DIGITAL-MARKET.KZ1 ISBN: 979-8-90059-152-0
Digital Marketing Fundamentals: Strategy, Tools, Analytics, and Campaign Practice
Master digital marketing strategy, analytics, and campaign execution with this comprehensive, hands-on, 13-chapter certification course featuring 11 labs.
What you will be able to do
- Strategic Analytics: Mastery of GA4 event-based measurement and multi-channel attribution to prove ROI.
- Technical SEO: Proficiency in website architecture, performance optimization, and search intent alignment for organic growth.
- Campaign Architecture: Ability to design integrated media plans across paid, owned, and earned channels effectively.
- Conversion Optimization: Skill in reducing friction within user journeys through A/B testing and landing page design.
Beginner Self-paced · 1 year access
11 Hands-On LiveLabs
Practice real IT tasks in guided environments.
- Real environments
- Auto-graded
- No installation
01 / About
About This Course
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No credit card required
This Digital Marketing Fundamentals certification course bridges the gap between theory and execution. Unlike passive programs, this curriculum forces you to apply concepts through 11 hands-on labs and 71 practice quizzes. You will navigate the complexities of SEO, paid media, and CRM automation while building a portfolio-ready capstone project. The trade-off is the intensity; you cannot simply watch videos to pass. You must engage with the 120 flashcards and master the 13 chapters to succeed. If you want to move beyond surface-level marketing tactics and understand the technical architecture of conversion funnels, this is the most rigorous training path available for career-focused professionals.
02 / Lessons & labs
See exactly what you will learn and practice
Lessons
13 Interactive Lessons · 98 topics01 Preface +
02 Digital Marketing Foundations and the Modern Ecosystem 9 topics · 1 LiveLab +
- Digital Transformation and the Role of Digital Marketing
- Traditional, Digital, and Integrated Marketing
- Paid, Owned, Earned, and Shared Media
- Customer Journey and Marketing Funnel
- Digital Channels and Business Objectives
- Careers and Professional Skills in Digital Marketing
- Ethical Considerations and AI in Digital Marketing
- Lab Workbook and Portfolio Build: Digital Presence Audit
- Summary
1 LiveLab in this lesson — see the labs panel →
03 Market Research, Customer Personas, and Brand Positioning 8 topics · 2 LiveLab +
- Marketing Strategy and Business Goals
- Digital Consumer Behavior
- Market Research and Competitive Intelligence
- Segmentation, Targeting, and Positioning
- Buyer Personas and Customer Journey Maps
- Value Proposition and Brand Voice
- Lab Workbook and Portfolio Build: Strategic Brand Brief
- Summary
2 LiveLab in this lesson — see the labs panel →
04 Content Marketing, Copywriting, and Visual Storytelling 8 topics · 1 LiveLab +
- Content Marketing Fundamentals
- Content Pillars and Content Mix
- Digital Copywriting and Calls-to-Action
- Visual Storytelling and Short-Form Content
- Editorial Calendar and Repurposing Workflow
- Copyright, Accessibility, and Responsible AI
- Lab Workbook and Portfolio Build: 30-Day Content Engine
- Summary
1 LiveLab in this lesson — see the labs panel →
05 Search Engine Optimization and Organic Visibility 9 topics · 1 LiveLab +
- Introduction
- How Search Engines Work
- Search Intent and Keyword Research
- On-Page SEO
- Technical SEO and Website Performance
- Local SEO and Business Listings
- Search Console Metrics and Organic Performance
- Lab Workbook and Portfolio Build: SEO Audit and Keyword Blueprint
- Summary
1 LiveLab in this lesson — see the labs panel →
06 Paid Search Advertising and Media Planning 8 topics · 1 LiveLab +
- Paid Advertising Fundamentals
- Google Ads Campaign Structure
- Keyword Match Types and Negative Keywords
- Ad Auction, Quality Score, and Ad Rank
- Ad Copy, Extensions, and Landing Page Alignment
- Budgeting, Forecasting, and Media Math
- Lab Workbook and Portfolio Build: Search Campaign Media Plan
- Summary
1 LiveLab in this lesson — see the labs panel →
07 Social Media Marketing: Build and Activate Your Plan 8 topics · 1 LiveLab +
- Social Media Marketing Fundamentals
- Platform Selection and Audience Fit
- Organic Social Content Strategy
- Paid Social Advertising and Targeting
- Creator, Influencer, and User-Generated Content
- Community Management and Social Listening
