Online ExpertTrack in Business & Management

Introduction to Digital Marketing

Build core digital marketing skills and knowledge to plan and implement first-class digital campaigns

Created by

The Open UniversityThe Open University

Learn more

In collaboration with

Target InternetTarget Internet

Learn more

Gain in-demand digital marketing skills to get ahead in a digital world

In the rapidly changing world of digital marketing, you can’t stand still. Advances in digital media and technology have dramatically changed how marketers communicate with audiences, build relationships, and drive sales. An understanding of digital marketing is the key to success in the ever-evolving digital world.

This ExpertTrack, developed by The Open University with digital marketing experts, Target Internet, will introduce you to the core principles and latest trends that will help you plan successful campaigns and guide you through the dynamic digital marketing landscape.

Explore the digital marketing tools that will put your audience first

Through a series of engaging and insightful videos and activities, you’ll build the critical knowledge needed to understand your audience and how to put their online journey at the heart of your plans. You’ll be able to identify what channels best suit them and how to measure success to improve the user experience and maximise your digital opportunities.

From email marketing to search engine optimisation (SEO) and social media, you’ll discover how to use digital tools effectively to ensure your campaigns and activity align with what your target audience is looking for.

Create content that your consumers want

Content is key to all digital channels. This ExpertTrack will show you how to make yours stand out.

You’ll understand how content marketing can drive engagement and nurture your consumers and discover best practice ways to create content that engages new customers and builds loyalty with your existing ones.

Discover how to set clear objectives for digital campaigns

Setting the right objectives can be the difference between wasted budget and highly effective campaigns. From vanity metrics such as ‘likes’, to techniques like attribution modelling, this ExpertTrack will introduce you to the vast range of measurement techniques available, so you can judge what will work best for your business.

You’ll understand what you are trying to achieve and what impact your digital activities will have on your overall objectives.

You’ll learn with industry experts Target Internet, who have more than two decades of experience in planning and implementing digital campaigns for high profile brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Lead Educator, Daniel Rowles, is the voice behind the Digital Marketing Podcast and is an award-winning author in the field.

Gain practical skills to progress in digital marketing quickly

You’ll benefit from practical and hands-on training content and best practice tips to give you the skills you need to support your organisation and progress your career in digital marketing.

The courses within this ExpertTrack complement each other, so to get the best out of your learning, it is recommended they are taken in order.

Industry statistics

  • Median base salary

  • UK job openings/month


Key skills you will learn

  • User journey mapping
  • Create a content marketing strategy
  • Set and measure digital campaign objectives
  • Interpret and apply digital tech and marketing trends

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Identify and understand the latest trends in digital marketing
  • Develop user journeys and user journey maps
  • Assess user journey maps and plan improvements
  • Design content marketing
  • Identify, set and measure digital marketing objectives

Experience required

This ExpertTrack is ideal for anyone who would like to build confidence in digital marketing. You don’t need any prior digital marketing knowledge to join, although any work experience will help contextualise and enhance your learning.

Whether you are a beginner or have some understanding of digital marketing in practice, each course is clearly explained in a way that’s suitable for all levels.

Getting started

This ExpertTrack will help anyone who would like to start or progress their career in digital marketing.

The courses are suitable for those who are new to digital marketing and want to build their knowledge, traditional marketers and communicators who would like to upskill in digital, and more experienced marketers who want to cement their knowledge of the latest trends.

The content has a global focus and the skills you will learn can be applied to a wide range of marketing roles in organisations around the world.

ExpertTrack course overview

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

How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 2-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

This ExpertTrack is in collaboration with Target Internet

Target Internet delivers digital marketing training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Meet your instructor

MD - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

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

What are our learners saying?

Add a new skill or forge a new path

"I recommend Futurelearn to anyone looking to learn and upskill...If you are in the job market, you might want to add a new skill or forge a new path."

They bring the classroom right to you

"FutureLearn courses are always interesting and informative. They bring the classroom right to you and send you on a journey to explore new ideas and offer interesting topics."

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


ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 2-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 2-day free trial. You may claim one free trial period per ExpertTrack.

You have two days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 2-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

Please see our full refund policy here.

No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

Have more questions about ExpertTracks? Read the ExpertTracks FAQs, or contact us.