The Evidence-Based Digital Marketer
The Evidence-Based Digital Marketer
Digital Campaign Strategy, Open Marketing Analytics, and Responsible AI. A course textbook that teaches digital marketing as an evidence-to-decision system rather than a platform-vendor playbook, with an open-source or free-access practice route in every chapter.
At a glance
- 15-week module, 150 hours (MKTG3001)
- Six weeks live now, published on a rolling basis
- Chapter, tutorial, and independent study per week
- Free to read under CC BY 4.0
Positioning
The Evidence-Based Digital Marketer teaches digital marketing as a chain from research to decision: understand the audience, set measurable objectives, build persuasive content, choose channels, measure results, and use automation and AI under clear human judgement. It is built under FlairMI, published open source, and adopted for classroom teaching, so the same material serves self-directed readers and enrolled students from one source.
Who It Is For
This title is written for marketing students, early-career practitioners, and anyone who wants an evidence-first route through digital marketing strategy. Every chapter points to an open-source or free-access tool for the practical work, so a reader can follow the full method without a paid software stack.
Learning Outcomes
The module states three outcomes. By the end, a reader should be able to:
- Recommend a strategic response based on research and analysis of a digital marketing scenario.
- Explain digital marketing communication techniques and concepts.
- Apply psychological concepts and communication theory to changing marketing contexts.
Module Architecture
The 15 weeks are grouped into bands. The published bands are:
- Weeks 1 to 2, Foundations and Planning. Digital population, audience signals, the evidence framework, campaign planning, channel strategy, and KPIs.
- Weeks 3 to 5, Persuasive Content and Media. Visual persuasion, messaging and wording, display advertising, and YouTube.
- Weeks 6 to 8, Acquisition Channels. SEO, paid search, and social media advertising.
Later weeks continue the sequence through measurement, automation, and responsible AI use, closing on an integrated campaign brief.
What You Can Read Today
Six weeks are live, each published as three linked parts: a main chapter, a tutorial, and an independent study track.
- Week 1, The Digital Population
- Week 2, Planning from Classic to Digital
- Week 3, Persuasive Imagery
- Week 4, Messaging and Wording
- Week 5, Display and YouTube
- Week 6, Search Engine Optimisation
New weeks are added to the live book as they are completed.