Digital Marketing & Social Media Management · Beginner level

Beginner level · Module 1 of 6 · 8 guided hours

Digital Marketing Foundations

Understand what digital marketing is, the main channels, and how to set goals and describe the customer before posting anything.

Learning objectives

  • Describe the main digital channels and when each fits
  • Set a SMART marketing goal
  • Describe a target customer as a persona

Topics

  • owned, earned and paid media
  • the customer journey: awareness to purchase
  • SMART goals
  • audience personas

Lessons

  1. Lesson 1 Channels and the Customer Journey

    Map how customers discover, consider and buy, and which channels support each stage.

    owned/earned/paid mediacustomer journeytouchpointconversion

  2. Lesson 2 Goals and Audience Personas

    Set measurable goals and describe the people you want to reach.

    SMART goalpersonacustomer researchkey message

  3. Lesson 3 Setting Up Business Accounts Securely

    Create the accounts a small business needs for marketing — with the business, not one employee, in control.

    business accountadmin roletwo-step verificationaccount recovery

Practical activity

Complete the marketing foundation sheet (goal, persona, key message, channels) for the business chosen for the level project.

Expected outcomes

  • A clear goal and audience before any content is made
  • Understanding of how channels work together

Assessment

Foundation sheet reviewed against a checklist: SMART goal, evidence-based persona, channel choices justified.

Free taster lesson Introduction to Digital Marketing Read a free self-study lesson on this topic in the Free Course Library.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.