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Digital Strategy and Business Opportunity
  • Level Foundation
  • المدة 11 ساعات hours
  • الطبع بواسطة Digital Marketing Institute
  • Offered by

عن

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

الوحدات

Course Introduction

    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Who are you? What are your expectations?

2 Readings

  • Welcome to the course!
  • Glossary of Digital Marketing Terms

New Digital Context

    • 3 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • How the growth of Digital is changing your purchase patterns?

3 Videos

  • New Digital Context
  • Digital Consumer Behavior
  • Customer Expectations

2 Readings

  • Module Introduction
  • Summary

What is Digital?

    • 3 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • How Digital has disrupted the way you access content online?

3 Videos

  • What is Digital
  • Digital Disruption
  • The Digital Customer Journey

1 Readings

  • Summary

Digital Opportunities

    • 3 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Plugin
    • 1 Assignment
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1 Assignment

  • Practice Quiz

1 Discussions

  • How to be successful in the Digital business environment?

3 Videos

  • The Digital Opportunity
  • Digital and Your Organization
  • Digital for You

2 Readings

  • Business Growth and Digital
  • Summary

Additional Resources: Module 1

    • 1 Readings
Show info about module content

1 Readings

  • Additional Resources

Assessment: Module 1

    • 1 Assignment
Show info about module content

1 Assignment

  • Graded Quiz

Digital Marketing Principles

    • 3 Videos
    • 3 Readings
    • 1 Discussion
    • 2 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • What’s In and what’s Out?

3 Videos

  • Key Digital Marketing Concepts
  • Traditional and Digital Marketing
  • 3i Principles

3 Readings

  • Module Introduction
  • Digital Channels
  • Summary

Digital Strategy Fundamentals

    • 3 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Plugin
    • 1 Assignment
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1 Assignment

  • Practice Quiz

1 Discussions

  • What are you trying to achieve and how do you intend to achieve it?

3 Videos

  • Strategy Fundamentals
  • Budgeting
  • ROI

3 Readings

  • Overarching Strategy
  • Digital Resources
  • Summary

Marketing Objectives

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Practice Quiz

1 Discussions

  • How will you know when your objectives have been accomplished?

1 Videos

  • SMART Objectives

2 Readings

  • Case Study - SMART
  • Summary

Digital Research

    • 4 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • How are you going to communicate with your customers?

4 Videos

  • Audience Research
  • Audience Listening Tools
  • Cultural Research
  • Case Study - Cartier

3 Readings

  • Competitive Research
  • Industry Trend Research
  • Summary

Digital Customer Journey

    • 4 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • What is the best digital marketing strategy?

4 Videos

  • The Buyer's Journey Introduction
  • Integrating Traditional and Digital Marketing
  • Aligning the Buyer's Journey with Channels
  • Tools for Digital Marketing

3 Readings

  • The Buyer's Journey
  • Marketing Functions
  • Summary

Additional Resources: Module 2

    • 1 Readings
Show info about module content

1 Readings

  • Additional Resources

Assessment: Module 2

    • 1 Assignment
Show info about module content

1 Assignment

  • Graded Quiz

Purpose of Content Marketing

    • 3 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • What is your favorite brand content?

3 Videos

  • Purpose of Content Marketing
  • Importance of Content Marketing Strategy
  • Jamie White on Content Marketing to a Young Audience

2 Readings

  • Module Introduction
  • Summary

Buyer Personas

    • 1 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • What would you say to your customers?

1 Videos

  • Purpose and Benefit of Using Personas

3 Readings

  • Strategies for Creating Personas
  • Summary
  • Buyer Persona Template

Content Creation and Repurposing

    • 3 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
    • 2 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Peer Review

  • Practice Peer Review

1 Discussions

  • How and why might your audience engage with your content?

3 Videos

  • Content Creation
  • Curation, Personalization, and Repurposing
  • Expert Insights with Kate Talbot

2 Readings

  • Content Formats
  • Summary

Creative Strategy Development

    • 2 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

1 Discussions

  • What will your content output look like?

2 Videos

  • Creative Strategy and Maximising your Creative Output
  • Channel Specifications for a Launch Plan

2 Readings

  • Content Strategy
  • Summary

Assessment: Module 3

    • 1 Assignment
Show info about module content

1 Assignment

  • Graded Quiz

Peer Review Assignment

    • 1 PeerReview
Show info about module content

1 Peer Review

  • Digital Marketing Objectives and Channel Overview

Auto Summary

Unlock the potential of digital strategies in the "Digital Strategy and Business Opportunity" course, designed by the Digital Marketing Institute and offered on Coursera. Ideal for sales and marketing professionals, this foundational course delves into the transformative impact of digital and social media on consumer behavior and business operations. Learn to craft effective digital marketing strategies, conduct competitive research, and engage customers with compelling content. Complete the specialization to earn a Certified Digital Marketing Associate certification and enjoy three months of free Power Membership. Duration: 660 minutes. Subscription options: Starter, Professional.

Digital Marketing Institute
Instructors

Digital Marketing Institute

Cathal Melinn
Instructors

Cathal Melinn