{"id":2373,"date":"2026-04-14T15:06:30","date_gmt":"2026-04-14T15:06:30","guid":{"rendered":"https:\/\/thrwa.org\/courses\/digital-marketing-foundations\/"},"modified":"2026-04-14T13:06:30","modified_gmt":"2026-04-14T13:06:30","slug":"digital-marketing-foundations","status":"publish","type":"courses","link":"https:\/\/thrwa.org\/en\/courses\/digital-marketing-foundations\/","title":{"rendered":"Digital Marketing Foundations"},"content":{"rendered":"<p><b>Course Introduction (<\/b><\/p>\n<p><b>This Training course<\/b><span style=\"font-weight: 400\">\u00a0equips you with the essential building blocks of digital marketing so you can plan, launch, and measure campaigns with clarity\u2014not guesswork. You will learn how modern customer journeys work online, how to choose the right channels (social, search, email, and display), and how to craft messages that convert. The course also introduces practical targeting, budget logic, and measurement fundamentals so you can read performance data and improve results over time. By the end, you will be able to structure a complete beginner campaign\u2014from objective to KPI\u2014using simple frameworks, proven best practices, and step-by-step guidance. Designed for professionals who want an actionable starting point, this course balances conceptual understanding with hands-on application to help you execute confidently and avoid common rookie mistakes in planning, creatives, tracking, and optimization.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This training course will highlight:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How digital marketing works end-to-end (funnel and journey)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Core channels and when to use each one<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Campaign setup: objectives, audiences, budgets, creatives<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Analytics basics: KPIs, tracking, dashboards, reporting<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Practical launch checklist and optimization mindset<\/span><\/li>\n<\/ul>\n<p><b>Course Objectives\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">At the end of this training course, you will learn to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Explain<\/b><span style=\"font-weight: 400\">\u00a0digital channels and funnels<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Define<\/b><span style=\"font-weight: 400\">\u00a0goals, KPIs, and metrics<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Develop<\/b><span style=\"font-weight: 400\">\u00a0basic audience targeting plans<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Design<\/b><span style=\"font-weight: 400\">\u00a0simple multi-channel campaigns<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Analyze<\/b><span style=\"font-weight: 400\">\u00a0results and optimize performance<\/span><\/li>\n<\/ul>\n<p><b>Course Outline (5 Days)<\/b><\/p>\n<p><b>Day One: Digital Marketing Fundamentals and Customer Journey<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Digital marketing ecosystem and channel landscape<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Customer journey, funnel stages, and intent<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Defining objectives (awareness, leads, sales)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Core terminology: impressions, reach, CTR, CPA<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Value proposition, positioning, and messaging basics<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Content types and formats across channels<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Campaign briefing and foundational checklists<\/span><\/li>\n<\/ul>\n<p><b>Day Two: Social Media and Content Foundations<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Organic vs paid social: roles and limitations<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Content strategy: themes, pillars, and calendars<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Platform basics and audience behavior principles<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Creative fundamentals: hooks, visuals, CTAs<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Community management and engagement practices<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Influencer and creator collaboration basics<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Brand voice and consistency guidelines<\/span><\/li>\n<\/ul>\n<p><b>Day Three: Paid Advertising Basics (Search and Social)<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Paid media overview: auctions and relevance<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Targeting basics: demographics, interests, intent<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Keyword fundamentals and search ad structure<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ad copy and creative best practices<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Budgeting basics: daily vs lifetime budgets<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Landing page fundamentals and conversion basics<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Optimization basics: testing and iteration logic<\/span><\/li>\n<\/ul>\n<p><b>Day Four: Analytics and Measurement Foundations<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Measurement framework: objectives \u2192 KPIs \u2192 metrics<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Attribution basics and common pitfalls<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Tracking concepts: pixels, tags, UTM parameters<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reading performance reports and dashboards<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Interpreting metrics: CTR, CPC, CPA, ROAS<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Insight generation: diagnosing performance issues<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reporting cadence and stakeholder communication<\/span><\/li>\n<\/ul>\n<p><b>Day Five: Launching Your First Campaign and Optimization<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Campaign planning workflow and governance<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Audience, creative, and channel selection logic<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Building a simple integrated campaign plan<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Pre-launch checklist and QA approach<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Test-and-learn plan: A\/B testing basics<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Optimization cycles and decision rules<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Post-campaign review and improvement roadmap<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p class=\"tx-excerpt\">Course Introduction ( This Training course\u00a0equips you with the essential building blocks of digital marketing so you can plan, launch, and measure campaigns with clarity\u2014not guesswork. You...<\/p>","protected":false},"author":1,"featured_media":2314,"template":"","course-category":[66],"course-tag":[],"class_list":["post-2373","courses","type-courses","status-publish","has-post-thumbnail","hentry","course-category-marketing"],"_links":{"self":[{"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/courses\/2373","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/courses"}],"about":[{"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/types\/courses"}],"author":[{"embeddable":true,"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/media\/2314"}],"wp:attachment":[{"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/media?parent=2373"}],"wp:term":[{"taxonomy":"course-category","embeddable":true,"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/course-category?post=2373"},{"taxonomy":"course-tag","embeddable":true,"href":"https:\/\/thrwa.org\/en\/wp-json\/wp\/v2\/course-tag?post=2373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}