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Coursera

Social Media and Digital Marketing Fundamentals

Digital Marketing Institute via Coursera

Overview

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 and social strategies can help businesses thrive in a dynamic environment, this course will help you do so.

You will learn the core principles and foundations of digital marketing before diving deeper into the disciplines of social media marketing and content marketing. After completing the course you will: -
• Understand how digital and social media have disrupted the way businesses sell to consumers
• Recognize how marketers use the customer journey model to influence purchase decisions on digital platforms using digital content and tools
• Appreciate the benefits of integrating traditional and digital marketing with the advantages of inbound and outbound marketing strategies
• Recognize how to use the principles of effective content marketing to create content that engages an audience

This course also explains how to choose the right content for consumers – and how to ensure it gets seen by them. It outlines the different content formats available on social media and which platform best suits specific needs. This is the first course in the Digital Marketing Institute's Social Media Marketing 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.

Syllabus

  • Digital Marketing Landscape
    • This module begins by describing how advances in technology, and changing consumer behavior and expectations present new challenges and opportunities for businesses. It describes how Digital has disrupted the way businesses sell to customers and how marketers use the customer journey model to influence purchase decisions using digital platforms, content and tools. Finally, the module identifies the opportunities that Digital presents for you and your organization, and how to capitalize on them.
  • Digital Marketing Principles
    • This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, to gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 digital marketing campaign by connecting effectively with your customers and target audience.
  • Content Marketing for Social
    • This module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. It explains how to choose the right content for your customers – and how to ensure it gets seen by them. It outlines the different content formats available on social media channels and helps you identify which platform best suits your content. It also identifies best practices for scheduling your content, and equips you with the knowledge to devise and execute your own content creation strategy.

Taught by

Digital Marketing Institute and Cathal Melinn

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