MKT2150
Digital Marketing Fundamentals
Digital Marketing Fundamentals provides an understanding of the digital marketing landscape, key trends impacting the industry, the changed customer journey, and the role each channel can play in that journey. The course also examines the advantages and subsequent challenges of this expanding marketing venue.
You’ll explore the tools that currently exist and the potential for future applications of the digital platform for marketing purposes. The course will further explore the digital platform as a tool for businesses in general in order to increase its levels of efficiency, effectiveness, and competitive position in the market space. You’ll also learn how to define and develop a digital strategy to help a business achieve its goals.
Course level
Undergraduate
Course duration
max. 8 weeks
Estimated time per week
10-15 hours
Course prerequisites
None
Cost
$ -
Course credits
3
Relevant jobs
CEOs, Digital marketing managers, Marketing managers
What will I learn?
Define the strengths, weaknesses, opportunities, and threats (SWOT) of each digital marketing channel and their application to a business problem
Develop a customer journey map with associated personas in the context of a new service or product
Identify how digital and technology trends are impacting the future of work and business
Explain how to drive a customer through the stages of the path-to-purchase using different digital marketing channels
Key Skills
How will I learn?
Your course starts on the first of the month. Each course consists of six modules, each module will take you one week to complete and each course is designed to take you eight weeks to complete. Nexford’s learning design team has purposefully created courses to equip you with competencies mapped to the skills employers are looking for. Each course has 5-7 learning outcomes based on the skills employers need. Everything you learn gives you measurable skills you will use to succeed in today’s world of work.
Nexford courses are not live or recorded lectures. Instead, they’re reading, videos, interactive elements, quizzes and relevant case studies. Programs include assessments, peer-to-peer discussions, and a final project to practice what you’ve learned in a real-world context. Program content is available 24/7 during the course, and you have opportunities for collaboration and networking with learners during and after your program. Our global community of learners work at top companies such as Microsoft, Deloitte, and Google.
You'll have 24/7 access to success advisors to support you. Faculty also provide you world-class support. Book appointments with them, get individual feedback, and attend regular optional webinars. Nexford courses are rigorous and they encourage critical thinking - because we care about what you know how to do not what you know you have regular hands-on assessments reflecting the business world.
| Modules | Assignment Due Date |
|---|---|
| 1: Definition of digital marketing, its’ importance and Its’ role within an organization | Day 10 |
| 2: Digital and emerging technology and its’ effect on current and future business | Day 17 |
| 3: Digital channel landscape | Day 24 |
| 4: Digital and consumer behaviour - understanding digital and integrated paths to purchase | Day 31 |
| 5: Persona profile creation and customer journey mapping | Day 38 |
| 6: Elements of a digital strategy | Day 45 (optional) |
| 7: Final project | Day 51 |
Across the duration of the course, you will undertake five Formative Assessments and one Final Project.
The summative assessment is your final project and achieving a passing grade on this assessment is required to pass the course. The minimum passing grade at Nexford University is a C or above. (70% or above).
| Grading Scale | Grading Weights | |||
|---|---|---|---|---|
| A | 90%-100% | Module Assignments | 30% | |
| B | 80%-89% | Final Project Milestones | 30% | |
| C | 70-79% | Final Project | 40% | |
| F | < 70% | |||
| W | Withdrawn | Total | 100% | |
You'll get real skills you can use at work, straight away. At the end of this course, you'll also get a digital badge that you can put on your LinkedIn profile to showcase your skills.
Once you've taken one course, you can take more. Using stacked credentials, you’re able to take enough courses to make a certificate, and take enough certificates to build a degree.
If you apply for a Nexford certificate or degree, you'll get credit for each course you take.
What support will I receive?
When you have a dedicated team on your side, you'll never be alone studying at Nexford. Hailing from many different countries and with online education expertise, our faculty provides you world-class support. Ask them questions during one-to-one office hours or live chat, email them any time, and get individual feedback on your assessments.
While you’re learning, you’ll also have full access to the Nexford online library, which includes access to millions of full-text articles, industry reports and key sources such as the Wall Street Journal, the Financial Times and The Economist.
LinkedIn Learning: unlimited access with Nexford
Support your Nexford goals with access to LinkedIn Learning during your program, at no additional cost. Explore the learning hub of the globe’s biggest professional networking platform to:
- Power your career: choose from over 16,000 expert-led courses, from remote working to data science
- Show off your skills: earn a certificate when you complete a course
- See what’s trending: LinkedIn Learning adds 25 new courses each week
- Tailor your learning: choose relevant courses based on your experience, LinkedIn profile and goals
- Test what you’ve learned: use LinkedIn Learning assessments
