CPD Accredited Digital Marketing & Lead Generation Course
MBA, PMP®, CBAP®, and certified in Salesforce, HubSpot, Google, and Microsoft, with 15 years of industry experience. I built this CPD Certification Service-accredited course to give learners a rigorous, globally recognized foundation in digital marketing and lead generation — free, self-paced, and hosted on Alison. I’ve trained 90,000+ students via Udemy and Alison, and served as Guest Faculty at IIT Kharagpur, IIM Calcutta, and more.
Essentials of Digital Marketing and Lead Generation
- Format: Free, self-paced, 100% online — hosted on Alison.
- Accreditation: CPD Certification Service — globally recognized, widely valued in the UK.
- Curriculum: Digital marketing fundamentals, SEO, PPC, social media, content marketing, lead generation, and analytics.
- Outcome: A CPD-certified credential plus practical skills across seven core disciplines.
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Complete Course Outline & Lesson Descriptions
The full, granular breakdown of the seven core modules — from digital marketing fundamentals down to analytics and measurement.
| Module | Lesson | Description |
|---|---|---|
| M1 | Introduction to Digital Marketing & Its Evolution | How digital marketing emerged and evolved, and why it now underpins most business growth strategies. |
| M1 | Key Digital Marketing Channels | An overview of SEO, PPC, social media marketing, email marketing, and content marketing, and how each fits into a broader strategy. |
| M1 | The Buyer’s Journey & Customer Personas | Mapping awareness, consideration, and decision stages, and building customer personas that guide messaging. |
| M1 | Real-World Case Studies | Reviewing successful digital marketing campaigns to see these concepts applied in practice. |
| M2 | SEO Basics & How Search Engines Work | Crawling, indexing, and ranking fundamentals that underpin every SEO decision. |
| M2 | On-Page & Off-Page SEO Techniques | Practical techniques for improving rankings, boosting organic traffic, and driving more conversions. |
| M2 | Keyword Research & Competitor Analysis | Advanced techniques for identifying high-potential keywords and analyzing competitors’ strategies, backlink profiles, and content approaches using tools like Ahrefs, SEMrush, and Google Keyword Planner. |
| M2 | Tracking & Improving Search Rankings | Tools and techniques for monitoring rankings over time and adjusting strategy accordingly. |
| M2 | Local, Mobile & Voice Search SEO | Advanced SEO strategies tailored to local visibility, mobile-first indexing, and voice search behavior. |
| M3 | PPC Fundamentals vs. Organic Strategies | How paid search differs from organic strategy, and when each is the right lever to pull. |
| M3 | Setting Up Campaigns on Google, Facebook & LinkedIn Ads | Building effective PPC campaigns across the platforms where your audience actually spends time. |
| M3 | Optimizing for CTR & Conversion Rate | Techniques for improving click-through and conversion rates across paid campaigns. |
| M3 | Budget Management, A/B Testing & Performance Tracking | Managing spend responsibly while running structured experiments to improve results over time. |
| M4 | Leveraging Social Platforms for Brand Building & Lead Gen | Using Facebook, Instagram, LinkedIn, and X (Twitter) deliberately for brand visibility and lead capture. |
| M4 | Content Strategies, Engagement & Paid Social | Balancing organic content strategy with paid social advertising for reach and engagement. |
| M4 | Tools & Analytics for Social Performance | Measuring and improving social media performance using platform-native and third-party analytics. |
| M4 | Real-World Social Campaign Examples | Case studies of successful social media campaigns and the decisions behind them. |
| M5 | Content Marketing’s Role in Traffic & Leads | Why content marketing drives organic traffic and nurtures leads over time. |
| M5 | Content Types: Blogs, Videos, Infographics & Case Studies | Choosing and producing the right content format for the message and the audience. |
| M5 | Content Calendars, Distribution & Promotion | Planning a content calendar and choosing distribution channels and promotion tactics. |
| M5 | Measuring Content Success & ROI | Using analytics to evaluate content performance and justify investment. |
| M6 | Lead Generation Basics & Why It Matters | Why lead generation is vital to business growth, and how it fits alongside brand marketing. |
| M6 | Lead Generation Techniques Across Channels | Generating leads through search, social, email, and content channels. |
| M6 | Lead Magnets, Landing Pages & Opt-In Forms | Building the assets that convert visitors into leads. |
| M6 | Lead Nurturing via Email Automation & CRM | Nurturing leads through automated email sequences integrated with a CRM. |
| M7 | Google Analytics, Search Console & CRM Analytics | Using core analytics tools to measure digital marketing performance. |
| M7 | Tracking KPIs Across SEO, PPC, Social & Content | Identifying and tracking the key performance indicators that matter for each channel. |
| M7 | Data-Driven Reporting & Decision-Making | Turning raw data into reports that drive informed campaign optimization decisions. |
A structured curriculum across five core disciplines
Ten working capabilities, two per discipline, that every learner leaves able to apply.
SEO & Organic Growth
- Keyword research and competitor analysis using Ahrefs, SEMrush, and Google Keyword Planner.
