SEO Certification: What It Is and How It Is Beneficial
October 23, 2024
Article
Inbound and Outbound Marketing (also touching on social media marketing
Mobile Marketing - Apps and Promotions
Multi-Sided Platforms
Attribution and Marketing Mix Modeling
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December 2024
21 assignments
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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 from interest to purchase, and the key strategies of inbound and outbound marketing.
8 videos13 readings6 assignments4 discussion prompts4 plugins
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.
6 videos10 readings5 assignments3 discussion prompts
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.
6 videos11 readings4 assignments2 discussion prompts
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.
6 videos12 readings5 assignments3 discussion prompts
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 scenario questions you saw before, but fear not, the goal is to learn by doing, so don't stop until you find the correct answer. And as always, we will have feedback and analysis on why the answers you found are correct. Let's dive in!
1 reading1 assignment
The University of Maryland, College Park is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 40,700 students, 14,000 faculty and staff, and nearly 400,000 alumni. The university’s faculty includes two Nobel laureates, 10 Pulitzer Prize winners, 69 members of the national academies and scores of Fulbright scholars. Located just outside Washington, D.C., the University of Maryland is committed to social entrepreneurship as the nation’s first “Do Good” campus, and discovers and shares new knowledge every day through research and programs in academics, the arts, and athletics.
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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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