Digital Foundations

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Digital Foundations

Digital Marketing is marketing that occurs online to drive awareness of a brand or sell products and services. Digital marketing is every touchpoint online, from awareness, to conversion and customer service, to follow up.

The objective of this self-guided program is to provide you with a foundational understanding of digital marketing by exploring different aspects – including the why, what, where and how. This program contains 7 modules – these build on and refer to one another, but can be explored at your leisure, and in any order.

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The Foundations

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Module 1 – Getting Started with Digital Marketing

Determine what your business aims to achieve, and identify your target audience and the priority channels where you will focus.
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Module 2 – Social Media

Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.
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Module 3 – Search Engine Optimization

Search Engine Optimization is the practice of optimizing your website to gain organic (or unpaid) traffic from search engine results.
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Module 4 – Email Marketing

Email marketing is proven to be one of the most effective and inexpensive ways to turn prospects into new bookings.
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Module 5 – Digital Media & Advertising

Digital advertising—or paid media—refers to any strategy in which you target potential customers online based on their interests, intent, or previous interactions with your brand.
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Module 6 – Website Usability

Learn to use popular online tools to test the usability and accessibility of your website
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Module 7 – Website Analytics

Learn how to set up Google Analytics 4 (GA4) for your website to understand visitor behavior, track key metrics, and optimize your marketing strategy.
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