# Digital Marketing Strategy & Web Fundamentals Online The strategy layer that everything else in marketing sits on. Canonical URL: ## Overview Digital Marketing Strategy & Web Fundamentals is the foundation course for the program. Before a website can be optimized for an audience, that audience has to be identified, so the course starts with defining who you are trying to reach, building customer personas, and articulating a value proposition that gives someone a reason to choose you. From there it covers goal setting and the metrics that actually indicate progress rather than simply moving. The second half turns to the website itself: the elements every site needs in order to convert visitors into leads, how those leads are nurtured toward a sale, and how to read marketing performance to improve return on investment. You finish with a complete digital marketing strategy document covering audience, positioning, conversion pathways, and measurement, which becomes the reference point for every channel-specific course that follows. ## What you'll learn - Define a target audience and build customer personas - Develop a value proposition that differentiates your business - Set marketing goals and choose metrics that reflect real progress - Identify the website elements that drive conversions - Build conversion pathways that turn visitors into leads - Nurture leads toward a sale - Analyze marketing performance and improve return on investment ## FAQ ### Who is the target audience for this course? Digital Marketing Strategy & Web Fundamentals is a good fit for: Business owners who need a marketing plan rather than scattered tactics. Marketers who want a strategic framework before specializing in a channel. Career changers beginning a digital marketing path. ### Is this course open to beginners? Yes, this course is open to beginners. Students must be comfortable using a computer. No other prior knowledge is required. ### Do you offer payment plans or student financing for this course? This course does not qualify for payment plans or student financing. See our Payment Options FAQ to find related programs that qualify. ### What is the cancellation and refund policy for this single course? For this course, you are entitled to a 90% refund (your payment less the nonrefundable 10% registration fee) within 30 days of purchase if you have not accessed the course materials. ### What’s included with my tuition? A hands-on learning experience working on projects and exercises, which is proven to boost comprehension, retention, and engagement Expert instructors who are industry professionals and experienced educators that are driven to help you succeed Expert support with answers to your questions from real instructors throughout your learning journey Top-notch curricula that have been tried and tested over many years and are consistently improved for an optimal learning experience 30-day access to class recordings to review material at your own pace A certificate of completion to verify your accomplishment The confidence of learning at an accredited institution ### Are there any additional fees or expenses? There are no extra fees or taxes for our courses. The price you see on this page is the maximum you’ll pay us. However, you may need to obtain required software. We’ll help you get set up with a free trial of paid software prior to the class. Most of our coding classes utilize freely-available open-source software. For most of our design and motion graphics courses, we will help you get set up with a free trial of Adobe Creative Cloud. If you attend the course in-person, we will have a computer already set up for you with all of the required software for no additional cost. ### Do you offer any discounts for this course? We don’t currently offer discounts as we do our best to affordably prices our courses. Take this course as part of a certificate program and save: AI Marketing Certificate Program Online Price: $6,995 | Hours: 300 Hours ## Pricing **Tuition:** $325