Revolutionizing Marketing and PR for the Digital Era

Overzicht

In this course, you'll explore the evolution of marketing and PR, focusing on the digital transformation in the industry. With digital tools and social media, the landscape has shifted, and understanding these changes is crucial for success.

This course equips you with the skills to move beyond outdated marketing tactics and focus on buyer-centric strategies that leverage digital platforms to their fullest. You'll gain practical knowledge on creating content that connects with today's consumers.

What makes this course unique is its combination of theoretical insights with practical, real-world applications. You'll learn how to adapt modern marketing principles and apply them effectively in the real world.

Ideal for marketers, PR professionals, and business owners, this course is perfect for anyone wanting to stay ahead in the rapidly changing digital landscape. No prior experience is required, but basic marketing knowledge will help.

From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

Used by arrangement with John Wiley & Sons, Inc. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area.

While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott.

All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc.

Lesprogramma

• The Old Rules of Marketing and PR Are Ineffective in an Online World
This module explores the limitations of traditional marketing and PR strategies in the digital age, highlighting the shift toward more interactive and authentic online engagement. Learners will examine why one-way advertising is less effective today and discover how consumers use the web to make informed decisions. The module also discusses the ongoing relevance of mainstream media within modern marketing approaches.
• The New Rules of Marketing and PR
This module examines how digital content and social media have transformed the landscape of marketing and public relations. Learners will discover why traditional mass marketing is no longer effective and how engaging online content can influence real-world decisions and buyer behavior. The module also explores the convergence of marketing and PR in the digital age.
• Reaching Your Buyers Directly
This module guides learners through modern strategies for reaching buyers directly by leveraging real-time, web-based content. You will discover how to craft compelling stories, develop buyer personas, and think like a publisher to build authority and meet audience needs without relying solely on traditional advertising or PR. Case studies and actionable insights will help you connect with your audience more effectively.
• Social Media and Your Targeted Audience
This module explores how social media platforms facilitate user interaction, community building, and real-time communication. Learners will discover strategies for leveraging social networks in marketing and job searching, and examine real-world examples of authentic brand engagement. By the end, you'll understand how to effectively connect with targeted audiences online.
• The Content-Rich Website
This module explores how compelling content serves as the foundation for effective websites and unified online marketing strategies. Learners will discover best practices for integrating blogs, audio to engage audiences and drive action. Real-world examples illustrate how organizations create content-rich sites that resonate with their target buyers.
• Marketing and PR in Real Time
This module delves into the strategies and tools for executing effective real-time marketing and public relations. Learners will examine case studies, explore instant communication channels, and develop the skills needed to engage audiences and drive business results in the moment.
• Artificial Intelligence for Marketing and PR
This module introduces the practical applications of artificial intelligence in marketing and public relations, highlighting tools for transcription, content creation, and customer engagement. Learners will discover how AI is already integrated into common marketing platforms and explore strategies for leveraging AI while maintaining creativity and human insight.

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Wiley Skills Network

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Vakgebieden

Business