Overview
This course examines the strategic, creative, and analytical practices used to market digital products and acquire customers across online channels. Students investigate customer personas, market segmentation, positioning, value propositions, customer journey mapping, content strategy, search engine optimization, paid search, social media marketing, email campaigns, influencer partnerships, affiliate marketing, landing-page design, conversion-rate optimization, lead generation, marketing funnels, retention, and referral programs.
Practical work develops integrated digital campaigns, customer-facing content and advertising assets, landing pages, testing plans, and campaign dashboards. Students evaluate channel selection, campaign objectives, key performance indicators, acquisition economics, attribution challenges, privacy requirements, and the ethical use of customer data. The course emphasizes evidence-based recommendations supported by measures including click-through rate, conversion rate, customer acquisition cost, return on ad spend, and customer lifetime value.
Learning Outcomes
- Define target markets and develop evidence-based customer personas, segments, positioning statements, and value propositions.
- Evaluate customer journeys and select digital channels according to campaign objectives, audience characteristics, acquisition economics, and organizational resources.
- Construct integrated customer-acquisition campaigns with measurable objectives, persuasive content, appropriate calls to action, and coherent marketing funnels.
- Create sample search, social, email, influencer, affiliate, and landing-page assets aligned with brand strategy and customer needs.
- Calculate and interpret click-through rate, conversion rate, customer acquisition cost, return on ad spend, and customer lifetime value.
- Design A/B testing plans and assess conversion-rate optimization opportunities using valid experimental principles.
- Interpret campaign dashboards and attribution data to diagnose performance, identify limitations, and recommend evidence-based improvements.
- Evaluate privacy considerations and ethical responsibilities in the collection, analysis, targeting, and use of customer data.
- Synthesize strategic, creative, and analytical evidence in a comprehensive customer-acquisition plan.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Lab | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Fortnightly | All semester |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Analytics exercises (4 × 5%) | 20.00% |
| Deliverable | Digital content and advertising assets | 15.00% |
| Capstone | Campaign portfolio with strategic justification | 30.00% |
| Test | Campaign dashboard interpretation test | 15.00% |
| Assignment | Final customer-acquisition plan | 20.00% |
Prerequisites
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.