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Digital Marketing Institute and Cathal Melinn

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.

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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.

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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.
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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

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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"
"G​reat 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
Remember to review the course materials on this topic first
Browse courses on Digital Marketing
Show steps
  • 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
Cross-Media planning is a crucial concept you should have a good grasp of prior to taking this course
Show steps
  • 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
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
Show steps
  • 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
Expand to see all activities and additional details
Show all seven activities
Practice using Google Analytics
This will help you develop critical skills that you can apply as you learn in the course
Browse courses on Google Analytics
Show steps
  • 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
One of the best ways to learn is to discuss the material with other students
Browse courses on Digital Marketing
Show steps
  • 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
To truly master e-commerce marketing, you should try developing a fictional or sample e-commerce marketing plan
Show steps
  • 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
This will give you hands-on experience with some of the concepts you will learn in the course
Browse courses on Open Source
Show steps
  • 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.

Reading list

We've selected 13 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Digital Channel Planning and E-Commerce Strategy.
Provides a comprehensive overview of social media marketing, covering key topics such as social media strategy, content marketing, and social media analytics. It valuable resource for students and professionals who want to understand the latest trends in social media marketing.
Provides a comprehensive overview of content marketing, covering key topics such as content strategy, content creation, and content distribution. It valuable resource for students and professionals who want to understand the latest trends in content marketing.
Provides a comprehensive overview of search engine optimization (SEO), covering key topics such as keyword research, link building, and on-page optimization. It valuable resource for students and professionals who want to understand the latest trends in SEO.
Provides a comprehensive overview of digital marketing analytics, covering key topics such as web analytics, social media analytics, and email marketing analytics. It valuable resource for students and professionals who want to understand the latest trends in digital marketing analytics.
Provides a comprehensive overview of the lean startup methodology, which process for developing and validating new products and services. It valuable resource for students and professionals who want to understand the latest trends in entrepreneurship.
Provides a comprehensive overview of the chasm theory, which marketing concept that describes the challenges of selling new products and services to mainstream customers. It valuable resource for students and professionals who want to understand the latest trends in marketing and sales.
Provides a comprehensive overview of the innovator's dilemma, which business concept that describes the challenges of innovating in established markets. It valuable resource for students and professionals who want to understand the latest trends in innovation.
Provides a comprehensive overview of good and bad strategy, and the difference between the two. It valuable resource for students and professionals who want to understand the latest trends in strategic planning.
Provides a comprehensive overview of the Thiel's ideas on startups and innovation. It valuable resource for students and professionals who want to understand the latest trends in entrepreneurship.
Provides a comprehensive overview of the lean product development process. It valuable resource for students and professionals who want to understand the latest trends in product development.
Provides a comprehensive overview of the customer development process. It valuable resource for students and professionals who want to understand the latest trends in customer acquisition.

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