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Master Digital Marketing: Marketing Strategy

Develop a marketing mix strategy that aligns with your business objectives, positioning, and target audience.

business person
  • Duration

    3 weeks
  • Weekly study

    6 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 4 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

Learn how to deploy and manage a marketing campaign

With the rise of new digital platforms and an increasingly competitive and globalised business market, it’s never been more important to understand audience targeting, how to grow your brand, and how to optimise and measure the success of campaigns. You can’t have a thriving business without a high-performing digital marketing strategy.

On this three-week course, you’ll be guided through the process of developing a digital strategy that ensures your marketing activity is aligned with your goals and optimises your use of digital channels.

Gain insights to confidently tackle your own digital strategy development

You’ll walk through examples, templates, and case studies to see digital strategies in action and identify the techniques that work, and the ones that don’t.

You’ll learn to develop your own marketing strategy, ready to be deployed for your business or clients, or as a powerful portfolio piece. Within this strategy, you’ll create actionable targets for clear direction and learn how to identify your target audiences to increase conversion.

Learn how to carry out competitor, PESTEL and SWOT analysis

You’ll learn how to undertake competitor analysis to discover the importance of evaluating competitor performance for your own strategies.

To further improve your strategy, you’ll examine PESTEL, SWOT, and other analysis methods to understand the influences and factors that impact your marketing techniques.

You’ll also identify the legal, ethical, and policy considerations to ensure you are best prepared for implementing your strategy.

By the end of the course, you’ll have the skills and confidence to create, deploy, and monitor your marketing mix strategy.


  • Week 1

    Digital marketing objectives and audiences

    • Getting started

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

    • Setting digital marketing objectives

      Marketing objectives are actionable targets designed to provide not just overall direction, but clear and specific actions. Let's dive into how to create them.

    • Target audiences

      Investigate how to uncover your customer wants and needs so they more 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 2

    Internal and external analysis

    • Welcome to week 2

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

    • Competitor Analysis

      Discover the opportunities presented by evaluating competitor performance and how to undertake an analysis.

    • PESTEL, SWOT and other analysis

      How to use PESTEL and SWOT analysis to improve your strategy.

    • Legal, ethical and policy considerations

      Introduction to internal and external policies and how they relate to marketing activities.

    • 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

    Applying the marketing mix to a strategy

    • Welcome to week 3

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

    • Selecting the marketing mix


    • Monitoring and adjusting the marketing mix


    • Review, reflect and complete

      Review what you have learned this week and check your knowledge before moving on to the final assessment for the 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...

  • Carry out SWOT and PESTLE analysis
  • Set clear and effective strategic objectives
  • Analyse key product audiences
  • Understand and apply the legal frameworks around advertising and marketing
  • Identify the correct marketing mix for your product and business

Who is the course for?

This course is designed for those with a solid grasp of the foundations of marketing.

It will help you delve deeper into marketing strategies to develop your marketing career.

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

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