Start with marketing basics
Learn the core ideas behind digital channels, audiences, content, and measurement.
Marketing · SEO, social media, content and analytics
Digital Marketing
Learn SEO, paid search concepts, social media marketing, content strategy, email marketing, analytics, and campaign planning for real business goals.
Move from marketing fundamentals to a complete digital campaign plan with audience research, channel selection, content planning, measurement, and reporting.
Course overview
Digital Marketing helps businesses reach, engage, and convert audiences through search engines, social media, content, email, paid advertising, and analytics.
This course introduces the digital-marketing landscape, audience and keyword research, SEO fundamentals, content planning, social media, email marketing, paid-search concepts, analytics, and campaign measurement.
The proposed capstone is a Digital Campaign Plan that covers a business goal, target audience, selected channels, content calendar, budget concepts, KPIs, and a measurement plan.
Effective digital marketing is not only about posting content or running ads. It depends on clear goals, audience understanding, useful content, consistent measurement, and continuous improvement.
Prerequisites
This course is designed for beginners who want to learn practical digital-marketing concepts and workflows.
- Basic computer and internet knowledge.
- Comfort using web browsers and email.
- Basic written communication skills.
- No prior marketing experience is required.
- No coding experience is required.
Readiness activity
Choose a business or product you know. Identify its likely audience, one goal it may have, and two online channels where that audience might be found.
Who can explore this course?
Plan online promotion
Understand how to plan campaigns, create content, and measure basic performance.
Build practical skills
Explore SEO, social media, email, content, and analytics through guided activities.
Explore marketing roles
Develop a portfolio-ready campaign plan and understand common digital-marketing workflows.
What you will learn
- Explain digital-marketing channels and customer journeys.
- Define marketing goals, audiences, and key messages.
- Perform basic audience and keyword research.
- Understand SEO fundamentals and on-page optimization.
- Plan social-media content and posting calendars.
- Create content ideas for different marketing channels.
- Understand email-marketing campaigns and segmentation.
- Explore paid-search and paid-social campaign concepts.
- Use analytics concepts to measure campaign performance.
- Build a practical digital campaign plan.
- Identify common campaign risks and improvement areas.
- Present marketing recommendations clearly.
Curriculum outline
The ten-module outline moves from digital-marketing fundamentals to a complete Digital Campaign Plan. Exact tools, platforms, and assessment requirements should be confirmed before delivery.
01
Digital Marketing Fundamentals
Understand the digital-marketing landscape, customer journey, channels, and campaign planning process.
- Digital marketing and traditional marketing.
- Owned, earned, and paid media.
- Customer journey and conversion funnel.
- Marketing goals and target audiences.
- Brand messaging and value proposition.
- Digital campaign planning workflow.
Practice: Select a business and define its audience, goal, key message, and preferred digital channels.
02
Environment, tools, and research
Set up a simple marketing workspace and learn how to research audiences, competitors, and keywords.
- Marketing workspace and documentation.
- Audience personas and customer needs.
- Competitor and market research basics.
- Keyword research concepts.
- Search intent and content opportunities.
- Content and campaign briefs.
Practice: Create a simple audience persona and list five keywords or search phrases for a chosen business.
03
SEO and website visibility
Learn how search engines discover, understand, and rank web pages, along with practical optimization fundamentals.
- How search engines work.
- On-page SEO and page structure.
- Title tags, headings, and meta descriptions.
- Keywords, internal links, and content quality.
- Technical SEO concepts.
- Local SEO and Google Business Profile basics.
Practice: Review a webpage and recommend improvements to its title, headings, content, and internal links.
04
Content marketing and social media
Plan useful content and organize social-media publishing around audience needs and business goals.
- Content pillars and topic planning.
- Content formats and repurposing.
- Social-media platforms and audience fit.
- Posting calendars and content workflows.
- Community engagement and brand voice.
- Social-media performance concepts.
Practice: Create a two-week content calendar with post topics, formats, channels, and goals.
05
Email marketing and lead nurturing
Understand how email can support relationships, leads, promotions, and customer retention.
- Email campaign types and goals.
