The New Rules of Marketing & PR

via Coursera Specialization

Overview

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This Specialization provides a comprehensive journey through modern marketing and PR strategies, emphasizing the shift from traditional methods to the digital era. Learners explore why old marketing rules fail online and how to adapt strategies to reach buyers directly. The second course builds on this foundation by guiding participants to craft actionable marketing and PR plans that drive business growth. Emphasis is placed on content creation, audience targeting, and using social networking to enhance visibility and engagement. The final course focuses on content delivery through blogs, video, audio, and newsroom strategies. Techniques for search engine marketing and media outreach are integrated to ensure content reaches the intended audience effectively. This Specialization benefits marketing professionals, business owners, and PR practitioners seeking practical digital strategies. Basic marketing knowledge is helpful but not required, and participants gain skills applicable across industries. Applied practice activities integrated throughout the courses provide structured opportunities for learners to apply key concepts and methods in realistic contexts. Through guided analysis, reflection, and skill application, participants engage with authentic challenges aligned to the subject matter and develop practical competence in solving domain-relevant problems. This Specialization is based on the book The New Rules of Marketing & PR, by David Meerman Scott

Syllabus

Course 1: Revolutionizing Marketing and PR for the Digital Era
Course 2: Mastering Marketing & PR Plans for Business Growth
Course 3: Advanced Digital Marketing: Engaging Through Multimedia

Courses

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In today's digital landscape, the ability to craft engaging multimedia content is a key skill for any marketer. This course dives deep into advanced techniques that combine the power of blogs, images, video, and audio to effectively connect with and influence your target audience. It focuses on optimizing your digital presence to maximize reach, engagement, and overall impact. Throughout this course, you'll develop the practical skills to create content that resonates with your audience. By mastering tools like media relations, news releases, and search engine marketing, you'll learn how to implement strategies that drive measurable results. Additionally, the course will show you how to leverage timely news and trends, like newsjacking, to seize opportunities and keep your brand in the spotlight. What sets this course apart is its combination of theoretical knowledge with hands-on experience. By applying real-world examples and case studies, the course ensures that you don't just learn the theory but also how to implement the techniques in a practical, results-driven way. This course is ideal for marketers, business owners, or anyone looking to elevate their digital marketing game. A basic understanding of digital marketing concepts will be helpful, but all levels of experience can benefit from the tools and strategies taught. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc.
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In today's competitive market, crafting effective marketing and PR plans is essential for driving business success. This course focuses on understanding buyer personas, creating impactful content, and developing strategies that align with sales objectives. By mastering these core areas, you will be equipped to design campaigns that foster business growth. Through practical frameworks and case studies, this course will teach you how to tailor marketing strategies to target specific buyers, measure campaign success, and continuously refine your approach. You'll learn how to create content that resonates with your audience and elevates brand presence. What sets this course apart is its unique combination of theory and real-world application. With an emphasis on buyer-centric strategies, you'll gain insights into content creation, marketing ethics, and campaign effectiveness, making it highly relevant for today's market. This course is ideal for marketers, PR professionals, and business owners seeking to enhance their marketing efforts. A basic understanding of marketing principles will help you make the most of the course material. This course is part two of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc.
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In this course, you'll explore the evolution of marketing and PR, focusing on the digital transformation in the industry. With digital tools and social media, the landscape has shifted, and understanding these changes is crucial for success. This course equips you with the skills to move beyond outdated marketing tactics and focus on buyer-centric strategies that leverage digital platforms to their fullest. You'll gain practical knowledge on creating content that connects with today's consumers. What makes this course unique is its combination of theoretical insights with practical, real-world applications. You'll learn how to adapt modern marketing principles and apply them effectively in the real world. Ideal for marketers, PR professionals, and business owners, this course is perfect for anyone wanting to stay ahead in the rapidly changing digital landscape. No prior experience is required, but basic marketing knowledge will help. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. From The New Rules of Marketing & PR Copyright © 2024 by David Meerman Scott. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Used by arrangement with John Wiley & Sons, Inc.