Digital Strategy and Business Opportunity from Coursera

Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization.

Digital and mobile technology coupled with the explosive adoption of social media globally has fundamentally disrupted consumer expectations, and how businesses must operate to support their customers. If you want to understand the forces driving and transforming businesses today and how cutting-edge digital strategies can help businesses grow and thrive in this dynamic environment, this course will help you do so.

You will learn the core principles of digital marketing before diving deeper into the basics of digital strategy, audience and competitive research, and how to connect with the customer. After completing this course, you will be able to: -

• Understand how digital and social media have disrupted the way businesses sell to consumers

• Use digital research and social listening to gain insights into your audience, competitors, and industry

• Recognize the core components of an effective digital marketing strategy

• Recognize how marketers use the Buyer’s Journey model to influence purchase decisions over digital platforms using digital content and tools

• Use the principles of content marketing to create effective content that engages an audience

This course also explains how to choose the right content for your customers – and how to develop a creative strategy to deliver on key business goals. This is the first course in the Digital Marketing Institute’s Digital Strategy specialization.

On completion of all courses in your Specialization, you will also be awarded a Digital Marketing Institute Certified Digital Marketing Associate certification, along with three months of free Power Membership, allowing you to boost your career and unlock your next opportunity. 92% of DMI members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.

What's inside

Syllabus

Digital Disruption and Business Opportunity

This module describes how advances in technology, and changing consumer behavior and expectations have presented new challenges and opportunities for businesses. It begins by describing the changes which have occurred in technology and consequent consumer behavior and expectations. Then the module looks at the customer journey and how it has been disrupted by digital, and how digital can be used through the steps of the journey to influence customers. Finally, the module looks at the opportunities presented by digital for organizations as a whole.

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what should give you pause

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Taught by Digital Marketing Institute and Cathal Melinn, who are recognized for their work in digital marketing

Certified Digital Marketing Associate certification upon completion

Develops digital marketing skills that are highly relevant to industry

Examines digital disruption, which is highly relevant to the job market

Covers digital strategy, which is a core skill for digital marketing professionals

Introduces content marketing, which is a core concept in digital marketing

Reviews summary

Foundation in digital strategy and marketing

According to students, this course provides a solid and comprehensive foundation in digital strategy and marketing. Learners appreciate its well-structured modules and clear explanations, making it an excellent starting point for beginners or those new to the field. The course effectively covers core principles like the buyer's journey, audience research, and content marketing. Many find the association with DMI certification to be a significant career-boosting asset. However, some learners with prior experience noted that the content can be high-level and may lack depth for advanced practitioners, wishing for more hands-on practical exercises.

The associated DMI certification and membership are valuable career assets.

"The DMI certification adds great value."

"The certificate is a nice perk..."

"...the learning content itself was disappointing for my level of experience. The certificate is the main draw."

"I appreciate the DMI certification; it's a recognized credential in the industry that helps my resume."

Perfectly suited for those new to digital strategy and marketing.

"Highly recommend for anyone new to the field."

"A good starting point for digital strategy... best for beginners."

"Well-paced and informative for a foundational course... Good for beginners."

"I found it an excellent introduction to key concepts without being overwhelming."

Offers a comprehensive and clear overview of core digital concepts.

"It provided a solid overview of digital strategy and content marketing."

"This course really delivers on its promise. It's a fantastic primer on how digital disruption impacts business."

"Absolutely essential for anyone looking to enter the digital marketing space or upskill in strategy. The course covers the core principles thoroughly."

"I gained a much clearer understanding of how digital and social media have disrupted traditional business models and how to adapt."

Could benefit from more hands-on exercises and real-world case studies.

"Practical exercises could be more robust."

"I wish there were more hands-on examples or case studies to apply the concepts."

"The course is very theoretical; I would have liked more real-world application scenarios."

"It would be even better with more interactive assignments or simulations."

May be too basic for experienced digital professionals seeking advanced tactics.

"Some parts felt a bit high-level, so I'd say it's best for beginners. Experienced marketers might find it redundant."

"Decent introduction, but it didn't go as deep as I hoped. The content was sometimes generic..."

"Too basic. I expected more in-depth strategic thinking for a course titled 'Digital Strategy.' It felt like a rehash of beginner marketing principles."

"I already had some experience, and I wished for more advanced tactics and specific case studies."

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 Strategy and Business Opportunity with these activities:

Case Study Discussion

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Foster collaboration and encourage active engagement with course material.

Browse courses on Digital Marketing

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Participate in a peer session to discuss a digital marketing case study.
Share insights and engage with peers to gain diverse perspectives.

Brush Up on Copywriting Basics

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Ensure students have a strong foundation in copywriting principles for effective content creation.

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Review key concepts of copywriting, including target audience, messaging, and tone.
Practice writing short-form content, such as social media posts or email subject lines.

Google Analytics Tutorial

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Supplement lectures on digital analytics and provide hands-on experience.

Browse courses on Data Analytics

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Complete a guided tutorial on Google Analytics.

Five other activities

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Social Media Campaign Analysis

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Reinforce concepts of audience targeting and campaign optimization.

Browse courses on Social Media Management

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Analyze a social media campaign's performance metrics.
Identify factors influencing campaign success or failure.
Propose improvements to campaign targeting and execution.

