Learn Fundamentals of Digital Marketing 2026

Learn the learning outcomes of the digital marketing program and compare traditional and digital marketing, then explore buyer journeys, key channels, and analytics for b2b and b2c contexts.

This course targets startup entrepreneurs and product marketers looking for cost-effective marketing techniques to grow their business, and it also helps beginners learn digital marketing.

Learn that marketing is not sales, but a systematic set of activities—public relations, promotion, advertising, social media, digital marketing, packaging, and distribution—that communicate product value to buyers.

Learn how the four p's—product, price, place, and promotion—work together in digital marketing, with examples like software as a service, online marketplaces, digital payments, and cost-effective website and email promotion.

Compare traditional and digital marketing, noting lower overhead and higher profit when using online tactics such as blogging, email marketing, PPC, and YouTube for growth and scale.

Explore the digital landscape in India, where over 400 and 16 million internet users access via mobile, with Facebook leading as of July 2017, followed by YouTube, LinkedIn, and Twitter.

Discover how video dominates digital marketing in 2018, with rising brand investments and Instagram as the year’s hub, while live video, content marketing, and localization trends shape strategies.

Explore the consumer decision journey, from awareness to loyalty, and how the marketing funnel—top, middle, bottom—guides digital tactics like remarketing ads, email, and Facebook and YouTube video.

Explore the core elements of digital marketing, including SEO, social media, email, PPC, inbound, and analytics. Build a strong foundation with essential tactics like content marketing, automation, and programatic approaches.

Discover how SEO drives organic website traffic without paid spend and decide whether to do it yourself or hire an agency.

Understand how search engines crawl websites using algorithmic bots, crawling from link to link to index content, and note that crawl frequency varies by site.

Set up Google Analytics for your website by creating a Google account, obtaining the tracking script, and verifying its installation to monitor visitor data.

Set up a webmaster account for a subdomain, verify ownership with a tag, and use Google's dashboard to monitor impressions and site performance in search results.

Choose primary and long-tail keywords by using AdWords keyword planner to balance high-volume searches and competition, ensuring content targets the right audience and drives conversions.

Use the keyword planner to identify the right audience and find new keywords by phrase, website, or category, with fashion boutiques in Bangladesh as a low-competition example.

Learn how to track keyword rankings and monitor media performance, using manual checks or tools to measure ranking changes daily or weekly, and compare against competitors to understand market position.

Learn how internal linking, header and footer links, and well-crafted titles and meta descriptions boost navigation, content indexing on Google, and search visibility, with keyword density and image alt usage.

Learn how high-quality backlinks from reputable sources raise keyword rankings through page rank and domain authority, while exploring guest blogging, press releases, and influencer outreach.

Explore seven key reasons to use social media: showcase your brand, build a loyal, connected community, improve customer service with feedback, boost exposure, generate leads, expand sales, and cut costs.

Explore how Facebook pages and groups build communities, Twitter enables one-on-one interactions and customer service, while Hillingdon drives B2B thought leadership, Instagram, WhatsApp, Pinterest, Quora, Reddit, and Medium offer strategies.

Define social media personas as ideal customers to ensure content relevance and engagement, using bio templates and competitive analysis to tailor messaging for LinkedIn and Facebook ads.

Understand the differences between owned media and paid media, and see how websites, Facebook pages, and Twitter accounts give you content control while Google AdWords, Facebook ads, and YouTube ads enable paid placements.

Identify where your audience spends time on social networks and align resources. Define your profile, voice and tone, implement your posting strategy, and continually analyze, automate, and listen.

Discover Facebook’s four visibility parameters—creator, post performance, post type, and recency—and practical tips to market: social updates, communities, interactive videos, and new formats.

Plan ahead for Twitter marketing by prioritizing interactions, using trending hashtags and holiday calendars to boost visibility; engage with questions, replies, and direct responses to build relationships and meet goals.

Develop an engagement-driven instagram strategy by posting regularly, optimizing your profile and bio link, using captions and mixed media to tell stories, and leveraging hashtags, mentions, and analytics.

Learn to craft compliant email marketing with opt-in and double opt-in, segmentation by interest and purchase behavior, personalization, opt-out, a/b testing, time zones, and mobile responsive design.

Craft effective email content by using actionable language, highly segmenting and personalizing based on customer purchase behavior, aligning subject lines with copy, and prioritizing clarity and brevity to boost engagement.

Engage customers with informative, non-sales newsletters that follow a 90/10 education-to-promotion mix, offer interactive formats and easy opt-out, including blog posts and tutorials.

