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Fundamentals of Digital Marketing




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Course level: Undergraduate

This course provides a high-level view of the impact of technology on the marketing of goods and services. After completion of this course, students will be able to understand the structure of the Internet, compare and contrast strengths and weaknesses of various digital marketing tools, identify common terminology used in digital marketing, analyze ethical issues in public presentation of information, and evaluate the integration of digital media into a marketing plan.



What you'll learn

Course skills and outcomes

Week 1

  • Outline the major components of a digital marketing plan.
  • Analyze websites in regard to marketing performance and customer experience.
  • Explain the importance of page ranks and keywords in relation to web page views.

Week 2

  • Identify keywords that are most relevant for a website and suggest ways to increase website traffic through specific keyword changes.
  • Assess technical issues that could hinder a website’s ranking.
  • Evaluate links found on a webpage, and create a plan to earn quality links.
  • Compare and contrast paid search engine ads, and evaluate effective ad purchasing considerations.
  • Analyze the effectiveness of an online advertising campaign and offer ways to improve the campaign.

Week 3

  • Develop marketing strategies and messages for target markets.
  • Describe the role of publishers and advertisers in an ad network, and analyze bidding strategies.
  • Recommend structure, design, and content to improve website performance for a successful landing page.
  • Evaluate Key Performance Indicators (KPI) to improve marketing decisions.

Week 4

  • Create content designed to improve email marketing open rates and interaction.
  • Develop an effective social media plan.
  • Determine best practices for performing social media marketing on Twitter, Pinterest, YouTube, LinkedIn, Instagram, or other social media sites.

Week 5

  • Evaluate best practices for improving brand recognition and reducing negative online criticism.
  • Compare and contrast layout and technical constraints in mobile web design.
  • Design a mobile advertising strategy.


Why take courses at University of Phoenix

Accreditation that matters

We’ve been accredited by the Higher Learning Commission ( for more than 40 years.

Real-world instructors

Learn from instructors who bring an average of 25 years of working experience to the classroom.

Affordable and potentially reimbursable

Our tuition and fees are competitive and fixed. Also, check to see if your employer will cover you for this course.

Next Steps

Start a conversation about your future with an enrollment representative today.

Start a conversation about your future with an enrollment representative today.

Call (844) 937-8679

Transfer Credits

Credit Transfer

Credit Transfer

Need to transfer credits to another college or university?

Before you enroll in a course, check with your school of choice to make sure they will accept our transfer credits and to understand any requirements or limitations. Then you can complete your course, and request your official transcript be sent to your school. That’s it!

How to request your transcripts