Harvard University · edX
Exercising Leadership: Foundational Principles
4.71,590 ratingsMobilize people to tackle tough problems and build the capacity to thrive through the dangers of change
Overview
Learn how to create a digital marketing strategy for implementation in your business.
What you'll learn
- Understand why digital marketing matters today
- Understand changes in the digital landscape
- Learn how to create innovative and impactful content
- Learn how to create and use consumer personas
- Conduct a competitor audit and analysis
- Develop your own digital marketing strategy
Syllabus 8
- Week 1: Why digital matters?
- Week 2: The impact of digital on product
- Week 3: The impact of digital on value proposition
- Week 4: Changes in technology a marketer has to be aware of
- Week 5: Digital policies
- Week 6: The persona and its journey
- Week 7: Competitor analysis
- Week 8: Final Project: Digital Marketing Strategy development
Skills you'll practise
Advantages and disadvantages
Advantages
- University courses you can audit for free, with lectures, readings and practice quizzes.
- A verified certificate from the university if you pay for it.
- From University of Edinburgh, a well-regarded name.
- 143,512 learners have taken it, so help and notes are easy to find.
- Self-paced: start any time.
- A clear syllabus (8 parts) you can see before you start.
- Hands-on: you build or practise, not just watch.
Disadvantages
- Graded assignments and the certificate need the paid track.
- Audit access can expire a few weeks after the course ends.
- Learning is free, but the certificate costs money.
- Some parts (graded work, certificate) are paid.
Some points apply to every course of this kind; see how we rank.
Free to audit
- Free: Choose "Audit this course" when you enrol: lectures, readings and practice are free.
- Paid: Graded assignments and the verified certificate (Certificate $149). Audit access may end after the course closes.
Taught by
- Ewelina LackaLecturer in Digital Marketing and Analytics
- Vrinda NarainTeaching Assistant
University of Edinburgh is in Tier 2: excellent universities and the companies that build the technology of our institution ranking (86/100).
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