An Introduction to Digital Marketing and Digital Strategy

Instructor: Cathal Melinn

Beginner Level • 9 hours to complete Recommended experience • Flexible Schedule

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

Outcomes

  • 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.