Online Marketing Strategies from edX

The Internet has emerged as a platform to facilitate global commerce and communication. Its exponential growth has transformed the value chain of virtually every industry, and millions of commercial businesses are now doing business online. This course will introduce you to the range of marketing uses of the Internet.

You will learn how to:

use basic e-marketing tools relevant to the internet marketing context;
apply marketing strategies such as segmentation, targeting, positioning, and differentiation to an online context;
analyse the online consumer exchange process and its outcomes;
evaluate product, pricing, distribution and communication marketing functions in a firm's internet marketing strategy;
evaluate the role of social media in the marketing context;
use digital analytics to evaluate and optimise the effectiveness of digital marketing strategies.

You will explore how marketing online differs from a traditional marketing environment, and identify and discuss web-based marketing opportunities such as using Facebook, Twitter and Google in today's business world.

The digital landscape is fast-paced and continually changing, yet is an equally challenging and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

What's inside

Learning objectives

Use basic e-marketing tools
Apply traditional marketing strategies in an online environment

Evaluate a firm's internet marketing strategy

Use basic e-marketing tools
Apply traditional marketing strategies in an online environment
Evaluate a firm's internet marketing strategy

Syllabus

Topic 1: Introduction to digital marketing/global issues/digital marketing plan

Topic 2: Segmentation, targeting, differentiation and positioning strategies

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Explores internet marketing and global issues

Specifically designed to teach critical skills needed to be successful in marketing in a digital world

Instructors Billy (Cho Yin) Sung are recognized for their work in digital marketing

Develops skills in using digital analytics to evaluate and optimize the effectiveness of digital marketing strategies

Examines social media marketing, which is highly relevant to the marketing context

Reviews summary

Solid foundation in digital marketing

According to learners, this course offers a solid foundation in online marketing strategies, making it highly recommended for those starting their digital marketing journey or professionals looking to transition into the field. Students frequently highlight the knowledgeable and engaging instructor who explains complex concepts clearly. The course is praised for its logical flow of topics and coverage of practical tools like Google Analytics and Google Ads, enabling immediate application. While many find the content relevant and actionable, some more experienced learners felt certain sections lacked advanced insights or that specific examples, particularly in social media, felt a bit outdated, reflecting the fast-paced nature of the industry.

Instructor provides clear explanations and motivates learners.

"The instructor was very knowledgeable and explained complex concepts clearly."

"The instructor's passion shone through, making even complex topics engaging."

"The instructor was fantastic... The exercises reinforced the learning effectively."

Covers actionable e-marketing tools for immediate use.

"I particularly enjoyed the modules on social media and Google Analytics, which felt very up-to-date and practical."

"I valued the practical application of Google Ads and Analytics, which I can immediately use in my job."

"The content was relevant and actionable, and I particularly found the analytics section empowering."

Excellent starting point for new digital marketers.

"This course provided a fantastic foundation in digital marketing. ... Highly recommend for anyone starting in the field!"

"Phenomenal! This course really demystified digital marketing for me. I had very little prior experience, and it built my knowledge step-by-step."

"I loved this course! It's perfect for those starting their digital marketing journey."

Focuses on concepts, less on hands-on implementation.

"The course has good theoretical content, but I struggled with the practical application."

"The hands-on parts felt minimal, and I expected more practical exercises rather than just theory."

"It's good for understanding the 'what,' but less so for the 'how-to.'"

Some examples need updates to reflect fast-paced industry.

"The course content is generally good, but some parts feel a bit outdated, especially the social media examples..."

"My main feedback would be on the currency of some examples; as digital marketing is so dynamic, regular updates would be beneficial."

"It's a decent starting point but might need supplementary reading for current trends."

Too basic for those with prior experience in digital marketing.

"I found the sections on SEO and SEM a bit basic, as I already had some prior experience. ...wished for more in-depth examples for advanced users."

"Disappointed with the lack of depth in certain areas. ...lacked advanced insights."

"It might be okay for absolute beginners, but for professionals, it lacked advanced insights."

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 Online Marketing Strategies with these activities:

Digital Marketing for Dummies

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Reading a book on digital marketing will provide you with a solid foundation in the key concepts.

View Digitales Marketing für Dummies on Amazon

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Read the book from cover to cover.
Take notes on the key concepts.
Complete the exercises at the end of each chapter.

Digital Marketing Resources

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Gathering relevant case studies and white papers will help you conduct thorough research for your assignments.

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Find white papers and case studies on digital marketing topics.
Read the white papers and case studies.
Summarize the key findings of the white papers and case studies.

Attend Digital Marketing Meetups

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Attend digital marketing meetups to connect with like-minded professionals.

Browse courses on Networking

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Search for digital marketing meetups in your area.
Attend a digital marketing meetup.
Connect with other digital marketers on LinkedIn.

Five other activities

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Perform keyword research

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Keyword research is fundamental to building an effective digital marketing strategy.

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Identify relevant keywords to target
Use keyword research tools to find long-tail keywords
Analyze search volume and competition

Google AdWords Tutorial

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Following tutorials on Google AdWords will enable you to familiarize yourself with a common industry tool.

Browse courses on Google AdWords

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Go to the Google AdWords website and sign up for a free account.
Watch the Google AdWords tutorials on YouTube.
Create a sample AdWords campaign.

Social Media Marketing Exercises

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Practicing social media marketing exercises in a safe environment will help you run more successful campaigns.

Browse courses on Social Media Marketing

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Create a social media marketing campaign for a hypothetical product or service.
Run a social media marketing campaign for a real-world business.
Analyze the results of your social media marketing campaigns.

Develop a Digital Marketing Plan

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Creating a digital marketing plan will help you apply the concepts you learn in the course to a real-world scenario.

Browse courses on Digital Marketing Strategy

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Define your target audience.
Set your marketing goals.
Develop your marketing strategies.
Create a budget for your marketing campaign.
Measure and track the results of your marketing campaign.

Mentor a Junior Digital Marketer

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Helping other students will reinforce your knowledge and sharpen your communication skills.

Browse courses on Mentoring

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Find a junior digital marketer who is looking for a mentor.
Meet with your mentee regularly to discuss their progress.
Provide your mentee with feedback on their work.
Help your mentee develop their digital marketing skills.

Career center

Learners who complete Online Marketing Strategies will develop knowledge and skills that may be useful to these careers:

Social Media Manager

Social Media Managers are responsible for developing and implementing social media strategies for businesses. They create and curate content, engage with customers, and run social media advertising campaigns. The skills and knowledge you gain from the Online Marketing Strategies course will prepare you for this role. You'll learn how to develop and implement digital marketing strategies, use social media for marketing, and evaluate the effectiveness of digital marketing campaigns. This course is a great starting point for those interested in working in social media marketing.

See salaries and explore the career path for Social Media Manager

SEO Specialist

SEO Specialists are responsible for improving the ranking of websites in search engine results pages (SERPs). They use a variety of techniques, including keyword research, on-page optimization, and link building. Many SEO Specialists work for companies developing and managing websites and online content for clients. The Online Marketing Strategies course is highly relevant to this career since it will teach you how to use SEO to improve a website's ranking. Additionally, the course covers other digital marketing topics that an SEO Specialist should be familiar with.

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Online Marketing Consultant

Online Marketing Consultants help businesses develop and implement digital marketing strategies. They work with clients to identify their marketing goals and objectives, and then develop and implement a plan to achieve those goals. The Online Marketing Strategies course will prepare you for this career because it will teach you how to develop and implement digital marketing strategies, evaluate a firm's internet marketing strategy, and use different types of online marketing tools. Online Marketing Consultants should also have a strong understanding of the digital marketing landscape. Therefore, this specific course may not be enough. Additional coursework would be necessary.

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Digital Marketing Specialist

Digital Marketing Specialists use their knowledge of marketing and technology to help businesses succeed through digital marketing campaigns. They have a deep understanding of the different digital marketing channels, including SEO, SEM, social media marketing, email marketing, and affiliate marketing. They use marketing strategies to help businesses achieve their goals on a budget. The Online Marketing Strategies course would help someone prepare for this career because it covers a wide range of marketing uses of the Internet. The syllabus includes topics like segmentation, targeting, differentiation, positioning, evaluating a firm's internet marketing strategy, and digital analytics. Depending on the size of the company, digital marketing specialists may also be in charge of managing and maintaining the marketing budget. Many professionals in this domain also seek a certification in Google Analytics, although this is not required. As this is a rapidly growing field, it usually requires a master's degree.

See salaries and explore the career path for Digital Marketing Specialist

E-commerce Manager

E-commerce Managers are responsible for developing and implementing strategies for selling products and services online. They work with product development, marketing, and sales to ensure a great customer experience that drives revenue. The Online Marketing Strategies course may help you prepare for this career, since it will teach you how to use basic e-marketing tools, apply traditional marketing strategies in an online environment, and evaluate a firm's internet marketing strategy. Overall, the curriculum is highly relevant to this career field.

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

Advertising Manager

Advertising Managers are responsible for planning, developing, and executing advertising campaigns. They work with marketing, sales, and creative teams to develop and implement advertising strategies. The Online Marketing Strategies course may be useful for those interested in becoming Advertising Managers because it will teach you how to develop and implement marketing strategies, as well as how to use digital marketing tools and channels.

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Digital Analyst

Digital Analysts are responsible for collecting, analyzing, and interpreting data to improve the effectiveness of digital marketing campaigns. They work with marketing teams to develop and implement data-driven strategies. The Online Marketing Strategies course may be useful for those interested in becoming Digital Analysts because it will teach you how to use digital analytics tools and techniques. You will also learn how to evaluate the effectiveness of digital marketing campaigns. For this role however, a background in computer science or data analytics is recommended, which is not something this course covers. Nevertheless, the material taught in this course would still be beneficial.

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Marketing Manager

Marketing Managers develop marketing strategies for products and services. They conduct market research, analyze data, and develop marketing campaigns. They are responsible for managing marketing budgets and ensuring that marketing campaigns are effective. The Online Marketing Strategies course may be useful for those who want to become Marketing Managers because it will teach you how to develop and implement marketing strategies, including topics such as segmentation, targeting, differentiation, and positioning. While the syllabus is relevant to the field of marketing management, it does not go into enough depth for this role. Therefore, while it may be useful, additional coursework would be necessary.

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Brand Manager

Brand Managers are responsible for developing and managing a brand's identity and reputation. They work with marketing, sales, and product development to ensure that all aspects of a brand are consistent and aligned with the brand's values. The Online Marketing Strategies course may be useful for those interested in becoming Brand Managers because it will teach you how to develop and implement marketing strategies, as well as how to use digital marketing tools and channels. However, roles in brand management most often require an MBA, so keep this in mind.

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Content Manager

Content Managers are responsible for planning, creating, and distributing content for businesses. They work with marketing, sales, and product development to ensure that content is aligned with business goals. Some content managers specialize in certain types of content, such as writing, video, or social media content. The Online Marketing Strategies course may be useful for those interested in becoming Content Managers. It will teach you how to develop and implement content marketing strategies, as well as how to use digital marketing tools and channels. While this course covers some of the basics of content marketing, additional training would be necessary for a specialized role as a content manager.

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Web Developer

Web Developers are responsible for designing and developing websites. They work with clients to create websites that are visually appealing, user-friendly, and meet the client's business objectives. The Online Marketing Strategies course may be useful for those interested in becoming Web Developers because it will teach you how to use digital marketing tools and channels. While this course does not specifically teach web development, it covers relevant topics such as SEO and digital analytics that are important for web developers to understand. However, a web developer will need to have experience in web design and development.

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Sales Manager

Sales Managers are responsible for leading and managing a sales team. They develop and implement sales strategies, motivate and train sales staff, and track sales performance. The Online Marketing Strategies course may be useful for those interested in becoming Sales Managers because it will teach you how to develop and implement marketing strategies, as well as how to use digital marketing tools and channels. However, Sales Managers primarily need to focus on their sales skills.

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Public relations manager

Public Relations Managers are responsible for managing a company's public image and reputation. They work with the media, customers, and other stakeholders to build and maintain positive relationships. The Online Marketing Strategies course may be useful for those interested in becoming Public Relations Managers because it will teach you how to develop and implement marketing strategies, as well as how to use digital marketing tools and channels. However, this is not an exact fit as public relations requires a unique set of skills.

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Product Manager

Product Managers are responsible for developing and managing a product's lifecycle. They work with engineering, marketing, and sales to ensure that a product meets the needs of customers and is successful in the market. This course may be useful in expanding your marketability as a Product Manager, however, most roles require a master's degree, usually an MBA.

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Market Research Analyst

Market Research Analysts are responsible for collecting, analyzing, and interpreting data about markets and customers. They use this data to help businesses make informed decisions about product development, marketing, and sales. The Online Marketing Strategies course may be of some value to those interested in becoming Market Research Analysts, but the course is not focused on the skills necessary for this role.

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