Digital Media and Marketing Principles

Go to Course: https://www.coursera.org/learn/marketing-channels

Introduction

**Course Review: Digital Media and Marketing Principles on Coursera** In an era where the digital landscape shapes not only how we communicate but also how businesses engage with consumers, mastering the intricacies of digital media and marketing is more crucial than ever. If you're eager to navigate these transformative waters, the "Digital Media and Marketing Principles" course on Coursera is an excellent choice. This course offers an insightful exploration of the shifting dynamics in marketing communications brought about by digital innovation. ### Course Overview The course begins with a comprehensive introduction to the evolving landscape of marketing, diving into how digital technologies have altered the strategies and practices involved in reaching consumers. Emphasizing the significance of effective communication, it highlights the importance of delivering the right message at the optimal time while remaining responsive to consumer feedback. ### Syllabus Breakdown 1. **Course Overview and The Changing Landscape**: - The initial orientation sets the stage by allowing you to familiarize yourself with the course structure and technical requirements. The first module delves into the essence of marketing as a communication process, underscoring the importance of strategic message delivery and audience engagement. It's a gentle yet essential introduction that cultivates a solid foundation for the rest of the course. 2. **Key Processes and Core Strategies**: - This module expands your understanding of how digital media influences not only human communication but also specific marketing strategies. The focus here is on defining digital media and unpacking its profound effects on marketing communications. Expect engaging discussions that will dismantle traditional concepts and encourage a forward-thinking mindset. 3. **Smart and Social Media Channels**: - As businesses increasingly turn to online display advertising, search engine marketing, and social media ventures, this module outlines these strategies conceptually rather than practically. This approach allows learners to grasp the foundational principles underlying these marketing tactics, regardless of the rapid technological changes that may occur. 4. **Mobile Media and Beyond the Screens**: - The course concludes with an exploration of mobile marketing and hypothesizes the future of marketing communication in light of emerging mix-reality technologies. This forward-looking perspective is especially relevant for marketers who wish to stay ahead of trends. ### Why You Should Enroll - **Expert Insights**: The course is structured around the insights of seasoned professionals who understand both the theoretical frameworks and practical implications of digital marketing. - **Comprehensive Learning**: With a focus on both the conceptual underpinnings and practical applications, the course provides a well-rounded view that is beneficial for beginners and seasoned marketers alike. - **Flexibility**: Offered on Coursera, the course can be taken at your own pace, allowing for a convenient and adaptable learning experience that fits into your busy schedule. ### Final Thoughts The "Digital Media and Marketing Principles" course on Coursera stands out as a potent educational tool for anyone looking to deepen their understanding of digital marketing dynamics. Its balanced focus on theory and application, combined with an engaging syllabus, makes it an indispensable resource in today’s digital-first world. Whether you’re a marketer seeking to enhance your skills or someone exploring a new career path, this course will equip you with the knowledge to thrive in the digital marketplace. I highly recommend enrolling in this course to not only stay relevant but also become an innovator in the ever-evolving field of digital marketing.

Syllabus

Course Overview and The Changing Landscape

In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.

In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication. 

In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics. 

In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.