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Introduction to Digital Marketing

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Steve Fritzenkotter

4.7

Based on 170 ratings

, see reviews

Steve Fritzenkotter

Although traditional marketing strategies are still used, companies continue to shift their focus to digital approaches such as search engines, social media. These technologies take into account the journey of the customer and how they make their purchase decisions. It is important for marketers to have an understanding of digital marketing strategies and familiarize themselves with the key technologies underlying them. This course will offer students a panoramic view of digital marketing and provide insights into key strategies using Internet-based platforms. In addition, it will focus on content that resonates with consumers that helps businesses differentiate themselves in competitive markets.

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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.

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Traffic lights

Read about what's good

what should give you pause

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

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Reviews summary

Foundational digital marketing overview

According to learners, this course offers a strong foundational overview of digital marketing, particularly ideal for beginners. Students appreciated its clear explanations across core areas like SEM, Social Media, and Content Marketing. While providing a relevant, panoramic view, it functions primarily as an introduction, suggesting additional study is recommended for deep specialization or hands-on tool mastery.

Provides a foundation, but requires additional in-depth learning.

"This is a great first step, but I know I'll need more specialized courses for a career."

"It covers a lot, but I'll definitely need to dive deeper into specific tools like Google Ads."

"I feel ready to explore more advanced topics after this comprehensive introduction."

Excellent for concepts, less so for deep technical skills.

"I learned the strategies, but wished for more hands-on tool usage demonstrations."

"It's a good conceptual course for understanding, but not for advanced practitioners seeking depth."

"While theoretical, it lays a solid groundwork that needs practical application to fully master."

Instructor effectively communicates complex concepts.

"The instructor made complex topics easy to grasp even for a complete beginner, truly impressive."

"Lectures were well-paced, engaging, and very informative, keeping my attention throughout."

"I found the examples provided truly helped clarify the material, making it stick and understandable."

Provides a comprehensive and strong foundational understanding.

"This course gave me a fantastic overview of all key digital marketing areas, truly comprehensive."

"I appreciated how it covered SEM, social media, and content marketing so clearly, setting a great base."

"It's a great starting point for anyone new to the digital marketing landscape; I feel much more informed."

Designed to be accessible to those with no prior experience.

"As someone completely new to marketing, this course was an excellent entry point."

"No prior knowledge needed; it truly starts from the basics and builds well."

"I felt comfortable learning at my own pace, which was great for a non-marketer like me."

Keeps pace with the rapid changes in digital marketing.

"The recent updates made the content highly relevant to today's market trends, which is crucial."

"I was impressed by how current the examples and strategies were, very important for digital."

"Unlike some older courses, this one stays fresh with the evolving digital landscape, which I value."

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.

Show steps

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

Show steps

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

Browse courses on Search Engine Optimization

Show steps

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

Expand to see all activities and additional details

Show all eight activities

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.

Show steps

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

Show steps

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

Show steps

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.

Show steps

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.

See salaries and explore the career path for Sales Manager

Business Development Manager

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

See salaries and explore the career path for Business Development Manager

Account Manager

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

See salaries and explore the career path for Account Manager

Customer Service Manager

This course may be useful for Customer Service Managers.

See salaries and explore the career path for Customer Service Manager

Operations Manager

This course may be useful for Operations Managers.

See salaries and explore the career path for Operations Manager

Project Manager

This course may be useful for Project Managers.

See salaries and explore the career path for Project Manager

Reading list

We've selected six 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 Introduction to Digital Marketing.

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Lost and Founder

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Serves as a comprehensive reference guide to Search Engine Optimization, covering all aspects of the field. It is particularly useful for experienced professionals and those seeking in-depth knowledge of SEO techniques and strategies.

Lost and Founder

Lost and Founder

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Chaffey: Digital Marketing 8e

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Provides a comprehensive foundation of digital marketing principles and practices, including Search Engine Optimization, social media marketing, content marketing, and more. It is helpful as both a reference tool and a textbook for academic institutions.

Chaffey: Digital Marketing 8e

Chaffey: Digital Marketing 8e

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The Social Media Bible

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Serves as a comprehensive guide to social media marketing for businesses, covering various platforms, strategies, and tools. It is particularly useful for those seeking to develop and implement effective social media campaigns.

The Social Media Bible

The Social Media Bible

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Social Media Marketing All-in-One For Dummies

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Offers a comprehensive overview of social media marketing, covering various platforms, strategies, and tools. It is useful for those seeking to understand the fundamentals of social media marketing and develop effective campaigns.

Social Media Marketing All-in-One For Dummies

Social Media Marketing All-in-One For Dummies (For...

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Cover image

Cognitive Therapy of Depression

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Provides a practical guide to reputation management, offering tips and strategies for building and protecting a positive online reputation. It is valuable for individuals, businesses, and organizations seeking to manage their reputation effectively.

Cognitive Therapy of Depression

Cognitive Therapy of Depression

Measure what Matters

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Offers a beginner-friendly introduction to content marketing, covering the basics of creating and distributing compelling content. It is useful for those seeking to develop and implement effective content marketing strategies.

Measure what Matters

Measure what Matters

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Rating

4.7

Effort

9 hours to complete

Level

Introductory

Via

Coursera

Institution

University of California, Irvine

Instructor

Steve Fritzenkotter

Language

English

Transcripts

Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова Bahasa Indonesia ไทย қазақша tiếng Việt

This course belongs to a collection called Introduction to Business. It's comprised of two courses:

Introduction to Digital Marketing (viewing)
Essentials of Management and Strategic Planning

Traffic lights

Read about what's good

what should give you pause

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

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