Advanced Digital Marketing Specialization

Be Future Ready: Advanced Digital Marketing. Prepare yourself for the future with the Advanced Digital Marketing Course, designed to equip you with the digital marketing and advertising acumen necessary to capitalize on the explosive growth and rapidly evolving marketing industry.

Instructors: Mary Beth Furst +1 more

What you'll learn

  •   Analyze strategies to increase customer acquisition, enhance customer loyalty, and improve retention, to optimize marketing efforts and firm value.
  •   Examine and identify acquisition costs in both B2C and B2B contexts, understanding the nuances and differences in strategies for each market.
  •   Identify real-world applications of AI in digital marketing, and evaluate ethical considerations related to AI in marketing.
  •   Design and develop a comprehensive digital marketing strategy that is tailored to a specific target audience and aligned with business goals.

    • Skills you'll gain

  •   Marketing Channel
  •   Customer Engagement
  •   Digital Marketing
  •   Competitive Analysis
  •   Customer Insights
  •   Customer Retention
  •   Online Advertising
  •   Customer Analysis
  •   Marketing Budgets
  •   Marketing Effectiveness
  •   Brand Loyalty
  •   Loyalty Programs

    • Specialization - 4 course series

    Learners are tasked with an authentic project that involves conducting a comprehensive analysis of a competitor's digital marketing strategies to identify effective tactics and opportunities for improvement. By assuming the role of a Digital Marketing Specialist for a competing company, learners will apply skills in competitive analysis, strategy evaluation, and creative thinking to propose innovative strategies that provide a competitive edge and align with organizational goals. This exercise not only enhances their analytical abilities but also empowers them to develop actionable insights that can be applied in real-world digital marketing scenarios

    AI in Digital Marketing is designed to equip digital marketers, brand strategists, and business leaders with essential AI tools and techniques. Participants will explore AI's transformative role in enhancing customer engagement, personalizing marketing strategies, and optimizing content creation. Through engaging video lectures, scenario-based discussions, and real-world case studies, learners will connect theoretical knowledge with practical applications, addressing ethical considerations like data privacy and bias. By the end of the course, students will be prepared to effectively harness AI's potential in digital marketing, ensuring competitive advantage and strategic innovation in the digital age.

    In the Digital Marketing Capstone, you will synthesize what you have learned from previous courses to develop a comprehensive digital marketing strategy tailored to real-world business objectives. Over two intensive weeks, students will create, analyze, and refine a data-driven marketing plan that targets a specific audience and is optimized across multiple digital channels. The course emphasizes advanced digital marketing analytics to uncover actionable insights, guiding strategies toward measurable success. Participants will design integrated online advertising campaigns, spanning social media, search, and display channels, and develop customer acquisition and retention tactics aimed at maximizing customer lifetime value. By the end of the course, students will produce a peer-reviewed, professional-quality digital marketing strategy, demonstrating their ability to make data-driven decisions, engage the right audiences, and deliver impactful marketing results. This capstone serves as the final step in the Digital Marketing Specialization, allowing students to showcase their skills and prepare for success in the digital marketing industry.

    Selecting the Right Customer & Channel

    AI in Digital Marketing

    Digital Marketing Capstone

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