Turn business goals into a campaign brief
Define a useful outcome, priority audience, offer, decision journey, channel roles, and a realistic measure of success.
DM-101 · Beginner program
Digital Marketing Foundations
Learn how the channels fit together before you spend money on any of them.
Recommended pace4 weeksWeekly study5–7 hrs/weekTuition$149 USDFormatSelf-paced
EMPLOYER NETWORKPractical work designed for conversations with hiring teams.
US EMPLOYERSAGENCIESSMALL BUSINESSESNONPROFITSPartnership approach →Program overview
01What this course is really about.
Digital marketing can feel like a pile of unrelated tools: a social post here, an ad campaign there, an SEO checklist somewhere else. This course gives those activities a shared logic. You will learn how an audience, offer, customer journey, channel choice, and measurement plan connect.
The examples follow a fictional neighborhood meal-prep company, a bookkeeping service, and an independent career coach. They are intentionally small enough to understand but complex enough to expose the tradeoffs you will face in real work.
You will finish with a 30-day acquisition plan you can explain—not a folder of disconnected templates.
A good fit
This course is likely right for you if…
- 01
You are considering an entry-level marketing role and need a structured starting point.
- 02
You run a small business and want to understand what to do yourself before hiring help.
- 03
You have posted content or boosted ads, but cannot yet explain how the pieces support a business goal.
What you’ll learn
02What you should be able to do by the end.
Each outcome is practiced inside the weekly assignments and brought together in the final project.
Plan content people actually need
Build content around customer questions and adapt one useful idea for social, email, search, and sales conversations.
Improve search discoverability
Group search terms by intent, structure a useful page, and understand the overlap and differences between SEO, local search, and GEO.
Set up a controlled paid-search test
Map campaigns, match messages to intent, establish budget boundaries, and recognize the difference between traffic and valuable acquisition.
Read performance without drowning in metrics
Create a small scorecard, diagnose a weak funnel, and propose a test with a defined decision rule.
What the work looks like
Three outputs you will learn to build and explain.
These are working documents, not decorative portfolio screens. Each one connects to a weekly assignment and becomes part of the final project.
Audience and offer brief
Turn scattered customer notes into one specific decision context and a promise the business can support.
01Priority audience02Buying situation03Offer and proof
Channel test plan
Give search, social, email, and paid media distinct jobs instead of asking every channel to do everything.
01Channel role02Budget boundary03Decision rule
Decision scorecard
Report the few numbers that explain what happened and what the team should change next.
01Qualified leads02Acquisition cost03Next experiment
Week by week
Your complete study plan.
The suggested schedule creates momentum without pretending life is predictable. Lessons remain available if you need more time.
Week 1How the channels fit together
Learn what digital marketing is, give SEO, paid media, content, social, and email distinct jobs, and map a real customer journey.
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How the channels fit together
Learn what digital marketing is, give SEO, paid media, content, social, and email distinct jobs, and map a real customer journey.
LESSONS COVER
- Digital versus traditional marketing
- The five core channels
- Awareness, consideration, conversion, and retention
- Audience, offer, proof, and action
- Facts, assumptions, and journey evidence
WEEKLY WORK
Deliverable: Customer journey and channel-role map
Assessment: 30-question, 90-minute channels and journey exam
Week 2Content and SEO basics
Turn customer questions into keyword clusters, search intent, a credible page structure, and useful beginner-friendly content.
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Content and SEO basics
Turn customer questions into keyword clusters, search intent, a credible page structure, and useful beginner-friendly content.
LESSONS COVER
- How search works
- Keyword and question research
- Search intent and clustering
- Titles, descriptions, headings, and internal links
- Content briefs, evidence, and editing
WEEKLY WORK
Deliverable: SEO research sheet, page outline, and content brief
Assessment: 30-question, 90-minute content and SEO exam
Week 3Paid acquisition and social
Choose paid search or paid social for a reason, then build a controlled mock campaign and a sustainable organic role.
