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Fundamentals of Digital Marketing, Social Media, and E-Commerce

Marketing excellence is a prerequisite for success in any business, from startups to the world’s most established enterprises, yet the art and science of marketing is constantly evolving. Arm yourself with the essential principles and practices of marketing in the digital economy by making this course, taught by Internet consumer shopping expert and Wharton professor David Bell, an indispensable part of your knowledge base.

In this business and management course, 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 get from point A to B. 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 environment.

This course is organized around four broad themes and we will use relevant theory and analysis, as well as numerous practical examples to develop our key learning points.

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 “organic” celebrities and communities

This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers This course evolved from the University of Pennsylvania’s Wharton School’s very first course on digital marketing and e-commerce.

This course is part of Wharton's Digital Marketing Professional Certificate. For more information, see here.

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The Wharton School of the University of Pennsylvania

Rating Not enough ratings
Length 6 weeks
Effort 2 - 3 hours per week
Starts Oct 28 (in 18 weeks)
Cost $585
From The Wharton School of the University of Pennsylvania, Wharton via edX
Instructor David Bell
Download Videos On all desktop and mobile devices
Language English
Subjects Business
Tags Business & Management

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Careers

An overview of related careers and their average salaries in the US. Bars indicate income percentile.

Digital Marketing Administrator $54k

Corporate Digital Marketing $64k

IT Digital Marketing Analyst $73k

Digital Marketing Manger $78k

Digital Marketing Analytics $83k

Digital Marketing and Design $89k

Marketing Digital Strategist $91k

Digital Product Marketing $100k

Regional Digital Marketing $102k

Marketing Analyst & Digital Marketing $104k

DIGITAL AND STRATEGIC MARKETING $119k

Principal Digital Marketing $215k

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The Wharton School of the University of Pennsylvania

Rating Not enough ratings
Length 6 weeks
Effort 2 - 3 hours per week
Starts Oct 28 (in 18 weeks)
Cost $585
From The Wharton School of the University of Pennsylvania, Wharton via edX
Instructor David Bell
Download Videos On all desktop and mobile devices
Language English
Subjects Business
Tags Business & Management

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