2 day course 
Certificate of Attendance 
Virtual, 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 via virtual classroom. We also offer private training at a location of your choice across the US, 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.
Course overview
Who should attend:
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
What you'll learn:
By the end of this course, you will be able to:
- Identify the key principles of effective digital marketing campaigns
- Set clear marketing objectives and measure success
- Develop audience targeting strategies across digital channels
- Select appropriate digital channels for their brand and audience
- Create integrated omni-channel campaigns
Course agenda
- Core principles of marketing effectiveness
- The digital shift: attention, relevance, brand building vs performance
- Traditional vs digital roles in the funnel
- The modern marketing funnel (awareness to loyalty)
- Digital channel mix explained
- Setting measurable objectives
- Mapping goals to the funnel
- How search engines work in 2025
- Keyword and topic research
- On-page and technical optimisation basics
- What content ranks now
- 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
- Today's social media landscape
- Humanising your brand and building community
- Content that engages (stories, Reels, carousels, short video)
- Measuring trust and tone
- Platforms: Meta, TikTok, LinkedIn, Snap Creative formats: Reels ads, Spark Ads, Thought Leader ads
- Audience targeting: AI, custom, lookalikes
- Budgeting and campaign tips
- 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
- Platform metrics vs analytics tools
- Key metrics: ROAS, CPA, CLV
- Attribution models in 2025
- GA4 essentials: tracking, reporting, insights
- Aligning budget to goals
- Choosing the right channels
- Mapping timelines, KPIs, creatives
Next Steps:
If you’re looking to delve into some of the more specific channels covered in this course, why not check out some of our course categories below:
