Digital Media and Marketing Principles

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

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About Course

The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.

Course Syllabus

In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.

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Course Introduction

Digital Media and Marketing Principles As the digital age draws to a close, marketers must grapple with the questions: how will consumers perceive the products they see? How will businesses develop awareness and understanding of the core values and drivers of consumer behavior? What role do brands play in marketing and how will awareness of core principles of brand loyalty extend to the consumers? This course will explore the principles and concepts that are at the foundation of marketing actions today as well as the role of the brand in extending consumers� awareness of the brand’s core values and driving their engagement to the next level. The course will analyze the types of digital marketing initiatives currently underway across a number of industries, including retail, advertising and sponsorship, and will discuss the principles and concepts that have enabled these initiatives to succeed in reaching their stated objectives. This is a part of the Digital Media and Marketing specialization that involves a number of courses, culminating in a Capstone project that requires the completion of a project that demonstrates the understanding and/or proficiency in terms of marketing analysis, business strategy, data analysis, marketing communications, PR, public relations, and marketing accounting. The digital revolution has seen a proliferation of new businesses emerge to take advantage of the new opportunities offered by the digital revolution. Many of these businesses have grown to become competitive advantage by following the principles and concepts that were outlined in this specialization. This course will examine the principles and concepts that are at the core of business strategies, marketing communications strategies,

Course Tag

Mobile Marketing Social Media Digital Marketing Marketing Channel

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