6 weeks (36 hours)  |  250GBP

This foundation course provides a rigorous introduction to the core disciplines of digital marketing. Students learn to combine strategic thinking with practical execution across SEO, paid media, analytics, content and social channels.

Course Overview

This foundation course provides a rigorous introduction to the core disciplines of digital marketing. Students learn to combine strategic thinking with practical execution across SEO, paid media, analytics, content and social channels.

Learning Objectives

• Understand digital marketing ecosystems and channel roles
• Build data-driven marketing plans and set measurable KPIs
• Execute foundational SEO and paid search campaigns
• Interpret analytics to make optimization decisions

Module Breakdown

• Module 1 — Marketing Strategy & Buyer Insights
  Market analysis, segmentation, buyer personas, KPIs and campaign planning.
• Module 2 — Fundamentals of SEO
  Keyword research, on-page optimisation, technical basics and content mapping.
• Module 3 — Paid Search & SEM Basics
  Account structure, keyword match types, bidding strategies and measurement.
• Module 4 — Social Media & Content Distribution
  Channel selection, organic vs paid tactics and content scheduling.
• Module 5 — Email & CRM Fundamentals
  Segmentation, journey mapping, deliverability and simple automations.
• Module 6 — Analytics, Reporting & Attribution
  Setting up tracking, building dashboards and interpreting multi-channel attribution.

Assessment & Certification

Assessment consists of a practical project (design a 3-month digital marketing plan) and a timed online quiz. Grading emphasizes application and evidence of measurement.

Certification: Certificate of Completion — MarketingAcademyZ Foundations (36 hours)

Career Outcomes

• Design a cross-channel marketing plan
• Run basic SEO and SEM experiments
• Create actionable analytics reports