Digital Media and Strategic Planning in Technology Markets from Coursera

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.

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.

Choosing an Initial Strategy

SEO and Content Marketing

Learn Professional Practice in Tech Branding, Content Marketing and Search Engine Optimization.

Social Media and Influencers

Employ Social Media Platform Marketing and Influencers.

Paid Search, Video and Email Marketing

The Core of Many Tech Marketing Campaigns: Search, Video and Email Marketing.

Good to know

Know what's good

, what to watch for

, 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

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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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:

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

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.

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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

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

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

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.

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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

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.

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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.

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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.

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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.

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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.

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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.

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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.

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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