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Starts 3 June 2025 15:04

Ends 3 June 2025

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Foundations of Digital Marketing

Master essential digital marketing skills, from core principles to analytics, AI tools, and social media strategies for success in the evolving digital landscape.
University of Maryland, College Park via Coursera

University of Maryland, College Park

8 Courses


The University of Maryland, College Park is a public research university renowned for its diverse student community and prestigious academic programs. With more than 200 degree courses, exclusive internships, and progressive research opportunities, UMD provides a top-tier educational experience.

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Overview

Embark on a transformative journey with the Foundations of Digital Marketing Specialization, designed to equip you with the essential skills and knowledge needed to excel in the digital marketing landscape. This comprehensive program covers key topics such as Fundamentals of Digital Marketing, where you will learn the core principles and strategies; Digital Marketing Analytics, focusing on data-driven decision-making; Digital Marketing Tools:

ML and AI, exploring cutting-edge technologies for enhanced marketing efforts; and Online Advertising & Social Media, mastering the art of engaging audiences across various platforms.

By completing this specialization, you'll be well-prepared to navigate and thrive in the dynamic world of digital marketing.

Syllabus

  • Introduction to Digital Marketing
  • Overview of Digital Marketing Landscape
    Importance and Evolution of Digital Marketing
  • Fundamentals of Digital Marketing
  • Core Principles and Concepts
    Key Strategies and Campaign Planning
    Understanding the Customer Journey
  • Digital Marketing Analytics
  • Introduction to Data-Driven Decision Making
    Key Metrics and KPIs in Digital Marketing
    Tools for Analytics and Reporting
    Interpreting Data for Marketing Strategy
  • Digital Marketing Tools: ML and AI
  • Introduction to Machine Learning and AI in Marketing
    Enhancing Marketing Strategies with Automation
    Case Studies: ML and AI in Action
    Ethical Considerations and Privacy
  • Online Advertising
  • Overview of Online Advertising Platforms
    Creating Effective Ad Campaigns
    Bid Strategies and Budget Management
    Monitoring and Optimizing Ad Performance
  • Social Media Marketing
  • Key Social Media Platforms and Trends
    Developing Engaging Content Strategies
    Community Building and Audience Engagement
    Social Media Analytics and Performance Tracking
  • Integrated Digital Marketing Strategies
  • Building a Cohesive Multi-Channel Strategy
    Cross-Platform Campaign Integration
    Measuring Success Across Channels
  • Conclusion and Future Trends
  • Emerging Trends in Digital Marketing
    Preparing for the Future Landscape
    Career Paths in Digital Marketing
  • Capstone Project
  • Real-World Digital Marketing Project
    Applying Learned Concepts and Tools
    Presentation and Evaluation of Marketing Strategy

Taught by

Lauren Rhue, Liye Ma, Michael Trusov and Pallassana K Kannan


Subjects

Business