Course Summary
This course teaches the fundamentals of marketing channels and how to effectively use them to reach target customers. Students will learn strategies for developing, managing, and analyzing marketing channels to optimize their performance.Key Learning Points
- Understand the role of marketing channels in reaching target customers
- Develop and manage effective marketing channel strategies
- Analyze and optimize marketing channel performance
Related Topics for further study
Learning Outcomes
- Develop effective marketing channel strategies
- Analyze and optimize marketing channel performance
- Understand the role of marketing channels in reaching target customers
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing principles
- Familiarity with digital marketing channels
Course Difficulty Level
IntermediateCourse Format
- Online self-paced
- Video lectures
- Assignments
- Quizzes
Similar Courses
- Digital Marketing Channels: Planning
- Marketing Analytics: Marketing Measurement Strategy
- Marketing in a Digital World
Related Education Paths
Notable People in This Field
- Neil Patel
- Seth Godin
- Gary Vaynerchuk
Related Books
Description
The Digital Revolution has led to a titanic shift in the landscape of marketing communications, 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.
Outline
- Course Overview and The Changing Landscape
- Course Introduction
- Learn on Your Terms
- Marketing as Communication Part 1
- Marketing as Communication Part 2
- Media Revolution Part 1
- Media Revolution Part 2
- Understanding Marketing Media
- The Marketing Funnel
- Dual Product Model of Commercial Marketing Media
- Interview with Jan Slater: Rethinking Digital vs. Traditional Media
- Like this course? Learn more with the iMBA! (optional)
- Syllabus
- About the Discussion Forums
- About the Rubric for Peer Assessment
- Getting to Know Your Classmates
- Learn More About Flexible Learning Paths
- Module 1 Overview
- Module 1 Readings
- About Jan Slater
- Orientation Quiz
- Module 1 Lesson 1 Practice Quiz
- Module 1 Lesson 2 Practice Quiz
- Module 1 Lesson 3 Practice Quiz
- Module 1 Standalone Topic 1 Practice Quiz
- Module 1 Standalone Topic 2 Practice Quiz
- Module 1 Quiz
- Key Processes and Core Strategies
- Key Features of Digital Communication
- Impacts of Digital Technologies on Information Dissemination
- Impacts of Digital Technologies on Persuasion Part 1
- Impacts of Digital Technologies on Persuasion Part 2
- Impact of Digital Technologies on Branding
- Content Marketing
- Context Marketing Strategy
- Interview with Jan Slater: What is a Brand?
- Interview with Jan Slater: Brand Messaging and Digital Consumers
- Interview with Jan Slater: Telling Brand Stories on Multiple Channels
- Module 2 Overview
- Module 2 Readings
- Module 2 Lesson 1 Practice quiz
- Module 2 Lesson 2 Practice Quiz
- Module 2 Lesson 3 Practice Quiz
- Module 2 Lesson 4 Lesson Quiz
- Module 2 Standalone Topic 1 Practice Quiz
- Module 2 Standalone Topic 2 Practice Quiz
- Module 2 Quiz
- Smart and Social Media Channels
- Discovering and Targeting the Right Audience in World of Digital Media
- Programmatic Advertising Part 1
- Programmatic Advertising Part 2
- Search Marketing
- Social Media Marketing Part 1
- Social Media Marketing Part 2
- Marketing Attribution
- Real Time Bidding
- Interview with Jeff Green: A Business Case for Open Market Programmatic Advertising
- Interview with David Pickles: The Nuts and Bolts of Programmatic Advertising
- Interview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing
- Interview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising
- Interview with Jeff Green and David Pickles: Privacy and Data Security
- Interview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing
- Module 3 Overview
- Module 3 Readings
- About the Domain Experts
- Module 3 Lesson 1 Practice Quiz
- Module 3 Lesson 2 Practice Quiz
- Module 3 Lesson 3 Practice Quiz
- Module 3 Lesson 4 Practice Quiz
- Module 3 Standalone Topic 1 Practice Quiz
- Module 3 Standalone Topic 2 Practice Quiz
- Module 3 Quiz
- Mobile Media and Beyond the Screens
- Mobile Marketing Part 1
- Mobile Marketing Part 2
- Mobile Marketing Part 3
- Beyond the Screens
- Location-based Marketing
- Conversational Marketing
- Interview with Jan Slater: Stay Ahead the Curve by Being Agile
- Gies Online Programs
- Module 4 Overview
- Module 4 Readings
- Congratulations!
- Get Your Course Certificate
- Module 4 Lesson 1 Practice Quiz
- Module 4 Lesson 2 Practice Quiz
- Module 4 Lesson 3 Practice Quiz
- Module 4 Lesson 4 Practice Quiz
- Module 4 Standalone Topic 1 Practice Quiz
- Module 4 Standalone Topic 2 Practice Quiz
- Module 4 Quiz
Mike Yao
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