Digital Channel Planning and E-Commerce Strategy 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.

Research shows that retail customers switch channels during their purchase-decision journey. Many of us research products online at home, or on-the-go using a mobile device, while checking online reviews and comparing prices. The final decision to purchase may happen online, or in a traditional brick-and-mortar store. Omnichannel marketing is a response to modern buying habits, providing consumers with a consistent brand experience across all touchpoints, whether traditional or digital. If you want to understand how marketers plan campaigns to reach consumers at every possible point of contact and how effective digital strategies can help businesses grow and thrive today, this course will help you do so.

You will learn about cross-media planning and the digital channel mix before diving deeper into topics including digital channel planning, and inbound and outbound channel strategy. After completing this course, you will be able to: -

• Use best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience

• Demonstrate an understanding of the key tactics and strategies associated with inbound channels including social media marketing, content marketing, search engine marketing, and email marketing

• Demonstrate an understanding of the key tactics and strategies associated with outbound channels including digital display, video, and YouTube advertising

This course also covers the critical topic of e-commerce and how to develop an effective e-commerce and social customer service strategy that delivers real value for customers. This is the second course in the Digital Marketing Institute’s Digital Strategy 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 Channel Planning and Inbound Strategy

This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross-media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, paid search, and developing an email marketing strategy.

Digital Channel Planning and Outbound Strategy

This module begins with the fundamentals of display and video advertising, and demonstrates how to set up and manage a YouTube channel. It also covers the benefits of display advertising, the best practices for display and video advertising, and key digital display tactics.

E-Commerce and Social Customer Service Strategy

This module introduces the characteristics of the e-commerce business model and helps you understand the corresponding business requirements and decisions that flow from their value proposition. You will learn to recognize the strengths and limitations of different e-commerce solutions and common payment methods. Finally, the module covers how to plan and begin to implement a social customer service strategy.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides a comprehensive overview of different digital marketing channels, their planning, and best practices

Covers social media marketing, content marketing, search engine marketing, email marketing, and more

Demonstrates how to create a unified omnichannel marketing strategy with a consistent brand experience

Offers a certification from the Digital Marketing Institute upon completion

Requires students to have a solid background in digital marketing concepts

May require additional software or tools not readily available to all students

Reviews summary

Digital marketing essential concepts

Learners say Digital Channel Planning and E-Commerce Strategy is an excellent course that covers core digital marketing concepts in an engaging and well-structured way. They highly recommend it to beginners who want to advance their marketing careers.

Suitable for beginners in digital marketing.

"Very good course. Learned alot. It is a good course for the beginners. I recommend this course for all who want to learn digital marketing."

Learners develop practical skills.

"it's really the best course content I have to learn a lot and love to DMI give the best course"

"Great learning experience very beneficial and learned new skills"

"Excellent delivery from the tutors."

Positive feedback dominates reviews.

"a great course!!"

"Excellent Course"

"Very good course."

"Excellent! I learned a lot."

Some learners criticize lack of feedback on assignments.

"I was disappointed that I received a low grade on the final peer assignment without any feedback at all."

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 Digital Channel Planning and E-Commerce Strategy with these activities:

Review display and video advertising

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Remember to review the course materials on this topic first

Browse courses on Digital Marketing

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Define display and video advertising
Identify the different types of display and video ads
Explain the benefits of using display and video advertising

Review cross-media planning

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Cross-Media planning is a crucial concept you should have a good grasp of prior to taking this course

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Review the concept of cross-media planning
Identify the different touchpoints in a customer's journey
Develop a cross-media plan for a specific product or service

Create a social media marketing campaign

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There are many tutorials available online and on platforms like Coursera that can guide you in initiating your campaign

Browse courses on Social Media Marketing

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Choose a social media platform that is relevant to your target audience
Develop a content strategy for your campaign
Create engaging social media content
Track the results of your campaign and make adjustments as needed

Four other activities

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Show all seven activities

Practice using Google Analytics

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This will help you develop critical skills that you can apply as you learn in the course

Browse courses on Google Analytics

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Set up a Google Analytics account for your website
Create a custom report in Google Analytics
Use Google Analytics to track the results of your marketing campaigns

Join a study group

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One of the best ways to learn is to discuss the material with other students

Browse courses on Digital Marketing

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Find a study group that meets regularly
Attend study group meetings and participate in discussions
Work with your study group to complete assignments and projects

Develop an e-commerce marketing plan

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To truly master e-commerce marketing, you should try developing a fictional or sample e-commerce marketing plan

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Define your target audience
Identify the different channels you will use to reach your target audience
Develop a content strategy for your e-commerce marketing campaign
Create a budget for your e-commerce marketing campaign
Track the results of your e-commerce marketing campaign and make adjustments as needed

Contribute to open source projects

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This will give you hands-on experience with some of the concepts you will learn in the course

Browse courses on Open Source

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Find an open source project that you are interested in
Contribute to the project by fixing bugs, adding features, or writing documentation
Collaborate with other developers on the project

Career center

Learners who complete Digital Channel Planning and E-Commerce Strategy will develop knowledge and skills that may be useful to these careers:

Senior Marketing Manager

A Senior Marketing Manager is responsible for overseeing all aspects of marketing for a company or organization. They work with a team of marketers to develop and implement marketing strategies that achieve the company's marketing goals. This course can help you build a foundation in marketing strategy, including how to develop and implement marketing strategies that drive results.

