Digital Leadership and Digital Strategy Execution (Coursera)

You will learn to use techniques to develop and hone your strategic thinking skills and develop skills to help you transition smoothly from a senior or management role to a leadership role. After completing this course, you will be able to: -

• Demonstrate an understanding of how an iterative approach to Customer Experience (CX) design can improve an organization’s performance

• Use best practices for recruiting, training, and developing digital marketing personnel

• Demonstrate an understanding of how to combine an optimal channel and budget mix, supported by a paid media and campaign action plan, to execute a digital marketing strategy

• Recognize the types of risks associated with digital and why businesses need to protect against them

This course also covers the key concepts, actions, and behaviors that underpin effective digital leadership in business. You will learn about the key international data protection and data privacy laws applicable to digital campaigns and the risks associated with digital, as well as effective strategies to mitigate the risks. This is the final course in the Digital Marketing Institute’s Digital Strategy specialization.

In addition to the course, we would like to give you the opportunity to gain access to additional articles, toolkits, and webinars that can aid you in your studies.

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 members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.

What You Will Learn

- How to use strategic thinking skills and the concepts of Customer Experience (CX) to improve business performance

- How to execute and communicate an effective digital marketing strategy

- How to lead and develop high-performing digital teams

Course 3 of 3 in the Digital Marketing Strategy and Planning Specialization

Syllabus

WEEK 1

Strategic Thinking and the Customer Experience (CX)

This module begins by describing the characteristics of strategic thinking and its many benefits. It also describes the behaviors that characterize strategic thinking and the steps involved in Future-basing®. The module continues by covering the principles of customer experience and the key roles and responsibilities in managing CX. Finally, it looks at the value of rapid prototyping and an iterative approach to increasing an organization’s performance.

WEEK 2

Digital Marketing Strategy Execution and Management

This module focuses on skills and strategies you can use to move from a management to a leadership role, how you can build and train a team, and finally communicate and execute a digital strategy. You will learn the differences between managing and leading, how to develop a leadership mindset, and how to recruit and train marketing personnel. Finally, the focus is on executing a digital strategy through identifying suitable channels, developing a toolkit for achieving objectives, and communicating your results.

WEEK 3

Digital Leadership, Strategy, and Data Privacy

This module probes the key areas of digital leadership, and the risks associated with digital and data privacy. It is aimed at all marketers who are willing to establish personal leadership and shows how you can become a digital leader by learning from best practice. It introduces the steps you can take to digitally transform an organization and identifies ways of securing executive sponsorship for your digital transformation efforts. It’s also important to understand the risks associated with digital and how to mitigate them. This module discusses these and finally, it provides you with a grounding in data protection and data privacy laws.