Digital Marketing Fundamentals

This course provides learners with practical experience defining a digital marketing strategy, including identifying customers, their behaviour and segmentation, understanding SEO and SEM strategies, and a foundation for creating digital marketing strategies.

By the end of this course, you will be able to apply your learning to create an integrated marketing plan, identify marketing ‘personas,’ map the customer journey, define campaign objectives, and create a digital channel plan based on business/organizational objectives.

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Recommended for individuals seeking roles in digital marketing, as well as business professionals and entrepreneurs seeking to understand how digital marketing can help grow their business.
  • Define key customer audiences, objectives, and common social media strategies
  • Design and optimize the digital marketing mix for business objectives
  • Analyze common search engine strategies (SEO, SEM)
  • Design and develop a digital marketing strategy aligned to business needs/organizational context
  • Critically reflect on and justify the approach taken to create a digital marketing strategy
Digital Marketing Fundamentals