Introduction to Digital Marketing

Are you looking to master the fundamentals of marketing in the digital world? Discover the strategies, channels, and tactics you need in our 2-day digital marketing course.

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Course Overview

2 day course
Certificate of Attendance
In-person, Live Online, Private

In today’s digitally driven world, understanding the fundamentals of digital marketing is essential for any marketing professional or business owner.

This two-day introductory course is designed to provide a comprehensive overview of the digital marketing landscape, helping participants grasp how various channels work together to build effective online strategies.

Through interactive sessions, real-life examples, and hands-on exercises, you’ll explore key areas including SEO, social media, paid advertising, and analytics. By the end of the course, you'll be equipped with the practical knowledge needed to begin planning and executing successful digital marketing campaigns.

Our Introduction to Digital Marketing course is available at our training centre in The Shard, London or live online. We also offer private training at a location of your choice across the UK, globally or online.

If you’re a business that’s looking to provide your teams with an extensive learning experience, we also offer a Digital Marketing Strategy Online course that will help teams to solidify their digital marketing knowledge and build a real-life strategy.

What you'll learn

By the end of this course, you will be able to:

Identify the key principles of effective digital marketing campaigns
Develop audience targeting strategies across digital channels
Create integrated omni-channel campaigns

Set clear marketing objectives and measure success
Select appropriate digital channels for their brand and audience

Course agenda

Marketing Fundamentals

Core principles of marketing effectiveness
The digital shift: attention, relevance, brand building vs performance
Traditional vs digital roles in the funnel

Digital Strategy & Funnel Planning

The modern marketing funnel (awareness to loyalty)
Digital channel mix explained
Setting measurable objectives
Mapping goals to the funnel

SEO: Getting Found in Search

How search engines work in 2025
Keyword and topic research
On-page and technical optimisation basics
What content ranks now

Paid Search (PPC)

The need for paid search
Google Ads overview (Search, Performance Max)
Keyword match types and targeting options
Writing ad copy that converts
Ad extensions, bidding and budgets
Measuring success: CTR, CPC, Quality Score

Organic Social Media

Today's social media landscape
Humanising your brand and building community
Content that engages (stories, Reels, carousels, short video)
Measuring trust and tone

Paid Social Advertising

Platforms: Meta, TikTok, LinkedIn, Snap Creative formats: Reels ads, Spark Ads, Thought Leader ads
Audience targeting: AI, custom, lookalikes
Budgeting and campaign tips

Display & Video Ads

Programmatic basics and Google Display Network
GDN formats and audiences (affinity, in-market, custom intent)
YouTube Ads: Shorts, TrueView, bumper
Creative best practices for attention and clarity

Measurement & Analytics

Platform metrics vs analytics tools
Key metrics: ROAS, CPA, CLV
Attribution models in 2025
GA4 essentials: tracking, reporting, insights

Media Planning Workshop

Aligning budget to goals
Choosing the right channels
Mapping timelines, KPIs, creatives

Future Trends & Tools

Who it's for

This course is perfect for:

Experienced marketers seeking to enhance digital skills
SEO, Social Media, or Paid Media specialists aiming to broaden their knowledge
Business owners and entrepreneurs promoting their businesses online
Recent graduates entering the digital marketing industry

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Enquire for a team or large group

For private sessions call our sales team

NEWS & INSIGHTS

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