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Digital Channel Planning and E-Commerce Strategy
  • Level Foundation
  • Duration 12 hours
  • Course by Digital Marketing Institute
  • Offered by

About

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. Research shows that retail customers switch channels during their purchase-decision journey. Many of us research products online at home, or on-the-go using a mobile device, while checking online reviews and comparing prices. The final decision to purchase may happen online, or in a traditional brick-and-mortar store. Omnichannel marketing is a response to modern buying habits, providing consumers with a consistent brand experience across all touchpoints, whether traditional or digital. If you want to understand how marketers plan campaigns to reach consumers at every possible point of contact and how effective digital strategies can help businesses grow and thrive today, this course will help you do so. You will learn about cross-media planning and the digital channel mix before diving deeper into topics including digital channel planning, and inbound and outbound channel strategy. After completing this course, you will be able to: - • Use best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience • Demonstrate an understanding of the key tactics and strategies associated with inbound channels including social media marketing, content marketing, search engine marketing, and email marketing • Demonstrate an understanding of the key tactics and strategies associated with outbound channels including digital display, video, and YouTube advertising This course also covers the critical topic of e-commerce and how to develop an effective e-commerce and social customer service strategy that delivers real value for customers. This is the second 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.

Modules

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

Channel Planning

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

1 Assignment

  • Practice Quiz

1 Discussions

  • How to deliver the optimum outcome?

6 Videos

  • Inbound and Outbound Marketing
  • Challenges of Channel Planning
  • Cross Media Planning
  • Digital and Traditional Marketing
  • Digital Channel Mix
  • Mobile Marketing

4 Readings

  • Module Introduction
  • Digital Channel Types
  • Components of Digital Marketing
  • Summary

Inbound Channels: Social and Content

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

1 Assignment

  • Practice Quiz

2 Videos

  • Social Media
  • Brian Lavery on How AccuWeather Uses Social Media

5 Readings

  • Content Marketing Strategy
  • Buyer Personas
  • Setting Up Social on Key Platforms
  • Five Key Steps for Creating a Social Campaign
  • Summary

Inbound Channel: Search Engine Marketing

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

1 Assignment

  • Practice Quiz

1 Discussions

  • How do you use Google?

3 Videos

  • SEO
  • Conversion Rate Optimization
  • Paid Search

5 Readings

  • How Search Engines Work
  • How to Conduct Keyword Research
  • Search Engines
  • Campaign Elements
  • Summary

Inbound Channel: Email Strategy

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

1 Assignment

  • Practice Quiz

1 Discussions

  • How many times have you checked your email today?

6 Videos

  • Email Marketing Overview
  • Outbound Email Marketing
  • Inbound Email Marketing
  • Subscriber Lists
  • Persona Development and Segmentation
  • Email Types

1 Readings

  • 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

Outbound Channels: Display and Video Advertising

    • 4 Videos
    • 5 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz

4 Videos

  • Display Advertising
  • Digital Display Creative Brief
  • Digital Display Tactics
  • The Growth and Importance of Video Content with Sadé Council

5 Readings

  • Module Introduction
  • Display Platforms
  • Display Ad Formats
  • Summary
  • Digital Media Plan Template

YouTube Channel Creation and Management

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

1 Assignment

  • Practice Quiz

1 Discussions

  • Do you always skip the video ads on YouTube when you have the option?

2 Videos

  • YouTube Channel Setup
  • Video Management

3 Readings

  • Video Upload
  • Video Analytics
  • Summary

Display and Video Campaign Measurement and Optimization

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

1 Assignment

  • Practice Quiz

4 Videos

  • Display Campaign Metrics
  • Display Campaign Reporting
  • Google Analytics Reporting
  • Campaign Optimization

2 Readings

  • Video Campaign Reporting
  • 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

E-Commerce Business Model

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

1 Assignment

  • Practice Quiz

1 Discussions

  • How website features shape user behavior?

6 Videos

  • E-Commerce Overview
  • Conversion Rate Optimization
  • Value Proposition
  • E-Commerce Revenue Models
  • E-Commerce Solutions
  • Key Operational Considerations

4 Readings

  • Module Introduction
  • Moving to E-Commerce
  • Planning E-Commerce Sites
  • Summary

Social Customer Service Strategy

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

1 Assignment

  • Practice Quiz

4 Videos

  • Social Customer Service
  • Social Commerce
  • Social Customer Service Strategy
  • Collaborative Strategy Development

3 Readings

  • Customer Experience Framework
  • Implementation Plan
  • Summary

Additional Resources: Module 3

    • 1 Readings
Show info about module content

1 Readings

  • Additional Resources

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

  • Buyer Personas and Inbound/Outbound Channel Plan

Auto Summary

Boost your career with the "Digital Channel Planning and E-Commerce Strategy" course, designed by the Digital Marketing Institute and offered on Coursera. This foundational course in Sales & Marketing focuses on omnichannel marketing, cross-media planning, and effective e-commerce strategies. Learn from industry experts and gain practical skills in inbound and outbound channel strategies. Complete the course in 720 minutes and earn a certification, plus three months of free Power Membership. Ideal for aspiring marketing professionals seeking to elevate their knowledge and career prospects.

Digital Marketing Institute
Instructors

Digital Marketing Institute

Cathal Melinn
Instructors

Cathal Melinn