Fundamentals of digital marketing
COURSE INFORMATION
INSTRUCTORS
- Dr. PK Kannan, Dean’s Chair in Marketing Science
- Dr. Lingling Zhang, Assistant Professor of Marketing
COURSE DESCRIPTION
This course offers an extensive overview of the foundation of digital marketing by offering a mix of strategy and implementation tools. First, we will discuss the touchpoints in the marketing and marketing strategy process and evaluate the effectiveness of these touchpoints to best understand how emerging digital technologies will impact marketing and develop strategies based on that framework. Learning the general principle can help you to apply it for whatever developments that come in the future (such as the COVID-19 pandemic shock).
Second, the course will provide specifics on how to use digital platforms and the hubs, focusing on both outbound and inbound marketing, the use of social media and mobile platforms as we view them as channels to interact with consumers. This will help you understand the acquisition and retention costs of customers and use digital marketing in the most efficient way.
Third, we will focus on how the concept of product is being transformed by digital services and the associated marketing issues that surface by this transformation, preparing you to anticipate how innovations in technology are likely to impact the digital marketing landscape, analyze the impact on the business, and prepare marketing plans accordingly.
It is, of course, difficult to ignore the pandemic and its impact on digital adoption by consumers, who have vaulted five years in the adoption curve of digital in just eight weeks. As such, we will examine the effect of this shock on digital marketing as a whole – from the consumer perspective as well as from the firm perspective.
COURSE OBJECTIVES
By the end of this course you will be able to:
- Analyze different touchpoints in the marketing and marketing strategy process where digital technologies are having and/or will have a significant impact and evaluate the effectiveness of these touchpoints.
- Examine how to use digital platforms and hubs to market to the customer.
- Apply strategies about how best to interact with customers through outbound and inbound marketing, social media, and mobile platforms.
- Discuss how to transform the concept of a product into digital form and expand it through digital services.
- Examine the implications of marketing communication, interactions, and conversions in varied forms of retail.
COURSE COMPONENTS
COURSE STRUCTURE
This course is made up of 4 modules.
The course is designed to be completed in 4 weeks so you will see due dates and deadlines. However, this is a self-paced course, so don't worry, these dates are suggested due dates.
MODULE STRUCTURE
Each module contains a combination of the following:
- Lecture videos no more than 6 minutes in length
- Short readings
- Self-grading questions to check your understanding as you go
- Practice problems (Verified only)
- Comprehensive scenarios to apply the key concepts of the module and to analyze real-world business problems (Verified only)
COURSE MATERIALS & TECHNOLOGY
You will be provided all course materials and resources which can be accessed through the edX platform. You will have the best course experience using a laptop or desktop computer. Please note that course navigation and appearance are slightly different when using the edX mobile app.
To be most successful in this course, you will need:
- Speakers or headphones to hear video lectures (all videos include captions)
INSTRUCTIONAL METHODS
We feel very strongly that the case method of learning works best. With experiencing real-life scenarios, you learn “how to make decisions” as opposed to choosing “what the right decision is.” Learners will be expected to recall what they already know, view lectures, recall new information learned, practice with singular aspects of the concepts, and weave multiple concepts together in scenario-based applications.
TIPS FOR SUCCESS
- Participate fully. Discussions and peer interaction are a critical part of the course. You can learn as much, if not more, from the ideas and perspectives of your peers and instructor. Participation can also help you articulate your ideas and develop critical thinking skills.
PARTICIPATION IN DISCUSSIONS
Netiquette is the social code of online interactions. We all share a responsibility for the online course environment. Creating a cohesive online community requires us to support and assist each other. To craft an open and interactive online environment, communication has to be conducted in a professional and courteous manner at all times, guided by kindness, common sense, collegiality, and basic rules of etiquette.
VERIFIED LEARNERS
Verified learners will receive more assets, practice problems, scenarios and problem solutions, analysis, and feedback. Those who complete the module practice problems and scenarios, as well as the final assessment scenarios, will receive a course certificate and will have completed one of the four courses necessary to earn the Digital Marketing Professional Certificate.
INDIVIDUAL PARTICIPATION
This course consists of segments where you will Watch, Read, Practice, and Apply new information. The discussion boards with your cohort of verified peers will prepare you for real-world problems. Please pay particular attention to activities within the Apply sections since they provide the most rigorous learning as they are based on current business questions. For you to learn as much as possible and for a scenario discussion to "work", everyone needs to be engaged and participate. We expect high-quality comments in your cohort's discussion board. What is a high-quality comment?
There are three dimensions to take into consideration when posting:
- Was it relevant to the current discussion?
- Did it add to the discussion?
- Did it have an impact on the discussion? Did it foster further discussion? Did it change people’s views?
SCENARIOS
IMPORTANT: Only verified students can access scenarios.
At the end of each module, verified students will have the opportunity to apply what they have learned and explore real-world business problems in a scenario. Scenario questions are a mix of multiple-choice type questions and discussion-based questions with feedback and analysis. After you have discussed with your peers, look for the yellow-buttons to reveal conclusions and analysis on the questions you have discussed
COURSE POLICIES & LEARNER SUPPORT
GRADING
We hope that you fully participate in all course activities. Although these activities, including reading and class discussions, are not “graded,” they are essential to your success in the course. Learning activities provide opportunities to deepen your understanding of concepts and practice applying those concepts.
Those who complete the module practice problems and scenarios, as well as the final assessment scenarios, will receive a course certificate.
ACCESSIBILITY
The Digital Marketing Professional Certificate development team is proactive in our efforts to make this course accessible to all learners.
We are committed to meeting the following goals:
- Captions and transcripts are offered for all video and audio content
- Text content is formatted
- with appropriate color contrast and
- to be compatible with screen readers
- Graphics and charts include meaningful alternative text and long descriptions
- Documents and other files are formatted to be compatible with screen readers
- Interactive components, such as drag and drop activities and the final exam, can be navigated using a keyboard
- Content is offered in multiple formats whenever possible to meet the needs of diverse learners
If you determine that any content in this course is not accessible to you or if you require a specific accommodation, please contact edX support.