مبادئ الإعلام والتسويق الرقمي from Coursera

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Syllabus

نظرة عامة على الدورة التدريبية والمشهد المتغير

في النشاط التعريفي، ستصبح ملمًا بالدورة التدريبية ومعلمك وزملائك وبيئة التعلُّم. كما سيساعدك النشاط التعريفي على اكتساب المهارات التقنية المطلوبة للدورة التدريبية. في الوحدة الأولى، سنستعرض التسويق كعملية تواصل، تحاول فيها الشركات والمسوقون توصيل الرسالة الصحيحة إلى الشخص الصحيح في اللحظة الصحيحة، والاستماع إلى المستهلكين والرد على تعليقاتهم.

العمليات الأساسية والإستراتيجيات الجوهرية

في الوحدة الثانية، سنناقش تأثيرات الإعلام الرقمي وتقنيات المعلومات على التواصل البشري عمومًا وعلى التسويق تحديدًا. سنعرّف أولاً الإعلام الرقمي على نطاق واسع، ثم نناقش باستفاضة الطرق التي تؤثر بها تقنيات الإعلام الرقمي على العمليات والوظائف الرئيسية للتواصل التسويقي.

قنوات الإعلام الذكي والتواصل الاجتماعي

في الوحدة الثالثة، سنبدأ بنظرة عامة على ثلاث إستراتيجيات تسويق رقمي مستخدمة على نطاق واسع: الإعلانات المصورة على الإنترنت والتسويق عبر محركات البحث، والتسويق عبر وسائل التواصل الاجتماعي. نظرًا للمشهد التقني سريع التغير وسياقات الأعمال المتباينة بدرجة كبيرة التي تُطبق فيها هذه الإستراتيجيات، فلن نركز على التطبيق والتنفيذ. أما هذه الوحدة، فتهدف إلى تقديم فهم للمبادئ الأساسية لوسائل التسويق هذه من ناحية المفاهيم.

الإعلام الجوال وما هو أبعد من الشاشات

في الوحدة الرابعة والأخيرة، سوف تتعرّف أولاً على إستراتيجيات التسويق عبر الأجهزة الجوالة. وسنناقش تأثيرات التقنيات الرقمية على قنوات التسويق الأخرى فيما هو أبعد من الشاشات. وسنستشرف مستقبل التواصل التسويقي الرقمي ونقدمه من خلال التركيز على صعود تقنيات الواقع المختلط.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Covers innovative approaches to a traditional subject

Provides comprehensive training in digital communication strategies

Introduces core principles and concepts in digital marketing

Taught by instructors with expertise in the field

Provides in-depth analysis of digital marketing techniques

Examines the role of digital media in shaping consumer behavior

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Inspiring digital marketing course

The course provides a comprehensive overview of the field of digital marketing, covering key concepts, strategies, and the latest trends. Students appreciate the instructor's expertise and the practical, hands-on approach of the course, which includes case studies and real-world examples.

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 مبادئ الإعلام والتسويق الرقمي with these activities:

Review basic marketing concepts

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Refresh your knowledge of marketing fundamentals to ensure a strong foundation for the course.

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Revise key marketing concepts such as target audience, market segmentation, and value proposition.
Review examples of successful marketing campaigns and analyze their strategies.

Follow a tutorial on Google Analytics

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Gain practical experience using Google Analytics to track and analyze website traffic.

Browse courses on Google Analytics

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Find a Google Analytics tutorial.
Follow the steps in the tutorial.
Practice using Google Analytics on your own website.

Learn about the latest digital marketing trends

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Stay up-to-date with the latest advancements in digital marketing to enhance your understanding of the evolving landscape.

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Follow industry blogs, attend webinars, and read whitepapers on digital marketing trends.
Explore case studies and examples of innovative digital marketing campaigns.

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Mentor other students in the course

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Enhance your understanding by sharing your knowledge and assisting other students in the course.

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Identify areas where you excel and offer support to other students.
Participate in discussion forums and answer questions.
Provide feedback and encouragement to your fellow learners.

Analyze website traffic using Google Analytics

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Gain practical experience in analyzing website traffic data to understand user behavior and improve marketing strategies.

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Set up and configure Google Analytics on a practice website.
Collect and analyze website traffic data using Google Analytics reports.
Identify trends, patterns, and areas for improvement in website performance.

Develop a social media marketing plan for a product or service

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Apply your understanding of social media marketing by creating a comprehensive plan that aligns with marketing objectives.

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Identify the target audience for the product or service.
Research and select the most relevant social media platforms.
Develop a content calendar and create engaging content.
Set up social media advertising campaigns and track their performance.

Conduct a SWOT analysis for a company or industry

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Demonstrate your ability to analyze the strengths, weaknesses, opportunities, and threats affecting a company or industry.

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Gather data and conduct research on the company or industry.
Identify the internal and external factors influencing the business.
Categorize these factors into strengths, weaknesses, opportunities, and threats.
Develop recommendations based on the SWOT analysis results.