- Lab Workbook and Portfolio Build: Social Activation Plan
- Summary
1 LiveLab in this lesson — see the labs panel →
08 Email Marketing, CRM, and Lifecycle Automation 8 topics · 1 LiveLab +
- Email Marketing and First-Party Data
- Permission-Based List Building and Compliance
- Audience Segmentation and Lifecycle Stages
- Email Design, Subject Lines, and CTAs
- CRM Contact Management and Pipelines
- Trigger-Based Automation and Lead Nurturing
- Lab Workbook and Portfolio Build: Lead Nurture Flow
- Summary
1 LiveLab in this lesson — see the labs panel →
09 Website Architecture, UX, and Conversion Rate Optimization 8 topics · 1 LiveLab +
- Website Architecture and User Experience
- Landing Page Design and Lead Generation
- Mobile-First and Responsive Design
- Conversion Funnels and Friction Reduction
- A/B Testing and Experimentation
- Accessibility, Page Speed, and Behavioral Analytics
- Lab Workbook and Portfolio Build: Landing Page Blueprint
- Summary
1 LiveLab in this lesson — see the labs panel →
10 Marketing Analytics, Dashboards, and Data Storytelling 8 topics · 1 LiveLab +
- Marketing Analytics Fundamentals
- Metrics, KPIs, and Measurement Plans
- GA4 Reports and Event-Based Measurement
- Attribution and Multi-Channel Measurement
- Marketing Math and Customer Economics
- Dashboard Design and Data Storytelling
- Lab Workbook and Portfolio Build: Executive Dashboard
- Summary
1 LiveLab in this lesson — see the labs panel →
11 E-Commerce Marketing and Digital Storefront Optimization 8 topics · 1 LiveLab +
- E-Commerce Business Models and Storefronts
- Product Detail Pages and Merchandising
- Product Feeds, Shopping Ads, and Marketplace Visibility
- Cart Abandonment and Recovery Strategies
- Checkout Optimization and Online Customer Experience
- Retention, Loyalty, Reviews, and Repeat Purchases
- Lab Workbook and Portfolio Build: E-Commerce Funnel Playbook
- Summary
1 LiveLab in this lesson — see the labs panel →
12 Integrated Omnichannel Strategy, Governance, and Ethical AI 8 topics · 1 LiveLab +
- Integrated Digital Marketing Strategy
- Omnichannel Customer Experience
- Budgeting, Scheduling, and Resource Planning
- Privacy, Consent, and Data Protection
- Accessibility, Inclusion, and Ethical Marketing
- Responsible AI for Marketing Workflows
- Lab Workbook and Portfolio Build: Strategy and Governance Brief
- Summary
1 LiveLab in this lesson — see the labs panel →
13 Capstone Project: Digital Marketing Campaign Defense 8 topics · 1 LiveLab +
- Capstone Brief and Business Selection
- Research, Personas, and Customer Journey
- Channel Strategy and Campaign Architecture
- Creative Assets, Calendar, Budget, and KPIs
- Campaign Simulation and Quality Assurance
- Analytics Dashboard and Optimization Report
- Final Portfolio Defense
- Summary
1 LiveLab in this lesson — see the labs panel →
Hands-On Labs Our edge
11 LiveLabs- Defending AI Marketing Integrity
- Engineering Visibility for Market Success
- Navigating the High-Risk Marketing Audit
- Defending SEO ROI Under Pressure
- Defending Human Oversight in Search
- Navigating the Digital Firestorm
- Architecting High Performance Email Campaigns
- Architecting Rigorous Conversion Experiments
- Integrity Under Executive Pressure
- Defending the E-commerce Marketing Budget
- Mastering Dynamic Campaign Optimization
- Optimizing Campaign ROI Under Pressure
Labs run in your browser — nothing to install.
03 / FAQs
Questions before you start
Is this course suitable for absolute beginners?+
Yes, but it is demanding. It covers foundational concepts, but the inclusion of 11 labs means you must be prepared to do actual technical work rather than just reading theory.
How does this course prepare me for a career?+
The capstone project requires you to build a full campaign defense, providing a tangible portfolio piece that demonstrates your ability to manage budgets, KPIs, and strategy.
Does this course cover AI in marketing?+
Yes, the curriculum includes a dedicated focus on ethical AI, governance, and how to integrate emerging technologies into your broader digital marketing strategy.
Keep going
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Master Digital Marketing Fundamentals
Build practical digital marketing skills through hands-on labs and practice quizzes. Learn SEO, analytics, paid media, and conversion optimization.
- 1 year of full access
- 11 LiveLab included
- Certificate of completion
No credit card required