Fundamentals of Digital Marketing from edX

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.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.

What's inside

Learning objectives

1.1 digital marketing strategy
1.2 inbound and outbound marketing (also touching on social media marketing)
1.3 mobile marketing - apps and promotions

1.4 multi-sided platforms
1.5 overview of omnichannel marketing
1.6 attribution and marketing mix modeling

1.1 digital marketing strategy
1.2 inbound and outbound marketing (also touching on social media marketing)
1.3 mobile marketing - apps and promotions
1.4 multi-sided platforms
1.5 overview of omnichannel marketing
1.6 attribution and marketing mix modeling

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops a thorough foundational understanding of digital marketing

Offers a comprehensive study of core themes and relevant industry tools and principles

Provides real-world examples and practical applications

Taught by instructors who are recognized experts in digital marketing

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 Fundamentals of Digital Marketing with these activities:

Review the basics of digital marketing

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Refresh your understanding of the fundamental concepts of digital marketing, such as segmentation, targeting, and positioning.

Browse courses on Marketing Essentials

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Review the Four Ps of Marketing
Read about different digital marketing channels
Watch videos or webinars on digital marketing best practices

Read Digital Marketing Analytics: Making Sense of Metrics

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Deepen your understanding of the measurement and analysis of digital marketing campaigns by reading an industry-leading book on the topic.

View Digital Marketing Analytics: Making Sense of... on Amazon

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Read the book
Take notes as you read
Summarize the key concepts in your own words

Attend a digital marketing conference or meet-up

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Connect with other digital marketers to learn about new trends, case studies, and career opportunities.

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Research upcoming digital marketing events
Register for an event
Attend the event
Network with other attendees

Three other activities

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Build a digital marketing campaign for a real-world business

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Apply your knowledge of digital marketing to a real-world project, giving you hands-on experience and a deeper understanding of the key concepts.

Browse courses on Digital Marketing Strategy

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Identify a target audience
Set marketing goals
Develop a digital marketing budget
Create a digital marketing timeline
Monitor and evaluate your campaign

Write a blog post on a digital marketing topic

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Reinforce your understanding of digital marketing concepts by creating a blog post that dives deeper into a specific topic.

Browse courses on Content Creation

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Choose a topic
Research your topic
Write your blog post
Edit and proofread your post
Publish your blog post

Use Google Analytics to analyze a website

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Develop hands-on experience with a key tool for digital marketing professionals by analyzing real-world website data using Google Analytics.

Browse courses on Google Analytics

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Set up a Google Analytics account
Add the Google Analytics tracking code to a website
Explore the Google Analytics dashboard
Generate and analyze reports
Use Google Analytics to identify areas for improvement

Career center

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

Digital Marketing Manager

A Digital Marketing Manager plans, executes, and measures the success of digital marketing campaigns. They analyze data to identify trends and target the right audience, plan budgets, work with teams to create digital content, and more. This course would be useful for those wishing to enter this career. It can help build a foundation in digital marketing strategy, inbound and outbound marketing, mobile marketing, and more.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

A Social Media Manager plans and implements social media strategies, creates and manages content, and monitors and measures the success of social media campaigns. This course can help those wishing to enter this career by providing a foundation in digital marketing strategy, inbound and outbound marketing, social media marketing, and more.

See salaries and explore the career path for Social Media Manager

E-commerce Marketing Manager

An E-commerce Marketing Manager plans and implements marketing campaigns for e-commerce businesses. They analyze data to understand customer behavior, develop strategies to increase sales, and manage teams to create digital content. This course would be useful for those wishing to enter this career by providing a foundation in digital marketing strategy, inbound and outbound marketing, mobile marketing, and more.

See salaries and explore the career path for E-commerce Marketing Manager

Marketing Analyst

A Marketing Analyst collects and analyzes data to understand customer behavior and marketing trends. They use this information to develop marketing strategies and measure the success of marketing campaigns. This course can be useful for those wishing to enter this career by providing a foundation in digital marketing strategy, inbound and outbound marketing, and marketing mix modeling.

See salaries and explore the career path for Marketing Analyst

Product Marketing Manager

A Product Marketing Manager works with product development teams to plan and execute marketing campaigns for new products and services. They develop marketing strategies, create marketing content, and manage teams to launch new products. This course may be useful for those wishing to enter this career by providing a foundation in digital marketing strategy, inbound and outbound marketing, and multi-sided platforms.

See salaries and explore the career path for Product Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist helps businesses develop and execute digital marketing strategies. They may work on a variety of tasks, such as creating and managing social media accounts, developing email marketing campaigns, and running paid advertising campaigns. This course would be useful for those wishing to enter this career by providing a foundation in digital marketing strategy, inbound and outbound marketing, and mobile marketing.

See salaries and explore the career path for Digital Marketing Specialist

Content Marketing Manager

A Content Marketing Manager plans and implements content marketing strategies for businesses. They create and manage content, such as blog posts, articles, and videos, to attract and engage customers. This course would be useful for those wishing to enter this career by providing a foundation in digital marketing strategy, inbound and outbound marketing, and multi-sided platforms.

See salaries and explore the career path for Content Marketing Manager

Marketing Communications Manager

A Marketing Communications Manager develops and executes marketing communication strategies, which include developing marketing content, managing public relations, and organizing events.

See salaries and explore the career path for Marketing Communications Manager

Search Engine Optimization (SEO) Specialist

An SEO Specialist helps businesses improve the visibility of their websites in search engine results pages (SERPs). They do this by optimizing website content, building backlinks, and more.

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

Public relations manager

A Public Relations Manager develops and executes public relations campaigns to manage the reputation of businesses and organizations. They work with the media, create press releases, and more.

See salaries and explore the career path for Public relations manager

Event Marketing Manager

An Event Marketing Manager plans and executes marketing campaigns for events, such as conferences, trade shows, and product launches.

See salaries and explore the career path for Event Marketing Manager

Brand Manager

A Brand Manager develops and manages brand strategies for businesses. They work to create a consistent brand identity across all marketing channels.

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Marketing Consultant

A Marketing Consultant provides marketing advice and services to businesses. They work with businesses to develop marketing strategies, create marketing content, and more.

See salaries and explore the career path for Marketing Consultant

Marketing Professor

A Marketing Professor teaches marketing courses at colleges and universities. They conduct research and publish papers on marketing topics.

See salaries and explore the career path for Marketing Professor

Marketing Researcher

A Marketing Researcher conducts research to understand consumer behavior and marketing trends. They use this information to develop marketing strategies for businesses.

See salaries and explore the career path for Marketing Researcher