Building an online brand and outreach strategy are paramount to any online advertising and social media strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches to select the right networks and the right messages. You will explore relevant and trending concepts such as: online display advertisements, display ad campaigns, social media networks and big data and analytics. Be prepared to plan and allocate resources to the advertising that creates an impact.
Online Advertising & Social Media
Gain insight into a topic and learn the fundamentals.
Beginner level
No prior experience required
3 hours to complete
3 weeks at 1 hour a week
Flexible schedule
Learn at your own pace
What you'll learn
Plan impactful online campaigns using analytics, select the right platforms, and craft effective messages for digital advertising success.
Skills you'll gain
Details to know
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Recently updated!
December 2024
Assessments
13 assignments
Taught in English
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There are 3 modules in this course
In this 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. Also, we will learn about online display advertisements and how we can calculate the return on investment on the display ad campaigns. Next, we dive into the basics of ad tracking and how this leads to customer engagement. Lastly, we focus on how to determine the true impact of display ads, and equally as important, the various regulations on customer privacy.
What's included
9 videos12 readings7 assignments2 discussion prompts1 plugin
In this module, we will discuss various topics of interest in understanding big data, analytics, and social media. Social media platforms produce massive datasets and organizations use that data to make decisions. We will begin by defining big data, then identifying characteristics of big data and how big data transforms organizations. After, we will describe different types of analytics and discuss an example of sentiment analysis commonly used on social media big data. We will then describe ethical considerations and highlight the various industry and state laws that constrain the use of big data and analytics. We will close by discussing data visualization and the importance of communicating results to an audience.
What's included
4 videos10 readings5 assignments3 discussion prompts
Congratulations! You've made it to the end of the course. As a final assessment, it's time to apply your learning.
What's included
1 assignment
Instructor
Offered by
Recommended if you're interested in Marketing
Status: [object Object]
University of Colorado Boulder
University of California, Irvine
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