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Master Digital Marketing: Introduction to Marketing

Boost your marketing skills as you explore the rise of the digital landscape and what makes an effective marketing strategy.

business person
  • Duration

    3 weeks
  • Weekly study

    6 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 1 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Discover the evolution of modern marketing strategies

Understanding human behaviour is key to carry out effective marketing. When you investigate the marketing tactics that have worked over time as well as the elements that continue to change, you gain a deeper insight into your customers’ motivations to help you make informed marketing decisions.

On this three-week course, you’ll explore the historical principles of marketing and fundamental theories that underpin everything we still do today.

With an understanding of the proven marketing techniques as well as a look into the new methods used in the digital landscape, you’ll know what to include in your own marketing strategies.

Reach your audience using Maslow’s hierarchy of needs

You’ll examine different models for understanding and planning your strategies, including the hub and spoke, and Maslow’s hierarchy of needs.

With this knowledge, you’ll develop an understanding of human behaviour and motivations which will help influence your marketing techniques.

Discover the best ways to promote your business with the seven key marketing channels

In today’s digital world, it’s important to understand which of the many marketing channels work for you.

You’ll look at marketing via; word-of-mouth, podcast, email, social media, Search Engine Optimisation, influencer, and video to understand how to choose the right channel to connect with your audience at the right time.

Learn how to create a successful marketing strategy

Finally, you’ll examine case studies of digital transformation to understand the importance of evolving and embracing digital.

You’ll then be guided through the process of establishing a digital strategy so you can start to implement marketing tactics in your organisation.


  • Week 1

    Overview of marketing

    • Getting started

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

    • Marketing foundations

      To build a solid knowledge base for the future, let's look at the foundations that will support your marketing knowledge.

    • 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

    Getting started with digital marketing

    • Welcome to week 2

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

    • The state of digital

      Take a deep dive into how people across the globe are using digital and the impact of 2020 events on some of the usage patterns.

    • Digital marketing channels

      When we refer to Digital Marketing it’s important to remember that we are not referring to just one marketing channel. Let's explore how to choose the right channel to connect with your audience at the right time.

    • 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

    Digital strategy

    • Welcome to week 3

      What to expect in Week 3 as we explore how to develop a digital strategy.

    • Strategy fundamentals

      Explore the different processes and approaches for marketing.

    • Digital transformation

      What happens when a company doesn't embrace digital? In this activity, we'll explore digital transformation, digital disruption, and what happens when a brand fails to evolve in the face of change.

    • Developing a digital strategy

      A step by step walk through the process of establishing a digital strategy.

    • 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

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 foundational principals of modern marketing
  • Apply different theoretical models to business problems
  • Demonstrate the applications of Maslow's Hierarchy of Needs
  • Describe the fundamentals of marketing strategy

Who is the course for?

This course is designed for aspiring marketers seeking the next step in your career in digital marketing.

It provides a strong foundation of marketing knowledge to build on across other courses.

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 7-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

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