Week 10 · 4–5 hours
The Wider Digital Marketing & Discovery Landscape
Understand where SEO and AI discovery sit alongside paid, social, email, PR, CRM, CRO and analytics.
People may begin with Google, TikTok, Reddit, YouTube, Amazon, an AI assistant, a publisher or an advert. Start with where the audience actually discovers information.
Learn
Complete only the named pages or lessons below. Links inside them are optional unless the task says otherwise.
Digital Marketing Fundamentals
Why this: Use one bounded lesson to understand channels, the buyer journey and the components of a basic digital marketing strategy.
Pay attention to: How channels support a shared objective rather than operating as disconnected activities.
Digital advertising strategy fundamentals
Why this: Add enough paid-media awareness to explain how advertising can work alongside organic acquisition.
Pay attention to: Audience, objective and the relationship between paid and organic activity—not campaign-platform setup.
Anchoring digital marketing through a website
Why this: Connect acquisition channels to the website, user behaviour and conversion rather than stopping at reach or traffic.
Pay attention to: The website’s role in an omnichannel journey and how data supports improvement.
Check your understanding
You should be able to explain these without relying on course terminology.
Practise
Apply this week’s learning through a guided practical exercise.
Scenario
Create an acquisition plan for a fictional online business with a defined audience and commercial goal.
Your task
Include conventional SEO, AI discovery, paid, social, content, email and measurement. Explain each channel’s job and how success would be assessed.
Good work should contain
- Clear audience and objective
- Channels have distinct roles
- A realistic junior task per channel
- Metrics tied to purpose
Common mistakes
- Using every channel without a reason
- Counting impressions as revenue
- Ignoring retention
Digital Marketing & Discovery Plan
Review and refine the exercise to a client-facing standard, then save the finished version as portfolio evidence.
Suggested filename 10-digital-marketing-discovery-plan.pdf
Skill demonstrated Integrated channel planning
An interviewer may ask “How does SEO fit into a wider digital marketing plan?”
Career task
Alongside the SEO exercise, complete one small job-readiness task each week. These tasks build towards confident junior applications.
Broaden your search to junior digital marketing and content SEO roles; apply where the responsibilities fit.
Notes
Personal notes stay separate from the questions intended for Chris.
Personal notes
Capture useful observations, definitions and reminders.
Question for Chris
Use this for uncertainties or points you want to discuss.
Finished this week?
Mark the week complete once you have finished the learning, exercise, portfolio output and career task.