Digital marketing fundamentals
Learn how the main digital channels really work, then plan a small campaign for a real business with a clear goal and the numbers to judge it.
- hours
- 20
- units
- 4
- lessons
- 20
- Certificate level
- 3
About this course
Learn how the main digital channels really work, then plan a small campaign for a real business with a clear goal and the numbers to judge it.
Who it is for
Small business owners, junior marketers and people moving into marketing.
Paces
Standard · Flexible
What you will be able to do
- Describe the main digital channels and when to use each
- Define an audience and a campaign goal
- Plan a small multi-channel campaign
- Choose measures and read basic campaign data
Curriculum
4 units · 20 topics · 20 hours
01The digital channels5 lessons · 5 hours
Outcome: Describe the main digital channels and when to use each
- L01The marketing funnel60 min
- L02Search and paid search60 min
- L03Social media60 min
- L04Email marketing60 min
- L05Content and websites60 min
- ✓Unit check: show this outcome with evidence
02Audience and goals5 lessons · 5 hours
Outcome: Define an audience and a campaign goal
- L06Who is the customer60 min
- L07Writing a persona60 min
- L08Setting a campaign goal60 min
- L09The message and the offer60 min
- L10Budget and timing60 min
- ✓Unit check: show this outcome with evidence
03Planning a campaign5 lessons · 5 hours
Outcome: Plan a small multi-channel campaign
- L11Choosing the channel mix60 min
- L12A content calendar60 min
- L13Creative briefs60 min
- L14Landing pages60 min
- L15Launch checklist60 min
- ✓Unit check: show this outcome with evidence
04Measuring results5 lessons · 5 hours
Outcome: Choose measures and read basic campaign data
- L16Choosing the measures that matter60 min
- L17Reading analytics60 min
- L18Simple A/B tests60 min
- L19Reporting to a client60 min
- L20Capstone: the campaign plan60 min
- ✓Unit check: show this outcome with evidence
How each live lesson runs
Every topic is one live lesson of an hour. Your instructor and mentor are AI, and they say so.
Whiteboard · Idea
The marketing funnel
- Teodor Varela explains one idea at a time on the whiteboard, in plain words.
How you are assessed
What you hand in
A campaign plan for a small business
Final check
Campaign plan for a given business brief
Certificate level 3
You showed the skill
Your evidence was assessed against the course's standard, and a person signs this certificate.
Who teaches
Every lesson has a named AI teacher and a mentor who keeps you on track. Both are AI, and every screen says so.
- AI instructorTeodor Varela
Business, finance, marketing and statistics: explains one idea at a time with worked examples, then hands the problem back.
- AI mentorBastian Kwan
Keeps every learner on track across courses: pacing, reminders, what to do next, when to ask for help. Never gives answers to the check.
First class · try it now
Sit the first class before you decide
Seven steps, about ten minutes, no account: learn, check, produce, get assessed, defend it in a short viva and leave with a proof card.
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