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Digital Media and Strategic Planning in Technology Markets

John Svoboda

An old phrase in business is "Build it and they will come". If heard at all today it will be ironically, as entrepreneurs too often make things that nobody really wants. Cryptocurrency became a trillion-dollar industry without anyone being able to name a clear use for it beyond illicit transactions. In this second course we take-up the research outputs perviously generated and apply to them strategic planning to include the most effective analytical tools and stress tests to challenge and improve business models. Then we will review the digital marketing landscape to align the given startup with it's most effective channels of communication for business and consumer users.

This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.

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What's inside

Syllabus

Defining the Business Concept

Introduction to Marketing Strategic Analysis.

Stress Testing: Analysis Tools and Practices

Learn to Employ the Best Analytical Tools.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Examines business models of top cryptocurrency companies

Appropriate for technical professionals who want to step into leadership roles

Emphasizes aligning a startup's strategy with the needs of both businesses and consumers

Provides opportunities to practice professional techniques in tech branding

Leverages a previously-developed research foundation to enhance strategic planning

Covers the fundamentals of search engine optimization

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Reviews summary

Strategic digital marketing in tech markets

According to students, this course offers a solid foundation in digital media and strategic planning for technology markets. Learners frequently commend the instructor's clear explanations and real-world examples, which make complex concepts accessible. The sections on strategic analysis and analytical tools are often highlighted as highly valuable and practical. While some earlier reviews noted a need for greater depth or more cutting-edge examples, more recent feedback indicates that the course has improved, with updated modules on SEO and content marketing particularly praised for their applicability to current industry trends. Overall, it's considered an excellent overview for career-focused individuals.

Equips learners with strategic understanding rather than tactical execution.

"This course filled a significant gap in my strategic toolkit, highly recommend for product managers or entrepreneurs."

"I appreciated that it focused more on understanding the strategic landscape than on hands-on tactical execution, which was perfect for my role."

"The course provided me with a strong strategic overview, helping me connect disparate digital marketing efforts into a cohesive plan."

Offers a foundational overview, with recent updates improving currency.

"Some sections felt a bit rushed, but the core concepts... were clearly explained. Definitely a solid foundation... though more advanced practitioners might want deeper dives."

"The digital media sections felt a bit generic... I had to supplement with a lot of outside reading for deeper insights into current trends."

"I found the modules on SEO and content strategy to be very current and applicable, showing the course has been updated effectively."

Instructor delivers concepts with clarity and relevant examples.

"The instructor's real-world examples made complex concepts accessible."

"I truly enjoyed the course and the clear explanations from the professor."

"The instructor clearly explained difficult topics, which helped me grasp them easily."

Provides strong frameworks and analytical tools for business strategy.

"Absolutely invaluable for understanding the digital marketing landscape in tech. ... appreciated the emphasis on practical application and the analytical tools discussed."

"The focus on strategic planning for tech startups was spot on. I learned a lot about integrating digital media channels... into a cohesive business strategy."

"I really liked the stress testing models for business ideas; they felt very practical and relevant for my work."

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 Media and Strategic Planning in Technology Markets with these activities:

Review Basic Marketing Concepts and Terminology

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Reinforce understanding of foundational marketing concepts and terminology to ensure a solid foundation for course topics.

Browse courses on Marketing Fundamentals

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Review textbooks, articles, or online resources on marketing
Create a glossary of key marketing terms and definitions
Attend preparatory webinars or workshops on marketing basics

Compile Study Materials

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Refresh and familiarize yourself with course topics and materials to build a strong foundation and prepare for successful learning.

Browse courses on Marketing

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Gather syllabi, lecture notes, slides, and handouts
Review and organize materials for the upcoming module or topic
Summarize key concepts and make notes

Read 'Marketing Management' by Philip Kotler

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Gain in-depth knowledge and a comprehensive perspective on marketing principles and strategies.

View Reimagining Operational Excellence:... on Amazon

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Purchase or borrow a copy of 'Marketing Management'
Allocate time for reading and comprehension
Take notes and highlight key concepts

Four other activities

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Show all seven activities

Marketing Discussion and Study Group

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Collaborate with peers to enhance understanding, exchange ideas, and provide support through discussion and study sessions.

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Form a peer group with classmates
Schedule regular meetings or online discussions
Review lecture material, discuss key concepts, and work on practice problems together

Practice Marketing Case Studies

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Apply course concepts and reinforce understanding by working through real-world marketing case studies.

Browse courses on Marketing Strategy

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Select a marketing case study
Analyze the case study using marketing frameworks and tools
Develop and present recommendations based on the analysis

Develop a Digital Marketing Strategy for a Startup

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Apply course learnings to a real-world business scenario by creating a comprehensive digital marketing strategy for a startup business.

Browse courses on Digital Marketing Strategy

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Define the startup's target audience and marketing goals
Conduct market research and competitive analysis
Develop a digital marketing strategy outlining channels, tactics, and metrics
Create a marketing budget and timeline

Contribute to Open-Source Marketing Projects

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Engage in practical application and gain exposure to cutting-edge marketing tools and technologies by contributing to open-source projects.

