Master Digital Marketing: Marketing Fundamentals

Use the marketing mix to anticipate customer behavior

To create a successful marketing strategy, an organisation must consider their marketing mix – the set of actions used to promote a brand or product.

On this three-week course, you’ll explore case studies from top brands like Adidas to see the marketing mix in context and examine the use of its core elements.

You’ll also investigate the sales funnel to understand where to use different strategies through each part of the customer’s journey. With this knowledge, you’ll help optimise customer experience and sales, as well as minimising expenditure.

Refine your processes with marketing automation

You’ll look at the different ways you can generate interest in a brand or product such as the use of emails.

To help with this, you’ll explore tactics for building and managing email databases efficiently with automation.

Learn how to improve your customer journey

To improve your lead generation and conversion, you’ll gain an understanding of the whole customer journey to examine where you can improve.

Your customer is at the heart of everything you do, so getting their experience right can lead to increased sales and enhanced brand reputation.

By the end of this course, you’ll have mastered the fundamentals of the marketing mix and customer experience, giving you the skills to start implementing effective strategies right away.

This course is designed for anyone looking to move into marketing.

It may be particularly useful if you have your own business and you’re looking to boost sales through small and cost-effective strategies.

• Introduction to the marketing mix
• Getting started
• The marketing mix
• Review, reflect and prepare
• Customers and sales funnels
• Welcome to week 2
• The sales funnel and the customer
• Review, reflect and prepare
• The customer journey
• Welcome to week 3
• The customer journey
• Review, reflect and prepare