Section outline
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Introduction
This section builds the marketing fundamentals you’ll use daily in digital marketing work, from understanding customers to clarifying what “success” looks like across the funnel. You’ll learn the core concepts that shape effective messaging, targeting, and channel decisions. By the end, you’ll be able to distinguish marketing from related functions like advertising and sales, so you can collaborate and execute with clearer intent.
Learning Objectives
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Define what marketing is (and is not) in terms of value creation and exchange.
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Apply core concepts—needs vs. wants, value propositions, segmentation, and positioning—to a digital context.
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Map the funnel and customer journey stages to appropriate goals and success metrics.
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