Fundamentals of Digital Marketing

In this business and management certificate course focused on the foundations of digital marketing, you will gain an understanding of how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing.

The fixed and mobile Internet and related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced. Companies that were non-existent a few short years ago, including Facebook, LinkedIn, and Uber, have dramatically changed how we interact, communicate and navigate our world. Even Amazon and Google are relatively “young” by any measure. If you’re an entrepreneur, investor, manager, or student, you need thoughtful approaches to navigate and win in this new, evolving environment.

This online course is organized around four broad themes and leverages relevant theory and analysis, as well as numerous practical examples to develop key learning points and accelerate your knowledge of digital marketing.

The themes are:

Behavioral foundations for understanding and navigating the new online-offline landscape
New forms of interaction, including formation of networks and reputation building
Tools and principles of digital marketing action including online advertising on fixed and mobile devices
New media platforms and emergence of various marketing channels and mixed marketing models

This course is beneficial to marketing professionals, analysts, entrepreneurs, small business owners, investors, and consumers.

This course is part of Maryland Smith’s Digital Marketing Professional Certificate. For more information, see here.

The total learning hours for this Module amount to 50. These are distributed across the following categories:

Total Contact Hours: 20
Self-Study Hours: 5
Supervised Placement and Practice Hours: 0
Assessment Hours: 25

This Module carries a value of 2 ECTS.

Module-Specific Learner Skills:

At the end of the module/unit the learner will be able to

Integrate theory, research findings and practice for real-world problem solving.

Establish a Digital Marketing Strategy
Apply Inbound and Outbound Marketing (also touching on social media marketing)
Manage Mobile Marketing - Apps and Promotions
Organize marketing activities on Multi-Sided Platforms
Examine Attribution and Marketing Mix Modeling

Develop learning skills autonomously.

Exhibit autonomy in implementing social media marketing and SEO strategies.
Demonstrate accountability for performance measurement and analytics in digital marketing.

Integrate theory, research findings and practice for real-world problem solving.

Establish a Digital Marketing Strategy
Manage Mobile Marketing - Apps and Promotions
Organize marketing activities on Multi-Sided Platforms

Competences:

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

Demonstrates autonomy in the direction of learning and a high level of understanding of learning processes.

Exhibit autonomy in implementing social media marketing and SEO strategies.
Demonstrate accountability for performance measurement and analytics in digital marketing.

Has the learning skills to allow continuation to study in a manner that may be largely self-directed or autonomous.

Act responsibly in adapting to the evolving landscape of digital marketing.

Knowledge:

At the end of the module/unit the learner will have been exposed to the following:

Integrate forward-thinking concepts, standards, and managerial decision-making tools in the functional areas of management.

Draw parallels and contrasts between digital and traditional marketing.
Critically evaluate marketing strategy and analyze frameworks for developing effective digital marketing approaches.
Assess and differentiate between inbound and outbound marketing, and evaluate their roles in modern business strategies.
List the steps in the marketing strategy formation process.
Examine platforms and key components and categorize the value created by interactions among participants.
Analyze network effects to enhance market value.
Analyse the financial incentives of the multiple sides of a platform.
Compare the differences between platform businesses and pipeline businesses.
Examine Search Engine Marketing (SEM) and Search Engine Optimization (SEO) techniques.
List ways that advertisers and publishers interact on a platform.
Examine how display ads influence the purchase funnel and evaluate their effectiveness in guiding consumer behavior through different stages of the buying process.
List the unique benefits of mobile marketing.
Examine how advertisers utilize omnichannel marketing.

Analyze the multi-touch path to purchase.

Skills:

At the end of the module/unit the learner will have acquired the following skills:

Digital marketing strategy development
Social media marketing skills
Search engine optimization and content marketing abilities
Performance measurement and analytics in digital marketing

Module 1

Digital Marketing Strategy

Marketing Strategy Formation Process & Digital Marketing.
Digital Marketing Framework & Implications.
Customer Journey and Inbound & Outbound Marketing.
Digital Marketing Strategy Practice & Apply.
Digital Marketing During COVID-19.

Module 2

Multi-Sided Platforms & Social Media

Multi-sided Platforms: Value Creation & Network Effects.
Multi-sided Platforms: Platform Design Themes.
Social Media & Influencer Marketing.
Multi-Sided Platforms & Social Media Practice & Apply.
Module 2 Scenario: Cloud Gaming and Facebook.

Module 3

Outbound Marketing

Search Engine Marketing & Search ROI.
SEO & Display.
Increasing Effectiveness of Display Advertisement & Display Ecosystem.
Outbound Marketing Practice & Apply.
Module 3 Scenario: The Threat of Amazon’s Ad Business.

Module 4

Multi-Channel & Attribution

Mobile Marketing.
Omnichannel Marketing.
Multi-Touch Attribution and Media Mix Allocation.
Multi-Channel & Attribution Practice & Apply.
Module 4 Scenario-L'Oréal & Beauty Brick-and-Mortar.
Final Scenario-GameStop's Future: Retail or Digital?

Courses are generally made up of weekly modules with pre-recorded videos that you can watch on a schedule or at your own pace. There are supplemental readings and student discussion forums, as well as homework assignments and quizzes..