Digital Marketing Foundations (Fundamentals)

About This Course

Most organisations now invest more in digital marketing than in traditional marketing, yet many in-house marketers, business owners, and career switchers begin their digital journey without a clear map of how the discipline fits together. They run isolated campaigns on channels they happen to be familiar with, struggle to evaluate agency proposals against any clear standard, and find it difficult to translate marketing activity into measurable business outcomes.

This 1-day foundations course closes that gap. It establishes the structural understanding that all specialisation builds on: how digital media channels work and differ from traditional ones, how B2B and B2C marketing diverge, and how customer acquisition management works in practice, with digital marketing funnels acquiring customers by connecting personas to the right acquisition channels at each stage of the customer journey.

Trainees will plan digital marketing objectives and allocate budget and resources, design multi-channel funnels to acquire customers, and develop a media strategy across content, SEO, social media, digital advertising, and email: selecting the channel and platform mix that reaches the target market, and shaping each channel strategy based on research into consumer needs and preferences. Campaign performance is then evaluated through essential metrics, including conversion rates and customer acquisition cost, so the cost and return of acquiring customers becomes evidence of business performance. Real-world B2B and B2C case studies anchor each concept, and a toolkit of templates, checklists, and guides supports application after the course.

By the end of the day, trainees will leave with an essential digital marketing plan for their own business or role, the structural literacy to engage credibly with digital marketing agencies and in-house teams, and a clear starting framework for deeper specialisation in any of the media channels covered.