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Fundamentals of Digital Marketing

Build your digital marketing tools and lay the groundwork to plan, create, and measure digital marketing campaigns.

1,638 enrolled on this course

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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?

Learning for tomorrow

Who developed the course?

FutureLearn

FutureLearn is jointly owned by The Open University and The SEEK Group and has been providing online courses for learners around the world over the last eight years.

In collaboration with

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  • Access to ALL eligible short courses
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  • Discuss your learning in comments
  • Digital certificate when you're eligible

Buy this course

$59

One-off payment

Unlock your expertise

  • Access to this course
  • Learn at your own pace
  • Discuss your learning in comments
  • Printed and digital certificate when you’re eligible

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  • Limited access to course content for 4 weeks

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  • 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

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  • 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

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  • 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

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