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Paid acquisition and social
Choose paid search or paid social for a reason, then build a controlled mock campaign and a sustainable organic role.
LESSONS COVER
- Paid search versus paid social
- Campaign structure and targeting
- Creative hypotheses and calls to action
- Staged budgets and stop rules
- Organic platform choice and cadence
WEEKLY WORK
Deliverable: Integrated campaign brief with budget and targeting
Assessment: 30-question, 90-minute paid and social exam
Week 4Measurement and the $3,000 capstone
Calculate the metrics that matter, specify basic GA4 events, reconcile imperfect evidence, and defend the first budget allocation.
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Measurement and the $3,000 capstone
Calculate the metrics that matter, specify basic GA4 events, reconcile imperfect evidence, and defend the first budget allocation.
LESSONS COVER
- CTR, CPC, conversion rate, and CAC
- Contribution, repeat behavior, and capacity
- GA4 events, key events, and UTMs
- Source-of-record and reconciliation
- Budget allocation under uncertainty
WEEKLY WORK
Deliverable: Connected 30-day acquisition plan and five-minute presentation
Assessment: 30-question, 90-minute measurement and capstone exam
Final practical project
The 30-day acquisition plan
A US service business has a limited launch budget, an inconsistent social presence, and no shared definition of a qualified lead. You will diagnose the situation and propose a focused first month.
What you will submit
- ✓Audience and offer brief
- ✓Customer decision journey
- ✓Channel and content plan
- ✓Google Ads test structure
- ✓Budget and KPI scorecard
- ✓Three prioritized experiments
- ✓Five-minute written executive summary
FINAL SUBMISSION
DM-101
Your name
The 30-day acquisition plan
Prepared byYour name
01Audience and offer brief
02Customer decision journey
03Channel and content plan
04Google Ads test structure
05Budget and KPI scorecard
This preview shows the structure—not a fabricated student result.
How you’re assessed
You have to do the work—not just play the videos.
Your certificate records completed study and demonstrated understanding. It does not claim accreditation, licensure, or guaranteed employment.
Learn and practice
Read the lessons, study the examples, and complete the guided weekly deliverable.
Pass each section
Score at least 80% on every weekly exam. Explanations and retakes support mastery.
Finish the project
Use the capstone checklist and rubric to produce one connected body of work.
Receive the record
Unlock a numbered, verifiable certificate of completion after all requirements are met.
How the learning can be used
Where these skills show up.
These are realistic applications—not promises of a title, salary, client, or job offer.
At work
Marketing assistantDigital marketing coordinatorContent coordinatorPaid media assistantSmall-business marketing generalistIn a business
Choose channels with more disciplineBrief a freelancer or agency clearlySet a realistic test budgetRecognize vanity metricsBuild a repeatable monthly planTuition
Straightforward pricing.
No subscription is proposed for launch. You will see the complete price before payment and the refund policy before enrollment.
BEGINNER PROGRAM · DM-101
Digital Marketing Foundations
$149USD
- 4 weeks recommended pace
- All written lessons and resources
- Weekly section exams and retakes
- Practical capstone project
- Certificate of completion
Questions before you decide
Course FAQs
Is this course live or instructor-led?+
No. Digital Marketing Foundations is fully self-paced. The recommended schedule runs for 4 weeks, but you can slow down or move ahead as your time allows.
How do the exams work?+
Every week ends with a scored section exam. You need 80% to pass. After submitting, you can review explanations, return to the relevant lesson, and try again.
What does the certificate represent?+
It records that you completed the lessons, passed all section exams, and submitted the final practical project. It is a non-credit certificate of completion, not an academic degree or professional license.
How long will I have access?+
The proposed purchase includes ongoing access to the course materials and future corrections to the version you enrolled in. Final customer terms will confirm the exact access policy before paid enrollment opens.
Is the beginner level right for me?+
Choose Beginner if you are new to the field, have learned informally, or want to rebuild the basics in a clear order. No previous professional experience is assumed.