Overview

AI, Data Science & Cloud Certificates from Google, IBM & Meta — 40% Off

One plan covers every Professional Certificate on Coursera. 40% off your first 3 months — limited time.

Digital marketing now drives how organizations attract, convert, and retain customers, and this Specialization gives you the complete toolkit to do that work end-to-end. Across three courses, you'll build a digital marketing plan grounded in goals and buyer personas, develop a strategy that maps tactics to the customer journey from awareness through retention, and set up Google Analytics 4 (with Google Tag Manager) for the marketing analytics that show what's actually working. By the end, you'll be able to launch campaigns across SEO, paid search, paid social, and content marketing, then read the data and refine for ROI.

Syllabus

Course 1: Digital Marketing Fundamentals
Course 2: How to Create a Successful Digital Marketing Strategy
Course 3: Google Analytics Quick Start

Courses

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Digital marketing has become a non-negotiable skill for anyone who shows up online — and the difference between feeling lost in the channels and confidently driving results comes down to having a clear, end-to-end framework. In this course, you'll build that framework from the ground up: defining your business goals, identifying the ideal customers you want to reach, and assembling the marketing technology stack that makes everything run. You'll learn how to develop a credible brand presence across your website, social channels, and marketing collateral — then create the online visibility that helps the right people find you through search, social, and content. From there, you'll master paid lead generation across search and social platforms, set up marketing automation that nurtures contacts without adding hours to your week, and build the measurement and A/B testing discipline that turns your marketing into a system that gets smarter every quarter. By the end, you'll have a complete digital marketing playbook you can apply to any business — yours or your client's.
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Google Analytics 4 is the measurement engine behind nearly every modern marketing decision — and knowing how to set it up, read its reports, and act on what it tells you is one of the highest-leverage skills you can develop as a marketer or business owner. Without confidence in GA4, you're guessing about what's working; with it, every campaign and content decision is grounded in real data. In this course, you'll build a working knowledge of GA4 from the ground up. You'll set up tracking using Google Tag Manager, configure the Google Tag, and create custom events that capture the actions that actually matter to your business. You'll move through every major report category — acquisition, engagement, monetization, user, retention, and advertising — and gain the skills to segment data with comparisons and audiences so you can extract real insight, not just summary totals. By the end, you'll be able to set up GA4, navigate its reports, and turn analytics data into decisions you can defend.
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Digital marketing strategy is the difference between guessing what to do next and knowing exactly which lever to pull. Most marketing efforts fail not because the tactics are bad, but because they aren't anchored in a clear strategy connected to how customers actually discover, evaluate, and buy. In this course, you'll build a complete strategic framework for digital marketing from the ground up. You'll define your value proposition using a proven formula, segment your audience by demographic and psychographic traits, set SMART objectives tied to real business goals, and map your customer journey as a sales funnel from awareness through retention. From there, you'll apply specific tactics to each phase of that funnel — SEO and SEM for awareness, content marketing for consideration, website optimization for conversion, and email for retention — and measure each one with KPIs, drop-off analysis, and return on marketing investment. By the end, you'll have a working strategy and the tactical toolkit, measurement skills, and communication framework to put it in front of any audience.