What you’ll learn
This learning path will help you master digital marketing fundamentals. As a capstone project, you'll use what you've learned to build a marketing plan for a product or company of your choice. By the end of the course, you'll have the full picture of what it’s like to be a digital marketer and whether it's a career path you want to pursue.
How to harness measurement and metrics fundamentals to understand your customer base
How to optimize conversion rates via paid and organic channels
How to build a marketing plan for a product or company as a capstone project
How to build a successful brand
How to articulate your value proposition
How to run a successful marketing campaign in nine steps
What is digital marketing? It is the process of interacting with potential customers through digital channels with the goal of getting them to do something, like buy a product. You’re digitally marketed to every time you’re online, in the form of ads, email newsletters, blog posts, and more. So you actually already have experience with digital marketing, which makes getting started easy.
In this learning path, you’ll cover the fundamentals of digital marketing and go through various approaches with the end result being a professional digital marketing plan.
Learning digital marketing skills can help you grow your own business, work for cutting-edge startups, or freelance around the world. This free curriculum will help provide you the basis upon which you can grow essential digital marketing skills.
First, you’ll pick a product or company that you want to digitally market. You’ll then jump into marketing fundamentals and move into the following areas:
- Understanding your customers
- Measurement and metrics
- Conversion-rate optimization
- Organic channels
- Paid channels
- Email marketing
- Affiliate marketing
- Referral marketing
You’ll conclude the learning path with a capstone project that will have you build a marketing plan for the product or company you chose to promote in the beginning. When you’re finished, you’ll have the full picture of what it’s like to be a digital marketer and whether it's a career path you want to pursue.
This learning path is for people new to digital marketing which can include designers, software engineers, salespeople, and even marketers who focus on other areas besides digital, such as events or branding.