What you will achieve
✓ Build a complete digital marketing skill set — from SEO to AI-powered campaigns
✓ Manage and optimise paid media campaigns across Google and Meta platforms
✓ Use data and analytics to make smart, ROI-driven decisions
✓ Leverage Artificial Intelligence to accelerate your marketing performance
✓ Design and present a full digital strategy for a real-world Mauritian business
✓ Earn a professional certificate recognised by industry leaders
Requirements
Basic computer literacy is all you need. No prior digital marketing experience required. The programme is designed for marketing professionals, business owners, managers, and career changers in Mauritius. Sessions are delivered in English with Kreol and French support available.
Programme Curriculum
01
Digital Foundations
Weeks 1–4 · Ecosystem, Analytics, SEO, Content Strategy
Before running campaigns, you must understand how digital marketing works at a systems level. Phase 1 builds the strategic and technical foundation every high-performing marketer needs.
WEEK 1
The Digital Marketing Ecosystem
Understanding the landscape before you run anything
Topics Covered
What is digital marketing and why it matters for Mauritian businesses
The Mauritian & African digital landscape — market size, internet penetration, mobile-first behaviour
Consumer journey mapping: Awareness → Consideration → Conversion → Loyalty
The full digital marketing channel mix: Paid, Owned, Earned
Key KPIs: Impressions, CTR, CPC, CVR, ROAS, CPA, LTV
Platform overview: Google, Meta, LinkedIn, TikTok, Email, SEO
Setting SMART marketing objectives aligned to business goals
The role of data and AI in modern marketing
Weekly Assignment
Conduct a digital audit of one Mauritian business — identify channels used, gaps, and 3 opportunities for improvement.
WEEK 2
Website & Analytics Foundations
Turning data into decisions from day one
Topics Covered
Website fundamentals: UX principles, page speed, mobile responsiveness
Introduction to Google Analytics 4 (GA4): setup and interface navigation
Key GA4 metrics: Users, Sessions, Engagement Rate, Conversion Events
Understanding GA4 funnel and attribution paths
Google Tag Manager (GTM): what it is and why it matters
Setting up conversion tracking: goals, events, e-commerce tracking
Introduction to Looker Studio: connecting data and building your first report
Data hygiene: avoiding common tracking mistakes
Weekly Assignment
Build a 5-metric GA4 dashboard for a fictional Mauritian e-commerce brand. Present your data story in 3 key insights.
WEEK 3
SEO Fundamentals
Making your brand findable in a search-first world
Topics Covered
How search engines work: crawling, indexing, ranking algorithms
Keyword research methodology: intent, volume, competition, opportunity
Tools: Google Keyword Planner, Google Search Console, Semrush/Ahrefs
On-page SEO: title tags, meta descriptions, H1/H2 structure, internal linking
Technical SEO basics: site speed, Core Web Vitals, sitemaps, robots.txt
Local SEO for Mauritius: Google Business Profile, local citations, maps ranking
Content SEO: E-E-A-T principles, blog strategy, topical authority
SEO vs Paid Search: when to use what
Weekly Assignment
Produce a Local SEO action plan for a Mauritian SME — include keyword targets, GMB optimisation checklist, and 3-month content calendar.
WEEK 4
Content Marketing & Strategy
Building the fuel that powers every channel
Topics Covered
Content strategy framework: objectives, audience, formats, distribution
Audience persona development for the Mauritian market
Content types and formats: blogs, videos, infographics, carousels, reels, podcasts
The TOFU/MOFU/BOFU content model (Top, Middle, Bottom of Funnel)
Copywriting for digital: headlines, CTAs, storytelling, conversion copy
Building a content calendar: monthly planning workflow
Brand voice and messaging guidelines
Content repurposing strategy: one idea, ten formats
Weekly Assignment
Develop a complete Content Strategy Document for a local Mauritian brand — including personas, content pillars, calendar, and KPIs.
02
Core Channels & Paid Media
Weeks 5–10 · Social Media, Google Ads, Meta Ads, Display, Email
Phase 2 takes you deep into the platforms where marketing budgets are invested and results are generated. You will learn to plan, execute, and optimise campaigns across the most important digital channels.
