University of Maryland, College Park via Coursera
In this business and management certificate course focused on the foundations of digital marketing, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing.
The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. Companies that were non-existent a few short years ago, including Facebook, LinkedIn, and Uber, have dramatically changed how we interact, communicate and navigate our world. Even Amazon and Google are relatively “young” by any measure. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new, evolving environment.
This online course is organized around four broad themes and leverages relevant theory and analysis, as well as numerous practical examples to develop key learning points and accelerate your knowledge of digital marketing.
The themes are:
● Behavioral foundations for understanding and navigating the new online-offline landscape
● New forms of interaction, including formation of networks and reputation building
● Tools and principles of digital marketing action including online advertising on fixed and mobile devices
● New media platforms and emergence of various marketing channels and mixed marketing models
This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers.
In the first module, we will introduce you to the course and the objectives. You'll have the opportunity to meet your instructor, connect with your peers, and get familiar with the Coursera platform and support resources. We'll also explore the foundations of Digital Marketing, the customer journey…
In this module, we're going to talk about multi-sided platforms and value creation. We will focus on digital marketing design principles including network effect, pricing, technology, and governance. The module will end by looking at return on investment in social media marketing.
In this module, we're going to be talking about search engine optimization and search engine marketing. We will also look at Return on Investment (ROI) and increasing the effectiveness of display advertisements.
In this Module, we're going to talk about the importance of taking a holistic view of marketing efforts with multi-channel, mobile marketing, and multi-touch attribution. We'll finish the module by discussing attribution and media mix allocation.
Great job making it to the end! Just one last scenario to complete and you will have completed the course! This is more than just a final assessment, it is an opportunity to learn and explore. You may find these questions a little more challenging (they involve a little math) than some of the scena…
Some points apply to every course of this kind; see how we rank.
University of Maryland, College Park is in Tier 3: good universities, respected companies, nonprofits and well-known teachers of our institution ranking (76/100).
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