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Identifying, Attracting, and Growing Your Digital Audience
  • Level Foundation
  • Duration 13 hours
  • Course by University of California, Irvine
  • Offered by

About

Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals. You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan. Our learning goals for this course are to: - Recognize the current landscape of the digital business environment. - Develop an audience persona based on a target audience. - Identify strategies to define, attract, and engage your audience online. - Review an e-commerce experience and discuss how to improve customer experience. - Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Modules

Digital Marketing Basics

    • 3 Readings
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3 Readings

  • Introduction to Digital Marketing
  • The Digital Business Environment
  • Supplemental Resources

Brand Identity & Digital Presence

    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 1 Knowledge Check

1 Discussions

  • Brand Identity & Digital Presence

1 Readings

  • Building a Digital Presence

Identifying and Defining Your Audience

    • 1 Videos
    • 3 Readings
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1 Videos

  • Defining Your Digital Audience

3 Readings

  • Identifying Your Audience
  • Market Segmentation & Audience Personas
  • Supplemental Resources

Aligning Your Brand Strategy With Your Audience

    • 2 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 2 Knowledge Check

1 Discussions

  • Audience Persona Activity

2 Readings

  • Value Propositions: Your Brand and What You Have to Offer
  • Turning Marketing Goals into Strategy

The Customer Journey: Acquisition, Conversion and Retention

    • 3 Readings
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3 Readings

  • The Customer Journey
  • Introduction to Acquisition
  • Supplemental Resources

Techniques for Attracting & Growing Your Audience

    • 5 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 3 Knowledge Check

1 Discussions

  • E-commerce Experience Activity

5 Readings

  • Content Marketing and 'Going Viral'
  • Display Advertising
  • Email Marketing
  • Social Media & Networking
  • Supplemental Resources

Mobile Marketing

    • 3 Readings
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3 Readings

  • Mobile Marketing
  • QR Codes
  • Supplemental Resources

Social Media Strategy Development

    • 1 Videos
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Module 4 Knowledge Check

1 Discussions

  • Social Media Strategy Activity

1 Videos

  • Social Media Strategy Development

Auto Summary

Unlock the potential of your digital presence with the course "Identifying, Attracting, and Growing Your Digital Audience," part of the E-Marketing Specialization. Perfect for those diving into the Sales & Marketing domain, this foundational course is designed by Coursera to help you understand and leverage the power of digital marketing. Guided by expert instructors, you will explore the intricate link between a brand's identity and its digital presence. The course covers comprehensive strategies to identify, attract, and engage your target audience, ultimately aiming to help you achieve your marketing goals. You will work on developing an audience persona, enhancing e-commerce experiences, and crafting effective social media strategies. Over the span of 780 minutes, you will be encouraged to create a digital marketing plan tailored for your current or future business, with activities structured to guide you through each segment of the plan. This course is available through Coursera's Starter subscription, making it accessible for those beginning their journey in digital marketing. If you're ready to grow your online audience and elevate your marketing strategy, this course is tailored for you. Join now and start building a robust digital marketing plan that stands out in today's competitive landscape.

Stephane Muller
Instructor

Stephane Muller