This course introduces the fundamentals of digital marketing strategy in today’s online marketplace. Learners explore how organizations use digital channels to connect with customers, improve brand perception, and generate leads, while gaining a step‑by‑step understanding of how to develop an effective digital marketing strategy grounded in key concepts, definitions, and performance metrics.
Module 1: Introduction to Digital Marketing Strategy
Introduces the core concepts of digital marketing and how organizations use online channels to reach and engage customers.
Module 2: Understanding Digital Channels and Customer Engagement
Explores major digital platforms and how they are used to build brand awareness and customer relationships.
Module 3: Building a Digital Marketing Strategy
Covers the step-by-step process of developing an effective digital marketing strategy aligned with business goals.
Module 4: Lead Generation and Conversion Fundamentals
Examines how digital marketing campaigns attract, engage, and convert potential customers into leads.
Module 5: Brand Positioning and Online Presence
Focuses on improving brand perception and maintaining a consistent digital identity across platforms.
Module 6: Digital Marketing Metrics and Performance Tracking
Introduces key performance indicators (KPIs) and tools used to measure and optimize marketing effectiveness.
By the end of this course, learners will be able to:
Explain the role of digital marketing in reaching and engaging customers
Identify the benefits of effective digital marketing for organizations
Understand key digital marketing concepts, terminology, and channels
Develop a basic digital marketing strategy aligned with organizational goals
Apply metrics to evaluate digital marketing performance
Support marketing decisions using data‑driven insights
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.