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Digital Media and Strategic Planning in Technology Markets
  • Level Foundation
  • Duration 20 hours
  • Course by University of Colorado Boulder
  • Offered by

About

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.

Modules

Welcome to Digital Media and Strategic Planning in Technology Markets

    • 3 Readings
Show info about module content

3 Readings

  • Welcome and Where to Find Help
  • Text Books for this Course
  • Assessments and Grading

Strategic Planning Process

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Strategic Planning Process

2 Readings

  • eMarketing 1.5 thru 1.10
  • PoM 2.2 - 2.4

Value Propositions

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Value Propositions

2 Readings

  • PoM 2.1
  • Philips Afterglow

Identifying and Studying the Competition

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Identifying and Studying the Competition

1 Readings

  • How To Do A Competitor Analysis

Defining the range of Substitutes and Threat Level

    • 1 Videos
    • 1 Assignment
Show info about module content

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
Show info about module content

1 Readings

  • PLAN Report Instructions and Grading Criteria

Porter's 5-Forces Model

    • 1 Videos
    • 1 Readings
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1 Videos

  • Porter's 5-Forces Model

1 Readings

  • eMarketing 1.6

S.W.O.T. Analysis

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • S.W.O.T. Analysis

2 Readings

  • SWOT Analysis: Drone Inspection
  • Tesla as a Startup

Boston Consulting Group Matrix

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Boston Consulting Group Matrix

1 Readings

  • PoM 2.5

Perceptual Maps

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Quiz 2

1 Videos

  • Perceptual Maps

Lean Canvas

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Lean Canvas

1 Readings

  • Lean Canvas Template

Minimum Viable Product

    • 1 Videos
Show info about module content

1 Videos

  • Minimum Viable Product

Launch Planning

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Quiz 3

1 Videos

  • Launch Planning

Content Marketing

    • 1 Videos
    • 4 Readings
Show info about module content

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

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 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Quiz 4

1 Videos

  • SEO

Social Media Strategy

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Social Media Strategy

1 Readings

  • eMarketing 13.1-13.3

Social Media Platforms, Best Uses

    • 4 Videos
    • 1 Readings
Show info about module content

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
    • 2 Readings
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1 Videos

  • Influencer Strategy

2 Readings

  • "Risk Acceptance"— Influencer Case Study
  • Brands Are Relying on ‘Influencer’ Marketing More Than Ever

Ford Fiesta Case

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

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
    • 1 Readings
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1 Videos

  • Paid Search

1 Readings

  • eMarketing 11.1-11.12

How to D.I.Y. Google Ads

    • 1 Videos
    • 3 Readings
Show info about module content

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
    • 2 Readings
Show info about module content

1 Videos

  • Video Marketing

2 Readings

  • eMarketing 19.1-19.6
  • Will it Blend?

Direct/Email Marketing

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

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 Readings
    • 1 PeerReview
Show info about module content

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
Instructor

John Svoboda