Foundation Certificate in Digital Marketing This Foundation digital marketing course helps adults and career changers build clear, practical marketing knowledge. Learners explore marketing fundamentals, customer understanding, digital channels, responsible marketing, market research, and how sales and marketing work together.The course uses accessible teaching, practical examples and structured activities. It also introduces safe and responsible use of artificial intelligence where it supports a genuine marketing task. Learners remain responsible for checking information, making decisions and reviewing their work.Lesson content, H5P activities, quizzes, downloadable resources and the final practical project will be added through the controlled Digital Marketing Guild production process.
Curriculum
- 9 Sections
- 70 Lessons
- 10 Weeks
Expand all sectionsCollapse all sections
- Course OpeningCourse introduction, study preparation and safe AI foundations.17
- 1.1Lesson 1: Welcome to the Foundation Certificate in Digital Marketing
- 1.2How you will learn and practise
- 1.3What you will earn after completion
- 1.4What the course will help you understand
- 1.5Lesson 2: Study and Assessment Preparation
- 1.6How the course is organised
- 1.7Planning your study time
- 1.8Using activities and feedback
- 1.9Preparing for knowledge checks and the final project
- 1.10Lesson 3: Introduction to AI for Learning and Marketing
- 1.11What generative AI is
- 1.12What AI can help with
- 1.13What AI cannot reliably do
- 1.14Why AI can sound confident and still be wrong
- 1.15Protecting personal and business information
- 1.16Safe and responsible AI use
- 1.17How to review an AI response
- Module 1: Marketing FundamentalsCore marketing ideas needed before working with digital channels.42
- 2.1Lesson 1: What Marketing Does30 Minutes
- 2.2What marketing means
- 2.3Why businesses use marketing
- 2.4Marketing as a business activity
- 2.5Lesson 2: Marketing and Selling
- 2.6The role of marketing
- 2.7The role of selling
- 2.8How marketing and selling support each other
- 2.9Lesson 3: Customer Needs, Wants and Value
- 2.10Understanding customer needs
- 2.11Understanding customer wants
- 2.12How customers judge value
- 2.13Lesson 4: The Marketing Mix
- 2.14Product
- 2.15Price
- 2.16Place
- 2.17Promotion
- 2.18Lesson 5: Understanding Customer Groups
- 2.19Why businesses group customers
- 2.20Demographic segmentation
- 2.21Geographic segmentation
- 2.22Lesson 6: Branding and Customer Perception
- 2.23What a brand is
- 2.24How branding shapes expectations
- 2.25Why consistency matters
- 2.26Lesson 7: Marketing Objectives and Business Goals
- 2.27The difference between a business goal and a marketing objective
- 2.28Common Foundation-stage marketing objectives
- 2.29Linking marketing activity to a clear result
- 2.30Lesson 8: Value Propositions and Simple Campaign Planning
- 2.31What a value proposition is
- 2.32Explaining value clearly
- 2.33Using AIDA to plan a message
- 2.34Using the 5Ws to plan a campaign
- 2.35Lesson 9: AI in Practice: Exploring Customer Value
- 2.36Use a prompt to explore customer needs
- 2.37Draft a simple value proposition
- 2.38Improve the prompt and compare the output
- 2.39Module 1 Practice and Reflection
- 2.40Marketing Decision Scenario
- 2.41Knowledge Check0 Questions
- 2.42Reflection
- Module 2: Understanding CustomersCustomer groups, journeys, trust, communication and relationship management.42
- 3.1Lesson 1: Creating Customer Personas
- 3.2What a customer persona is
- 3.3What useful information to include
- 3.4Lesson 2: Understanding the Customer Journey
- 3.5What a customer journey is
- 3.6Customer needs at different stages
- 3.7Marketing touchpoints
- 3.8Simple customer journey mapping
- 3.9Lesson 3: Building Trust and Loyalty
- 3.10What builds customer trust
- 3.11Why consistency matters
- 3.12How loyalty supports long-term value
- 3.13Lesson 4: Managing Customer Expectations
- 3.14How expectations are created
- 3.15The risks of overpromising
- 3.16Using feedback to improve the experience
- 3.17Lesson 5: Communicating Clearly with Customers
- 3.18Choosing the right communication channel
- 3.19Tone and timing
- 3.20Clear and accessible writing
- 3.21Matching the message to the customer
- 3.22Lesson 6: Responding to Questions and Complaints
- 3.23Listening and understanding the issue
- 3.24Responding calmly and clearly
- 3.25Using complaints to improve service
- 3.26Lesson 7: Customer Relationship Management
- 3.27What a CRM system is
