Foundations of Digital Marketing

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

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Taught by

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

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Subjects

Business