Digital Marketing Fundamentals

Programme Summary

Digital marketing is effective when channel choices, content and measurement support a clear business objective. This programme introduces practical planning across search, social media, email and website conversion. Participants develop a campaign brief, compare channel options and interpret sample analytics, then prepare a measurable marketing plan with realistic budgets, privacy considerations and evidence based improvement decisions.

Training Objectives

1 Connect digital marketing activity with business objectives; 2 Improve audience understanding and channel selection; 3 Develop practical content and campaign planning; 4 Strengthen interpretation of marketing performance evidence; 5 Support responsible data use and campaign improvement.

Learning Outcomes

1 Define a target audience and campaign objective; 2 Select suitable channels with a clear rationale; 3 Prepare a coherent content and campaign brief; 4 Interpret conversion and acquisition performance measures; 5 Recommend an evidence based campaign improvement.

Target Audience

Marketing Coordinators; Business Development Officers; Small Business Managers; Communications Officers; Sales Support Professionals; Digital Marketing Assistants.

Target Industries

Retail; Hospitality; Professional Services; Education Services; Business Technology; Consumer Services.

Course Contents

• Module 1 Digital Marketing Purpose: Business objectives and customer journeys; Awareness consideration conversion and retention; Ethical claims and brand consistency.
• Module 2 Audience and Market Understanding: Customer needs segments and buying behaviour; Competitor observation and evidence limitations; Privacy respectful research and data use.
• Module 3 Digital Strategy: Objectives value proposition and channel roles; Budget resources and campaign priorities; Defining success before selecting tactics.
• Module 4 Website and Landing Pages: Clear messages usability and conversion paths; Mobile accessibility and customer trust; Calls to action and friction reduction.
• Module 5 Search Fundamentals: Search intent and useful website content; Organic visibility and technical basics; Paid search structure and relevance.
• Module 6 Social Media Planning: Platform suitability and audience behaviour; Content calendars and community interaction; Moderation escalation and reputation protection.
• Module 7 Email Marketing: Permission preferences and audience segmentation; Clear content subject lines and actions; Deliverability unsubscribe and data responsibilities.
• Module 8 Content Development: Useful formats stories and customer questions; Evidence accuracy and responsible AI assistance; Brand voice accessibility and content review.
• Module 9 Paid Campaign Basics: Audience targeting budget and bidding concepts; Creative testing and landing page alignment; Spend controls and performance monitoring.
• Module 10 Marketing Measurement: Reach engagement conversions and acquisition costs; Tracking consistency and attribution limitations; Avoiding vanity metrics and misleading comparisons.
• Module 11 Campaign Improvement: Hypotheses tests and meaningful comparisons; Interpreting results with sample limitations; Reallocating effort based on evidence.
• Module 12 Digital Marketing Workshop: Preparing a focused campaign brief; Analysing supplied marketing performance data; Presenting a practical improvement recommendation.

Assessment

• 60 single best answer questions, including applied scenarios; one mark per question.
• 90 minute invigilated digital examination with identity verification. Approved accessibility adjustments preserve the assessed competence.
• Supplied reference pack permitted; external internet and AI assistance prohibited.
• Individual applied assessment (45 minutes): Develop a campaign plan for a fictional business, choose channels and measures, and analyse supplied results to recommend a justified improvement.
• Assessment criteria: Alignment of audience objectives and channels; Quality and feasibility of campaign planning; Accuracy of performance interpretation and actions.
• Pass each component separately: 45/60 written marks (75%) and at least 70% on the applied task.
• Individual results and feedback are provided. One reassessment may follow coaching under the published enrolment terms.

Certification

• Successful learners receive a TQCSI Arabia digital Certificate of Successful Completion.
• The certificate records the learner name, exact programme title, teaching hours, completion date and unique verification reference.
• Verified identity, full attendance and separate written and applied passes are required; all mandatory critical criteria must be met.
• Proposed issue target: within 30 calendar days of approved results and settlement of applicable fees.
• Records assessed digital marketing fundamentals; it does not confer platform certification or authorise use of customer data outside applicable requirements.
• Attendance confirmation may record completed hours for unsuccessful learners; it does not certify successful completion.

Programme Profile

Number of daysNumber of daysNumber of days

333

Total teaching hoursTotal teaching hoursTotal teaching hours

18 hours; breaks, pre course work and formal final assessments excluded.18 hours; breaks, pre course work and formal final assessments excluded.18 hours; breaks, pre course work and formal final assessments excluded.

Delegates allowedDelegates allowedDelegates allowed

Maximum 16 delegates.Maximum 16 delegates.Maximum 16 delegates.

Training prerequisitesTraining prerequisitesTraining prerequisites

Basic computer and internet skills are required. No previous marketing qualification or paid advertising account is needed.Basic computer and internet skills are required. No previous marketing qualification or paid advertising account is needed.Basic computer and internet skills are required. No previous marketing qualification or paid advertising account is needed.

Pre course assignment and assessmentPre course assignment and assessmentPre course assignment and assessment

Review a fictional business and customer brief during a 25 minute preparation exercise.Review a fictional business and customer brief during a 25 minute preparation exercise.Review a fictional business and customer brief during a 25 minute preparation exercise.

End of course assessmentEnd of course assessmentEnd of course assessment

60 question written exam (90 minutes) and individual applied task (45 minutes).60 question written exam (90 minutes) and individual applied task (45 minutes).60 question written exam (90 minutes) and individual applied task (45 minutes).

Passing criteriaPassing criteriaPassing criteria

75% written and 70% applied, passed separately; full attendance.75% written and 70% applied, passed separately; full attendance.75% written and 70% applied, passed separately; full attendance.