Digital Marketing

The Digital Marketing Revolution

The Digital Revolution is dramatically altered the way many products are created, promoted, distributed, and consumed. Before the advent of new digital technologies such as the Internet, personal computer and smartphone, marketing was largely an Analog (i.e., physical) activity. Today, many marketing activities such as how products are promoted are increasingly Digital in nature. However, we still live in an Analog (or physical) World. For example, even today, most sales are still conducted in physical stores. Thus, both marketers and consumers must simultaneously navigate both the Analog and Digital worlds on a daily basis. This course examines both the Analog and the Digital and how these two forces relate to one another within the Digital Marketing Revolution.

This course will begin with an exploration of the key differences between the Analog and the Digital and then examine four ways in which the Analog World has been affected by the Digital Revolution: Domination, Resistance, Synergy, and Transformation. This course will contain several examples of each of these concepts and explore their implications for both marketers and consumers. This course will also employ a variety of learning techniques, including video lectures, case studies, hands-on exercises, and interviews with leading marketing scholars. The learning approach will be highly interactive; you will have the opportunity to engage in a variety of hands-on activities and be a member of a rich learning community. I hope you will join us in this learning adventure.

Upon successful completion of this course, you will be able to:

-Understand the key differences between Analog and Digital and the implications of these differences for marketing.

-Understand the four ways in which the Analog is being affected by the Digital Revolution.

-Develop and apply critical thinking skills regarding the role of both the Analog and the Digital upon both firms and consumers.

-Learn several real-world examples of various strategies for successful marketing of Analog products and services in an increasingly Digital world.

Marketing in a Digital World

What you'll learn
This course examines how new digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 500,000 learners and is rated by Class Central as one of the Top 50 MOOCs of All Time .
You will be able to: 
• Understand how digital tools are changing the nature of marketing
• Explain how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities
• Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts

Digital Marketing Analytics in Theory

What you'll learn

• Gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals
• Understand frameworks and approaches to measuring consumers’ digital actions
• Learn to evaluate and choose appropriate web analytics tools and techniques
• Earn familiarity with the unique measurement opportunities and challenges presented by New Media

Digital Marketing Analytics in Practice

What you'll learn

• Gain hands-on, working knowledge of a step-by-step approach to planning, collecting, analyzing, and reporting data
• Learn to evaluate and choose appropriate web analytics tools and techniques
• Utilize tools to collect data using today’s most important online techniques: performing bulk downloads, tapping APIs, and scraping webpages
• Understand approaches to visualizing data effectively

Digital Media and Marketing Principles

What you'll learn

The Digital Revolution has led to a titanic shift in the landscape of marketing communications, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.

You will be able to:

- Examine marketing as a process of highly strategic communication 

- Understand the impacts of digital media and information technologies on communication and marketing

- Develop a conceptual understanding of several digital marketing strategies

- Consider the rise of exciting new technologies, such as  AI, Internet of Things, and Mix Reality, as new tools for digital marketing

Digital Media and Marketing Strategies

What you'll learn

The proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following “Digital Media and Marketing Principles,” this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in integrated marketing communication.

You will be able to:

- Adopt a holistic and integrated approach to digital marketing planning

- Develop a purposeful content marketing strategy to achieve your business and marketing goals

- Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers

- Critically evaluate the role social media platforms play in viral and influencer marketing campaigns 

- Evaluate and measure the success of digital marketing campaigns

- Identify and manage risks in digital marketing

Digital Marketing Capstone

What you'll learn

This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous  courses.

This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm’s objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan".