Social Media and Digital Marketing Fundamentals from Coursera

Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization.

Digital and mobile technology coupled with the explosive adoption of social media globally has fundamentally disrupted consumer expectations, and how businesses must operate to support their customers. If you want to understand the forces driving and transforming businesses today and how cutting-edge digital and social strategies can help businesses thrive in a dynamic environment, this course will help you do so.

You will learn the core principles and foundations of digital marketing before diving deeper into the disciplines of social media marketing and content marketing. After completing the course you will: -

• Understand how digital and social media have disrupted the way businesses sell to consumers

• Recognize how marketers use the customer journey model to influence purchase decisions on digital platforms using digital content and tools

• Appreciate the benefits of integrating traditional and digital marketing with the advantages of inbound and outbound marketing strategies

• Recognize how to use the principles of effective content marketing to create content that engages an audience

This course also explains how to choose the right content for consumers – and how to ensure it gets seen by them. It outlines the different content formats available on social media and which platform best suits specific needs. This is the first course in the Digital Marketing Institute's Social Media Marketing specialization.

On completion of all courses in your Specialization, you will also be awarded a Digital Marketing Institute Certified Digital Marketing Associate certification, along with three months of free Power Membership, allowing you to boost your career and unlock your next opportunity. 92% of DMI members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.

What's inside

Syllabus

Digital Marketing Landscape

This module begins by describing how advances in technology, and changing consumer behavior and expectations present new challenges and opportunities for businesses. It describes how Digital has disrupted the way businesses sell to customers and how marketers use the customer journey model to influence purchase decisions using digital platforms, content and tools. Finally, the module identifies the opportunities that Digital presents for you and your organization, and how to capitalize on them.

Digital Marketing Principles

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, to gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 digital marketing campaign by connecting effectively with your customers and target audience.

Content Marketing for Social

This module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. It explains how to choose the right content for your customers – and how to ensure it gets seen by them. It outlines the different content formats available on social media channels and helps you identify which platform best suits your content. It also identifies best practices for scheduling your content, and equips you with the knowledge to devise and execute your own content creation strategy.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines mobile technology and its impact on marketing and business practices

Introduces the core principles of digital marketing

Taught by Digital Marketing Institute, a global standard in Digital Marketing Certification

Develops skills in content marketing for social media platforms

Provides instruction in social media marketing and customer journey models

Requires extensive background knowledge to fully benefit from the course

Reviews summary

Well-reviewed digital marketing course

Learners say this course is well-structured and well-paced, providing high-quality content that is easy to understand. The practical information and use of real-world examples are especially helpful in understanding the fundamentals of digital marketing. However, some students did express frustration with the peer review process and technical issues with assignments.

Includes hands-on exercises and case studies.

"Above my expectation. Not only reading and listening, we also practice."

"Amazing course. The classes helped me to master the basics of Digital marketing. Also, assessments were helpful to gain experience in the practical world.."

"Very helpful. Structured and easy to understand. Pacing is also just right to accomplish all the tasks. I also like the idea of peer reviews."

Foundations of digital marketing for novices.

"a perfect course for discovering this vast ocean (digital marketing)"

"Literally Fundamentals , so if you are a beginner then dont worry and just dive in into the course, You will learn alottt!"

"Excellent content. As a Life coach, I suggest this course so that professionals outside the Marketing field can become aware of what is needed to promote their business online."

Useful, high-quality content.

"Very good ! High quality content, well structured and demanding enough without being overwhelming."

"Very helpful. Structured and easy to understand."

"Course content was thorough and well presented."

Some students encountered technical issues.

"The course was fine, but it is very confusing as to how to complete a section and how to get your certificate."

"ALSO this course kept missing some of my assignments after I posted the assignment days ago."

"It's pretty detail and interestingly put together. However, I did not like the last lecturer, he kept on stopping in the middle of the sentence which was very disturbing."

Peer review process can be challenging.

"I love everything about the course what I didn't enjoy that much is the peer assignments and gradings."

"This was a good introductory course. I marked it low because of the Peer review section."

"it's a great course and i learn a lot of new things about SM and DM . just one suggestion : monitor more on assignments and comments is required"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Social Media and Digital Marketing Fundamentals with these activities:

Read the book 'Digital Marketing for Dummies'

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Gain a comprehensive understanding of digital marketing concepts by reading a foundational book, providing a solid base for exploring advanced topics within the course.