Browse courses on Marketing Technology

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Identify open-source marketing projects on platforms like GitHub
Review project documentation and issues
Contribute code, documentation, or bug fixes

Career center

Learners who complete Digital Media and Strategic Planning in Technology Markets will develop knowledge and skills that may be useful to these careers:

Growth Marketing Manager

Growth Marketing Managers are responsible for developing and executing marketing campaigns that drive business growth. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Growth Marketing Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Digital Marketing Manager

Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing campaigns for specific products or services. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Product Marketing Manager

Brand Manager

Brand Managers are responsible for developing and executing marketing campaigns that build and maintain a brand's image. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Brand Manager

Marketing Analyst

Marketing Analysts are responsible for collecting and analyzing data to help businesses understand their customers and make better marketing decisions. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Marketing Analyst

Public relations manager

Public Relations Managers are responsible for developing and executing public relations campaigns to promote a company or organization. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of public relations.

See salaries and explore the career path for Public relations manager

Social Media Marketing Manager

Social Media Marketing Managers are responsible for developing and executing social media marketing campaigns. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

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

Account Manager

Account Managers are responsible for developing and maintaining relationships with clients. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of sales.

See salaries and explore the career path for Account Manager

Sales Manager

Sales Managers are responsible for developing and executing sales strategies. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of sales.

See salaries and explore the career path for Sales Manager

Business Analyst

Business Analysts are responsible for analyzing business processes and developing solutions to improve efficiency. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of business analysis.

See salaries and explore the career path for Business Analyst

Marketing Consultant

Marketing Consultants provide advice and support to businesses on marketing strategies and campaigns. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Marketing Consultant

Marketing Director

Marketing Directors are responsible for developing and executing marketing strategies for organizations. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Marketing Director

Chief Marketing Officer

Chief Marketing Officers are responsible for leading all marketing activities for an organization. This course can help you develop the skills and knowledge you need to succeed in this role by providing you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of marketing.

See salaries and explore the career path for Chief Marketing Officer

Product Manager

Product Managers are responsible for developing and managing products. This course may be useful to you if you are interested in becoming a Product Manager because it will provide you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of product management.

See salaries and explore the career path for Product Manager

Software Engineer

Software Engineers design, develop, and maintain software applications. This course may be useful to you if you are interested in becoming a Software Engineer because it will provide you with a strong foundation in digital media and strategic planning. You will learn how to use analytical tools to identify and target your audience, develop effective marketing campaigns, and measure the results of your efforts. This course can also help you build a network of professionals in the field of software engineering.

See salaries and explore the career path for Software Engineer

Reading list

We've selected 11 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 Media and Strategic Planning in Technology Markets.

Marketing Management

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Provides a comprehensive overview of marketing management principles and practices. It covers topics such as market research, customer behavior, product development, pricing, and distribution.

Lean Startup: How Today's Entrepreneurs Use...

Save

Provides a step-by-step guide to building a successful startup using the lean methodology. It covers topics such as customer development, product iteration, and fundraising.

The Lean Startup: How Today's Entrepreneurs Use...

Hardcover

The Lean Startup: How Today's Entrepreneurs Use...

Kindle Edition

The Infinite Staircase

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Provides a framework for marketing and selling new products to mainstream customers. It covers topics such as the chasm between early adopters and mainstream customers, and the need to develop a different marketing strategy for each group.

The Infinite Staircase: What the Universe Tells Us...

Hardcover

The Infinite Staircase

Kindle Edition

The Disruptive Innovation Set (2 Books)

Save

Provides a framework for understanding why large companies often fail to innovate. It covers topics such as the innovator's dilemma, the need for disruptive innovation, and the importance of organizational culture.

The Disruptive Innovation Set (2 Books)

Paperback

The Disruptive Innovation Set (2 Books)

Kindle Edition

The Crux

Save

Provides a simple framework for developing good strategies. It covers topics such as the four pillars of good strategy, the need for focus, and the importance of alignment.

The Crux: How Leaders Become Strategists

Hardcover

The Crux: How Leaders Become Strategists

Kindle Edition

What You Do Is Who You Are: How to Create Your...

Save

Provides a practical guide to building and running a successful technology company. It covers topics such as hiring, firing, fundraising, and dealing with stress.

What You Do Is Who You Are: How to Create Your...

Hardcover

What You Do Is Who You Are: How to Create Your...

Kindle Edition

Traction

Save

Provides a practical guide to getting traction for your startup. It covers topics such as customer development, product marketing, and sales.

Traction

Paperback

(Français) Traction - Comment toute start-up peut développer...

Kindle Edition

(Italiano) Traction. Le strategie vincenti per ottenere una...

Paperback

The Lean Product Playbook

Save

Provides a practical guide to using the lean methodology to develop and launch new products. It covers topics such as customer research, product design, and product validation.

The Lean Product Playbook: How to Innovate with...

Hardcover

The Lean Product Playbook: How to Innovate with...

Kindle Edition

Reality Check

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Provides a practical guide to innovation. It covers topics such as how to generate ideas, how to develop those ideas into products, and how to market those products to customers.

The Four Steps to the Epiphany

Save

Provides a framework for developing and executing a successful business plan. It covers topics such as customer discovery, market validation, and financial planning.

The Four Steps to the Epiphany: Successful...

Hardcover

The Four Steps to the Epiphany: Successful...

Hardcover

The Four Steps to the Epiphany

Audible Audiobook

(Pусский) Четыре шага к озарению: Стратегии создания успешных...

Kindle Edition

(Français) LES QUATRE ÉTAPES VERS VOTRE RÉVÉLATION: La...

Kindle Edition

Zero to One: Notes on Startups, Or How to Build the...

Save

Provides a framework for building a successful startup. It covers topics such as the importance of monopolies, the need for innovation, and the importance of execution.

Zero to One: Notes on Startups, or How to Build the...

Hardcover

Zero to One: Notes on Startups, or How to Build the...

Kindle Edition

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