WEEK 5
Social Media Marketing
Building communities and driving engagement at scale
Topics Covered
Platform landscape: Meta (Facebook/Instagram), LinkedIn, TikTok, X/Twitter, YouTube
Choosing the right platforms for Mauritian audiences — demographics and behaviour
Organic social strategy: reach, engagement, community management
The algorithm decoded: how to maximise organic reach on each platform
Social media content formats: Reels, Stories, Carousels, Live, Shorts
Social media for B2B vs B2C in the Mauritian market
Influencer marketing basics: micro vs macro, contracts, measurement
Social listening tools: Hootsuite, Sprout Social, Brandwatch
Weekly Assignment
Build a Social Media Playbook for a Mauritian brand — platform selection rationale, content pillars, posting frequency, KPIs, and engagement guidelines.
WEEK 6
Google Ads — Search Fundamentals
Capturing demand at the moment of intent
Topics Covered
How Google Search Ads work: the auction, Quality Score, Ad Rank
Account structure: Campaigns → Ad Groups → Keywords → Ads
Keyword match types: Broad, Phrase, Exact, and Negative keywords
Search intent mapping: Informational, Navigational, Commercial, Transactional
Writing high-converting search ads: headlines, descriptions, pinning strategy
Ad extensions (Assets): Sitelinks, Callouts, Structured Snippets, Call, Location
Conversion tracking setup and Google Ads Tag
Basic bidding strategies: Manual CPC, Target CPA, Target ROAS introduction
Weekly Assignment
Design a complete Google Search campaign blueprint — campaign structure, keyword strategy (30+ keywords), RSA ad copy, and bidding rationale.
WEEK 7
Google Ads — Advanced Search & Optimisation
Scaling performance through data-driven refinement
Topics Covered
Smart bidding strategies: Target CPA, Target ROAS, Maximise Conversions — when and why
Audience targeting in Search: Customer Match, In-Market, Remarketing Lists (RLSA)
Search Terms report: identifying winners, adding negatives, expanding keywords
Optimisation framework: Impression Share, Lost IS (Budget vs Rank), Search Lost IS
A/B testing in Search: ad copy, landing pages, bid strategies
Google Ads Scripts and automated rules — saving time at scale
Campaign performance audit methodology: the 7-point check
Quality Score improvement playbook: relevance, CTR, landing page experience
Weekly Assignment
Complete a full Google Ads performance audit using the 7-point framework. Present findings with recommended optimisations and projected impact on ROAS.
WEEK 8
Meta Ads — Facebook & Instagram
Reaching and converting audiences through social intent
Topics Covered
Meta Ads ecosystem: Business Manager, Ad Account, Pixel, Conversions API
Campaign objectives: Awareness, Traffic, Engagement, Leads, Sales — choosing correctly
Audience targeting: Core audiences, Custom audiences, Lookalike audiences
Creative strategy for Meta: video vs image, aspect ratios, copy length, hooks
Meta Ads auction: bid strategies, delivery, budget types (daily vs lifetime)
Meta Pixel setup and event tracking: Standard vs Custom events
Retargeting strategy: website visitors, video viewers, engaged users
Meta reporting: key metrics, Ads Manager dashboard, frequency and relevance
Weekly Assignment
Design a complete Meta Ads strategy for a Mauritian product launch — campaign structure, audience strategy, creative brief, budget allocation, and KPI targets.
WEEK 9
Display, Video & Programmatic Advertising
Building brand awareness at scale
Topics Covered
Google Display Network (GDN): reach, placements, targeting options
Display creative formats: static banners, responsive display ads, HTML5
YouTube Ads: TrueView In-Stream, Bumper Ads, Video Discovery, Shorts Ads
YouTube targeting: audience, topic, keyword, placement, affinity
Programmatic advertising basics: DSPs, SSPs, RTB, Private Marketplace
Brand safety and viewability: what they mean and how to protect your brand
Full-funnel integration: connecting display/video to conversion campaigns
Measurement for awareness: Reach, Frequency, Brand Lift, View-Through Conversions
Weekly Assignment
Design a brand awareness campaign for a Mauritian product — channel mix (Display + YouTube), targeting strategy, creative specs, and brand lift measurement plan.
WEEK 10
Email Marketing & CRM
Owning your audience and maximising lifetime value
Topics Covered
Email marketing fundamentals: deliverability, open rates, CTR, unsubscribes
List building strategies: lead magnets, sign-up forms, landing pages
Audience segmentation: demographics, behaviour, lifecycle stage
Email types: newsletters, promotional, transactional, drip sequences, re-engagement
Email design best practices: subject lines, preheaders, visual hierarchy, CTAs
Marketing automation workflows: welcome series, abandoned cart, post-purchase
CRM fundamentals: HubSpot, Mailchimp, ActiveCampaign overview
Email analytics: what to measure, how to improve, A/B testing subject lines
Weekly Assignment
Build a complete Email Marketing Strategy — segmentation plan, 5-email welcome sequence, automation workflow map, and measurement framework.
