Introduction to Digital Marketing (FutureLearn)

On this four-week course, 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.

Syllabus

Week 1: Market and customer understanding

Week 2: Digital Marketing Mix

Week 3: Critical digital channels

Week 4: Campaign Performance

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

- Explain the full scope of activities of a modern digital marketer.

- Apply market research to create marketing resources to use to support a digital campaign.

- Describe the key elements of a highly successful marketing campaign and how to design, execute and optimise one.

- Assess different critical digital channels and draft tactics to support business objectives.

- Explain the key elements of the modern digital marketing mix and how it supports a product achieving required business goals.

Who is the course for?

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.