Digital Channel Planning and E-Commerce Strategy

Go to Course: https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy

Introduction

### Course Review: Digital Channel Planning and E-Commerce Strategy If you’re looking to enhance your skills in digital marketing, particularly in the areas of channel planning and e-commerce, the course "Digital Channel Planning and E-Commerce Strategy" offered by the Digital Marketing Institute on Coursera is worth your attention. This course aims to equip students with the essential knowledge and confidence to excel in their marketing careers. #### Overview In today’s fast-paced digital ecosystem, understanding how retail customers navigate various channels during their purchase journey is mandatory for any successful marketing professional. This course expertly delves into the flux between online and offline channels, providing insights into the myriad of ways customers interact with brands. #### Syllabus Breakdown The course is structured into three key modules, each designed to build your understanding and skills incrementally: 1. **Digital Channel Planning and Inbound Strategy**: This module serves as a foundational learning experience. It provides a comprehensive overview of digital channel planning, highlighting the challenges marketers face. Important topics here include inbound and outbound strategies, cross-media planning, and the digital channel mix, with particular emphasis on mobile marketing. One of the strengths of this module is its detailed exploration of social media marketing, content marketing strategies, search engine optimization (SEO), and effective email marketing strategies, giving you the tools needed to develop a robust inbound strategy. 2. **Digital Channel Planning and Outbound Strategy**: Transitioning into outbound methods, this module dives into display and video advertising. It guides learners on setting up and managing a successful YouTube channel, teaching practical skills for executing display advertising campaigns. This segment is crucial for understanding the best practices for digital display tactics and how to effectively leverage video content for audience engagement. 3. **E-Commerce and Social Customer Service Strategy**: This module encapsulates the essence of e-commerce by defining the business model’s characteristics and the operational decisions driven by value propositions. You’ll discover various e-commerce solutions and their respective strengths and weaknesses, along with essential knowledge of payment methods. A standout aspect of this module is its focus on developing a social customer service strategy, which enables businesses to foster better customer relationships in the digital space. #### Recommendations I highly recommend the "Digital Channel Planning and E-Commerce Strategy" course for both beginners looking to establish a career in digital marketing and seasoned marketers aiming to refine their existing skills. The course is structured effectively, blending theoretical foundations with practical applications. The Digital Marketing Institute is recognized globally for its credibility in digital marketing education, ensuring that the course content is both current and relevant in this ever-evolving field. Moreover, the flexibility of Coursera allows you to learn at your own pace, making this course an excellent fit for anyone juggling work or personal commitments. The opportunity to engage with a global learning community adds value, offering diverse perspectives and networking opportunities in the field of digital marketing. In conclusion, if you aspire to understand the intricacies of digital channels and e-commerce strategies that drive today’s consumer behavior, this course is an investment in your career that you shouldn’t miss. Sign up today, and take the first step towards becoming a proficient digital marketing professional.

Syllabus

Digital Channel Planning and Inbound Strategy

This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound and outbound strategies, cross-media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, conversion rate optimization, paid search, and developing an email marketing strategy.

This module begins with the fundamentals of display and video advertising, and demonstrates how to set up and manage a YouTube channel. It also covers the benefits of display advertising, the best practices for display and video advertising, and key digital display tactics.

This module introduces the characteristics of the e-commerce business model and helps you understand the corresponding business requirements and decisions that flow from their value proposition. You will learn to recognize the strengths and limitations of different e-commerce solutions and common payment methods. Finally, the module covers how to plan and begin to implement a social customer service strategy.