Fundamentals of Digital Marketing
Build your digital marketing tools and lay the groundwork to plan, create, and measure digital marketing campaigns.
3,719 enrolled on this course
Duration
4 weeksWeekly study
3 hours100% online
How it works
Fundamentals of Digital Marketing
Develop your digital marketing knowledge and skills
With long-term trends such as the move to online banking, retail, education, and telehealth being accelerated by the COVID-19 pandemic, the future is evolving into an increasingly digital landscape.
On this four-week course, created in collaboration with HubSpot, you’ll build your skills across the digital marketing mix and digital channels in order to design, execute, and optimise a digital marketing campaign.
Learn the basics of the digital marketing mix
The marketing mix forms a cornerstone of marketing theory; it helps to meet customer needs and ensures your message is optimised for your audience.
You’ll begin by diving into the role of a modern digital marketer. As digital marketing activities have expanded, so have the skills required of marketers. This course touches on areas such as SEO, social media marketing, and content marketing.
You’ll then apply the key elements of the digital marketing mix to build the foundations of your digital marketing campaign.
Explore the marketing channels needed for digital campaigns
It’s vital the correct digital channels are carefully chosen and utilised for each particular marketing campaign. It’s not one size fits all; the audience, message, and goals will determine which channels suit the campaign.
This course will take you through the most important digital channels, giving you insights into when, why, and how to use them for the most effective results.
Discover how to design and execute an effective marketing campaign
On this course, you’ll analyse digital marketing campaigns and the key metrics to measure to ensure a successful digital campaign.
You’ll master how to use your new skills and knowledge to plan, manage, and measure a high performing digital marketing campaign.
Syllabus
Week 1
Market and customer understanding
Course Overview: Welcome to the course
What can you expect from the future of digital marketing? Explore the course objectives and get orientated with digital marketing and have an opportunity to share your interest and start your journey into digital marketing.
Introduction to digital marketing
Marketing has evolved over the years, and no longer just focuses on traditional methods, but digital ones as well. Learn how digital marketing has transformed the way companies do business.
Market segmentation
Digital marketers need to know about the different types of people that make up their target audience. Learn how digital marketers use this valuable information to create effective tailored communications for each segment.
Customer personas
Personas are unique representations of the customers that make up the target audience. Learn the value of personas, and how they allow digital marketers to visualise who they are speaking to and develop empathy for them.
Week 2
Digital Marketing Mix
The 4 Ps of the marketing mix
Learn how the 4 Ps of marketing, product, price, promotion and place, have been used by marketers to guide strategy development in order to create work that meets the needs of the job at hand.
The 7 Ps: A modern marketing mix
The 4 Ps of marketing are tried and tested pillars for marketing strategy development. However, there are additional Ps that also have a place in the marketing mix. Learn what the additional Ps are, and find out their purpose.
Week 3
Critical digital channels
Social media marketing
Social media has been one of the most important internet trends of the 21st Century. Learn more about the crucial role that social media plays in digital marketing in this activity.
Search engine marketing
Another important digital trend is how search engines provide a portal for exploring the internet. Learn how digital marketing helps optimise content for discovery.
Email marketing
This remains a highly important channel for digital marketing and has grown increasingly sophisticated over time. In this activity, you'll learn more about crafting an email campaign that stands out.
Week 4
Campaign Performance
Key elements of a digital marketing campaign
What makes a marketing campaign successful? Why do some fail, and some flourish? Learn about the key elements that make up a digital marketing campaign and contribute to its success or failure.
Performance metrics
How do you know if a marketing campaign has actually achieved what it set out to do? Learn all about performance metrics, and how they can be utilised to guide data-informed decision-making.
When would you like to start?
Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.
Available now
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...
- Explain the full scope of activities of a modern digital marketer.
- Apply market research to create marketing resources to use to support a digital campaign.
- Describe the key elements of a highly successful marketing campaign and how to design, execute and optimise one.
- Assess different critical digital channels and draft tactics to support business objectives.
- Explain the key elements of the modern digital marketing mix and how it supports a product achieving required business goals.
Who is the course for?
This course is designed for professionals interested in learning the basics of digital marketing and building the skills to complete entry-level digital marketing activities.
Who will you learn with?
Current: Founder of Coursensu - the learning design platform.
Previous: Director of Product (PebblePad). Director of Learning (FutureLearn). Distance Learning Facilitator & Learning Technologist (UCL)
Who developed the course?
FutureLearn
FutureLearn is a leading social learning platform and has been providing high quality online courses for learners around the world over the last ten years.
In collaboration with
Ways to learn | Buy this course | Subscribe & save | Limited access |
|---|---|---|---|
| Choose the best way to learn for you! | $134/one-off payment | $349.99 for one year Automatically renews | Free |
| Fulfill your current learning need | Develop skills to further your career | Sample the course materials | |
| Access to this course | tick | tick | Access expires 25 May 2024 |
| Access to 1,000+ courses | cross | tick | cross |
| Learn at your own pace | tick | tick | cross |
| Discuss your learning in comments | tick | tick | tick |
| Certificate when you're eligible | Printed and digital | Digital only | cross |
Cancel for free anytime |
Ways to learn
Choose the best way to learn for you!
Subscribe & save
$349.99 for one year
Automatically renews
Develop skills to further your career
- Access to this course
- Access to 1,000+ courses
- Learn at your own pace
- Discuss your learning in comments
- Digital certificate when you're eligible
Cancel for free anytime
Buy this course
$134/one-off payment
Fulfill your current learning need
- Access to this course
- Learn at your own pace
- Discuss your learning in comments
- Printed and digital certificate when you’re eligible
Limited access
Free
Sample the course materials
- Access expires 25 May 2024
Find out more about certificates, Unlimited or buying a course (Upgrades) | |||
Find out more about certificates, Unlimited or buying a course (Upgrades)
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
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