Fundamentals of Digital Marketing

Develop your digital marketing knowledge and skills

With long-term trends such as the move to online banking, retail, education, and telehealth being accelerated by the COVID-19 pandemic, the future is evolving into an increasingly digital landscape.

On this four-week course, created in collaboration with HubSpot, you’ll build your skills across the digital marketing mix and digital channels in order to design, execute, and optimise a digital marketing campaign.

Learn the basics of the digital marketing mix

The marketing mix forms a cornerstone of marketing theory; it helps to meet customer needs and ensures your message is optimised for your audience.

You’ll begin by diving into the role of a modern digital marketer. As digital marketing activities have expanded, so have the skills required of marketers. This course touches on areas such as SEO, social media marketing, and content marketing.

You’ll then apply the key elements of the digital marketing mix to build the foundations of your digital marketing campaign.

Explore the marketing channels needed for digital campaigns

It’s vital the correct digital channels are carefully chosen and utilised for each particular marketing campaign. It’s not one size fits all; the audience, message, and goals will determine which channels suit the campaign.

This course will take you through the most important digital channels, giving you insights into when, why, and how to use them for the most effective results.

Discover how to design and execute an effective marketing campaign

On this course, you’ll analyse digital marketing campaigns and the key metrics to measure to ensure a successful digital campaign.

You’ll master how to use your new skills and knowledge to plan, manage, and measure a high performing digital marketing campaign.

This course is designed for professionals interested in learning the basics of digital marketing and building the skills to complete entry-level digital marketing activities.

• Market and customer understanding
• Course Overview: Welcome to the course
• Introduction to digital marketing
• Market segmentation
• Customer personas
• Digital Marketing Mix
• The 4 Ps of the marketing mix
• The 7 Ps: A modern marketing mix
• Critical digital channels
• Social media marketing
• Search engine marketing
• Email marketing
• Campaign Performance
• Key elements of a digital marketing campaign
• Performance metrics