- On-page, off-page, local, mobile, and voice-search SEO to improve rankings and organic traffic.
Paid Advertising (PPC)
- Setting up campaigns on Google Ads, Facebook Ads, and LinkedIn Ads.
- Optimizing CTR and conversions, and managing budgets through A/B testing and performance tracking.
Social & Content Marketing
- Brand building and lead generation across Facebook, Instagram, LinkedIn, and X.
- Content calendars, distribution channels, and measuring content ROI through analytics.
Lead Generation & Nurturing
- Building lead magnets, landing pages, and opt-in forms that convert.
- Nurturing leads through email automation and CRM integration.
Analytics & Measurement
- Using Google Analytics, Google Search Console, and CRM analytics tools.
- Tracking KPIs across channels and building data-driven optimization reports.
Built for anyone who wants a certified digital marketing foundation
Completing this course opens a wide range of career roles in digital marketing.
Digital Marketing Executive
Executes digital marketing strategies across channels, analyzes performance, and drives improvements.
SEO Specialist
Improves a website’s search visibility, driving organic traffic and increasing qualified leads.
Social Media Manager
Manages social campaigns, creates engaging content, and builds a strong online brand presence.
Content Marketing Manager
Develops content strategies and uses analytics to drive traffic and generate leads.
PPC Specialist
Runs effective paid campaigns, manages budgets, and improves ROI for the business.
Lead Generation Specialist
Creates lead generation campaigns that attract and convert prospects into customers.
Digital Marketing Manager
Leads a team of digital marketers and drives overall marketing strategy for the business.
Marketing Analyst
Measures campaign success and provides data-driven recommendations for optimization.
Freelance Digital Marketer
Provides digital marketing services to clients across industries, with the flexibility of freelance work.
Recognized credibility, built for career and academic progress
CPD (Continuing Professional Development) certification confirms this course meets rigorous, up-to-date quality standards.
Global Recognition
Widely recognized in the UK and internationally, strengthening your resume and employability.
Career Advancement
Employers value CPD certification as proof of a proactive, ongoing commitment to professional growth.
Enhanced Learning Outcomes
Course content is practical, current, and designed to build both theoretical and applied knowledge.
Preparation for UK Study
Many UK universities recognize CPD-accredited courses as part of admission criteria for marketing and business programs.
A 7-day fast-track study plan
Select a study pace below to see exactly how the same seven modules are spread across your available time — sessions are added, not swapped, as the pace lengthens.
Practice Project: Lead-Gen Landing Page & Keyword Map
As you move through the modules, build a simple lead magnet, a one-page opt-in form, and a keyword-intent map for a business of your choice, using free tools throughout.
The seven modules behind every study pace
Every pace above is built from these same modules, plus a final assessment and CPD certification step.
Digital Marketing Fundamentals
Channels overview, the buyer’s journey, customer personas, and real-world case studies.
Search Engine Optimization
On-page, off-page, keyword research, competitor analysis, and local/mobile/voice SEO.
Pay-Per-Click Advertising
Google, Facebook, and LinkedIn Ads setup, optimization, budgeting, and A/B testing.
Social Media Marketing
Platform strategy, content and engagement techniques, and paid social advertising.
Content Marketing & Strategy
Content types, editorial calendars, distribution, and measuring content ROI.
Lead Generation Strategies
Lead magnets, landing pages, opt-in forms, and nurturing via email and CRM.
Analytics & Measurement
Google Analytics, Search Console, KPI tracking, and data-driven reporting.
Final Assessment & CPD Certification
Course assessment, certificate issuance, and guidance on next steps for your career or further study.
Other ways to learn and train with Omkar
This free CPD course sits alongside six other engagement formats — see the full range below.
Hands-On Digital Marketing Workshops
Practical, interactive 1-day to 30-day formats covering SEO, PPC, WordPress, AI, and analytics.
Explore Program →Corporate Employer Training
High-stakes upskilling modules to scale internal departments through unified marketing stack integration.
Explore Program →Executive 1-on-1 Mentorship
Personalized strategic coaching for CMOs and founders navigating AI transformation.
Explore Program →Institutional Curriculum Integration
Working with universities to bridge academic theory and industry requirements.
Explore Program →Conference & Keynote Speaker
Thought leadership at global summits on AI, security, and growth convergence.
Explore Program →Online Masterclasses & Webinars
Self-paced education reaching 100k+ learners on accredited platforms like Udemy and Alison.
Explore Program →Real tools, used hands-on throughout the course
Google Analytics, Search Console, Moz & Screaming Frog
You’ll gain hands-on experience with industry-standard tools used to measure performance, audit sites, and track keyword rankings.
Used across Modules 2 & 7Ahrefs, SEMrush & Google Keyword Planner
Competitor analysis and keyword research tools that help you identify relevant, high-potential keywords aligned to search intent.
Used across Modules 2, 3 & 6Further reading & related courses from Omkar
Selected articles, newsletter issues, and courses that expand on topics covered in this CPD course.