Compliance, Data Privacy & Omni-Channel

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

13 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

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Overview

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Master the critical foundations that keep email programs legal, secure, and effective. In this course, you will learn deliverability best practices—including list hygiene, SPF/DKIM/DMARC authentication, and bounce management—to protect your sender reputation and ensure inbox placement. You will review compliance requirements under CAN-SPAM, GDPR, and CCPA frameworks, and practice auditing campaigns and opt-in workflows for regulatory adherence. You will also learn to integrate email into broader omni-channel strategies by building multi-channel campaign plans that coordinate email with social, SMS, and other touchpoints in HubSpot. By the end of this course, you will be able to: implement list hygiene and technical authentication to improve deliverability; audit campaigns and workflows for CAN-SPAM, GDPR, and CCPA compliance; configure data privacy settings in Klaviyo and HubSpot; and design integrated omni-channel marketing plans. This course includes a project focused on building a compliance audit and multi-channel strategy document.

Syllabus

Deliverability: Reputation Analysis

This module introduces email deliverability as a measurable reputation discipline. Learners explore how sender behavior affects inbox placement, how bounce and spam signals indicate risk, and how marketers can identify reputation issues before performance drops.

Deliverability: Inbox Placement

This module introduces inbox placement as an operational discipline focused on list hygiene, suppression management, re-engagement thresholds, send cadence, and warm-up protocols. It covers how marketers can act on deliverability data to reduce bounces, manage inactive contacts, and protect sender reputation before campaign performance declines.

Deliverability: Technical Authentication

This module introduces email authentication as the technical foundation of deliverability. It covers how SPF, DKIM, and DMARC verify sender identity, protect domains from spoofing, and help mailbox providers evaluate legitimate email more reliably.

Compliance: Regulatory Analysis

This module introduces email compliance as a campaign-level responsibility. It covers how CAN-SPAM, CASL, and GDPR apply to commercial email, including sender identification, physical address, unsubscribe mechanisms, accurate subject lines, and consent requirements across different recipient regions.

Compliance: Standards Application

This module focuses on applying compliance standards directly within email programs. It covers how to embed compliance into every send through opt-in and opt-out workflows, double opt-in configuration, unsubscribe handling, suppression list review, and account-level compliance audits.

Compliance: Risk Mitigation Workflows

This module focuses on evaluating compliance workflows for ongoing risk mitigation. It covers how to assess consent record integrity, suppression list accuracy, opt-out processing speed, and audit trail completeness across platforms to identify and prioritize compliance risks.

Data Privacy: Risk Analysis

Data privacy is not a legal function that operates above marketing—it runs through every configuration decision, sign-up form, and third-party integration a marketing team manages. This module establishes why privacy is both a regulatory obligation and a commercial asset, then equips learners with the frameworks to act on that understanding. Learners examine what GDPR and CCPA actually require of marketing operations—consent standards, data subject rights, retention limits, and deletion obligations—before moving into the practical principles of data minimization and secure storage. A structured four-step audit framework ties these concepts together, giving learners a repeatable process for mapping collection points, reviewing integrations, checking retention settings, and verifying consent records. By the end of this module, you will be able to audit your marketing data handling processes for privacy risk and produce a prioritized, documented finding set that distinguishes immediate compliance gaps from longer-term remediation work.

Data Privacy: Protection Configuration

Identifying privacy risk is only the first step—translating that risk into specific platform changes is where compliance is either built or lost. This module moves from analysis to action, focusing on the configuration decisions that determine whether privacy protections hold up under regulatory scrutiny or subscriber complaints. Learners work through the four settings that carry the most compliance weight: consent capture and timestamp recording, suppression list management, data retention rules, and integration permissions. Using Klaviyo as the working environment, the module covers not only what to configure but how to distinguish nonnegotiable compliance requirements from best practices and how to document changes in a way that is defensible. By the end of this module, you will be able to configure your email marketing platform's core privacy settings, restrict integration permissions to the minimum necessary access, and produce a documented record of configuration decisions with their compliance rationale.

Data Privacy: Documentation

Accurate platform configuration protects a brand operationally; accurate documentation makes those protections visible, defensible, and trustworthy. This module addresses the gap that most marketing teams carry: practices that are largely sound but nowhere clearly written down. Learners work through the essential components of a marketing privacy statement—data use disclosures, subscriber rights language, opt-out instructions, and retention terms—understanding how each element serves both a regulatory obligation and a subscriber trust function. The module then applies this foundation to the two disclosure surfaces subscribers actually encounter: email footers and preference centers. A culminating lab brings all three modules together as learners produce a complete privacy strategy document capturing their data collection rationale, handling procedures, and subscriber-facing disclosure language. By the end of this module, you will be able to draft compliant, readable privacy documentation for marketing operations, including a privacy statement, email footer, and preference center, that accurately reflects your current data practices and meets the disclosure obligations of GDPR and CCPA.

Craft Omni-Channel Marketing Plans: Product Line SWOT Analysis Foundation

Learners will master systematic strategic analysis by conducting evidence-based SWOT evaluations that transform market insights into actionable quarterly objectives.

Craft Omni-Channel Marketing Plans: Omni-Channel Plan Creation

Learners will develop comprehensive omni-channel marketing plans that seamlessly integrate customer personas, touchpoint strategies, and measurable performance frameworks for coherent brand experiences.

GenAI Module: AI-Driven Omni-Channel Strategy

Most marketing teams already operate across multiple channels — the problem is that those channels rarely behave like a single, connected system. This module examines how AI closes that gap, moving from the structural reasons omni-channel execution breaks down to the four specific capabilities that make coordinated, personalized customer experiences possible at scale: cross-channel data unification, predictive segmentation, automated content adaptation, and real-time personalization. Using Vela, a direct-to-consumer lifestyle brand, as a consistent professional context, learners move from concept to application — constructing brand-specific prompts, evaluating AI-generated outputs against technical and voice standards, and verifying consistency across adapted assets using a structured recognition test. The module addresses a challenge AI introduces as much as it solves: without deliberate guidance, AI-assisted content adaptation can produce channels that sound like different brands. By the end of this module, you will be able to apply a structured AI-assisted workflow to adapt campaign content across email, SMS, social, and paid channels while maintaining brand voice consistency and evaluating outputs with the judgment required before any asset reaches a customer.

Project Module: Compliance & Multi-Channel Strategy

Speed and compliance are not competing priorities in regulated industries — they are both non-negotiable, and the professionals who can deliver both are the ones trusted with high-stakes launches. This project module places learners in the role of a marketing strategist coordinating a product launch across multiple channels in a regulated environment, where a single unapproved claim or missing disclosure can trigger real consequences. Rather than treating compliance as a constraint to work around, the module frames it as a planning discipline — one that shapes how a core message is adapted, how approval cycles are sequenced, and how risk is identified and managed before content goes live. The three-part deliverable mirrors the planning infrastructure a real marketing team would produce: a channel compliance audit, a cross-channel message map, and a phased launch timeline with built-in review checkpoints. By the end of this module, you will be able to assess channel-specific compliance requirements, adapt a core message across three distinct channels while maintaining strategic consistency, and build a realistic launch timeline that accounts for approval gates, dependencies, and revision cycles.