• logo

Master Digital Marketing: Marketing Fundamentals

Learn how to optimise your customer’s journey as they move through the sales funnel with these effective marketing tactics.

business person
  • Duration

    3 weeks
  • Weekly study

    6 hours
  • Included in an ExpertTrack

    Course 2 of 4
  • Get full ExpertTrack access

    $39/monthFind out more
  • Accreditation

    AvailableMore info
The CPD Certification Service

This course has been certified by the CPD Certification Service as conforming to continuing professional development principles. Find out more.

Use the marketing mix to anticipate customer behavior

To create a successful marketing strategy, an organisation must consider their marketing mix – the set of actions used to promote a brand or product.

On this three-week course, you’ll explore case studies from top brands like Adidas to see the marketing mix in context and examine the use of its core elements.

You’ll also investigate the sales funnel to understand where to use different strategies through each part of the customer’s journey. With this knowledge, you’ll help optimise customer experience and sales, as well as minimising expenditure.

Refine your processes with marketing automation

You’ll look at the different ways you can generate interest in a brand or product such as the use of emails.

To help with this, you’ll explore tactics for building and managing email databases efficiently with automation.

Learn how to improve your customer journey

To improve your lead generation and conversion, you’ll gain an understanding of the whole customer journey to examine where you can improve.

Your customer is at the heart of everything you do, so getting their experience right can lead to increased sales and enhanced brand reputation.

By the end of this course, you’ll have mastered the fundamentals of the marketing mix and customer experience, giving you the skills to start implementing effective strategies right away.


  • Week 1

    Introduction to the marketing mix

    • Getting started

      Let's set ourselves up for success over the next four weeks.

    • The marketing mix

      Let's take a look at the 4 core elements of the marketing mix and explore how the work in the context of the Adidas brand.

    • Review, reflect and prepare

      Review what you have learned this week and check your knowledge before moving on to the next week in your course.

  • Week 2

    Customers and sales funnels

    • Welcome to week 2

      What to expect in Week 2 as we explore the digital marketing fundamentals.

    • The sales funnel and the customer

      Explore the role of the sales funnel in marketing and the importance of identifying the potential customers most likely to convert.

    • Review, reflect and prepare

      Review what you have learned this week and check your knowledge before moving on to the next week in your course.

  • Week 3

    The customer journey

    • Welcome to week 3

      What to expect in Week 3 as we explore the digital marketing fundamentals.

    • The customer journey

      Gain an understanding of the customer journey to improve your lead generation and conversiton.

    • Review, reflect and prepare

      Review what you have learned this week and check your knowledge before moving on to the next week in your course.

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

Download a PDF

Who is this accredited by?

The CPD Certification Service
The CPD Certification Service:

The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Understand the sales funnel and the role of marketing in sales conversion
  • Apply different strategic approaches based upon customer personas
  • Apply key tips for effective email marketing

Who is the course for?

This course is designed for anyone looking to move into marketing.

It may be particularly useful if you have your own business and you’re looking to boost sales through small and cost-effective strategies.

Who developed the course?

The Left Bank

Master Digital Marketing and get #FutureReady Left Bank ensures tomorrow’s Digital Marketing experts learn from the best, and master all aspects of Digital Marketing.

About this ExpertTrack

Achieve a competitive edge as you build your knowledge and learn up-to-date skills in the changing digital marketing landscape.

Start learning today - free 2-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

Do you know someone who'd love this course? Tell them about it...