- Level Foundation
- المدة 20 ساعات hours
- الطبع بواسطة University of Colorado Boulder
-
Offered by
عن
An old phrase in business is "Build it and they will come". If heard at all today it will be ironically, as entrepreneurs too often make things that nobody really wants. Cryptocurrency became a trillion-dollar industry without anyone being able to name a clear use for it beyond illicit transactions. In this second course we take-up the research outputs perviously generated and apply to them strategic planning to include the most effective analytical tools and stress tests to challenge and improve business models. Then we will review the digital marketing landscape to align the given startup with it's most effective channels of communication for business and consumer users. This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.الوحدات
Welcome to Digital Media and Strategic Planning in Technology Markets
3
Readings
- Welcome and Where to Find Help
- Text Books for this Course
- Assessments and Grading
Strategic Planning Process
1
Videos
- Strategic Planning Process
2
Readings
- eMarketing 1.5 thru 1.10
- PoM 2.2 - 2.4
Value Propositions
1
Videos
- Value Propositions
2
Readings
- PoM 2.1
- Philips Afterglow
Identifying and Studying the Competition
1
Videos
- Identifying and Studying the Competition
1
Readings
- How To Do A Competitor Analysis
Defining the range of Substitutes and Threat Level
1
Assignment
- Quiz 1
1
Videos
- Defining Substitutes and Threat Level
Introduction to the Marketing PLAN Report: Strategic Analysis and Defining the Challenge
1
Readings
- PLAN Report Instructions and Grading Criteria
Porter's 5-Forces Model
1
Videos
- Porter's 5-Forces Model
1
Readings
- eMarketing 1.6
S.W.O.T. Analysis
1
Videos
- S.W.O.T. Analysis
2
Readings
- SWOT Analysis: Drone Inspection
- Tesla as a Startup
Boston Consulting Group Matrix
1
Videos
- Boston Consulting Group Matrix
1
Readings
- PoM 2.5
Perceptual Maps
1
Assignment
- Quiz 2
1
Videos
- Perceptual Maps
Lean Canvas
1
Videos
- Lean Canvas
1
Readings
- Lean Canvas Template
Minimum Viable Product
1
Videos
- Minimum Viable Product
Launch Planning
1
Assignment
- Quiz 3
1
Videos
- Launch Planning
Content Marketing
1
Videos
- Content Marketing
4
Readings
- eMarketing 15.1-15.6
- Corona China Ad
- Snow Fall The Avalanche at Tunnel Creek (Interactive Article)
- Intel and Toshiba's "The Beauty Inside" Case Study
Case Study: BMW Films
1
Assignment
- BMW Films Case Study Quiz
1
Videos
- BMW Films
3
Readings
- BMW Films "The Follow"
- BMW Films "The Escape"
- BMW Films Case Study
Search Engine Optimization
1
Assignment
- Quiz 4
1
Videos
- SEO
Social Media Strategy
1
Videos
- Social Media Strategy
1
Readings
- eMarketing 13.1-13.3
Social Media Platforms, Best Uses
4
Videos
- Facebook and Instagram
- Youtube Strategy
- Pinterest, Twitter and LinkedIn, TikTok
- Blogs and Podcasts
1
Readings
- eMarketing 13.4-13.10, 16.4-16.8, 16.16, 16.18
Influencer Strategy
1
Videos
- Influencer Strategy
2
Readings
- "Risk Acceptance"— Influencer Case Study
- Brands Are Relying on ‘Influencer’ Marketing More Than Ever
Ford Fiesta Case
1
Assignment
- Quiz 5
1
Videos
- Ford Fiesta
3
Readings
- Ford Fiesta Mission 3 Case Study
- 2011 Ford Fiesta and the Fiesta Movement
- Ford Fiesta Movement (FMM) : A Successful Digital Marketing Implementation
Paid Search with Google
1
Videos
- Paid Search
1
Readings
- eMarketing 11.1-11.12
How to D.I.Y. Google Ads
1
Videos
- How to D.I.Y. Google Ads
3
Readings
- eMarketing 11.13-11.14
- Telemarketing Humor (Harsh Language)
- Yawner Products
Video Marketing
1
Videos
- Video Marketing
2
Readings
- eMarketing 19.1-19.6
- Will it Blend?
Direct/Email Marketing
1
Assignment
- Quiz 6
1
Videos
- Direct/Email Marketing
3
Readings
- eMarketing 18.1-18.3
- Is Text Marketing SPAM?
- John Oliver on Robocalls
Submit the Marketing PLAN Report: Strategic Analysis and Defining the Challenge
1
Peer Review
- PLAN Report: Strategic Analysis and Defining the Challenge
1
Readings
- Submitting Your PLAN Report
Auto Summary
Explore the "Digital Media and Strategic Planning in Technology Markets" course, focusing on strategic planning and digital marketing for startups. Led by industry experts, this foundational course in Sales & Marketing is part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) on Coursera. Over 1200 minutes, learn to apply analytical tools and align startups with effective communication channels. Ideal for engineers, scientists, and technical professionals aiming for leadership roles, with flexible subscription options available.

John Svoboda