View Digital Marketing For Dummies (For Dummies... on Amazon

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Purchase or borrow the book 'Digital Marketing for Dummies'
Read and take notes on the key concepts and principles
Complete the exercises and quizzes in the book

Connect with experienced digital marketing professionals

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Provides students with access to guidance and mentorship from industry practitioners.

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Attend networking events or join online communities
Reach out to professionals via email or LinkedIn

Review Social Media Marketing Concepts

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Improve understanding of the core concepts and principles of social media marketing.

Browse courses on Social Media Marketing

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Review the definitions of key social media marketing concepts
Read articles and blog posts on social media marketing strategies
Watch videos on social media marketing best practices

Seven other activities

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Show all ten activities

Review core principles and foundations of digital marketing

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Review core principles and build a strong foundation in digital marketing, ensuring a comprehensive understanding of the concepts covered in the course.

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Read an introductory article or book on digital marketing principles
Attend a webinar or online course on digital marketing basics
Complete a few practice exercises or quizzes on digital marketing concepts

Join a study group with other students in the course

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Foster collaboration and enhance understanding by joining a study group, allowing for peer-to-peer learning and exchange of insights.

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Reach out to classmates and form a study group
Schedule regular study sessions
Review course materials together
Discuss concepts and share perspectives

Attend a digital marketing conference or webinar

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Exposes students to industry experts and cutting-edge digital marketing practices.

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Research and identify relevant conferences or webinars
Register and attend the event

Analyze real-world digital marketing campaigns

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Develops students' analytical skills by evaluating real-world digital marketing campaigns.

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Identify key performance indicators (KPIs) for specific campaigns
Gather data from various sources (e.g., Google Analytics, social media insights)
Analyze data to determine the effectiveness of campaigns

Practice using digital marketing tools and platforms

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Enhance practical skills by practicing with digital marketing tools and platforms, solidifying understanding of how to apply concepts in real-world scenarios.

Browse courses on Digital Marketing Tools

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Create accounts on key digital marketing platforms
Explore and familiarize with the features and functionality of the tools
Complete tutorials or online courses on using the tools
Set up and run a small digital marketing campaign using the tools

Develop a social media content calendar

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Provides hands-on experience in planning and scheduling social media content for different platforms.

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Define target audience and content goals
Research and identify relevant content topics
Create a content calendar using a spreadsheet or tool

Develop a digital marketing plan for a small business

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Provides a practical opportunity to apply digital marketing principles to a real-world scenario.

Browse courses on Digital Marketing Strategy

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Define business objectives and target audience
Conduct market research and competitor analysis
Develop a digital marketing strategy and budget
Implement the digital marketing plan and track results

Career center

Learners who complete Social Media and Digital Marketing Fundamentals will develop knowledge and skills that may be useful to these careers:

Social Media Manager

Social Media Managers are responsible for developing and executing social media campaigns for businesses. They use their knowledge of social media platforms and best practices to create engaging content, build relationships with customers, and drive traffic to websites. This course provides a comprehensive overview of social media marketing, including how to use social media to achieve specific business goals. It can help you develop the skills and knowledge you need to succeed in a career as a Social Media Manager.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

Content Marketing Managers are responsible for creating and distributing content that attracts and engages customers. They use their knowledge of content marketing principles and techniques to develop content that is relevant, informative, and persuasive. This course provides a solid foundation in content marketing principles, including the use of social media for content distribution. It can help you develop the skills and knowledge you need to succeed in a career as a Content Marketing Manager.

See salaries and explore the career path for Content Marketing Manager

Digital Marketing Consultant

Digital Marketing Consultants provide advice and guidance to businesses on all aspects of digital marketing. They use their knowledge of digital marketing principles and techniques to help businesses develop and execute effective digital marketing strategies. This course provides a comprehensive overview of digital marketing principles, including the use of social media for marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as a Digital Marketing Consultant.

See salaries and explore the career path for Digital Marketing Consultant

Marketing Manager

Marketing Managers are responsible for developing and executing marketing plans for businesses. They use their knowledge of marketing principles and techniques to create effective marketing campaigns that generate leads and sales. This course provides a comprehensive overview of marketing principles, including the use of social media for marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as a Marketing Manager.