Explore how email service providers, offered as software as a service, enable email campaigns and insightful reports in digital marketing, highlighting MailChimp, Vertical Response, Campaign Monitor, Awaba, and Constant Contact.

Compare email marketing and marketing automation to understand their differences. Explore how automation extends to landing pages, CRM integration, lifecycle tracking, and drip campaigns.

Explore how inbound marketing attracts, educates, and empowers customers with content across the awareness to purchase lifecycle, turning research into a brand-driven decision.

Transform marketing by embracing inbound strategies that center the customer, build long-term value, and replace intrusive ads with engaging content like blogs and videos.

Explore the inbound marketing framework defined by HubSpot by attracting, converting, and delighting customers. Leverage forms, landing pages, CRM, and email workflows to turn visitors into leads and advocates.

Identify customer pain points, survey audiences, and craft content that solves problems to become a thought leader, while using biographies, opinion pieces, tools, lists, and case studies to attract customers.

Learn to fuel content ideas from industry forums, competitor blogs and social media, keyword research, evergreen content, and Musoma Mossimo to identify most shared articles.

Market your content by consistently publishing quality content and leveraging owned, earned, and paid media, including blogs, email databases, social channels, influencers, and ads that drive links.

Discover lead generation by turning anonymous visitors into known contacts through value offers like blogs, videos, and newsletters, and drive results with landing pages.

Explore how landing pages differ from homepages, focus on a single offer, and use lead capture forms to boost conversions via webinars, a cheat sheet, or an e-book.

Learn how to test a landing page with simple one- or two-variable tests, refining hero copy or button changes, and explore multivariate testing with multiple element variations.

Understand conversion rate as the percentage of visitors who complete a desired action, such as a lead, download, or sale, and how conversion rate optimization makes conversions happen.

Explore the benefits of conversion rate optimization, including more conversions with the same traffic and higher profits, plus a competitive edge, more viable channels, and first-mover advantage.

Analyze the conversion funnel with analytics to identify drop-offs and page load time on mobile. Test landing-page messaging, keywords, and user experience to achieve statistical significance and implement changes.

Learn that conversion rate is the essential metric for marketing success, not clicks or impressions, and understand how defining conversions—such as a lead form or white paper download—drives results.

Learn how pay-per-click advertising drives website visitors across search, social, and publisher networks. Understand CPC, CPM, and the factors that affect click costs and ad performance.

Target your audience with precise PPC ads using keywords, location, device, and demographics to boost relevance, conversions, and profitability through remarketing and top-of-search clicks.

Explore pay-per-click networks across search, social platforms, and content networks, including Google AdWords, Yahoo! Ads, Facebook, Instagram, Twitter, LinkedIn, Reddit, YouTube, and Pinterest.

Explore AdWords capabilities for text and display ads across Google's network, including YouTube, Gmail sponsored products, and remarketing, and master targeting options like keyword, contextual, placement, topic, and in-market audiences.

Learn how to set up a Google AdWords campaign with campaigns, ad groups, ads, keyword targeting, and essential extensions.

Explore the four keyword match types—broad match, broad match modifier, phrase match, and exact match—and how negative keywords influence reach, cost, and relevance for campaigns.

Identify the most important PPC metrics, including impressions, clicks, CTR, CPC, and conversions. Track visits, top keywords, and Google Analytics data like average time on site and actions.

Learn how web analytics measure visitor behavior, actions, and content engagement to convert visitors into customers, using Google Analytics as a free, easy-to-set-up reporting tool.

Unlock actionable insights with web analytics to improve your website, boost conversion rates, and understand visitors, traffic sources, and on-site actions.

Explore Google Analytics data visualization tools like dashboards, scorecards, and motion charts to track conversions over time, with segmentation, custom reports, scheduled email sharing, and AdWords integration.

Learn how Google Analytics tracks key KPIs like total traffic, sources of traffic, bounce rate, and conversion rate, and define conversions such as form fills or downloads.

Learn how to use Google Analytics for beginners by selecting the correct date range, exploring audience, acquisition, behavior, and conversions reports, and interpreting sessions, users, bounce rate, and session duration.

Learn how to track conversions with Google Analytics by setting up goals and events. Measure actions like reaching the contact us page and time on site, with dashboard visibility.

Analyze a brand's digital marketing presence from website messaging to social channels, traffic sources, and ad tactics. Learn to reverse-engineer strategy using tools like similarweb, espionage, builtwith, and ad libraries.

Analyze Flipkart as a B2C e-commerce case to reveal homepage visibility, top categories, social engagement, and how organic and paid traffic and keywords drive reach.