Digital Marketing Fundamentals
A practical professional programme focused on digital marketing fundamentals, designed to strengthen commercial capability, customer value and market performance.
- Type
- Professional
- Level
- Intermediate
- Duration
- 5 days
- Delivery
- In person, Live online, In-house
- Languages
- English, Arabic
Digital Marketing Fundamentals provides a practical introduction to the channels, concepts and measurement principles that underpin effective digital marketing.
The programme examines digital customer behaviour, websites and search, content, social media, email, paid digital media, conversion, analytics and integrated digital planning.
Participants learn how different digital channels contribute to customer acquisition, engagement and retention and how their performance can be measured and improved.
Objectives
Understand the digital marketing ecosystem and principal channels.
Connect digital channels with customer journeys and marketing objectives.
Develop effective digital content and channel choices.
Understand acquisition, engagement and conversion principles.
Use digital metrics to evaluate and improve performance.
Learning outcomes
Explain the roles of major digital marketing channels.
Map digital touchpoints across a customer journey.
Select appropriate channels for defined marketing objectives.
Interpret fundamental digital marketing metrics.
Develop a basic integrated digital marketing plan.
Who it is for
Marketing professionals moving into digital marketing.
Digital marketing coordinators.
Communications and content professionals.
Business-development professionals.
Managers seeking practical digital-marketing knowledge.
Programme modules
1. Digital Marketing Foundations
Digital marketing ecosystem
Digital customer behaviour
Owned, paid and earned media
Digital objectives
2. Websites and Search
Website role
User experience basics
Search-engine principles
Organic and paid search
3. Content and Social Media
Content strategy
Social platforms
Audience engagement
Content formats
4. Email and Digital Acquisition
Email marketing
Lead generation
Paid digital media
Audience targeting
5. Conversion and Customer Journey
Digital touchpoints
Calls to action
Conversion principles
Retention and remarketing
6. Digital Analytics and Planning
Digital metrics
Traffic and engagement
Conversion measurement
Integrated digital planning
Methodology
The programme combines digital-channel demonstrations, customer-journey exercises, campaign examples and analytics interpretation. Participants develop practical channel choices and an integrated digital marketing approach.
Assessment
Assessment includes digital-channel and metric exercises and a final applied task requiring participants to design a basic digital marketing plan for a defined objective and audience.
Certificate
Certificate of Completion
For your organisation
This programme can be delivered for a single organisation, team or institution, and adapted to your context, participants and objectives.
Organisational delivery is scoped and priced individually, and is not booked from this page.
Upcoming sessions
No dates are scheduled at present.
Institutional needs addressed
Related expertise
Related capabilities
Training & Professional Development
Structured professional learning that develops practical, role-relevant knowledge and capability.