Marketing Free course · Certificate included
Digital Marketing Foundations
Understand customers, choose the right channels and measure what matters, from funnels to ROAS
- Beginner
- 6 h 7 min
- 15 lessons in 5 modules
- 2 h of video lectures
- Updated Sep 2026
About this course
Build a solid, practical foundation in digital marketing that works whether you sell handmade products in Lahore, run a salon in Dubai or freelance from London. You will learn how people move from first discovering a brand to buying and recommending it, how to research customers (with and without AI), how to position an offer, and how to choose between search, AI answers, social, creators, email and WhatsApp.
The course then turns to numbers. You will calculate CPM, CTR, CPC, CVR, CPA, CAC, LTV, ROAS, MER and break-even ROAS with worked examples, build a goal-based budget and a one-page weekly dashboard in Google Sheets. Finally, you will build a UTM tracking plan, understand attribution and consent (including Google Consent Mode and the UK's 2025 data reforms), use AI tools responsibly with the right disclosures, and finish with a 90-day marketing plan you can put to work straight away.
Tools you’ll use
- Google Analytics 4
- Google Tag Manager
- Google Consent Mode
- Google Search Console
- Google Trends
- Google Keyword Planner
- Campaign URL Builder
- Google Sheets
- Looker Studio
- Meta Ads Manager
- Meta Ad Library
- TikTok Ads Manager
- TikTok Creative Center
- WhatsApp Business
- ChatGPT
- Claude
- Gemini
- Perplexity
Skills
- Digital marketing
- Customer research
- Positioning
- Marketing budgeting
- Marketing KPIs
- Marketing attribution
- Data privacy
- AI for marketing
What you’ll be able to do
- Map a customer journey and funnel from real customer research and find the biggest drop-off point
- Write a specific positioning statement and a benefit-led value proposition
- Choose two or three channels, including search, AI answers, social and messaging, from demand and capacity
- Build a goal-based budget and test it against contribution margin and break-even ROAS
- Calculate CPM, CTR, CPC, CVR, CPA, CAC, LTV, ROAS and MER and build a weekly dashboard
- Create a UTM naming convention and tracking plan and explain how attribution models differ
- Apply consent, privacy and AI-disclosure principles across the UK, EU, US, UAE, KSA and Pakistan
- Turn everything into a prioritised 90-day marketing plan with clear tests and decision rules
Curriculum
Syllabus
- Modules
- 5
- Lessons
- 15
- Reading time
- 3.5 h
- Assessment questions
- 25
Understand how people actually discover, evaluate and buy, research them properly, and position an offer so the right people choose it.
- How people buy: journeys and funnelsVideo lecture, 8′Video · 13 min
- Customer research and personas that actually helpVideo lecture, 8′14 min
- Positioning and your value propositionVideo lecture, 8′13 min
Map the main digital channels, including search, AI answers, social, creators and messaging, to the jobs they do well, and build a realistic budget.
- The channel landscape: owned, earned, paid and sharedVideo lecture, 8′13 min
- Search, SEO and AI answers: being found when people lookVideo lecture, 8′14 min
- Social, creators and messaging: WhatsApp, SMS and communitiesVideo lecture, 8′14 min
- Budgeting and planning a campaignVideo lecture, 8′14 min
Learn the core marketing metrics and formulas, use them together to decide what to scale or stop, and report them in a simple weekly dashboard.
- Funnel metrics: CPM, CTR, CPC, CVR and CPAVideo lecture, 8′14 min
- Unit economics: CAC, LTV, ROAS and break-evenVideo lecture, 8′14 min
- Reporting and dashboards: a weekly view that drives decisionsVideo lecture, 8′14 min
Set up trustworthy tracking with a UTM plan, understand attribution and its limits, and collect data lawfully with consent.
- Tracking and attribution basicsVideo lecture, 8′14 min
- UTMs and a tracking plan you can trustVideo lecture, 8′15 min
- Privacy, consent and responsible data useVideo lecture, 8′15 min
Use AI tools safely and with the right disclosures, then pull the whole course together into a 90-day plan with tests and decision rules.
- AI for marketers: faster work, honest resultsVideo lecture, 8′15 min
- Your 90-day marketing plan: from diagnosis to decisionsVideo lecture, 8′16 min
- Final assessment
Your certificate
Finish with a credential anyone can check
Earn the Certified Digital Marketer – Foundations badge: The holder can research customers, map journeys, position an offer, choose channels including search, AI answers, social and messaging, and build goal-based budgets. They calculate core KPIs such as CAC, LTV, ROAS and MER, build a UTM tracking plan and weekly dashboard, apply consent and AI-disclosure rules, and produce a 90-day marketing plan.
Completed all lessons and scored ≥ 80% on the final assessment.
- A public verification page
- A PDF certificate to download
- An Open Badge you can share
- One click to your LinkedIn profile
Final assessment
- 25questions drawn from a larger pool
- 35 mintime limit
- 80%pass mark
- 3attempts per 24 hours
Start learning today. It’s free.
Every lesson is free to read. A free account saves your progress, unlocks the final assessment and issues your certificate.