Overview

This course is your gateway to mastering digital marketing. You’ll learn how to define your audience, build digital campaigns, and measure performance using top marketing tools. Whether you’re pursuing a career in B2B digital marketing or looking to understand strategy, this hands-on experience with Adobe Express will equip you with actionable skills and a certificate to validate your expertise. What you’ll learn by the end of this course: Craft a winning digital marketing strategy: Learn how to build and execute a comprehensive digital marketing plan that aligns with business goals and drives measurable results. Design and optimize marketing funnels: Master the art of planning and executing marketing funnels that convert leads into loyal customers. Identify and engage your target audience: Learn how to define your ideal customer profile, segment your audience effectively, and craft compelling marketing messages that resonate with the right people. Create and automate content with Adobe tools: Discover how to streamline content creation and automate workflows using powerful, professional Adobe solutions.

Syllabus

Digital marketing 101: Content and promotions

In Module 1, you’ll learn the foundational concepts of digital marketing. You’ll discover the basics of marketing, the history and evolution of marketing practices, and the critical role of communication and storytelling in marketing. You’ll also explore the power of content marketing and learn how to create high-impact promotional plans. By the end of this module, you’ll have a solid understanding of digital marketing fundamentals and be ready to create engaging content and promotions.

Promotional frameworks

In Module 2, you’ll explore the essential concepts and strategies that form the backbone of effective promotional campaigns. You’ll discover the 4 Ps of marketing — Product, Price, Place, and Promotion — and how they work together to drive success. You’ll dive into the promotional mix, understanding its components and how they shape brand identity. Finally, you’ll learn about different customer relationship types and how to tailor your marketing efforts to various audiences. By the end of this module, you’ll be equipped with the knowledge and skills to design and implement successful promotional strategies.

Engaging with your audience

In Module 3, you'll dive into the various types of customer relationships and learn how to tailor your marketing strategies to different audience segments. You'll learn about B2B, B2C, hybrid, C2C, and C2B marketing, and you'll get insights into building trust, driving emotion, and harnessing community power. You'll also find out how to understand your target audience, create effective buyer personas, and exercise cultural sensitivity in your marketing efforts. Finally, you'll learn to apply audience insights and segmentation to create targeted and impactful marketing campaigns.

The marketing funnel

In Module 4, you'll explore the stages of the marketing funnel and learn how to guide potential customers from awareness to purchase and beyond. This module covers capturing attention, engaging potential customers, building trust, and encouraging action. You'll also dive into the post-purchase funnel, focusing on building trust and loyalty through content. You'll also learn about customer journey mapping, conversion rate optimization (CRO), and using generative AI for funnel optimization. By the end of this module, you'll be equipped to create effective marketing funnels that drive conversions and foster long-term customer relationships.