03
Advanced Performance & AI
Weeks 11–16 · Data Analysis, ROAS Optimisation, AI Tools, Automation, E-commerce
Phase 3 elevates your skills to an advanced level — focusing on performance analysis, ROAS-driven optimisation, AI-powered tools, marketing automation, and e-commerce strategy. This is where good marketers become great ones.
WEEK 11
Advanced Data Analysis & Attribution
Making every data point count
Topics Covered
Advanced GA4: custom dimensions, calculated metrics, funnel explorations
Attribution models: Last Click, First Click, Linear, Time Decay, Data-Driven
Cross-channel attribution: understanding assisted conversions
Building advanced Looker Studio dashboards for clients
Data storytelling: presenting insights that drive decisions
Cohort analysis and customer lifetime value (LTV) modelling
UTM tracking best practices: campaign tagging methodology
Identifying and eliminating data blind spots
Weekly Assignment
Build a multi-channel attribution report for a Mauritian brand — compare 3 attribution models and recommend the optimal model with justification.WEEK 12
ROAS Optimisation Mastery
Squeezing maximum return from every budget
Topics Covered
ROAS deep dive: calculating, benchmarking, and improving return on ad spend
Bid strategy optimisation: when to switch, how to test, how to scale
Budget allocation frameworks: portfolio bidding and campaign prioritisation
Landing page conversion rate optimisation (CRO) for paid campaigns
Performance Max campaigns: asset strategy, signals, and exclusions
Shopping ads for e-commerce: feed optimisation, priority campaigns
Incrementality testing: measuring true campaign impact
Scaling frameworks: when and how to increase budgets safely
Weekly Assignment
Analyse a campaign dataset and produce a ROAS improvement plan — identify 5 key optimisations with projected impact and implementation timeline.WEEK 13
AI Tools for Marketers
Using artificial intelligence to work smarter
Topics Covered
The AI landscape in marketing: what's changed and what's coming
ChatGPT, Gemini, Claude: practical applications for marketing teams
Prompt engineering for marketers: writing prompts that produce real output
AI for ad copy: scaling creative variations with generative AI
AI image and video tools: what to use, when to use it, brand safety
GEO (Generative Engine Optimisation): ranking in AI-powered search
Automating reporting and analysis with AI
AI tools for audience research, competitive intelligence and trend monitoring
Weekly Assignment
Build an AI-powered content production workflow — document the tools, prompts, and process for producing a week's worth of social and ad content.WEEK 14
Marketing Automation & Workflows
Scaling your marketing without scaling your team
Topics Covered
Marketing automation fundamentals: triggers, conditions, actions
Lead nurturing workflows: from first touch to sale
CRM automation: HubSpot, ActiveCampaign, Zapier integrations
Automating social media scheduling and reporting
Dynamic ads: personalisation at scale on Google and Meta
Automated bid management and budget pacing
Building alert systems for campaign performance anomalies
Automation audit: identifying what to automate vs what to keep manual
Weekly Assignment
Map and build a lead nurturing automation workflow for a Mauritian B2B brand — from lead capture to qualified sales conversation.WEEK 15
E-commerce Marketing Strategy
Driving online sales in the Mauritian market
Topics Covered
E-commerce landscape in Mauritius: opportunities and challenges
Shopify and WooCommerce: marketing setup, pixel, tracking
Product feed optimisation for Google Shopping and Meta Catalogue
Full-funnel e-commerce campaign architecture
Cart abandonment strategies: retargeting, email, and dynamic ads
Seasonal campaign planning: Black Friday, Diwali, Christmas in Mauritius
Post-purchase marketing: upsells, reviews, loyalty programmes
E-commerce KPIs: AOV, ROAS, LTV, repeat purchase rate
Weekly Assignment
Create a 90-day e-commerce marketing plan for a Mauritian online retailer — channel strategy, campaign calendar, and performance targets.WEEK 16
Performance Reporting & Client Dashboards
Communicating results with confidence
Topics Covered
Reporting frameworks: what to include, what to cut, how to structure
Building executive-level dashboards in Looker Studio
Visualising data: charts, tables, scorecards — what works when
Turning numbers into narrative: the insight-driven report structure
Connecting GA4, Google Ads and Meta data in one report
Monthly vs quarterly review cadence: what to cover at each
Handling difficult client conversations about underperformance
Reporting templates: speed and consistency at scale
Weekly Assignment
Build a live client performance dashboard in Looker Studio connecting GA4 + Google Ads data — present to the group and explain your data story.04
Strategy & Leadership
Weeks 17–20 · Digital Strategy, Reporting, Personal Branding, Capstone Project
Phase 4 elevates you from practitioner to strategic leader. You'll design a full digital strategy, develop your personal brand as a digital marketing professional, and present a real-world Capstone Project to demonstrate your complete skill set.
