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  • Provider Coursera
  • Subject Marketing
  • Cost Free Online Course (Audit)
  • Session In progress
  • Language English
  • Certificate Paid Certificate Available
  • Effort 8-10 hours a week
  • Start Date
  • Duration 4 weeks long
  • Learn more about MOOCs

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Overview

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The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.

Syllabus

WEEK 1

Course Overview and Principles and Concepts

In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course.

 

WEEK 2

The Changing Landscape

In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.

 

WEEK 3

Core Strategies

In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.

 

WEEK 4

Growing Trends and New Frontiers

 

In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.

 

Taught by

Mike Yao and Rhiannon Clifton

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Reviews for Coursera's Digital Media and Marketing Principles
3.8 Based on 6 reviews

  • 5 stars 50%
  • 4 star 17%
  • 3 star 17%
  • 2 star 0%
  • 1 star 17%

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  • 1
Okwukwe I
5.0 2 years ago
by Okwukwe completed this course.
A wonderful and resourceful course. A must program for anyone to be grounded in digital marketing.

My profound appreciation to the Program Director, Rhiannon Clifton. Looking forward to the next course

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Anonymous
5.0 4 years ago
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Aitor M
3.0 3 years ago
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Anonymous
5.0 4 years ago
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Pankaj S
4.0 4 years ago
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