- Audience lists and segmentation.
- Subject lines and email copy.
- Calls to action and landing pages.
- Automation and welcome-series concepts.
- Consent, privacy, and anti-spam considerations.
Practice: Write a welcome-email outline and create three subject-line options for a campaign.
06
Paid search and paid social concepts
Explore how paid campaigns can support visibility, traffic, leads, and conversions when planned carefully.
- Paid-search campaign structure.
- Keywords, match types, and ad groups.
- Ad copy and landing-page alignment.
- Paid-social targeting concepts.
- Budgets, bids, and campaign objectives.
- Testing and optimization ideas.
Practice: Plan a simple paid-search campaign with keywords, ad-copy ideas, landing page, and KPI.
07
Analytics, tracking, and reporting
Measure what matters and turn campaign data into practical recommendations.
- Marketing KPIs and business goals.
- Traffic, engagement, leads, and conversions.
- UTM parameters and campaign tracking.
- Analytics dashboards and reporting.
- Conversion tracking concepts.
- Data interpretation and campaign insights.
Practice: Create a campaign report template with KPIs, results, observations, and next actions.
08
Campaign planning and optimization
Combine research, content, channels, and measurement into a structured campaign plan.
- Campaign objectives and target audience.
- Channel mix and customer journey.
- Content calendar and creative briefs.
- Budget concepts and resource planning.
- Testing, optimization, and iteration.
- Risks, assumptions, and contingencies.
Practice: Create a one-page campaign brief for a chosen business, product, or service.
09
Portfolio preparation and presentation
Organize campaign work, explain decisions, and prepare a professional portfolio presentation.
- Portfolio structure and campaign documentation.
- Audience, goals, channels, and content plan.
- KPIs and measurement plan.
- Mock results and improvement recommendations.
- Clear presentation and communication.
- Professional marketing terminology.
Practice: Prepare a short presentation explaining your campaign strategy, channels, and success measures.
10
Capstone delivery
Complete the Digital Campaign Plan and present a practical, measurable marketing strategy.
- Business goal and target audience.
- Keyword and competitor research summary.
- SEO and content recommendations.
- Social-media and email campaign plan.
- Paid-channel strategy where appropriate.
- KPIs, tracking, and reporting plan.
- Final campaign presentation.
Practice: Submit the complete campaign plan, content calendar, KPI framework, and presentation.
Practical exercise ideas
Complete these smaller activities before assembling the final Digital Campaign Plan.
Audience persona
Create a persona with goals, challenges, preferred channels, and likely search behavior.
Keyword and page review
Identify relevant keywords and recommend improvements for a sample webpage.
Social content calendar
Plan two weeks of posts with topics, formats, channels, and campaign goals.
Welcome-email outline
Draft a welcome-email sequence with subject lines, messaging, and calls to action.
Simple campaign brief
Outline a paid-search or paid-social campaign with audience, objective, creative, and KPI.
Campaign report
Build a reporting template with KPIs, observations, and recommended next steps.
Suggested six-week learning plan
This is an illustrative learning sequence. Confirm the academy's official timetable, tools, and assessment requirements before publishing.
| Week | Focus | Suggested milestone |
|---|---|---|
| 01 | Marketing fundamentals and research | Create an audience persona and campaign brief. |
| 02 | SEO and website visibility | Complete a keyword and webpage review. |
| 03 | Content and social media | Create a two-week content calendar. |
| 04 | Email and paid-media concepts | Draft an email sequence and campaign brief. |
| 05 | Analytics and optimization | Create KPIs, tracking plan, and report template. |
| 06 | Capstone presentation | Submit and present the Digital Campaign Plan. |
Turn marketing ideas into a measurable plan
Capstone project
Digital Campaign Plan
Build a complete digital campaign plan for a chosen business, product, service, or approved case study. The campaign should connect a clear business goal to a defined audience, selected channels, content plan, and measurement approach.
Core project requirements
- Define the business goal and target audience.
- Create an audience persona and key message.
- Complete basic keyword and competitor research.
- Recommend SEO improvements for a relevant webpage.
- Plan social-media content and a posting calendar.
