Module 1 - Digital Marketing Foundations

The Digital Marketing Foundations module will introduce you to conducting digital research, setting business objectives for a digital campaign and preparing the foundations for developing a targeted marketing strategy.

It will help you identify the core principles and purposes of digital marketing. It will also explore the buyer’s journey process, identify digital channels, the benefits of combining traditional and digital marketing and the principles of 3i methodology.

Through this module, you will develop clear and actionable objectives for a digital marketing plan. It will also help you to use digital research and social listening by looking at research concepts, platforms, tools and value the importance of industry and cultural research.

On completion, you will recognise how teamwork and roles can contribute to your digital marketing strategy and introduce the PROPEL model as a framework for planning.