WEEK 17
Full-Funnel Digital Strategy
Thinking like a CMO, not just a media buyer
Topics Covered
Building a complete digital marketing strategy from brief to execution plan
Audience mapping, channel selection, and budget allocation at scale
Competitive analysis frameworks for the Mauritian market
Aligning digital strategy to business objectives and revenue targets
Media planning: reach, frequency, flighting, and budget phasing
Integrated campaign planning: online + offline, awareness to conversion
Risk planning and contingency strategies
Strategy presentation skills: structuring a winning pitch
Weekly Assignment
Begin your Capstone Project — develop a full digital strategy brief for a real Mauritian business including market analysis, objectives, channel strategy, and KPI framework.WEEK 18
Advanced Client Reporting & Presentations
Turning data into decisions that move budgets
Topics Covered
End-of-quarter review structure: the RESET framework
Presenting to C-suite: adapting your language for business leaders
Budget proposals and investment justification
Creating campaign decks that win approval and budget increases
QBR (Quarterly Business Review) structure and facilitation
Managing client expectations: setting benchmarks and communicating changes
Storytelling with data: from raw numbers to compelling narrative
Mock presentation and peer feedback session
Weekly Assignment
Capstone Project continued — develop the campaign execution plan, media plan, and performance dashboard for your chosen Mauritian business.WEEK 19
Personal Branding for Digital Marketers
Building your authority in the Mauritian market
Topics Covered
Why personal brand matters for digital marketing professionals
LinkedIn strategy: positioning, posting, and growing your professional network
Content creation for personal brand: formats, frequency, and niche
Thought leadership: how to become the go-to digital marketer in Mauritius
Building a portfolio that demonstrates real-world skills
Freelance and consulting: pricing, proposals, and client acquisition
CV and LinkedIn profile optimisation for digital marketing roles
Networking strategy: industry events, communities, online presence
Weekly Assignment
Optimise your LinkedIn profile and publish your first thought leadership post. Build a personal brand content plan for 90 days.WEEK 20
Capstone Project Presentations
Your moment to demonstrate full-stack digital marketing expertise
What to Expect
Present a full digital strategy for a real-world Mauritian business to the group and trainers
Cover: market analysis, target audience, channel strategy, campaign plan, measurement framework
Q&A session with trainers — defend your strategic decisions
Peer feedback and collaborative refinement
Certificate of completion awarded to successful participants
Post-programme career guidance and next steps
Capstone Deliverable
A complete, presentation-ready digital marketing strategy for a Mauritian business — demonstrating mastery across all four phases of the programme.Your Trainers
Avinesh Bundhoo
Global Media Performance Lead & AI Trainer
9+ years in digital marketing, specialising in performance strategy, paid media, and search marketing across international markets. Currently Global SEA Lead at Publicis Media, managing search activation for Pierre Fabre worldwide.
FF
Fareez Fawdar
Team Lead SEA & SEM Manager
12+ years as a Digital Marketing Consultant and SEM specialist. Currently Team Manager – Search Engine Marketing at Publicis Global Delivery (PGD) Mauritius. Holds Google Ads/Analytics certifications and an MSc in Data Analytics & Marketing.
Training Partner & Accreditation
Oreegami Mauritius
This programme is delivered in official partnership with Oreegami Mauritius, a leading digital education and training organisation. All sessions are led by Avinesh Bundhoo and Fareez Fawdar as principal trainers.
HRDC Refundable
This training is eligible for HRDC (Human Resource Development Council) refund. Employers can claim back the full cost of training for their staff through the Mauritius HRDC levy refund scheme.
MQA Approved
Approved by the Mauritius Qualifications Authority (MQA). Participants receive an officially recognised Digital Marketing Mastery Certificate upon successful completion of all 20 sessions and the Capstone Project.