Overview

How do customers move from first hearing about a brand to becoming loyal advocates? This non-credit online course in marketing communications, offered by the University of Arizona Online through Coursera, is designed for working professionals and adult learners who want to up-skill or re-skill in advertising and media strategy while exploring college-level coursework on a flexible basis. You’ll learn to map the customer journey, apply integrated marketing communication principles, and select the right mix of traditional, digital, paid, owned, and earned media channels for awareness, engagement, conversion, and loyalty. Through real-world examples and hands-on exercises, you’ll develop media strategies with SMART objectives and KPIs, and gain practical skills to create campaigns that move customers from awareness to advocacy. This course offers a low-risk way to experience college-aligned learning, making it an excellent starting point for professionals considering continued education or a future pathway into University of Arizona credit-bearing programs. By the end of this course, you will be able to: 1. Explain the stages of the customer journey and how advertising objectives differ at each stage. 2. Evaluate traditional, digital, owned, and earned media channels to select the best options for awareness, engagement, conversion, and loyalty. 3. Develop a media strategy aligned with customer goals, including SMART objectives and key performance indicators (KPIs). 4. Apply integrated marketing communication principles to create campaigns that move customers from awareness to advocacy. This the second course in the Management of Marketing Communications specialization. The other two courses are: - Marketing Communications: Intro to Consumer Behavior - Marketing Communications: Culture and Messaging Learners who complete this course and successfully pass the final exam may be eligible to earn University of Arizona credit through the credit‑by‑exam process. This option provides a flexible pathway for those interested in applying their learning toward future academic goals. For questions about eligibility, requirements, or next steps, please contact CAPE‑Info@email.arizona.edu.

Syllabus

Module 1: Create a Customer Journey

Learn how customers move from first hearing about a brand to becoming loyal advocates. This module introduces the key stages of the customer journey and shows how marketing communications can guide customers through each step. You’ll practice setting clear goals and choosing the right media channels to create an effective journey.

Module 2: Advertising and Owned Earned Media

This module explores how brands use paid advertising alongside owned and earned media to build awareness, engage audiences, and drive conversions. You’ll learn the strengths and limitations of digital advertising formats such as search, display, and social ads, and discover how owned channels (like websites and email) and earned media (such as SEO, reviews, and word-of-mouth) contribute to long-term brand equity. The focus is on practical strategies for integrating these channels into an effective marketing communications plan.

Module 3: Ideologies and Symbols

This module examines how brands become powerful cultural symbols by connecting with shared beliefs and values. You’ll learn how ideologies shape consumer identity and behavior, and how myths and icons communicate these ideals. The module also explores how symbols acquire meaning within cultures, how meanings shift over time, and why managing brand symbolism is central to integrated marketing communications.

Course 2 Final Assignment and Quiz

This module provides an opportunity to demonstrate what you’ve learned throughout the course. You will complete a short quiz and submit your final assignment, applying concepts from customer journey design, media strategy, and cultural branding.