Strategic Digital Marketing: Digital Marketing Channels

University of Arizona via Coursera

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Overview

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Master the execution of digital marketing through social media, search engine optimization, search engine marketing, and e-commerce/mobile strategies. This course provides hands-on knowledge of channel-specific tactics, from selecting social platforms and optimizing for search engines to designing e-commerce experiences and implementing mobile marketing campaigns. By the end of this course, you will be able to: 1. Select and implement appropriate social media platforms for target audiences 2. Apply SEO and SEM techniques to improve online visibility 3. Design effective e-commerce experiences and checkout processes 4. Explain mobile marketing strategies and optimization techniques 5. Discuss techniques for improving conversion rates and reducing cart abandonment 6. Create an integrated multi-channel digital marketing campaign

Syllabus

Module 1: Social Media Marketing Strategy

Social media has become a strategic pillar in how organizations build brand presence, engage audiences, and support business objectives in a competitive digital environment. This module provides overview of social media marketing strategy, focusing on how organizations select appropriate platforms based on target audiences, industry context, and business goals. It also examines best practices for social media content planning, scheduling, and engagement. By the end of this module, you will gain a basic understanding of how to design and manage social media strategies that encourage audience interaction and support business goals.

Module 2: Social Media Engagement & Influencer Marketing

Social media engagement and influencer marketing have become essential components of how organizations build credibility, expand reach, and foster authentic relationships with digital audiences. This module provides an overview of influencer marketing strategies and the strategic use of user-generated content to enhance brand trust and community participation. It also examines co-branding and collaborative marketing campaigns, highlighting how partnerships can create shared value and amplify impact in the digital marketplace. By the end of this module, you will develop a practical understanding of how engagement-driven and collaborative approaches can strengthen brand presence and support broader marketing objectives in an increasingly connected digital environment.

Module 3: Search Engine Optimization (SEO)

Search Engine Optimization (SEO) remains a cornerstone of effective digital marketing, enabling businesses and content creators worldwide to enhance their online visibility and reach target audiences organically. As search engines like Google continue to evolve with AI-driven algorithms and a stronger emphasis on user intent, authenticity, and experience, mastering SEO is essential for driving sustainable traffic and building long-term credibility. This module explores foundational and contemporary SEO strategies, including keyword research, on-page and off-page techniques, and the critical need to adapt to ongoing algorithm changes. This module also equips digital marketers with practical skills to optimize content in an increasingly competitive and AI-influenced search environment.

Module 4: Search Engine Marketing (SEM) & PPC

Search Engine Marketing (SEM) is a key digital marketing strategy that enables organizations to gain immediate visibility on search engines through paid advertising. This module focuses on Pay-Per-Click (PPC) advertising, with specific emphasis on Google Ads as a leading SEM platform. You will learn how paid search campaigns are structured, launched, and managed to reach high-intent audiences. The module explores keyword bidding strategies and commonly used ad formats. You will also examine performance metrics used to evaluate campaign effectiveness and return on investment (ROI). By the end of the module, you will be prepared to apply SEM best practices in real-world digital marketing contexts.

Module 5: E-Commerce & Mobile Marketing

E-commerce has reshaped how consumers discover products, make purchase decisions, and interact with brands across digital touchpoints. This module offers a foundational understanding of how businesses can design seamless online shopping experiences that enhance usability, reduce friction, and drive higher conversion rates. You will explore practical techniques for integrating trust signals and security features that build customer confidence throughout the buying journey, as well as examine the growing importance of mobile optimization in response to evolving consumer behaviors. By the end of this module, you will be equipped with insights into current mobile marketing trends and best practices that enable organizations to deliver secure, user-centric e-commerce experiences that support sustained business growth.

Module 6: Final Exam

This final exam provides an opportunity to review and consolidate the key concepts covered throughout the course. You are encouraged to revisit the previous modules, including core ideas, examples, and frameworks, before beginning the assessment. The exam is designed to evaluate your overall understanding of the material and your ability to recognize and apply concepts presented across the course.