- Outline an email campaign or lead-nurturing sequence.
- Describe a paid-search or paid-social strategy where appropriate.
- Define KPIs, tracking methods, and reporting cadence.
- Include risks, assumptions, and optimization ideas.
- Present the campaign in a clear, professional format.
Quality requirements
- Use realistic and clearly labeled sample data.
- Avoid promising guaranteed sales, rankings, or results.
- Respect privacy, consent, and platform guidelines.
- Use accessible, honest, and non-misleading messaging.
- Explain why each channel was selected.
- Connect every activity to a measurable objective.
- Identify what should be tested or improved next.
A campaign plan should be practical and measurable. Clearly separate assumptions from evidence, and explain how performance will be reviewed after launch.
Tools and technologies
The exact tools may vary by delivery. The proposed toolkit focuses on research, planning, content, and basic analytics workflows.
- Google Search
- Google Analytics concepts
- Google Search Console concepts
- Google Business Profile concepts
- Canva
- Meta Business Suite concepts
- Mailchimp concepts
- Google Sheets
- Google Docs
- Git & GitHub
Supporting concepts
- Audience research and personas.
- Keyword research and search intent.
- Content calendars and campaign briefs.
- UTM parameters and campaign tracking.
- KPIs, dashboards, and reporting.
- Privacy, consent, and responsible marketing.
Learning outcomes
By completing the proposed lessons and exercises, aim to demonstrate the following abilities:
- Explain digital-marketing channels and customer journeys.
- Define audiences, goals, messages, and campaign objectives.
- Conduct basic keyword and competitor research.
- Apply SEO fundamentals to webpage recommendations.
- Plan social-media and content-marketing activities.
- Outline email campaigns and lead-nurturing workflows.
- Describe paid-search and paid-social campaign concepts.
- Use KPIs and analytics concepts to evaluate campaigns.
- Build a practical digital campaign plan.
- Present marketing recommendations professionally.
These are learning objectives, not guarantees of employment, certification, placement, or a specific marketing role. Progress depends on practice, research, communication, and continued learning.
Related career interests
Illustrative directions for continued learning, not job or placement guarantees.
- Digital Marketing Executive
- SEO Trainee
- Social Media Coordinator
- Content Marketing Assistant
- Email Marketing Assistant
- Marketing Analyst
- Performance Marketing Trainee
- Marketing Operations Assistant
Portfolio presentation ideas
- Explain the business goal and target audience.
- Show keyword and competitor research.
- Present SEO and content recommendations.
- Include a social-media content calendar.
- Explain email and paid-channel strategy.
- Show KPIs, tracking plan, and reporting template.
- Discuss assumptions, risks, and next steps.
Frequently asked questions
Who is this course for?
It is suitable for beginners, students, small-business owners, and career changers who want to understand practical digital-marketing concepts and workflows.
Do I need marketing experience?
No. The course begins with fundamentals and gradually introduces research, SEO, content, social media, email, paid-media concepts, and analytics.
Do I need coding skills?
No coding experience is required. Basic computer and internet skills are sufficient for the proposed course.
What is the capstone project?
The proposed capstone is a Digital Campaign Plan covering audience research, SEO, content, social media, email, paid-media concepts, KPIs, and reporting.
Will the course cover SEO?
Yes. It introduces search-engine fundamentals, keyword research, on-page SEO, content quality, local SEO concepts, and basic website review practices.
Will the course cover paid advertising?
The course introduces paid-search and paid-social campaign concepts. Exact platforms and hands-on ad account access should be confirmed before delivery.
How long is the course?
The supplied course information proposes a duration of six weeks. Confirm the academy's official schedule, tools, and assessment requirements.
Does this course guarantee a job?
No. The course can support practical learning and portfolio development, but it does not guarantee employment, placement, certification, or salary.
How do I enroll?
This page is a frontend course-information demonstration. Enrollment, payment, scheduling, and admission workflows are not implemented here.
Plan, create, measure, improve
Build your digital campaign plan
Study SEO, social media, content, email, paid-media concepts, analytics, and campaign planning through a practical portfolio project.