An Introduction to Digital Marketing and Digital Strategy

Beginner Level
9 hours to complete Recommended experience
Flexible Schedule

Cathal Melinn

What You’ll Learn

Understand how digital technologies, social media, and AI are reshaping communication and interactions in the digital marketplace.

Gain skills in budget planning, measuring ROI, and setting clear objectives and KPIs to ensure campaign success.

Explore customer journey mapping, customer experience (CX) optimization, and the importance of an agile approach in marketing strategies.

Skills You’ll Gain

Marketing Channel Marketing Budgets Social Media Digital Transformation Customer experience strategy (CX) Return On Investment Digital Marketing Marketing Planning Customer Insights Marketing Strategy and Techniques Consumer Behaviour Agile Methodology Digital Media Strategy Marketing Effectiveness Cross-Channel Marketing Key Performance Indicators (KPIs)

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile.

Develop Your Specialized Knowledge

Learn new concepts from industry experts

Gain a foundational understanding of a subject or tool

Develop job-relevant skills with hands-on projects

Earn a shareable career certificate

There are 3 modules in this course

This module describes the opportunities provided by digital technologies, and explores how digital is disrupting the way that individuals, organizations, and businesses communicate and interact. It examines the impacts of social media and artificial intelligence (AI), and the growing power of the consumer in the digital marketplace. It introduces the core concepts, principles, and purpose of digital marketing, and the different digital media, channels, and tactics used in a digital strategy to drive a campaign. Finally, it explores the role of the the buyer’s journey in engaging an audience effectively.

This module begins by explaining how to develop an effective budget plan and measure the ROI for digital activities. Next, it discusses the key research activities to undertake to guide channel selection and messaging. Finally, it covers how to set clear and actionable objectives and measurable KPIs.

This module begins by identifying the role of the customer journey and customer experience (CX) in marketing strategies. You will then explore the principles of an omnichannel strategy and the importance of aligning marketing channels with strategies. Finally, the module concludes by exploring the benefits of developing an agile mindset in the workplace.