Skills you'll gain: Marketing, Advertising, Communication, Media Strategy & Planning, Business Analysis, Business Psychology, Customer Analysis, Marketing Psychology, Brand Management, Digital Marketing, Marketing Management, Public Relations, Entrepreneurship, Leadership and Management, Sales, Strategy, Strategy and Operations
Mixed · Course · 1-4 Weeks
Skills you'll gain: Advertising, Communication, Digital Marketing, Entrepreneurship, Market Research, Marketing, Research and Design, Business Analysis, Customer Analysis, Social Media, Search Engine Optimization, Influencing, Media Strategy & Planning, Back-End Web Development, Mobile Development, Web Development
Beginner · Course · 1-3 Months
Skills you'll gain: Advertising, Communication, Digital Marketing, Marketing, Social Media, Entrepreneurship, Leadership and Management, Market Research, Research and Design, Sales, Strategy, Strategy and Operations, Business Analysis, Customer Analysis, Business Psychology, Marketing Psychology, Media Strategy & Planning
Mixed · Course · 1-4 Weeks
Skills you'll gain: Data Analysis, R Programming, Data Visualization, Plot (Graphics), Data Management, SQL, Exploratory Data Analysis, Data Mining, Databases, Basic Descriptive Statistics, General Statistics, Data Visualization Software, Statistical Programming, Data Analysis Software, Interactive Data Visualization, Statistical Visualization, Statistical Analysis, Big Data, Business Analysis, Microsoft Excel, Probability & Statistics, Spreadsheet Software, Database Theory, Regression, Statistical Tests, Data Science, Data Structures, Software Visualization, Machine Learning, User Experience, Probability Distribution, NoSQL, Python Programming, Applied Machine Learning, Deep Learning, Estimation, Geovisualization, Linear Algebra, Machine Learning Algorithms, Machine Learning Software, SAS (Software), Spatial Data Analysis, Statistical Machine Learning, Cloud Computing, Data Architecture, Data Model, Data Warehousing, Database Administration, Database Application, Database Design, Mathematics, Visualization (Computer Graphics), Accounting, Advertising, Apache, Communication, Computational Logic, Computer Programming, Extract, Transform, Load, Leadership and Management, Marketing, Operating Systems, Professional Development, Programming Principles, System Programming, Theoretical Computer Science
Beginner · Professional Certificate · 3-6 Months
Skills you'll gain: Deep Learning, Machine Learning, Artificial Neural Networks, Python Programming, Statistical Programming, Machine Learning Algorithms, Linear Algebra, Applied Machine Learning, Statistical Machine Learning, Dimensionality Reduction, Feature Engineering, Probability & Statistics, Business Psychology, Entrepreneurship, Machine Learning Software, Computer Vision, Marketing, General Statistics, Natural Language Processing, Computer Programming, Leadership and Management, Project Management, Regression, Sales, Strategy, Strategy and Operations, Tensorflow, Differential Equations, Mathematics, Applied Mathematics, Decision Making, Supply Chain Systems, Supply Chain and Logistics, Advertising, Communication, Estimation, Forecasting, Mathematical Theory & Analysis, Statistical Visualization, Algorithms, Theoretical Computer Science, Bayesian Statistics, Calculus, Probability Distribution, Statistical Tests, Big Data, Computer Architecture, Computer Networking, Data Management, Human Computer Interaction, Network Architecture, User Experience, Algebra, Computational Logic, Computer Graphic Techniques, Computer Graphics, Data Structures, Data Visualization, Hardware Design, Interactive Design, Markov Model, Network Model
Intermediate · Specialization · 3-6 Months
Skills you'll gain: Machine Learning, Applied Machine Learning, DevOps, Python Programming, Statistical Programming, Tensorflow, Exploratory Data Analysis, Feature Engineering, Probability & Statistics, Cloud Computing, Data Management, Data Warehousing, Extract, Transform, Load, Computer Programming, Computer Vision, Deep Learning, Advertising, Business Analysis, Change Management, Communication, Computer Networking, Data Analysis, Data Visualization, Estimation, General Statistics, Leadership and Management, Machine Learning Algorithms, Marketing, Network Security, Security Engineering, Security Strategy, Statistical Visualization, Strategy and Operations
Advanced · Specialization · 3-6 Months
Skills you'll gain: Digital Marketing, Marketing, Media Strategy & Planning, Sales, Communication, E-Commerce, Entrepreneurship, Leadership and Management, Storytelling, Strategy, Strategy and Operations, Advertising, Computer Networking, Customer Relationship Management, Customer Success, Data Analysis, Data Visualization, Finance, Market Research, Mathematical Theory & Analysis, Mathematics, Networking Hardware, Research and Design, Search Engine Optimization, Social Media, Web Development
Beginner · Course · 1-4 Weeks
Skills you'll gain: Finance, Leadership and Management, Risk Management, Probability & Statistics, Strategy and Operations, Entrepreneurship, Investment Management, Marketing, Human Resources, Business Psychology, Regulations and Compliance, Research and Design, Sales, Strategy, Accounting, Audit, Budget Management, Business Analysis, Business Research, Change Management, Collaboration, Communication, Compensation, Critical Thinking, Design and Product, Leadership Development, Organizational Development, Packaging and Labeling, Product Lifecycle, Project Management, Social Media, Advertising, Influencing, Storytelling
Beginner · Specialization · 3-6 Months
Skills you'll gain: Entrepreneurship, Strategy, Entrepreneurial Finance, Finance, Marketing, Research and Design, Decision Making, Human Resources, Innovation, Accounting, Advertising, Business Analysis, Communication, Financial Accounting, Financial Management, Investment Management, Market Research, Recruitment, B2B Sales, Brand Management, Business Design, Business Research, Customer Analysis, Customer Relationship Management, Data Analysis, Digital Marketing, Financial Analysis, Human Resources Operations, Leadership Development, Leadership and Management, Persona Research, Planning, Sales, Survey Creation, Visual Design, Business Process Management, Business Psychology, Design and Product, Forecasting, General Accounting, Market Analysis, Media Strategy & Planning, Organizational Development, Probability & Statistics, Product Development, Product Management, Product Marketing, Public Relations, Strategy and Operations, Supply Chain and Logistics
