs video, UGC style, creative testing framework, AI-assisted variant generation.

Topics Covered:

1. Budgets, Bidding & Launch

• CBO vs ABO, bid strategies, learning phase, budget planning by objective, live campaign launch in class.

2. Optimization & Troubleshooting

• Reading the metrics that matter (CTR, CPM, CPC, CPR, ROAS, frequency), diagnosing bad campaigns, scaling vertically and horizontally, creative fatigue.

Topics Covered:

1. Reporting & Client Management

• Ads Manager reporting, custom columns, attribution windows, building a client-ready monthly report, setting expectations on results.

2. Freelancing/Agency + Capstone

• Pricing models, proposals, pitching, retainer structures. Students present their brand strategy + live campaign results.

one brand carried through all 8 weeks — strategy doc, 30-day calendar, 3 reels, live Meta campaign, final report.