- 3.28How CRM supports customer relationships
- 3.29CRM compared with manual tracking
- 3.30Lesson 8: Using Customer Data Responsibly
- 3.31Why customer data needs care
- 3.32Ethical and responsible CRM use
- 3.33Lesson 9: AI in Practice: Drafting a Customer Persona
- 3.34Give AI useful business context
- 3.35Create a draft persona
- 3.36Separate facts from assumptions
- 3.37Improve the draft using evidence
- 3.38Module 2 Practice and Reflection
- 3.39Customer Communication Scenario
- 3.40Persona and Customer Journey Activity
- 3.41Module 2 Knowledge Check0 Questions
- 3.42Module 2 Reflection
- Module 3: Digital Marketing ChannelsThe main digital channels, channel choices, content and basic measurement.61
- 4.1Lesson 1: What Digital Marketing Is
- 4.2What digital marketing means
- 4.3How digital marketing supports business goals
- 4.4Digital and traditional marketing together
- 4.5Lesson 2: Choosing Digital Marketing Channels
- 4.6Start with the objective
- 4.7Understand the audience
- 4.8Match the channel to the task
- 4.9Lesson 3: The PESO Media Model
- 4.10What the PESO model is
- 4.11Paid media
- 4.12Earned media
- 4.13Shared media
- 4.14Owned media
- 4.15Combining PESO channels
- 4.16PESO Sorting Activity
- 4.17Lesson 4: Websites and Landing Pages
- 4.18The role of a business website
- 4.19What a landing page does
- 4.20Giving users a clear next step
- 4.21Lesson 5: Search Marketing
- 4.22What search engine optimisation means
- 4.23Organic and paid search
- 4.24Keywords and search intent
- 4.25When SEO or pay-per-click may be suitable
- 4.26Lesson 6: Email Marketing
- 4.27What email marketing is used for
- 4.28Types of marketing email
- 4.29Clear messages and calls to action
- 4.30Lesson 7: Social Media Marketing
- 4.31How businesses use social media
- 4.32Organic and paid social media
- 4.33Choosing a platform by audience and purpose
- 4.34Content formats and engagement
- 4.35Lesson 8: Content Marketing
- 4.36What content marketing is
- 4.37Matching content to audience needs
- 4.38Helping people move towards an action
- 4.39Lesson 9: Online Advertising
- 4.40What online advertising includes
- 4.41Targeting and placement
- 4.42Costs, benefits and limits
- 4.43Lesson 10: Measuring Basic Digital Performance
- 4.44Why marketers measure results
- 4.45Reach, clicks and engagement
- 4.46Leads, bookings and sales
- 4.47Matching the measure to the objective
- 4.48Lesson 11: AI in Practice: Comparing Channel Ideas
- 4.49Give AI an objective and audience
- 4.50Compare the reasons and limitations
- 4.51Reject weak or unsuitable suggestions
- 4.52Make the final decision yourself
- 4.53Lesson 12: AI in Practice: Exploring PESO
- 4.54Generate mixed PESO examples
- 4.55Sort the examples
- 4.56Module 3 Practice and Reflection
- 4.57Choose the Best Digital Channel
- 4.58Match Content to Audience and Objective
- 4.59Interpret Basic Digital Performance
- 4.60Module 3 Knowledge Check0 Questions
- 4.61Module 3 Reflection
- Module 4: Responsible Digital MarketingLegal, ethical, privacy and advertising responsibilities in digital marketing.50
- 5.1Lesson 1: Why Responsible Marketing Matters
- 5.2Legal, regulatory and ethical responsibilities
- 5.3The effect on customers
- 5.4The effect on reputation and trust
- 5.5Lesson 2: Consumer Protection and Fair Marketing
- 5.6Fair and accurate claims
- 5.7Misleading marketing
- 5.8Marketer responsibilities
- 5.9Lesson 3: Privacy and Personal Data
- 5.10What personal data is
- 5.11Why privacy matters
- 5.12Core data protection principles
- 5.13Rights of individuals
- 5.14Lesson 4: Consent and Lawful Use of Data
- 5.15What consent means
- 5.16Legitimate interest in simple terms
- 5.17Recording and respecting customer choices
- 5.18Lesson 5: Cookies, Tracking and Transparency
- 5.19What cookies and tracking do
- 5.20Why disclosure matters
- 5.21Clear privacy information
- 5.22Giving users a real choice
- 5.23Lesson 6: Advertising Standards
- 5.24Why advertising standards exist
- 5.25The role of the ASA and CAP Code
- 5.26Lesson 7: Disclosure, Sponsorship and Influencer Marketing
- 5.27What disclosure means
- 5.28Paid partnerships and sponsored content
- 5.29Making commercial relationships clear
- 5.30Lesson 8: Ethical Marketing Decisions
- 5.31Legal does not always mean ethical
- 5.32Questions to ask before publishing
- 5.33Raising and reporting concerns
- 5.34Lesson 9: AI in Practice: Checking Marketing Claims
- 5.35Review a marketing claim
- 5.36Identify possible risks
- 5.37Rewrite the claim more carefully
- 5.38Check the result against trusted guidance
