Online ExpertTrack in Business & Management

Introduction to Marketing: From Fundamentals to Building Campaigns

Learn everything you need to know to be a top marketer and deliver engaging marketing campaigns that reach your target audience.

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Institute of Data & MarketingInstitute of Data & Marketing

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Grow your digital marketing skills to launch a successful career in marketing

This introduction to marketing ExpertTrack is designed to transform your marketing skills, taking you through the basic fundamentals of marketing, all the way to planning, testing, and analysing campaigns.

Once you’ve completed this course, you’ll be equipped with the tools you need to start your marketing career.

Lay the groundwork with the core marketing principles

On the first course in this marketing ExpertTrack, you’ll learn the fundamentals of marketing and use them to build communication plans and marketing briefs.

You’ll also explore brand identity to round out your base knowledge, looking at how to manage creative assets that tie into the branding and communications plan.

Put customers at the centre of your marketing activity through segmentation, personas, and CRM

On the second course, you’ll delve into marketing data and the importance of customer segmentation.

You’ll develop practical techniques to perform marketing analysis and create customer personas, and get to grips CRM systems.

You’ll learn how to deliver CRM programmes, and build CRM plans; all vital skills for a professional marketer.

Use omnichannel marketing to plan and execute effective campaigns

The final course on this ExpertTrack will explore each available marketing channel and investigate how you can determine which are the best ones to use for different audiences and campaigns.

You’ll also look at testing your marketing activities and why it’s so important to keep testing, analysing, and improving your campaigns and activities.

Learn from the marketing experts at the IDM

With over 30 years experience, The Institute of Data & Marketing have driven marketing excellence and helped advance the careers of marketers across the globe.

Through this ExpertTrack, you’ll learn exactly what you need from the experts that know it best.

Key skills you will learn

  • Digital Marketing
  • Marketing communication
  • Customer Relationship Management (CRM)
  • Branding
  • Omnichannel marketing
  • Data segmentation
  • Customer analysis
  • Customer personas
  • Online marketing
  • Offline marketing
  • Marketing campaign planning

Learning outcomes

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

  • Put your customer at the heart of everything you do
  • Choose the right marketing channels from the options available, both offline and digital
  • Combine your channels to maximise campaign effectiveness
  • Deliver campaigns on time and on budget
  • Understand the importance of branding and creative
  • Use data to optimise your marketing activities, campaign after campaign

Experience required

This ExpertTrack is suitable for anyone with an interest in marketing. You don’t need any prior knowledge or experience of working in marketing.

The courses will start with the basics to give you a grounding in the core principles before going into more complex marketing techniques.

Getting started

This marketing ExpertTrack is designed for anyone looking to launch a career in marketing.

If you’re a junior marketing professional, this course will formalise your knowledge and teach you new techniques, making you more valuable in the job market.

ExpertTrack course overview

  • Course 1

    Learn the core principles of marketing and how to use them to build communications plans, briefs, and creative assets.

    1 test

    1 peer-graded assignment

    2 weeks

    4 hours per week

    • Week 1

      Marketing fundamentals
      • Welcome to the course
      • The core principles of marketing
      • The fundamentals of communications planning
      • How to write a brief and what to include
      • Peer graded assignment: write a marketing brief
      • Congratulations
    • Week 2

      Managing your creative assets and basic marketing math
      • Week outcomes
      • Managing your creative assets
      • Brand identity
      • Visual and linguistic creative assets
      • Basic marketing maths part 1
      • Basic marketing maths part 2
      • Additional resources
      • End of the course
  • Course 2

    Discover the importance of customer personas, and how to create and use them to develop effective marketing plans.

    1 test

    1 peer-graded assignment

    2 weeks

    4 hours per week

    • Week 1

      Customer data
      • Welcome to the course
      • Consumer data
      • How to segment your customer database
      • Putting personas into action
      • How to use personas
      • Congratulations
    • Week 2

      CRM programme
      • Week outcomes
      • Using customer data
      • Delivering a CRM programme
      • Developing a CRM plan
      • Peer graded assignment
      • Additional resources
      • End of the course
  • Course 3

    Explore the different marketing channels and how to use each one to reach your campaign goals.

    1 test

    1 peer-graded assignment

    3 weeks

    4 hours per week

    • Week 1

      Understanding marketing communications
      • Welcome to the course
      • The power of cross-channel marketing
      • Choosing your online channels
      • Website marketing
      • Email marketing
      • Choosing your offline channels
      • Television marketing
      • Radio marketing
      • Congratulations
    • Week 2

      Marketing channels
      • Week outcomes
      • Print marketing
      • Telemarketing
      • Event marketing and case studies
      • Testing your marketing activities
      • Testing in practice
      • Peer graded assignment
      • Congratulations
    • Week 3

      Discovering and using campaign insights
      • Week outcomes
      • Discovering campaign insights
      • Using campaign insights
      • Additional resources
      • End of 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.
  • Create a shareable certificate link for your CV and LinkedIn.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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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 7-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 that you can share with your professional network.

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 Institute of Data & Marketing

The Institute of Data & Marketing, part of the Data & Marketing Association, is a leading body for the professional development of data and marketing practitioners.

Meet your instructor

I have a history of expertise in digital marketing, customer-centric communication strategies, and transforming customer engagement in B2C, B2B and not-for-profit.

I am head of learning at The IDM

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • 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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  • Only pay while you’re learning; the subscription will cancel automatically when you finish
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FAQ

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 7-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 7-day free trial. You may claim one free trial period per ExpertTrack.

You have seven days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 7-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.

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