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LinkedIn Learning

Digital Marketing Foundations

via LinkedIn Learning

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Overview

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Learn how to build modern, AI-augmented digital marketing strategies that drive real business outcomes across channels, platforms, and customer touchpoints.

Syllabus

Introduction
  • Connecting with customers online
  • What is digital marketing?
  • Key trends: AI, privacy, and omnichannel
1. The Digital Marketing Framework
  • The building blocks of digital marketing
  • The marketing funnel
  • The buyer journey
  • Real-time journey mapping
  • The age of hyperpersonalization
2. Digital Marketing Basics
  • How to develop a marketing strategy
  • How to define your value proposition
  • How to identify your target market
  • How to create your customer persona
  • How to establish goals for your digital marketing
  • How to develop your digital marketing KPIs
  • How to draft a one-page marketing plan
3. Digital Marketing Key Concepts
  • Using data to drive messaging
  • Creating growth loops
  • How analytics work in digital marketing
  • How predictive and prescriptive analytics work
4. Digital Marketing Hub and Spokes
  • How to create a cohesive online presence
  • How to decide on a marketing channel
  • How to prioritize in marketing
  • How to create powerful marketing messaging
  • How to create lean messaging in marketing copy
5. Digital Marketing with Your Website
  • How to optimize your website
  • How to use copywriting in your marketing
  • How to build landing pages that convert
  • Case study: Effective website marketing
  • How to get started with SEO and GEO
6. Digital Marketing with Paid Channels
  • Introduction to paid advertising
  • How to identify the value of a customer
  • How to budget for paid marketing
  • How to create your first paid campaign
  • Case study: Paid digital marketing
7. Digital Marketing with Social Media
  • Social strategies by platform
  • Choosing the right social media platform
  • How to build and engage an audience
  • Building community with micro-influencers
  • Case study: Nike
8. Digital Marketing with Email
  • The power of email marketing
  • How to develop an email marketing plan
  • How to measure the success of email
  • How to launch successful campaigns: Email tools
9. Marketing Analytics Skills
  • How to decide what to track in marketing analytics
  • How to generate reports for marketing analytics
Conclusion
  • How to continually build digital marketing skills

Taught by

Brad Batesole

Reviews

4.7 rating at LinkedIn Learning based on 584 ratings

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