Beginner Course

Digital Marketing Fundamentals

Understand core marketing concepts, strategic thinking, and ethical practices. Learn how digital channels work without getting lost in tool-specific tactics.

What you'll learn

This course builds a foundation in digital marketing by teaching concepts before tools, principles before platforms. You'll develop understanding that transfers across whatever specific software or platforms you eventually use.

• Marketing Strategy & Positioning: How businesses communicate value, identify audiences, and differentiate from competitors
• Content Fundamentals: What makes content effective, how to structure messages, and audience-centered thinking
• SEO Principles: How search works conceptually, not just tactical checklist items
• Analytics Literacy: Reading metrics, understanding data, making evidence-based decisions
• Channel Understanding: Email, social, paid ads—how each works and when to use them
• Ethical Marketing: Persuasion vs manipulation, transparency, respect for audiences

Course structure

The course is divided into six modules, each building on previous concepts. Expect approximately 20 hours of material including readings, exercises, and practical applications.