Fundamentals of Digital Marketing (5 credits)


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Digital marketing is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes email, social media, and web-based advertising, and text and multimedia messages as a marketing channel. Essentially, if a marketing campaign involves digital communication, it's digital marketing. Digital marketing tools include all methods, means, and activities that allow you to notify many people and draw potential customers' attention to a company, brand, service, or product.

This course is an introduction to the fundamentals of digital marketing. Marketing is an essential part of your everyday life. This course will take you on a journey through the evolving digital marketing landscape. It will teach the fundamentals to help you navigate and thrive in this fast-growing field and teaches you where to begin your journey. By the end of this course, students will learn about marketing fundamentals and their functions, segmentation, targeting, and position. They will also learn about the principles of digital marketing inbound and outbound marketing, SMART, ZMOT RACE model, and planning marketing strategy. Moreover, they will get familiar with the consumer decision-making process, learn about customer journey maps and touchpoints, and finally, different digital marketing channels.

Learning outcomes

  • Learn about marketing and its functions
  • Get familiar with the marketing mix, writing STP for your business,
  • Learn about inbound and outbound marketing, SMART, RACE, and ZMOT
  • Get familiar with the consumer decision marketing process
  • Design customer journey map and touchpoints
  • Create a buyer persona for your business and products
  • Get familiar with landing pages
  • Learn about different channels of digital marketing as content marketing, SEO, PPC, email marketing, SMM, mobile marketing, display Ads, affiliate and video marketing

Table of contents

Chapter 1: Beginning with This Course

  • 1.1. Our Approach in This Course
  • 1.2. About TechClass Digital Marketing Department
  • 1.3. Your Expectations, Goals, and Knowledge

Chapter 2: Introduction to Marketing

  • 2.1. What Is Marketing?
  • 2.2. Functions of Marketing
  • 2.3. Marketing vs. Sales
  • 2.4. Marketing Mix
  • 2.5. Segmentation and Targeting
  • 2.6. Positioning
  • 2.7. Marketing Funnel
  • 2.8. Quiz

Chapter 3: Principles of Digital Marketing

  • 3.1. What is Digital Marketing
  • 3.2. Importance of Digital Marketing
  • 3.3. Outbound and Inbound Marketing
  • 3.4. Digital Marketing Channels
  • 3.5. SMART
  • 3.6. RACE Model
  • 3.7. ZMOT
  • 3.8. Quiz

Chapter 4: Connecting with the Customer

  • 4.1. Consumer Decision-Making Process
  • 4.2. Customer Journey Map
  • 4.3. Customer Touchpoints
  • 4.4. Buyer Persona
  • 4.5. Landing Page
  • 4.6. Quiz

Chapter 5: Digital Marketing Channels

  • 5.1. Content Marketing
  • 5.2. Search Engine Optimization
  • 5.3. Paid Search Marketing
  • 5.4. Email Marketing
  • 5.5. Social Media Marketing
  • 5.6. Mobile Marketing
  • 5.7. Display Ads
  • 5.8. Affiliate Marketing
  • 5.9. Video Marketing
  • 5.10. Quiz

Chapter 6: Final Tasks

  • 6.1. Final Project
  • 6.2. Self-study Essay
  • 6.3. Congrats! You did it!

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