Digital Marketing Institute

Digital Marketing Essentials

This course covers the fundamentals including digital tools, technologies and uses. Learn about email, social media and customer service. Perfect for non-marketing teams building their digital awareness.

Digital Marketing Essentials Certification
USD 245

Digital Marketing Essentials Course Overview

With a focus on career-ready learning, and delivered through a blend of essential reading, case studies and useful toolkits, this course will quickly make you familiar with the core foundations of digital marketing.

↗ 6 Interactive Modules.
↗ Associate Level Certification.
↗ 6 Hours self-paced learning content.
↗ FREE DMI Membership included.
↗ Practical Toolkits and Templates.

Key skills and competencies you will gain: Customer Journeys, Web Concepts and Terminology, User Experience, Social Media, Social Customer Service, Data Security, Data Analytics, Reporting Data


6 Modules • Approx 6 hours Learning content

Explore the new consumer journey to purchase. Where are the opportunities for your brand? Here we talk about digital touch points, digital disruption and transformation – and what this means for you.

Knowledge Gain: Key Concepts of Digital – Customer Behavior – Customer Journey Influencing Decisions – Identify Digital Opportunities

Toolkits included:

  • Buyer Persona Template

Case Study/Webinar

  • Glossier: A Thoroughly Modern Beauty Brand

Expert Insights: The Best Digital Marketing Channels with Mark Evans

Learn about key web concepts and terminology, how to create an online presence and what works for your brand. We’ll take your through the basics of simple but effective web design and eCommerce.
Knowledge Gain: Online Presence – Design and UX – Customer Journey and Conversions – Email Marketing

Toolkits included:

  • eBook: Email Content and Copywriting Checklist
  • Reading: How Do Search Engines Actually Work?
  • Reading: Guide to SEO for Small Business
  • Video: The Power of Email Marketing

Case Study/Webinar

  • The Skimm: Disrupting News Media and Making Email Cool Again
  • Email Marketing Strategy – The Ultimate Blueprint

We explore the bigger platforms including LinkedIn, Facebook, Twitter, Instagram and Snapchat. Then, a look at social advertising and how it allows for pinpoint targeting.

Knowledge Gain: Social Media Platforms – Benefits of Social Media for Business – Personal Branding- Social Media Audiences

Toolkits included:

  • How to Manage your Online Reputation

Case Study/Webinar

  • Glossier: A Thoroughly Modern Beauty Brand

Expert Insights:

  • Brian Lavery (AccuWeather) on Data and GDPR

Here you get tactics, techniques, approaches, best practices and customer-friendly digital tricks. Explore online complaints handling, reporting mechanisms, negative feedback and reviews.

Knowledge Gain: Social Customer Service – Brand Management – Benefits of Digital Tools

Toolkits included:

  • How to Manage Online Customer Review
  • DMI Guide to Social Media Crises

Expert Insights:

  • Facebook Messenger Marketing and Chatbots, with Larry Kim

We cover data protection, cyber-security, identity theft, malware and hacking. We also cover important regulatory information – laws and guidelines, GDPR, data security and collection.

Knowledge Gain: Minimizing Risks within Digital – Using Policies, Guidelines, Data Protection – Relevant Laws and Guidelines

Toolkits included:

  • Social Content Distribution & Engagement Dashboard
  • Content Audit Checklist

Case Study/Webinar

  • The Definitive GDPR Checklist for Marketers

Learn about S.M.A.R.T (Specific, Measurable, Achievable, Relevant, Timely) business goals and the importance of Key Performance Indicators (KPIs). The Digital Mindset means you think digital first.

Knowledge Gain: Using Digital to Achieve Business Goals – Agile Thinkng – Data Metrics and Analytics – Nurturing a Digital Mindset and Cuture

Case Study/Webinar

  • Gimlet Media – Leading the Podcast Industry to its Golden Era
  • Agile Thinking in Managing Projects
  • Facebook: Shaping the Digital Future
  • A Leadership Mindset
  • eBook: What are the most Digital Industries and Why?

Expert Insights:

  • The Economist Group White Paper: Talent and Technology in 2020 and beyond


The Digital Marketing Institute is the global certification body for digital marketing and selling education. Exclusively designed by practicing digital practitioners, the Foundation Certificate in Digital carries the coveted Digital Marketing Institute accreditation and associated brand recognition, which is highly sought after by employers.

The Foundation Certificate in Digital is assessed by a one-hour exam administered by our computer-based testing partner, Pearson Vue, via its global network of test centers.

The exam includes a range of different question formats. You must achieve a minimum of 60% to pass the exam.

The cost of the exam is included in the price but subsequent re-sits due to failed attempts will incur a fee of approximately €60 or local currency equivalent payable directly to Pearson Vue when you book your repeat attempt.


In short, no! The Foundation Certificate in Digital is at an associate level and focuses on the fundamentals of digital technology. You will learn how digital is applied within a business, which digital channels to use and you will understand the commercial aspect of online marketing.

Anyone with an interest in understanding the fundamentals of digital can apply for the Foundation Certificate in Digital.

A background in a related discipline is not required as the Foundation Certificate in Digital is designed to help you understand the key concepts of digital, how it has changed customer behavior and the implications for your role and the wider business. It is the perfect certification to boost your career and is ideal for a range of roles such as customer service, IT, HR, finance, sales, admin or anyone working with data or using digital channels. The only prerequisite is that you want to gain an understanding of digital and enhance your role within a team and business.

Upon successful completion, you will become a Certified Digital Marketing Associate.


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