Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and hear from industry experts invited to join the course.
数字营销渠道：概述 is course 4 of 6 in the Digital Marketing Specialization.
This Specialization covers the concepts, tools, and techniques you need to both communicate with customers in a systematic and integrated way using multi-media channels and to create effective targeted promotional campaigns.
Charles H. Sandage Department of Advertising
Week 1 Course Overview and Digital and Content Marketing Strategy
About the Course and Your Classmates
Module 1 Overview
Lesson 1-1: What It Means to Go Digital
Lesson 1-2: Why You Need a Digital Strategy
Module 1 Assignments
Assignment: Module 1 Peer Assessment
Quiz: Module 1 Quiz
Week 2 Combining Traditional and Digital Media
Module 2 Overview
Lesson 2-1: Digital as Part of Integrated Marketing Communications Plan
Lesson 2-2: Converging Media
Module 2 Assignments
Assignment: Module 2 Peer Assessment
Quiz: Module 2 Quiz
Week 3 Research and Pitch Your Plan
Module 3 Overview
Lesson 3-1: Market Research
Lesson 3-2: Research in the Digital Space
Module 3 Assignments
Assignment: Module 3 Peer Assessment
Quiz: Module 3 Quiz
Week 4 Looking Forward in the Digital Space
Module 4 Overview
Lesson 4-1: What’s Next in Digital?
Lesson 4-2: Digital Marketing Case Studies
Module 4 Assignments
Assignment: Module 4 Peer Assessment
Quiz: Module 4 Quiz