Digital Marketing
Digital Marketing Foundations
A practical two-day course for operators, product teams, marketing generalists, founders, and business professionals who need digital channels, customer journeys, campaign planning, measurement, experimentation, and marketing operations fundamentals.
- Format
- Live virtual, in-person, or private on-site
- Duration
- 2 days
- Level
- Introductory
- From
- $1295.00
About this course
Course overview
Connect digital marketing activity to customer value and business outcomes.
Digital Marketing Foundations is a two-day course for operators, product teams, marketing generalists, founders, and business professionals who need a practical understanding of digital channels, customer journeys, messaging, campaign planning, measurement, experimentation, and marketing operations.
The course emphasizes disciplined, outcome-oriented marketing work rather than trend chasing or platform-specific tricks. Learners leave with an audience and persona brief, customer journey and channel map, campaign brief, metrics plan, and 30-day digital marketing action plan.
Learning outcomes
What you'll learn
Every module is tied to an outcome you can bring back to your team the next day.
- Define customer segments, personas, jobs-to-be-done, needs, pains, triggers, and decision criteria
- Translate value propositions into positioning, offers, content themes, calls to action, and channel-specific messaging
- Compare search, social, email, paid media, content, webinars, partnerships, community, and lifecycle channels by fit and intent
- Build campaign briefs, journeys, landing-page flows, calls to action, and follow-up paths
- Use funnels, attribution awareness, leading indicators, conversion metrics, cohort thinking, and business outcomes
- Use experiments, creative testing, content iteration, retrospectives, and marketing operations routines to improve performance
- Document 16.0 PMI education PDUs: 7 Ways of Working, 3 Power Skills, and 6 Business Acumen
Audience
Who it's for
- Marketing generalists, operators, product teams, founders, business analysts, and business professionals who need digital marketing fluency
- Teams responsible for campaign planning, content, landing pages, conversion, analytics, or marketing operations
- Sales, product, and customer-facing professionals who collaborate with marketing teams
- Organizations that need a shared operating model for customer journeys, digital channels, measurement, and experimentation
Course structure
Syllabus
A structured path from core concepts to applied practice.
Day 1 - Audience, Journey, Message, and Channel Strategy
- Digital marketing goals, customer value, funnel thinking, demand generation, demand capture, lifecycle marketing, and business outcomes
- Marketing roles, product and sales alignment, governance, brand consistency, compliance, and ethical data use
- Segments, personas, jobs-to-be-done, buying triggers, pains, motivations, barriers, decision criteria, customer journeys, touchpoints, and moments of truth
- Content needs, sales handoffs, lifecycle stages, positioning, value propositions, message hierarchy, proof points, differentiation, offers, and calls to action
- Search, SEO, paid search, paid social, organic social, email, content, webinars, partners, referrals, community, and retargeting
- Channel intent, audience fit, budget, creative requirements, targeting, sequencing, and operational constraints
Day 2 - Content, Conversion, Measurement, and Optimization
- Content briefs, editorial calendars, creative assets, landing pages, forms, lead magnets, nurture paths, and accessibility basics
- Conversion copy, page hierarchy, friction, trust markers, mobile experience, handoff to sales, and follow-up expectations
- Funnels, conversion rates, attribution limits, source quality, CAC, LTV, pipeline influence, retention, engagement, and leading indicators
- Dashboards, UTM discipline, CRM hygiene, privacy constraints, data quality, and reporting rhythms
- Hypotheses, test design, creative testing, channel tests, landing-page tests, email tests, learning agendas, and avoiding vanity metrics
- Campaign calendars, intake, prioritization, creative workflow, review cycles, budget allocation, vendor coordination, automation basics, and 30-day growth planning
Public cohorts
Upcoming sessions
Secure your seat in a live, instructor-led cohort. Private team deliveries available on request.
No public cohorts on the calendar yet.
We run this course as a private team cohort on demand, or you can be the first to know when the next public date drops.
Frequently asked questions
Still have questions?
Is this course tied to specific tools or ad platforms?
Is this only for marketers?
What do participants leave with?
How many PMI PDUs does this course provide?
Can this be tailored for private teams?
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Bring this training to your team
We deliver private cohorts in-person and online, tailored to your operating context.