Beginner · Specialization · 3-6 Months
Skills you'll gain: Probability & Statistics, Bioinformatics, Computer Programming, Statistical Programming, Python Programming, Data Analysis, R Programming, Theoretical Computer Science, Algorithms, Business Analysis, General Statistics, Statistical Analysis, Data Analysis Software, Computer Programming Tools, Biostatistics, Other Programming Languages, Software Engineering, Big Data, Data Management, Data Visualization, Amazon Web Services, Cloud Applications, Cloud Computing, Cloud Platforms, Statistical Tests, Basic Descriptive Statistics, Computational Thinking, Exploratory Data Analysis, Human Computer Interaction, Software Architecture, User Experience, Accounting, Advertising, Communication, Computer Graphics, Financial Analysis, Graphics Software, Marketing
Intermediate · Specialization · 3-6 Months
Advertising is the promotion of products or services to the public, and an effective advertising strategy is essential to the success of any for-profit company. This field has grown more important, as well as more complex, since the advent of the digital era. In addition to traditional print, radio, and TV ads, today’s digital marketing professionals have many more channels to use as well as greater control over the audience these channels reach.
Google Ads search advertising is a quintessential example of this new era; while similar in format to print ads, the power of Google’s search algorithms and user data allow advertisers to target ads so that they are displayed only to users likely to be interested in their products, and to pay only when these ads are successful in garnering clicks. Social media marketing such as Facebook advertising and Twitter advertising also allows for user-specific targeting of ads that can use images as well as text.
There are also new opportunities for longer-form advertising. Native advertising uses the same format of the usual content of a publication, has expanded beyond traditional “advertorials” to include sponsored content on social media as well as branded content such as white papers. These formats may offer a means to convey more complex value propositions that can be particularly effective in business-to-business sales.
Regardless of the channel used, today’s advertising professionals also have sophisticated marketing performance measurement and management tools to evaluate their effectiveness. That means that success in this field requires more than a knack for coming up with a memorable message - you also need to have skills in analytics to understand your results, iterate, and optimize.
Advertising expertise is an in-demand skill, but successful careers in this area - much like the evolution of the industry itself - increasingly depend on selling in the digital realm. Thus, today’s advertising professionals must keep up to date with the latest digital platforms and continually learn new skills to stay ahead of the curve in this rapidly evolving field.
Experienced digital marketing specialists may work their way up through the ranks in advertising agencies and other organizations to become advertising and promotions managers. These high-level professionals are in charge of planning and carrying out ad campaigns across all forms of media, and must be able to understand the advertising goals of clients as well as manage staff responsible for executing on their vision. According to the Bureau of Labor Statistics, advertising and promotions managers earned a median annual wage of $125,510 in 2019.
Absolutely! Digital marketing courses and Specializations have long been some of the most popular learning content available on the Coursera platform, and the online format is an ideal medium for developing skills in the sophisticated digital tools and strategies available to today’s advertising professionals.
With the opportunity to learn remotely from top-ranked schools like Duke University, University of Colorado Boulder, and the University of Illinois Urbana-Champaign, online courses through Coursera give you the opportunity to learn about advertising from leading experts and faculty on a flexible schedule and a lower cost than on-campus students.
Before starting to learn advertising, it helps to understand the fundamentals of writing and public speaking. Advertisers rely heavily on their communication skills as they try to persuade consumers to make a purchase or take some other type of action. Knowledge of psychology can also be useful because you'll need to understand what motivates people. Although traditional forms of advertising have involved mediums such as billboards, newspaper ads, and brochures, much of today's advertising efforts take place online. So, it helps to have a firm grasp of basic computer skills as well.
People who are creative and persuasive are well suited for roles in advertising. Advertising jobs require you to take a product or service and make it relevant and appealing to consumers. So, you'll need to test out creative approaches to getting your message across to a target demographic. Depending on the specific role, it might also help to have an extroverted personality and a willingness to step in front of a camera. However, many advertising jobs, such as graphic designer and commercial script writer, involve working behind the scenes.
Learning advertising could be the right path for anyone who has a passion for promoting their own works or the works of other people. Developing advertising skills is especially useful for people who plan to launch their own business, whether it's a for-profit or nonprofit service. Even if you don't personally plan to start a business, your advertising skills may help someone you know spread the word about their latest invention or new start-up. Independent contractors can also benefit from learning about advertising. For self-employed individuals, knowing how to stand out in a crowded field and catch the attention of potential clients is important for ongoing success.