Digital Marketing Fundamentals
Learn how to promote a small business, project or NGO online: know your audience, create content, use search, email and ads, and measure what works.
- 18 lessons
- 4 h 26 min
- Certificate
Digital marketing - Advanced
Advanced Digital Marketing: SEO, Analytics and Paid Ads
Plan full-funnel campaigns, rank in search, measure with analytics, run paid ads without wasting money, and report results honestly. Ends with a complete campaign brief.
About this course
You already know the basics of digital marketing. This course takes you from doing individual tasks to running a measured, joined-up programme: one that has a clear strategy, brings in visitors through search and ads, tracks what they do, and improves month after month.
You will learn how to plan a funnel and choose channels, how search engine optimisation (SEO) really works, how to read analytics without fooling yourself, how paid advertising is structured and where money is wasted, and how e-mail, automation and conversion work turn visitors into customers or supporters. Examples fit small businesses, schools and non-profit organisations.
The tools and menus of Google, Meta and others change often, so this course teaches the ideas that stay the same and tells you in general terms where to look. You finish by writing a full campaign brief that you could hand to a manager, a donor or a client.
What you will learn
- Build a full-funnel marketing plan with clear goals, KPIs and a realistic budget
- Explain attribution models in plain words and choose one for a report
- Research keywords and optimise a page for search, including the technical basics
- Set up measurement with events, conversions and UTM tags and read the reports correctly
- Spot false conclusions in data and respect privacy and consent rules
- Structure a paid search or social campaign, test ads and avoid common wasted spend
- Design lifecycle e-mails and simple automations that reach the inbox
- Report results to stakeholders and write a complete campaign brief
Course content
5 modules · 17 lessons · 5 h 45 min · 6 quizzes
Module 1: Strategy and funnels
Plan campaigns around the customer journey, positioning, channels, budgets, goals and attribution.
- Full-funnel thinking 15 min
- Positioning, audience and message 15 min
- Channel mix and budgets 15 min
- Goals, KPIs and attribution in plain words 20 min
- Quiz: 8 questions
Module 2: Search engine optimisation
Understand how search works and improve your pages with research, on-page and technical SEO, content clusters, ethical links and local SEO.
- How search engines work 15 min
- Keyword research and content clusters 20 min
- On-page and technical SEO 25 min
- Links, local SEO and measuring results 20 min
- Quiz: 8 questions
Module 3: Analytics
Measure with event-based analytics, UTM tags and dashboards, interpret data carefully and handle privacy and consent responsibly.
- Analytics concepts: events, conversions and audiences 20 min
- UTM tags, dashboards and funnel reports 20 min
- Interpreting data and privacy 20 min
- Quiz: 8 questions
Module 4: Paid advertising
Understand search and social ad structures, bidding, creative testing, retargeting and conversion tracking, and avoid wasted spend.
- How paid search works 20 min
- Social ads: audiences, creative and retargeting 20 min
- Testing, tracking and avoiding wasted spend 25 min
- Quiz: 8 questions
Module 5: E-mail, automation and optimisation
Build lifecycle e-mail and simple automations, improve conversion rates, report to stakeholders and plan a complete campaign.
- Lifecycle e-mail, segmentation and deliverability 20 min
- Marketing automation and conversion optimisation 25 min
- Reporting, ethics and the campaign capstone 30 min
- Quiz: 8 questions
Final exam
30 questions. Pass with 70% or more to earn your certificate.
What you need
- The Digital Marketing Fundamentals course (or equivalent knowledge of social media, content and e-mail basics)
- Comfort using a computer, a web browser and spreadsheets
- A website or social page to practise on is helpful but not required