Digital Marketing Fundamentals Course

The Digital Marketing Fundamentals Course is designed for beginners who want to build a strong foundation in online marketing. This CPD-accredited programme introduces you to the core channels, tools, and strategies that drive digital success. You’ll gain hands-on knowledge across SEO, Google Ads, Social Media, and Email Marketing — along with key concepts such as keyword research, audience targeting, and CRM integration.

Why Take This Course?

• Perfect for marketers, small business owners, freelancers, and career switchers.
• Learn from industry experts with hands-on experience across multiple channels.
• CPD-accredited training — earn a recognised certificate upon completion.

Course Topics

Introduction to Digital Marketing

• What is Digital Marketing?
• Key components: Owned, Earned, and Paid Media
• Digital vs. Traditional Marketing
• How digital marketing fits into the customer journey

Keyword Research & Customer Intent

• Understanding search behaviour and user intent
• Introduction to keyword research tools (Google Keyword Planner, Ubersuggest, etc.)
• Short-tail vs. long-tail keywords
• Mapping keywords to content and campaigns

Audience Segmentation & Personas

• Defining your target audience
• Creating customer personas
• Using demographics, interests, and behaviours for segmentation
• How segmentation improves campaign performance

Organic Channels Overview

• SEO: On-page, off-page, and technical SEO fundamentals
• Content Marketing: Creating valuable content for blogs, guides, and landing pages
• Social Media Marketing: Leveraging Instagram, LinkedIn, Facebook, X, and TikTok organically
• Email Marketing: Building newsletters, drip campaigns, and segmentation

Paid Channels Overview

• Google Ads: Basics of Search and Display advertising
• Paid Social: Introduction to Facebook, Instagram, and LinkedIn Ads
• Understanding CPC, CPM, CPA, and ROAS
• Budgeting basics for paid campaigns

CRM & Customer Retention

• What is a CRM system?
• Benefits of tools like HubSpot, Salesforce, and Mailchimp
• Tracking leads and managing customer data
• Using CRM data to improve marketing outcomes

Analytics & Reporting

• Introduction to Google Analytics and GA4
• Setting goals and tracking conversions
• Understanding key metrics: traffic, bounce rate, CTR, etc.
• Creating simple reports to measure performance

Next Steps & Career Paths

• Building your digital marketing toolkit
• Suggested free tools and certifications (Google, HubSpot, Meta)
• Exploring career roles: SEO Specialist, PPC Manager, Social Media Executive, Content Strategist
• Continuing your learning with intermediate and advanced courses