Specialization in Digital Marketing Strategy and Planning

Digital Marketing SPECIALIZATION

Drive Digital Marketing Strategy and planning. Place digital strategy at the heart of your business and learn all the core skills required to think, lead, and execute in a digital world.

About this Specialization

We are pleased to welcome you to the Digital Marketing Institute's fundamental programme in digital marketing strategy. 

The DMI is the global standard for certification in digital marketing. If you're interested in learning more about the factors that are driving and reshaping organisations today, as well as how an effective digital strategy can help a firm expand and prosper in this dynamic environment, this program will assist you.

The first course covers the fundamentals of digital marketing before moving on to the cornerstones of digital strategy, such as digital disruption, mobile and social media's explosive growth, digital tools for effective audience and competitive research, buyer personas, content marketing, and creative strategy.

The second course will teach you how to leverage digital channel planning, e-commerce, social customer care, and omni-channel strategies to give customers a consistent brand experience across all touch points.

The third and final course focuses on strategy implementation and leadership in the digital age. 

This course delves further into the knowledge, abilities, and behaviours needed to lead, develop, and nurture high-performing digital teams so they can execute a digital strategy successfully.

You will obtain a DMI x Coursera certificate, DMI's Certified Digital Marketing Associate credential, and three months of free Power Membership to access your next opportunity in a community of over 130k members after completing all courses in this Specialization.

Applied Learning Project

Learners in this Specialization will tackle a wide range of real-world business problems while applying the skills and approaches they've learned. Learners will construct buyer personas and a digital marketing channel plan to determine which inbound and outbound channels these personas use. Learners will construct an ideal team plan based on their digital marketing channel strategy to identify the skillsets required to fulfil their business objectives, engage their personas with the appropriate digital channels, and improve their company's overall digital customer experience (CX).

Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

Recommended for anyone seeking to learn more or upskill in the disciplines of social media marketing, social commerce, and social media strategy.

Approximately 3 months to complete

Suggested pace of 4 hours/week

English

Subtitles: English

-------------------------------------------------------------------------------------------------

WHAT YOU WILL LEARN

How digital, social, and mobile technology are changing consumer behavior and expectations to present new challenges and opportunities for businesses



How digital research and social listening tools and tactics can provide insights into a business's audience and competitors



How to use the principles of content marketing with a creative strategy to find, reach, and engage target audiences



How to incorporate inbound channels, tactics, and tools into an effective omnichannel digital marketing strategy

---

SKILLS YOU WILL GAIN

• Digital transformation
• Digital Marketing
• Content Marketing
• Digital Strategy
• Digital Research
• Search Engine Marketing (SEM) Strategy
• Display and Video Advertising Strategy
• Social Media and Email Marketing Strategy
• E-Commerce Strategy
• Digital Channel Planning
• Strategic Thinking
• Strategy Execution

How the Specialization Works

Take Courses

A Coursera Specialization is a series of courses that helps you master a skill. To begin, enroll in the Specialization directly, or review its courses and choose the one you'd like to start with. 

When you enroll in a course that is part of a Specialization, you are also enrolled in the entire Specialization. It's fine if you only finish one course; you can stop learning or cancel your subscription at any moment. To keep track of your course enrollments and progress, go to your learner dashboard.

Hands-on Project

Every Specialization includes a hands-on project. You'll need to successfully finish the project(s) to complete the Specialization and earn your certificate. 

If the Specialization includes a separate course for the hands-on project, you'll need to finish each of the other courses before you can start it.

Earn a Certificate

When you finish every course and complete the hands-on project, you'll earn a Certificate that you can share with prospective employers and your professional network.

There are 3 Courses in this Specialization

COURSE 1

Digital Strategy and Business Opportunity

The Digital Marketing Institute is the gold standard for digital marketing certification around the world. 

Our goal with this concentration is to provide our students the confidence and knowledge they need to excel in their careers.

Consumer expectations, as well as how businesses must work to support their consumers, have been radically impacted by digital and mobile technologies, as well as the increasing adoption of social media around the world.

This course will help you understand the dynamics that are driving and altering businesses today, as well as how cutting-edge digital tactics may help businesses develop and thrive in this dynamic environment.

Before digging deeper into the essentials of digital strategy, audience and competitive research, and how to engage with customers, you'll study the fundamentals of digital marketing. You will be able to after finishing this course to:

• Understand how digital and social media have disrupted the way businesses sell to consumers 

• Use digital research and social listening to gain insights into your audience, competitors, and industry 

• Recognize the core components of an effective digital marketing strategy 

• Recognize how marketers use the Buyer’s Journey model to influence purchase decisions over digital platforms using digital content and tools 

• Use the principles of content marketing to create effective content that engages an audience This course also explains how to choose the right content for your customers. 

how to develop a creative strategy to deliver on key business goals. 