See salaries and explore the career path for Marketing Manager

Digital Marketing Manager

Digital Marketing Managers develop and execute marketing campaigns across a variety of digital channels, including social media, email, and the web. They use their knowledge of digital marketing principles and techniques to create engaging content, track campaign performance, and generate leads. This course provides a solid foundation in digital marketing principles, including the use of social media for marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as a Digital Marketing Manager.

See salaries and explore the career path for Digital Marketing Manager

Digital Marketing Specialist

Digital Marketing Specialists are responsible for implementing and managing digital marketing campaigns. They use their knowledge of digital marketing principles and techniques to create engaging content, track campaign performance, and generate leads. This course provides a comprehensive overview of digital marketing principles, including the use of social media for marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as a Digital Marketing Specialist.

See salaries and explore the career path for Digital Marketing Specialist

Inbound Marketing Manager

Inbound Marketing Managers are responsible for developing and executing inbound marketing campaigns. They use their knowledge of inbound marketing principles and techniques to attract, engage, and convert leads into customers. This course provides a solid foundation in inbound marketing principles, including the use of social media for inbound marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as an Inbound Marketing Manager.

See salaries and explore the career path for Inbound Marketing Manager

Outbound Marketing Manager

Outbound Marketing Managers are responsible for developing and executing outbound marketing campaigns. They use their knowledge of outbound marketing principles and techniques to generate leads and drive sales. This course provides a solid foundation in outbound marketing principles, including the use of social media for outbound marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as an Outbound Marketing Manager.

See salaries and explore the career path for Outbound Marketing Manager

Social Media Analyst

Social Media Analysts are responsible for tracking and analyzing social media data to measure the effectiveness of social media campaigns. They use their knowledge of social media analytics principles and techniques to identify trends, improve campaign performance, and make recommendations for future campaigns. This course provides a solid foundation in social media analytics principles, including the use of social media analytics tools. It can help you develop the skills and knowledge you need to succeed in a career as a Social Media Analyst.

See salaries and explore the career path for Social Media Analyst

Public Relations (PR) Manager

Public Relations (PR) Managers are responsible for managing the public relations for businesses. They use their knowledge of PR principles and techniques to build relationships with the media and other stakeholders. This course provides a solid foundation in PR principles, including the use of social media for PR purposes. It can help you develop the skills and knowledge you need to succeed in a career as a PR Manager.

See salaries and explore the career path for Public Relations (PR) Manager

Brand Manager

Brand Managers are responsible for developing and managing brands for businesses. They use their knowledge of branding principles and techniques to create and maintain a consistent brand identity across all channels. This course provides a solid foundation in branding principles, including the use of social media for branding purposes. It can help you develop the skills and knowledge you need to succeed in a career as a Brand Manager.

See salaries and explore the career path for Brand Manager

Communications Manager

Communications Managers are responsible for developing and executing communications plans for businesses. They use their knowledge of communications principles and techniques to create effective communications campaigns that reach target audiences. This course provides a solid foundation in communications principles, including the use of social media for communications purposes. It can help you develop the skills and knowledge you need to succeed in a career as a Communications Manager.

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Search Engine Optimization (SEO) Specialist

Search Engine Optimization (SEO) Specialists are responsible for optimizing websites and content for search engines. They use their knowledge of SEO principles and techniques to improve website visibility and traffic. This course provides a solid foundation in SEO principles, including the use of social media for SEO purposes. It can help you develop the skills and knowledge you need to succeed in a career as an SEO Specialist.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Email Marketing Specialist

Email Marketing Specialists are responsible for developing and executing email marketing campaigns. They use their knowledge of email marketing principles and techniques to create effective campaigns that generate leads and sales. This course provides a solid foundation in email marketing principles, including the use of social media for email marketing purposes. It can help you develop the skills and knowledge you need to succeed in a career as an Email Marketing Specialist.

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Pay-Per-Click (PPC) Specialist

Pay-Per-Click (PPC) Specialists are responsible for managing PPC campaigns on platforms such as Google AdWords and Bing Ads. They use their knowledge of PPC principles and techniques to create effective campaigns that generate leads and sales. This course provides a solid foundation in PPC principles, including the use of social media for PPC purposes. It can help you develop the skills and knowledge you need to succeed in a career as a PPC Specialist.

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