Attract and Engage Customers with Digital Marketing Course Syllabus

Overview: This beginner-level course, developed by Google, provides a practical introduction to digital marketing strategies for attracting and engaging customers online. Over four weeks, learners will explore the marketing funnel, master foundational SEO techniques, and gain hands-on experience with SEM and display advertising. With approximately 1-2 hours of study per week, this course delivers structured, real-world-aligned learning ideal for those starting a career in digital marketing.

Module 1: Introduction to Attract and Engage Customers

Estimated time: 2 hours

• Identify customer personas
• Build target audiences
• Understand awareness stage in the marketing funnel
• Explore consideration, conversion, and loyalty stages

Module 2: Understand Search Engine Optimization (SEO)

Estimated time: 2 hours

• Learn how search engines rank pages
• Conduct keyword research
• Analyze site structure and navigation
• Plan for user-friendly website layouts

Module 3: Apply Search Engine Optimization (SEO)

Estimated time: 2 hours

• Optimize on-page content
• Write effective titles and meta descriptions
• Implement image SEO and structured data
• Use Google Search Console to analyze performance

Module 4: Search Engine Marketing (SEM) and Display Advertising

Estimated time: 2 hours

• Understand SEM fundamentals
• Explore Google Ads auction mechanisms
• Create responsive search ads
• Design and optimize display advertisements

Prerequisites

• Familiarity with basic internet navigation
• No prior marketing experience required
• Access to a web browser and Google account recommended

What You'll Be Able to Do After

• Define customer personas and tailor engagement strategies
• Map customer journeys through the marketing funnel
• Perform keyword research and on-page SEO optimization
• Create and evaluate search and display ads using Google Ads principles
• Use Google Search Console to monitor and improve SEO performance