Google Analytics 4
Event-based reporting, conversions, and reading performance without vanity metrics.
Application
Apply: Digital Marketing
Build a working foundation in SEO, content, paid media, and analytics, structured for people who want to understand digital marketing from the inside and apply it in real roles.
Back to track overviewCurriculum
What you will learn
- Search engine optimisation fundamentals
- Content strategy and planning
- Paid media fundamentals
- Analytics, measurement, and the marketing stack
Stack
Tools & skills
Pulled from this track's published outline, the same source as the full track page.
Google Search Console
Indexing health, queries, and the organic side of the funnel.
Google Ads
Search and performance fundamentals: structure, keywords, bidding basics, and reading results.
Meta Ads Manager
Social campaigns: objectives, audiences, and creative iteration at a practical level.
SEMrush or Ahrefs
Keyword research, difficulty, and content gaps using industry-standard suites on free tiers where possible.
Mailchimp or equivalent
Lists, journeys, and basic automation so email sits credibly next to SEO and paid.
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