数字媒体与营销策略

你将学到什么

课程概况

The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.

课程大纲

周1
完成时间为 5 小时
Course Overview and Optimizing Your Digital Assets
In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and
how to plan, set up, and run your own search campaign.
9 个视频 （总计 82 分钟）, 10 个阅读材料, 2 个测验

周2
完成时间为 5 小时
Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid,
earned, and owned methods of promoting online videos.
8 个视频 （总计 59 分钟）, 3 个阅读材料, 2 个测验

周3
完成时间为 3 小时
Social and Email Marketing
In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to
plan and execute an email campaign, and effective campaign measurement.
8 个视频 （总计 67 分钟）, 3 个阅读材料, 1 个测验

周4
完成时间为 5 小时
Putting It All Together for Your Digital Plan
In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing
strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.