Module 01 · Foundations track
Digital Marketing Fundamentals
New to digital marketing? Start here — this is where everything else clicks into place.
Digital Marketing Fundamentals is the opening module of the BIIM digital marketing course, and it sets the mental model every later module builds on. You’ll learn how a marketing funnel actually moves a stranger to a paying customer, how businesses split budgets across SEO, paid ads, social and email, and how to read a simple marketing plan the way an agency account manager would.
1 wk
Module duration
3
Hands-on assignments
Junior Digital Marketer
Job role this maps to
Why this module matters
Employers consistently say entry-level hires understand individual tools but can’t explain how a campaign fits into a business goal. This module of the digital marketing course exists specifically to close that gap before any tool-specific training begins.
Real-world example
Take a brand like Zomato. Before they run a single ad, someone has decided how much of the marketing budget goes to app-install ads (awareness), how much goes to retargeting people who opened the app but didn’t order (consideration), and how much goes to loyalty offers for repeat customers (retention). In this module, you learn to make that same kind of budget-and-funnel decision — just at a smaller, local-business scale to start.
What you'll actually learn
- Awareness, consideration, conversion, retention funnel stages
- Owned, earned and paid media explained with real examples
- How a monthly marketing budget gets allocated across channels
- Reading a competitor's digital marketing footprint
- Setting SMART marketing goals and KPIs
- Marketing terminology used daily in Indian digital marketing jobs
- Choosing the right channel mix for a small business vs. a brand
- Introduction to the BIIM job-mapped course roadmap
Practical assignments — you'll do these, not just read about them
Assignment 1 — Map the funnel stages for three real Indian brands you use personally.
Assignment 2 — Draft a one-page channel-mix plan for a hypothetical local business.
Assignment 3 — Present a 5-minute breakdown of a competitor’s digital marketing presence to your trainer pod.
Tools you'll get hands-on with
Google Trends
Canva
Google Slides
Trello
ChatGPT
Google Docs
Where this takes you: Junior Digital Marketer
Graduates of this module can confidently explain digital marketing strategy in an interview, which is the single most common opening question asked of freshers applying to junior digital marketer and marketing trainee roles.
Have questions about the Digital Marketing Fundamentals module?
Leave your number and a BIIM counselor will walk you through this module, batch timing and what you’ll be doing week to week.
Related modules
See the full Digital Marketing Course curriculum
Compare every track and request the detailed syllabus