Career center

Learners who complete مبادئ الإعلام والتسويق الرقمي will develop knowledge and skills that may be useful to these careers:

Digital Strategist

Digital Strategists are responsible for developing and executing digital strategies for organizations. They work closely with other marketing team members to develop and implement digital marketing campaigns. This course can be highly beneficial for Digital Strategists as it provides a comprehensive overview of the digital marketing landscape and the latest trends and best practices.

See salaries and explore the career path for Digital Strategist

Digital Marketing Consultant

Digital Marketing Consultants provide advice and guidance to businesses on how to improve their digital marketing strategies. They work with clients to develop and implement digital marketing campaigns, and track and measure results. This course can be highly beneficial for Digital Marketing Consultants as it provides a comprehensive overview of the digital marketing landscape and the latest trends and best practices.

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Content Marketing Manager

Content Marketing Managers are responsible for planning, creating, and distributing content across a variety of channels, including blogs, social media, and email. This course can be highly beneficial for Content Marketing Managers as it provides a solid understanding of content marketing principles and strategies, including content creation, content optimization, and content distribution.

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Market Research Analyst

Market Research Analysts are responsible for conducting market research to gather insights into consumer behavior and market trends. They work closely with other marketing team members to develop and implement marketing strategies. This course can be highly beneficial for Market Research Analysts as it provides a solid understanding of market research principles and techniques, including data collection, data analysis, and data interpretation.

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Marketing Analyst

Marketing Analysts are responsible for collecting, analyzing, and interpreting data to measure the effectiveness of marketing campaigns and make recommendations for improvement. This course can be highly beneficial for Marketing Analysts as it provides a solid understanding of marketing analytics principles and techniques, including data analysis, data visualization, and reporting.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Manager

Digital Marketing Managers are responsible for planning, executing, and measuring digital marketing campaigns. They work closely with other marketing team members to develop and implement digital marketing strategies. This course can be highly beneficial for Digital Marketing Managers as it provides a deep understanding of the digital marketing ecosystem, including the latest trends and best practices.

See salaries and explore the career path for Digital Marketing Manager

Advertising Manager

Advertising Managers are responsible for planning, executing, and measuring advertising campaigns. They work closely with other marketing team members to develop and implement advertising strategies. This course can be useful for Advertising Managers as it provides a solid understanding of advertising principles and techniques, including advertising campaign development, media planning, and advertising measurement.

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Marketing Specialist

The role of a Marketing Specialist is to develop, execute, and manage marketing campaigns across a variety of channels, including digital and traditional media. This course can be useful for aspiring Marketing Specialists as it provides a comprehensive overview of the digital marketing landscape, including key concepts, strategies, and tactics. Learners will gain insights into the use of social media, search engine optimization, and other digital channels for effective marketing.

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Search Engine Optimization (SEO) Specialist

Search Engine Optimization (SEO) Specialists are responsible for optimizing websites and content for search engines, such as Google and Bing. This course may be useful for SEO Specialists as it provides an overview of SEO principles and techniques, including keyword research, on-page optimization, and link building.

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

Email Marketing Manager

Email Marketing Managers are responsible for planning, creating, and executing email marketing campaigns. They work closely with other marketing team members to develop and implement email marketing strategies. This course can be useful for Email Marketing Managers as it provides insights into the use of email marketing for marketing purposes, including email campaign design, email list segmentation, and email automation.

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Social Media Manager

Social Media Managers are responsible for developing and executing social media strategies, creating and curating content, and engaging with followers on social media platforms. This course may be useful for Social Media Managers as it provides insights into the use of social media for marketing purposes, including content creation, community management, and social media advertising.

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Public Relations Specialist

Public Relations Specialists are responsible for managing the public image of organizations and communicating with the media. They work closely with other marketing team members to develop and implement public relations strategies. This course may be useful for Public Relations Specialists as it provides insights into the use of digital media for public relations purposes, including social media, media relations, and crisis communication.

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Product Marketing Manager

Product Marketing Managers are responsible for developing and marketing new products and services. They work closely with other marketing team members to develop and implement product marketing strategies. This course may be useful for Product Marketing Managers as it provides insights into the use of digital media for product marketing purposes, including product launch, product positioning, and product promotion.

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Brand Manager

Brand Managers are responsible for developing and managing the brand of an organization. They work closely with other marketing team members to develop and implement brand strategies. This course may be useful for Brand Managers as it provides insights into the use of digital media for branding purposes, including brand positioning, brand management, and brand communication.

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Communications Manager

Communications Managers are responsible for managing the communications of an organization, both internally and externally. They work closely with other marketing team members to develop and implement communications strategies. This course may be useful for Communications Managers as it provides insights into the use of digital media for communications purposes, including media relations, public relations, and crisis communication.

See salaries and explore the career path for Communications Manager