Marketing & Digital Fundamentals

This module builds the foundation everything else in the program sits on. Before touching a single tool, you learn how marketing actually works — how people make decisions, how brands earn attention, and how the modern funnel connects awareness to a sale.

What You'll Learn

• Consumer psychology and decision-making triggers

• The modern marketing funnel, from awareness to retention

• Brand positioning and messaging fundamentals

• How to audit a real business's existing marketing presence

• Building a customer persona and funnel map from scratch

How It's Taught

You apply every concept immediately to a live brand brief — usually a smaller client or an internal project — so the theory sticks because you're using it, not just reading about it.

Module Outcome

By the end, you'll have audited a real business, built a customer persona and funnel map, and written your first client-facing brief.