Can I just enroll in a single course?

Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Can I take the course for free?

No, you cannot take this course for free. When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you cannot afford the fee, you can apply for financial aid.

Foundations of Digital Marketing Specialization

Foundations of Digital Marketing Specialization

Be Future Ready: Foundations of Digital Marketing. Develop essential skills and knowledge needed to excel in the digital marketing landscape

Instructors: Liye Ma

Included with Coursera Plus

Learn more

4 course series

Get in-depth knowledge of a subject

4.6

(10 reviews)

Beginner level

No prior experience required

4 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 course series

Get in-depth knowledge of a subject

4.6

(10 reviews)

Beginner level

No prior experience required

4 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Analyze and evaluate the impact of digital technologies on various touchpoints within the marketing strategy process.
Assess the performance of paid search campaigns, diagnose potential issues, and recommend adjustments to optimize digital marketing efforts.
Explore advanced tools for data analysis, customer segmentation, and predictive modeling to optimize their digital marketing strategies.
Evaluate customer sentiment data from social media platforms to recommend optimal marketing strategies, while considering ethical implications.

Skills you'll gain

Tools you'll learn

Apache Hadoop

Details to know

Shareable certificate

Add to your LinkedIn profile

Taught in English

61 practice exercises

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Advance your subject-matter expertise

Learn in-demand skills from university and industry experts
Master a subject or tool with hands-on projects
Develop a deep understanding of key concepts
Earn a career certificate from University of Maryland, College Park

Specialization - 4 course series

Embark on a transformative journey with the Foundations of Digital Marketing Specialization, designed to equip you with the essential skills and knowledge needed to excel in the digital marketing landscape. This comprehensive program covers key topics such as Fundamentals of Digital Marketing, where you will learn the core principles and strategies; Digital Marketing Analytics, focusing on data-driven decision-making; Digital Marketing Tools: ML and AI, exploring cutting-edge technologies for enhanced marketing efforts; and Online Advertising & Social Media, mastering the art of engaging audiences across various platforms. By completing this specialization, you'll be well-prepared to navigate and thrive in the dynamic world of digital marketing.

Applied Learning Project

Learners will engage with a variety of assessments designed to reinforce their understanding of key concepts in the Foundations of Digital Marketing Specialization. They will complete quizzes to test their knowledge, answer in-video questions for active engagement, and participate in case discussions to apply theoretical insights to real-world scenarios, enhancing their critical thinking and problem-solving abilities.

Fundamentals of Digital Marketing

Course 19 hours

What you'll learn

Inbound and Outbound Marketing (also touching on social media marketing
Mobile Marketing - Apps and Promotions
Multi-Sided Platforms
Attribution and Marketing Mix Modeling

Skills you'll gain

Digital Marketing, Marketing Strategies, Return On Investment, Social Media Marketing, Cross-Channel Marketing, Search Engine Optimization, Search Engine Marketing, Strategic Marketing, Marketing Effectiveness, Network Model, MarTech, Marketing Psychology, Consumer Behaviour, Marketing, Online Advertising, Business Analysis, Web Analytics and SEO, and Marketing Channel

Digital Marketing Analytics

Course 23 hours

What you'll learn

SEO and SEM - KPIs and keyword strategies
Web Analytics - A/B Testing
Machine Learning/AI applications/Big Data
Text and Image Analysis

Skills you'll gain

Keyword Research, A/B Testing, Web Analytics, Search Engine Optimization, Pay Per Click Advertising, Big Data, Search Engine Marketing, Analytics, Online Advertising, Key Performance Indicators (KPIs), Contextual Advertising, Digital Marketing, Marketing Effectiveness, Data Analysis, Customer Analysis, Data-Driven Decision-Making, Customer Data Management, Predictive Analytics, Marketing Analytics, and Machine Learning

Digital Marketing Tools: Machine Learning and AI

Course 34 hours

What you'll learn

Machine Learning Methods
Big Data and AI Applications
Performance Evaluation

Skills you'll gain

Predictive Analytics, Machine Learning, Machine Learning Methods, Deep Learning, Big Data, Marketing Analytics, Performance Review, MarTech, Artificial Intelligence, Apache Hadoop, Artificial Neural Networks, Marketing Strategies, Customer Analysis, Digital Marketing, and Machine Learning Algorithms

Online Advertising & Social Media

Course 43 hours

What you'll learn

Plan impactful online campaigns using analytics, select the right platforms, and craft effective messages for digital advertising success.

Skills you'll gain

Big Data, Descriptive Analytics, Analytics, Digital Advertising, Social Media, Online Advertising, Social Media Marketing, Data-Driven Decision-Making, Marketing, Advertising Campaigns, Advertising, Law, Regulation, and Compliance, Data Presentation, Data Ethics, Business Analytics, Data Visualization, Return On Investment, Trend Analysis, Social Media Strategy, and Customer Engagement

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructors

Liye Ma

University of Maryland, College Park

1 Course324 learners

Offered by

University of Maryland, College Park

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Frequently asked questions

We recommend taking the courses in the order listed in the Specialization.

No, you will not receive university credit for completing this Specialization. You will receive a certificate upon completion.

This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

Foundations of Digital Marketing Specialization

What you'll learn

Skills you'll gain

Tools you'll learn

Details to know

See how employees at top companies are mastering in-demand skills

Advance your subject-matter expertise