Foundations of Digital Marketing

University of Maryland, College Park via Coursera Specialization

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Overview

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Embark on a transformative journey with the Foundations of Digital Marketing Specialization, designed to equip you with the essential skills and knowledge needed to excel in the digital marketing landscape. This comprehensive program covers key topics such as Fundamentals of Digital Marketing, where you will learn the core principles and strategies; Digital Marketing Analytics, focusing on data-driven decision-making; Digital Marketing Tools: ML and AI, exploring cutting-edge technologies for enhanced marketing efforts; and Online Advertising & Social Media, mastering the art of engaging audiences across various platforms. By completing this specialization, you'll be well-prepared to navigate and thrive in the dynamic world of digital marketing.

Syllabus

Course 1: Fundamentals of Digital Marketing
Course 2: Digital Marketing Analytics
Course 3: Digital Marketing Tools: Machine Learning and AI
Course 4: Online Advertising & Social Media

Courses

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3 hours 51 minutes
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Businesses today have access to an increasingly large amount of detailed customer data, and this influx of “big data” is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so. Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business. This valuable data may include in-store and online customer transactions, customer surveys, web analytics, as well as prices and advertising. You’ll also learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most importantly, draw inferences to create convincing narratives which yield actionable results. Artificial intelligence and machine learning will be explored as tools to deepen analytical skills and acumen and hone decision making. This comprehensive exploration into digital marketing analytics tools and techniques is critical knowledge for any marketing influencers, digital marketing analysts and product and brand decision makers within small and medium businesses as well as larger organizations with international reach.
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4 hours 21 minutes
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In this course, you will delve into the transformative impact of machine learning and big data AI on digital marketing. Explore powerful tools and techniques that enable businesses to automate decision-making, predict customer behavior, and optimize marketing efforts in real time. Through an in-depth study of machine learning methods, neural networks, and big data applications, you will gain the skills to evaluate the performance of machine learning algorithms and leverage AI-driven insights to enhance digital marketing strategies. The course is divided into two comprehensive modules. The first module, Machine Learning, focuses on methods of machine learning, performance evaluation, and method configuration. The second module, Big Data and Artificial Intelligence, covers topics such as Big Data AI, Hadoop & Deep Learning, and Neural Networks. By the end of the course, you will be equipped to describe the paradigm shift in machine learning methods, understand the expanding applications of big data to neural networks, and evaluate the effectiveness of machine learning algorithms to drive growth and innovation in digital marketing.
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3 hours 24 minutes
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Building an online brand and outreach strategy are paramount to any online advertising and social media strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches to select the right networks and the right messages. You will explore relevant and trending concepts such as: online display advertisements, display ad campaigns, social media networks and big data and analytics. Be prepared to plan and allocate resources to the advertising that creates an impact.
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9 hours 12 minutes
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In this business and management certificate course focused on the foundations of digital marketing, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing. The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. Companies that were non-existent a few short years ago, including Facebook, LinkedIn, and Uber, have dramatically changed how we interact, communicate and navigate our world. Even Amazon and Google are relatively “young” by any measure. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new, evolving environment. This online course is organized around four broad themes and leverages relevant theory and analysis, as well as numerous practical examples to develop key learning points and accelerate your knowledge of digital marketing. The themes are: ● Behavioral foundations for understanding and navigating the new online-offline landscape ● New forms of interaction, including formation of networks and reputation building ● Tools and principles of digital marketing action including online advertising on fixed and mobile devices ● New media platforms and emergence of various marketing channels and mixed marketing models This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers.