Introduction to Digital Marketing from Coursera

What's inside

Syllabus

Search Engine Marketing - Can Customers Find You?

Welcome to Module 1. Search Engine Marketing, (SEM), allows businesses to be found online. With millions of businesses out there vying for the same eyeballs, SEM’s two main elements, Search Engine Optimization (SEO) and Pay-per-click (PPC) strategies can lead to online marketing success through discovery.

Social Media - Two-Way Communication with Customers

Welcome to Module 2. Social Media facilitates the sharing of ideas, thoughts, and information through the building of networks. It is two-way communication between the brand and its audience. In this module, you will learn techniques to effectively communicate and engage with audiences through Social Media.

Reputation Management - You Are Who Your Customers Think You Are

Welcome to Module 3. While marketing is essential for communication with audiences, “word of mouth” remains the most powerful voice. Online reviews are today’s “digital word of mouth”. It’s easier than ever for customers to tell others about their best (and worst) experiences, which can make or break a business. In this module you will explore how to harness this tool.

Content Marketing - Storytelling is the Key to Great Content

Welcome to Module 4. The key to any effective marketing is to capture and keep the attention of an audience. Digital stories incorporate essential communication and marketing elements to create a compelling narrative. Stories about a brand can attract a target audience by differentiating it in the marketplace. Digital sharing is the key, and is the foundation to good storytelling and digital marketing.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores digital marketing strategies and technologies, which is standard in industry and academia

Taught by Steve Fritzenkotter, who is recognized for his work in digital marketing

Examines key strategies for using Internet-based platforms for marketing, which is highly relevant to industry

Provides insights into creating content that resonates with consumers, which is core to digital marketing

Develops skills in search engine marketing, social media marketing, reputation management, and content marketing, which are core skills for digital marketers

Requires learners to come in with some foundational understanding of marketing concepts

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 Introduction to Digital Marketing with these activities:

Connect with Digital Marketing Professionals

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Gain access to valuable insights and guidance from experienced practitioners.

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Identify potential mentors in your field through networking events or professional organizations.
Reach out to individuals and express your interest in learning from their experience.

Organize and Review Course Materials

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Enhance retention and understanding by organizing and reviewing course materials regularly.

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Take notes during lectures and tutorials.
Review your notes after each session and highlight important concepts.
Organize your notes, readings, and assignments in a structured manner.

Follow Tutorials on Search Engine Optimization (SEO) Techniques

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Develop a deeper understanding of SEO principles and techniques to increase website visibility.

Browse courses on Search Engine Optimization

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Identify reputable online tutorials on SEO best practices.
Follow the tutorials step-by-step, implementing the techniques on a mock website.
Monitor the results of your SEO efforts and make adjustments as needed.

Five other activities

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Conduct Social Media Audit and Content Analysis

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Gain practical experience in assessing and refining social media and content strategies.

Browse courses on Content Analysis

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Choose a social media platform and analyze your brand's presence.
Evaluate content performance metrics, such as engagement, reach, and conversions.
Identify areas for improvement and develop content that resonates with your target audience.

Develop a Digital Marketing Strategy for a Fictitious Brand

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Apply digital marketing principles to develop a comprehensive strategy for real-life application.

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Identify a target market and define your brand's value proposition.
Develop a marketing plan that outlines your goals, strategies, and tactics.
Analyze and adjust your strategy based on performance metrics and industry best practices.

Develop a Digital Marketing Blog Post

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Demonstrate your understanding by creating original content that applies course concepts.

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Select a topic relevant to your course and digital marketing principles.
Research and gather information from reputable sources.
Write a compelling blog post that presents your findings and insights.

Contribute to an Open Source Digital Marketing Tool or Platform

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Make meaningful contributions to the community and enhance your technical skills.

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Identify an open source project in the field of digital marketing.
Join the project community and familiarize yourself with its codebase.
Contribute code, documentation, or bug fixes to the project.

Participate in a Digital Marketing Case Competition

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Test and showcase your digital marketing skills in a competitive environment.

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Identify a case competition relevant to your interests.
Form a team and develop a solution to the case.
Present your solution to a panel of industry experts.

Career center

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

Digital Marketing Manager

As a Digital Marketing Manager, you will help businesses promote their products and services online. You will need to be familiar with a variety of digital marketing techniques, including search engine marketing, social media marketing, and content marketing. This course will provide you with a strong foundation in these areas and help you develop the skills you need to succeed in this role.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

As a Social Media Manager, you will be responsible for creating and managing social media content for businesses. You will need to be familiar with a variety of social media platforms and have a strong understanding of how to use them to reach target audiences. This course will provide you with the skills you need to succeed in this role, including how to create engaging content, build relationships with influencers, and track your results.

See salaries and explore the career path for Social Media Manager

Content Marketer

As a Content Marketer, you will be responsible for creating and managing content for businesses. You will need to be able to write compelling content that is both informative and engaging. This course will help you develop the skills you need to succeed in this role, including how to create different types of content, optimize your content for search engines, and track your results.

See salaries and explore the career path for Content Marketer

Search Engine Optimization (SEO) Specialist

As an SEO Specialist, you will be responsible for optimizing websites for search engines. You will need to be familiar with a variety of SEO techniques, including keyword research, link building, and on-page optimization. This course will provide you with the skills you need to succeed in this role, including how to conduct keyword research, build backlinks, and optimize your website for search engines.

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

Pay-Per-Click (PPC) Specialist

As a PPC Specialist, you will be responsible for managing paid advertising campaigns for businesses. You will need to be familiar with a variety of PPC platforms, including Google AdWords and Facebook Ads. This course will provide you with the skills you need to succeed in this role, including how to create and manage PPC campaigns, target your audience, and track your results.

See salaries and explore the career path for Pay-Per-Click (PPC) Specialist

Marketing Manager

This course can provide Digital Marketing Managers with the skills they need to succeed, such as how to create and manage digital marketing campaigns, track their results, and use data to make informed decisions.

See salaries and explore the career path for Marketing Manager

Product Manager

This course can provide Product Managers with the skills they need to succeed in their roles.

See salaries and explore the career path for Product Manager

Brand Manager

This course can provide Brand Managers with the skills they need to succeed in their roles.

See salaries and explore the career path for Brand Manager

Public relations manager

This course can provide Public Relations Managers with the skills they need to succeed in their roles.

See salaries and explore the career path for Public relations manager

Sales Manager

This course can provide Sales Managers with the skills they need to succeed in their roles.