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Strategic Digital Marketing helps learners build job-ready skills in digital marketing strategy, data-driven marketing, and campaign optimization. Across three courses, learners develop practical expertise in marketing analytics, audience targeting, channel selection (search, social, email, and content), and measuring ROI to improve performance. Created with University of Arizona faculty, this Specialization prepares learners to plan, execute, and optimize multi-channel digital marketing campaigns aligned to real business goals.

Syllabus

Course 1: Strategic Digital Marketing: Digital Marketing Foundation
Course 2: Strategic Digital Marketing: Digital Marketing Channels
Course 3: Strategic Digital Marketing: Data-Driven Digital Marketing

Courses

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Transform into a data-driven digital marketer by mastering web analytics, performance measurement, ROI calculation, and emerging technologies. This course covers analytics tools, data interpretation, AI and automation in marketing, and ethical considerations in digital marketing, culminating in comprehensive campaign evaluation skills. By the end of this course, you will be able to: 1. Discuss web analytics tools and metrics for tracking user behavior 2. Apply data analysis to make informed marketing decisions 3. Discuss ways to calculate ROI for digital marketing campaigns 4. Explain AI, automation, and personalization in digital marketing 5. Discuss ethical implications of data collection and targeted advertising 6. Evaluate digital marketing campaigns and develop recommendations for improvement
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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
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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