Strategic Digital Marketing: Digital Marketing Foundation

University of Arizona via Coursera

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Overview

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Establish a solid foundation in digital marketing by exploring its evolution, major channels, consumer behavior, user experience design, and content marketing strategies. This course equips you with essential knowledge to understand how digital marketing differs from traditional approaches and how to leverage digital channels to build brand equity and engage customers. By the end of this course, you will be able to: 1. Identify and differentiate major digital marketing channels 2. Explain how digital marketing differs from traditional approaches 3. Analyze factors influencing online consumer behavior 4. Apply UX design principles to improve user experience 5. Describe content marketing strategies for brand storytelling 6. Integrate foundational concepts to develop digital marketing strategies

Syllabus

Module 1: Digital Marketing Landscape

Digital marketing has transformed how organizations engage with customers, compete in global markets, and deliver value in an increasingly connected world. This module provides a foundational overview of the digital marketing landscape by examining its evolution, key shifts from traditional marketing approaches, and the growing influence of digital channels on both business strategy and consumer behavior. By the end of this module, you will develop a clear understanding of how digital marketing has emerged as a critical driver of modern marketing efforts and the range of digital channels organizations can leverage to achieve their objectives.

Module 2: Digital Marketing Channels & Strategy

In this module, you will explore In today’s dynamic business environment, digital marketing has become an essential component of an organization’s strategy, influencing both how companies reach their target audiences and how they optimize their marketing efforts. This module examines the marketing mix and explores how various digital channels integrate into broader business strategies. Through real-world examples, you will examine how leading companies have effectively adopted digital channels to enhance customer engagement, drive conversions, and achieve their marketing goals. By the end of this module, you will gain a understanding of the strategic value of digital marketing channels and their role in driving business success.

Module 3: Consumer Behavior & Psychology

This module examines how consumers behave in digital environments and the psychological factors that influence their online decision-making. It highlights key drivers such as motivation, perception, trust, and contextual cues, as well as how data-driven insights enable marketers to tailor strategies and improve engagement. By the end of this module, you will understand the core elements shaping online consumer behavior and how organizations leverage analytics to inform effective digital marketing decisions.

Module 4: User Experience Design Principles

In this module, you will explore User experience (UX) design plays a critical role in shaping how users perceive, interact with, and derive value from digital products and services. This module introduces the core principles of UX design and examines their influence on user behavior, satisfaction, and decision-making in digital environments. It also explores key psychological principles that underpin persuasive online content, highlighting how design choices can guide attention, build trust, and encourage meaningful engagement. By the end of this module, you will gain a structured understanding of how UX design principles and psychology-informed strategies contribute to effective, user-centered digital experiences across platforms and industries.

Module 5: Content Marketing Foundations

Content has become a core asset in how modern organizations communicate value, build trust, and influence purchasing decisions in an increasingly saturated digital environment. This module provides a strategic foundation in content marketing by exploring how brands can develop meaningful, shareable content that resonates with audiences and drives business outcomes. Through an examination of content creation frameworks, distribution channels, and narrative techniques, you will gain clarity on how compelling brand stories are crafted and amplified across various platforms. By the end of this module, you will understand the key principles that enable organizations to produce impactful content, optimize its reach, and strengthen customer engagement through effective storytelling.

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.