Digital Strategy and Business Opportunity (Coursera)

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.

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 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 You Will Learn

- How digital, social, and mobile technology are changing consumer behavior and expectations to present new challenges and opportunities for businesses

- How digital research and social listening tools and tactics can provide insights into a business's audience and competitors

- How to use the principles of content marketing with a creative strategy to find, reach, and engage target audiences

Course 1 of 3 in the Digital Marketing Strategy and Planning Specialization

Syllabus

WEEK 1

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.

WEEK 2

Digital Marketing and Digital Strategy

This module presents the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives through understanding the core components of the digital marketing strategy within a digital marketing plan, to gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated digital marketing campaign.

WEEK 3

Digital Content and Creative Strategy

This module probes the fundamentals of content marketing and its role within a business. It identifies the benefits of using personas and how to develop them based on your target audience. It introduces techniques for content creation and repurposing in order to maximize content use. Finally, the module outlines how to develop a creative strategy to engage an audience and deliver on campaign goals.