About this Course
16,648 recent views

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 15 hours to complete

Suggested: 10 hours/week...

English

Subtitles: English

What you will learn

  • Check

    Identify key digital advertising types in digital advertising

  • Check

    Understand key terms and metrics in digital advertising

  • Check

    Comprehend the advertising lumascape, including: advertising agencies, DSPs, DMPs, and SSPs. 

  • Check

    Be critical of pros and cons of various digital platforms, and how to be critical of claims made by demand side platforms

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 15 hours to complete

Suggested: 10 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Introduction: Display Advertising

5 videos (Total 39 min), 3 readings, 2 quizzes
5 videos
What is Digital Advertising8m
The Funnel & Effects7m
Metrics7m
Key Terms10m
3 readings
FCB grid10m
Seven things you should know about digital advertising this year10m
A Note About Discussions10m
2 practice exercises
1.15m
1.25m
Week
2
1 hour to complete

Search Advertising

3 videos (Total 25 min), 2 readings, 3 quizzes
3 videos
Process of Search10m
Advantages and Disadvantages of Search9m
2 readings
Sponsored search: an overview of the concept, history, and technology10m
What is search advertising and how does it work?10m
3 practice exercises
2.16m
2.25m
2.35m
Week
3
1 hour to complete

Banner and Video Advertising

6 videos (Total 24 min), 3 readings, 3 quizzes
6 videos
Advantages of Video6m
Disadvantages of Video4m
Future of Video1m
Disadvantages of Rich Media2m
Future of Rich Media1m
3 readings
How video advertising will dominate the next decade10m
Is the static banner’s demise finally near?10m
What is rich media?10m
3 practice exercises
3.15m
3.25m
3.35m
Week
4
2 hours to complete

Social Media Advertising

5 videos (Total 54 min), 2 readings, 3 quizzes
5 videos
Future of Social Media12m
Social Media Basics12m
Advantages and Disadvantages of Social Media11m
Social Media Tips11m
2 readings
Social network sites: Definition, history, and scholarship10m
Seven simple social media moves that work10m
3 practice exercises
4.110m
4.210m
4.37m

Instructor

Image of instructor, Chris J. Vargo

Chris J. Vargo

Assistant Professor
College of Media, Communication and Information

About University of Colorado Boulder

CU-Boulder is a dynamic community of scholars and learners on one of the most spectacular college campuses in the country. As one of 34 U.S. public institutions in the prestigious Association of American Universities (AAU), we have a proud tradition of academic excellence, with five Nobel laureates and more than 50 members of prestigious academic academies....

About the Digital Advertising Strategy Specialization

This specialization takes a critical look at digital advertising tactics for small business. Students will learn how to generate and launch ad campaigns on small budgets with limited-to-no design skills. These courses include: 1) search (Google Ads), 2) social media (Facebook, Instagram and Twitter) and 3) native advertising (Taboola). Students who complete our search course will also gain a résumé credential through the official Google Ads Search Certification and a certification through programmatic advertising leader, The Trade Desk....
Digital Advertising Strategy

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.