Digital Marketing Plan

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By creating a plan, apply the fundamentals of digital marketing to real-world scenarios.

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Define target audience and marketing goals.
Conduct competitive and market research.
Develop a content strategy and distribution plan.
Set up analytics and track campaign performance.

The Lean Startup

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Provide insights on how to develop customer-focused digital marketing strategies.

View The Lean Startup: How Today's Entrepreneurs Use... on Amazon

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Summarize key concepts of lean methodology in digital marketing.
Identify ways to apply the build-measure-learn feedback loop to digital marketing campaigns.
Explain how to use experimentation to validate digital marketing hypotheses.

Traction: A Startup Guide to Getting Customers

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Provide practical advice on customer acquisition and growth strategies essential for digital marketers.

View Traction on Amazon

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Summarize key customer acquisition channels and their respective advantages.
Identify strategies to measure and optimize traction efforts.
Explain how to use data-driven insights to inform growth decisions.

Personal Marketing Portfolio

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Showcase students' digital marketing skills and provide a tangible demonstration of their learning.

Browse courses on Personal Branding

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Develop a digital marketing portfolio website or online presence.
Include case studies, campaign results, and other evidence of digital marketing expertise.
Tailor the portfolio to target specific job roles or industry niches.

Career center

Learners who complete Digital Strategy and Business Opportunity will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

Digital Marketing Managers influence marketing activities and evaluate the impact of digital campaigns to help drive business growth. In order to do this, they must have knowledge of digital strategy, audience and competitive research, as well as being able to use digital tools and content marketing to reach business goals. The Digital Marketing Institute's Digital Strategy and Business Opportunity course can help you to develop these skills, giving you an advantage in the job market.

See salaries and explore the career path for Digital Marketing Manager

Digital Marketing Specialist

Digital Marketing Specialists are responsible for planning and executing digital marketing campaigns, as well as analyzing results and making recommendations for improvement. This course can provide you with the foundation you need to succeed in this role, by teaching you the core principles of digital marketing, as well as how to use digital research and social listening to gain insights into your audience, competitors, and industry.

See salaries and explore the career path for Digital Marketing Specialist

Content Marketing Manager

Content Marketing Managers are responsible for planning, creating, and managing content that is used to attract and engage an audience. This course can help you to develop the skills needed to succeed in this role, by teaching you about the fundamentals of content marketing, as well as how to develop a creative strategy to deliver on campaign goals.

See salaries and explore the career path for Content Marketing Manager

Social Media Manager

Social Media Managers are responsible for planning and executing social media campaigns, as well as analyzing results and making recommendations for improvement. This course can help you to develop the skills needed to succeed in this role, by teaching you the core principles of digital marketing, how to use digital research and social listening, and how to connect with customers on digital platforms.

See salaries and explore the career path for Social Media Manager

Digital Strategist

Digital Strategists are responsible for developing and executing digital marketing strategies. This course can provide you with the foundation you need to succeed in this role, by teaching you the core principles of digital marketing, as well as how to develop clear and actionable business objectives, conduct digital research, and prepare the foundations for a fully integrated digital marketing campaign.

See salaries and explore the career path for Digital Strategist

E-commerce Manager

E-commerce Managers are responsible for planning and executing e-commerce strategies. This course can provide you with the foundation you need to succeed in this role, by teaching you the core principles of digital marketing, as well as how to develop clear and actionable business objectives, conduct digital research, and prepare the foundations for a fully integrated digital marketing campaign.

See salaries and explore the career path for E-commerce Manager

Web Developer

Web Developers are responsible for designing and developing websites. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to create websites that are effective in reaching and engaging customers.

See salaries and explore the career path for Web Developer

Graphic Designer

Graphic Designers are responsible for creating visual content, such as logos, brochures, and websites. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to create visual content that is effective in reaching and engaging customers.

See salaries and explore the career path for Graphic Designer

Copywriter

Copywriters are responsible for writing marketing copy, such as website content, blog posts, and social media posts. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to write copy that is effective in reaching and engaging customers.

See salaries and explore the career path for Copywriter

Public relations manager

Public Relations Managers are responsible for managing the public image of a company or organization. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to use digital tools to reach and engage with the public.

See salaries and explore the career path for Public relations manager

Sales Manager

Sales Managers are responsible for leading and managing a sales team. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to use digital tools to reach and engage with customers.

See salaries and explore the career path for Sales Manager

Customer Service Manager

Customer Service Managers are responsible for managing the customer service department of a company or organization. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to use digital tools to reach and engage with customers.

See salaries and explore the career path for Customer Service Manager

Marketing Director

Marketing Directors are responsible for leading and managing the marketing department of a company or organization. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to develop and execute a comprehensive marketing strategy.

See salaries and explore the career path for Marketing Director

Chief Marketing Officer

Chief Marketing Officers are responsible for leading and managing the marketing department of a company or organization. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to develop and execute a comprehensive marketing strategy.

See salaries and explore the career path for Chief Marketing Officer

Business Analyst

Business Analysts are responsible for analyzing business processes and recommending improvements. This course may be useful for this role, as it can help you to understand the principles of digital marketing and how to use digital tools to collect and analyze data.

See salaries and explore the career path for Business Analyst

Digital Strategy and Business Opportunity

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What's inside

Syllabus

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Reviews summary

Foundation in digital strategy and marketing

Activities

Career center

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