- 5.39Lesson 10: AI Safety: Protecting Data and Privacy
- 5.40What not to share with AI
- 5.41Using fictional or anonymised information
- 5.42Following workplace rules
- 5.43Checking links, facts and sources
- 5.44Knowing when not to use AI
- 5.45Module 4 Practice and Reflection
- 5.46Responsible Marketing Decision Scenario
- 5.47Spot the Misleading Claim
- 5.48Privacy and Consent Activity
- 5.49Module 4 Knowledge Check0 Questions
- 5.50Module 4 Reflection
- Module 5: Market Research and Customer InsightResearch methods, research quality, findings and practical customer insight.45
- 6.1Lesson 1: Why Marketers Use Research
- 6.2Reducing guesswork
- 6.3Understanding customers and markets
- 6.4Supporting better decisions
- 6.5Lesson 2: Qualitative and Quantitative Research
- 6.6What qualitative research tells you
- 6.7What quantitative research tells you
- 6.8Comparing the two approaches
- 6.9Lesson 3: Primary and Secondary Research
- 6.10What primary research is
- 6.11What secondary research is
- 6.12Choosing between them
- 6.13Lesson 4: Choosing a Research Method
- 6.14Match the method to the question
- 6.15Time, cost and access
- 6.16Strengths and limitations
- 6.17Lesson 5: Collecting Useful Information
- 6.18Surveys and questionnaires
- 6.19Interviews and observation
- 6.20Existing data and published sources
- 6.21Lesson 6: Checking Research Quality
- 6.22Validity
- 6.23Reliability
- 6.24Representative samples and current sources
- 6.25Lesson 7: Making Sense of Findings
- 6.26Organising information
- 6.27Spotting patterns and differences
- 6.28Lesson 8: Reporting and Applying Findings
- 6.29Presenting findings clearly
- 6.30Linking findings to a decision
- 6.31Making a simple recommendation
- 6.32Lesson 9: AI in Practice: Improving Research Questions
- 6.33Identify a leading question
- 6.34Compare the suggested questions
- 6.35Choose and improve the best version
- 6.36Lesson 10: AI in Practice: Summarising Findings
- 6.37Give AI a small fictional dataset
- 6.38Compare the AI summary with your own reading
- 6.39Rewrite the summary accurately
- 6.40Module 5 Practice and Reflection
- 6.41Choose the Research Method
- 6.42Spot the Biased Question
- 6.43Interpret a Small Research Result
- 6.44Module 5 Knowledge Check0 Questions
- 6.45Module 5 Reflection
- Module 6: Sales and Marketing Working TogetherHow sales and marketing communicate, align goals and support customers.39
- 7.1Lesson 1: The Roles of Sales and Marketing
- 7.2What marketing does
- 7.3What sales does
- 7.4Where the roles overlap
- 7.5Lesson 2: The Customer Journey from Interest to Purchase
- 7.6Creating awareness and interest
- 7.7Supporting consideration
- 7.8Helping customers make a decision
- 7.9Lesson 3: Shared Goals and Clear Handover
- 7.10Sales goals
- 7.11Marketing goals
- 7.12Passing useful information between teams
- 7.13Lesson 4: Communication and Collaboration
- 7.14What can go wrong
- 7.15Sharing information clearly
- 7.16Lesson 5: Common Alignment Problems
- 7.17Conflicting goals
- 7.18Poor-quality leads or unclear expectations
- 7.19Missing or delayed information
- 7.20Lesson 6: Measuring Whether the Relationship Works
- 7.21Signs of successful alignment
- 7.22Lead quality
- 7.23Conversion and customer feedback
- 7.24Simple tracking methods
- 7.25Lesson 7: Improving Sales and Marketing Working Practices
- 7.26Reviewing performance
- 7.27Using learning to support future activity
- 7.28Lesson 8: AI in Practice: Drafting a Customer Handover
- 7.29Give AI a fictional customer enquiry
- 7.30Organise the information into a handover note
- 7.31Check that no facts were invented
- 7.32Remove unnecessary personal information
- 7.33Improve the final handover
- 7.34Module 6 Practice and Reflection
- 7.35Sales or Marketing Sorting Activity
- 7.36Customer Handover Scenario
- 7.37Diagnose the Alignment Problem
- 7.38Module 6 Knowledge Check0 Questions
- 7.39Module 6 Reflection
- Course ConsolidationCourse connections and preparation for the final knowledge check and project.12
- 8.1Lesson 1: How the Course Topics Connect
- 8.2Customers and research
- 8.3Objectives, messages and channels
- 8.4Responsibility, measurement and improvement
- 8.5Lesson 2: Preparing for the Foundation Knowledge Check
- 8.6What the knowledge check covers
- 8.7How to approach questions
- 8.8How to use feedback
- 8.9Lesson 3: Preparing for the Foundation Marketing Project
- 8.10Understanding the project brief
- 8.11Planning your response
- 8.12Checking your evidence
- Final course assessment items5