See salaries and explore the career path for Senior Marketing Manager

E-commerce Manager

An E-commerce Manager is responsible for planning and executing e-commerce strategies. They work with a team of marketers and web developers to develop and implement strategies that use e-commerce channels to reach and engage customers. This course can help you build a foundation in e-commerce strategy, including how to develop and implement an e-commerce strategy that drives traffic and sales.

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

Digital Marketing Manager

A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns. They work with a team of marketers to develop and implement strategies that use digital channels to reach and engage customers. This course can help you build a foundation in digital marketing strategy, including how to use digital channels to reach your target audience and achieve your marketing goals.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

A Marketing Consultant provides marketing advice and services to businesses. They work with businesses to develop and implement marketing strategies that help them achieve their marketing goals. This course can help you build a foundation in marketing strategy, including how to develop and implement marketing strategies that drive results.

See salaries and explore the career path for Marketing Consultant

Marketing Manager

A Marketing Manager is responsible for planning and executing marketing campaigns. They work with a team of marketers to develop and implement strategies that use a variety of channels to reach and engage customers. This course can help you build a foundation in marketing strategy, including how to develop and implement marketing campaigns that achieve your marketing goals.

See salaries and explore the career path for Marketing Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting marketing data. They work with a team of marketers to develop and implement marketing strategies that are based on data-driven insights. This course can help you build a foundation in marketing analytics, including how to collect, analyze, and interpret marketing data to make informed marketing decisions.

See salaries and explore the career path for Marketing Analyst

Social Media Marketing Manager

A Social Media Marketing Manager is responsible for planning and executing social media marketing campaigns. They work with a team of marketers to develop and implement strategies that use social media to reach and engage customers. This course can help you build a foundation in social media marketing strategy, including how to develop and implement social media marketing campaigns that drive traffic and sales.

See salaries and explore the career path for Social Media Marketing Manager

Search Engine Marketing Manager

A Search Engine Marketing Manager is responsible for planning and executing search engine marketing campaigns. They work with a team of marketers to develop and implement strategies that use search engine optimization and paid search to reach and engage customers. This course can help you build a foundation in search engine marketing strategy, including how to develop and implement search engine marketing campaigns that drive traffic and sales.

See salaries and explore the career path for Search Engine Marketing Manager

Web Marketing Manager

A Web Marketing Manager is responsible for planning and executing web marketing campaigns. They work with a team of marketers to develop and implement strategies that use the web to reach and engage customers. This course can help you build a foundation in web marketing strategy, including how to develop and implement web marketing campaigns that drive traffic and sales.

See salaries and explore the career path for Web Marketing Manager

Product Marketing Manager

A Product Marketing Manager is responsible for planning and executing product marketing campaigns. They work with a team of marketers to develop and implement strategies that use a variety of channels to reach and engage customers. This course can help you build a foundation in product marketing strategy, including how to develop and implement product marketing campaigns that drive sales.

See salaries and explore the career path for Product Marketing Manager

Video Marketing Manager

A Video Marketing Manager is responsible for planning and executing video marketing campaigns. They work with a team of marketers to develop and implement strategies that use video to reach and engage customers. This course can help you build a foundation in video marketing strategy, including how to develop and implement video marketing campaigns that drive traffic and sales.

See salaries and explore the career path for Video Marketing Manager

Content Marketing Manager

A Content Marketing Manager plans and oversees the creation and distribution of content for a company or organization. They work with a team of writers, editors, and designers to develop and implement a content strategy that aligns with the company's marketing goals. This course can help you build a foundation in content marketing strategy, including how to create and distribute content that is engaging, informative, and shareable.

See salaries and explore the career path for Content Marketing Manager

Outbound Marketing Manager

An Outbound Marketing Manager is responsible for planning and executing outbound marketing campaigns. They work with a team of marketers to develop and implement strategies that use outbound channels to reach and engage customers. This course can help you build a foundation in outbound marketing strategy, including how to use outbound channels to reach your target audience and achieve your marketing goals.

See salaries and explore the career path for Outbound Marketing Manager

Inbound Marketing Manager

An Inbound Marketing Manager is responsible for planning and executing inbound marketing campaigns. They work with a team of marketers to develop and implement strategies that use inbound channels to reach and engage customers. This course can help you build a foundation in inbound marketing strategy, including how to use inbound channels to attract and convert leads.

See salaries and explore the career path for Inbound Marketing Manager

E-commerce Business Analyst

An E-commerce Business Analyst helps businesses to improve their e-commerce operations. They work with a team of analysts and business stakeholders to identify and solve problems, and to make recommendations for improvement. This course can help you build a foundation in e-commerce analytics, including how to collect, analyze, and interpret data to make informed decisions about your e-commerce business.

See salaries and explore the career path for E-commerce Business Analyst