Digital Marketing Foundations

Digital marketing has rapidly evolved into an intelligent, data-driven, and multimodal discipline powered by AI, predictive tools, and real-time personalization. In this course, instructor Brad Batesole explores foundational concepts like marketing funnels, buyer journeys, and campaign strategy—reimagined through the lens of today’s tools and trends. From crafting compelling content and selecting marketing channels to optimizing websites and running paid, email, and social campaigns, learn how to apply new frameworks to develop high-performing digital strategies. This course also examines essential analytics skills and emerging innovations like chatbots, predictive content, and conversational commerce. By the end, you’ll be prepared to design and continually improve a digital marketing approach that’s both effective and future ready.

Learning objectives
Define digital marketing and describe its evolution in the context of AI, predictive content, and privacy shifts.
Explain key trends such as hyperpersonalization, post-cookie targeting, and multimodal customer engagement.
Describe core components of a digital marketing framework, including first-party data and real-time journey mapping.
Develop agile marketing strategies and create customer personas, value propositions, and one-page marketing plans.
Select appropriate KPIs and metrics to measure awareness, engagement, and conversion across digital channels.
Apply AI tools to optimize websites, email campaigns, and paid advertising with dynamic content and segmentation.
Evaluate digital platforms and content formats to personalize messaging and maximize ROI.
Analyze marketing analytics using GA4, predictive modeling, and anomaly detection to generate actionable insights.
Design a personalized learning plan to continually build digital marketing skills in an evolving landscape.