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LeadAfrik
Beginner · Self-paced2026 Edition

Practical Marketing for African Businesses

A skills-first marketing course for founders, side-hustlers and operators — grounded in the reality of small budgets, WhatsApp-first customers and M-Pesa payments. Ten modules take you from positioning and knowing your customer through brand, content, channels, copywriting, paid ads, retention and measurement. Every module ends in practice: you'll produce real assets in LeadAfrik's own tools (Ad Studio, Social Card, Logo Maker, Content Calendar), not fill in worksheets.

12

Modules

~8h 55m

Reading time

Beginner

Level

Self-paced

Format

§

Syllabus

  1. 01

    What marketing really is

    Positioning over promotion: the whole job marketing does for a business, and the one-line statement everything grows from.

    ~35 minModule 01
    →
  2. 02

    Know your customer

    The Ideal Customer Profile, Jobs-to-be-Done, and five real conversations that replace guessing with gold.

    ~40 minModule 02
    →
  3. 03

    Positioning & messaging

    Turn features into benefits into one memorable promise, backed by three proof pillars.

    ~45 minModule 03
    →
  4. 04

    Brand & identity

    Name, logo, colour and voice that look trustworthy on a small budget — consistency beats polish.

    ~40 minModule 04
    →
  5. 05

    Content & storytelling

    A content engine you can sustain, hooks that stop the scroll, and stories that sell without shouting.

    ~45 minModule 05
    →
  6. 06

    Channels & social media

    Match each channel to what it's good at, win one before adding more, and use WhatsApp as the closer.

    ~50 minModule 06
    →
  7. 07

    Copywriting & the offer

    AIDA and PAS, headlines and CTAs, and building an offer people can't ignore.

    ~45 minModule 07
    →
  8. 08

    Paid ads & the funnel

    Where ads fit, the CAC/ROAS/break-even maths that keeps spend honest, and testing like a scientist.

    ~50 minModule 08
    →
  9. 09

    Email, WhatsApp & retention

    Keeping customers is cheaper than winning them: welcome sequences, owned audiences and lifetime value.

    ~40 minModule 09
    →
  10. 10

    Measure & iterate

    Real metrics over vanity, UTM attribution, and the weekly loop that compounds.

    ~45 minModule 10
    →
  11. 11

    The marketing toolkit

    14,000+ tools, but only 8 jobs: a job-first map of the martech landscape and a lean, mostly-free stack an African SME can actually run.

    ~50 minModule 11
    →
  12. 12

    AI in marketing

    AI as a fast junior teammate: strong prompts, hard editing, and the accuracy and brand-voice guardrails that keep it from embarrassing you.

    ~50 minModule 12
    →

How to use this course

Start with module 01 if the material is new; skip ahead if you have prior exposure. Each module is self-contained but the arc is sequential — the projects in the final module assume the toolkit from the earlier ones. Every module ends with key takeaways and a curated further-reading list with primary sources.