Foundations of Digital Marketing: Strategy, Execution & Analytics

A practical, beginner-friendly program to understand how digital marketing works from strategy to execution and analytics

What you'll learn

Skills you'll gain

Digital Marketing FoundationsConsumer Behavior PsychologyStrategic Content PlanningShort-Form Content SystemsConversion-Centered Page DesignPerformance Marketing FundamentalsMarketing Analytics InterpretationCampaign Attribution TrackingData-Led Decision Making

Digital Marketing Foundations & Consumer Psychology

Introduction to digital marketing and its evolution

Key digital marketing channels and their roles

Audience engagement and communication touchpoints

Consumer behavior fundamentals in digital environments

Psychological triggers including trust, social proof, scarcity, and FOMO

Digital Marketing Execution & Performance Thinking

How digital marketing execution works in practice

Understanding performance-driven thinking

Introduction to paid search and performance advertising

When and why brands use paid channels

Short-Form Content Strategy & Creation Systems

Short-form content strategy for modern platforms

Frameworks for reels, shorts, and snackable content

Content planning and repeatable creation systems

Tools overview for fast content production

Landing Pages, Conversion Design & Lead Nurturing

Role of landing pages in the digital marketing funnel

Types of landing pages and common conversion barriers

High-converting page structure and CTA psychology

Mobile-first landing page design principles

No-code landing page tools overview

Lead capture basics and post-click nurturing flow

Live Session 1: Live Build Workshop

Live walkthrough of building a landing page using no-code tools

Headline, CTA, and form optimisation in real time

Best versus worst landing page comparisons

Interactive Q&A and learner participation

Marketing Analytics, Attribution & GA4 Fundamentals

Importance of analytics in digital marketing

Key metrics such as CTR, CVR, bounce rate, and traffic quality

KPIs versus metrics and measurement thinking

Campaign attribution using UTM parameters

Introduction to Google Analytics 4

Navigating key GA4 reports and insights

Closing Live Session: Live Analytics Walkthrough & Applied Assignment

Live GA4 demo walkthrough using sample data

Understanding campaign performance end to end

Explanation of the applied mini assignment

Guidance on portfolio-ready outputs

Final Q&A and next steps