• Length:
    4 Weeks
  • Effort:
    3–5 hours per week
  • Price:

    FREE
    Add a Verified Certificate for $499 USD

  • Institutions
  • Subject:
  • Level:
    Introductory
  • Language:
    English
  • Video Transcript:
    English
  • Course Type:
    Self-paced on your time

Associated Programs:

About this course

Skip About this course

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.

What you'll learn

Skip What you'll learn

1.1 Digital Marketing Strategy

1.2 Inbound and Outbound Marketing (also touching on social media marketing)

1.3 Mobile Marketing - Apps and Promotions

1.4 Multi-Sided Platforms

1.5 Overview of OmniChannel Marketing

1.6 Attribution and Marketing Mix Modeling

Meet your instructors

P.K. Kannan
Professor of Marketing, Dean’s Chair in Marketing Science
University of Maryland
Lingling Zhang
Assistant Professor of Marketing
University of Maryland

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