This is the first course in the Digital Marketing Institute’s Digital Strategy specialization. 

You'll receive a Digital Marketing Institute Certified Digital Marketing Associate credential and three months of free Power Membership after completing all courses in your Specialization, allowing you to advance your career and find your next opportunity.

92% of DMI members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.

COURSE 2

Digital Channel Planning and E-Commerce Strategy

The Digital Marketing Institute is the global standard for digital marketing certification around the world. Our goal with this concentration is to provide our students the confidence and knowledge they need to excel in their careers.

Research shows that retail customers switch channels during their purchase-decision journey.

Many of us research products online at home, or on-the-go using a mobile device, while checking online reviews and comparing prices. 

The final decision to purchase may happen online, or in a traditional brick-and-mortar store.

 Omni-channel marketing is a response to modern buying habits, providing consumers with a consistent brand experience across all touch-points, whether traditional or digital. 

This course will teach you how marketers create campaigns to engage customers at every available point of contact, as well as how smart digital strategies can help organisations grow and thrive today.

Before digging deeper into topics like digital channel planning and inbound and outbound channel strategy, you'll learn about cross-media planning and the digital channel mix. You will be able to do the following after completing this course:- 

• Use best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience 

• Demonstrate an understanding of the key tactics and strategies associated with inbound channels including social media marketing, content marketing, search engine marketing, and email marketing 

• Demonstrate an understanding of the key tactics and strategies associated with outbound channels including digital display, video, and YouTube advertising. 

This course also covers the critical topic of e-commerce and how to develop an effective e-commerce and social customer service strategy that delivers real value for customers. 

This is the second course in the Digital Marketing Institute’s Digital Strategy specialization.

You'll also receive a Digital Marketing Institute Certified Digital Marketing Associate certification and three months of free Power Membership if you complete all of the courses in your Specialization.. 

As a result, you'll be able to advance your career and seize your next opportunity. 92 percent of DMI members say their courses have helped them advance in their professions, and 88 percent are currently in senior or management positions.

COURSE 3

Digital Leadership and Digital Strategy Execution

The Digital Marketing Institute is the global standard for digital marketing certification around the world. Our goal with this concentration is to provide our students the confidence and knowledge they need to excel in their careers.

The ability and willingness to strategically adopt digital initiatives to support business goals has never been more critical to an organization’s survival than it is today. 

This course will assist you in better understanding the knowledge, abilities, and attitudes required of digital leaders, as well as the factors driving and altering businesses today. 

You will learn to use techniques to develop and hone your strategic thinking skills and develop skills to help you transition smoothly from a senior or management role to a leadership role.

 After completing this course, you will be able to: - 

• Demonstrate an understanding of how an iterative approach to Customer Experience (CX) design can improve an organization’s performance 

• Use best practices for recruiting, training, and developing digital marketing personnel 

• Demonstrate an understanding of how to combine an optimal channel and budget mix, supported by a paid media and campaign action plan, to execute a digital marketing strategy 

• Recognize the types of risks associated with digital and why businesses need to protect against them This course also covers the key concepts, actions, and behaviors that underpin effective digital leadership in business. 

You'll learn about the most important international data protection and privacy rules that apply to digital campaigns, as well as the risks that come with them and how to manage them.

This is the final course in the Digital Marketing Institute’s Digital Strategy specialization. 

You'll receive a Digital Marketing Institute Certified Digital Marketing Associate certification and three months of free Power Membership if you complete all of the courses in your Specialization.

enable you to advance your career and take advantage of your next chance 92 percent of participants claimed their courses helped them advance in their professions, and 88 percent are currently in senior or management positions.

With a growing network of over 80 education partners in 100 countries, the Digital Marketing Institute is the world's largest digital marketing and selling professional certification body.

With a growing network of over 80 education partners in over 100 countries, the Digital Marketing Institute is the world's largest digital marketing and selling professional certification body.

Start Learning Today

Shareable Specialization and Course Certificates

Self-Paced Learning Option

Course Videos & Readings

Practice Quizzes

Graded Assignments with Peer Feedback

Graded Quizzes with Feedback

Graded Programming Assignments

Shareable on

You can share your Course Certificates in the Certifications section of your LinkedIn profile, on printed resumes, CVs, or other documents.

Drive Customer Behavior Online. A six-course overview of the latest digital marketing skills, taught by industry experts.

null