Module 1
Audience and offer
Research, segmentation, problem, positioning, proof, and conversion action.
Universal · Original 101PD learning guide
Digital Marketing and Social Media Fundamentals for Small Organizations
A channel-neutral marketing system for audience research, positioning, content, search, email, social media, measurement, disclosures, and responsible experimentation.
Marketing becomes expensive when teams chase channels without a clear audience, offer, promise, conversion event, or measurement rule. The course starts with those decisions and treats platforms as replaceable distribution tools.
Skills you will practice
- Audience research
- Positioning
- Content planning
- Campaign measurement
- Disclosure compliance
- Experiment design
Prerequisites
- No advertising account or prior marketing experience is required.
Designed for
Small-business owners · Marketing coordinators · Administrative professionals · Independent professionals
What a learner should be able to do
- Outcome 1
Define a target audience, problem, promise, evidence, and next action.
- Outcome 2
Build a coordinated content plan across search, email, and social channels.
- Outcome 3
Select metrics that connect activity to a business outcome.
- Outcome 4
Recognize endorsement, testimonial, privacy, and deceptive-design risks.
Original curriculum architecture
The final course will expand these modules with original explanations, realistic cases, practice questions, and source review.
Module 2
Content and discovery
Search intent, useful resources, editorial planning, email, social, and repurposing.
Module 3
Campaign execution
Creative brief, landing experience, calls to action, budget, and experimentation.
Module 4
Measurement and trust
Funnel metrics, attribution limits, disclosures, privacy, and review.
Applied portfolio exercise
Thirty-day campaign plan
Create a complete, low-budget campaign for a fictional service business with original content and measurable decisions.
- Audience brief
- Content calendar
- Landing-page outline
- Measurement plan
Sources and boundaries
Sources establish current requirements and standards. They do not supply 101PD’s lesson text, scenarios, assessments, or project work.
- FTC advertising and marketing guidance
U.S. consumer-protection guidance for claims, endorsements, and marketing practices.
- 101PD original-work standard
101PD develops its own explanations, examples, assessments, and applied projects.