This course is part of the E-Marketing Specialization

4.7
stars
202 ratings

Stephane Muller

7,324 already enrolled

Offered By

E-Marketing SpecializationUniversity of California, Irvine

About this Course

5,540 recent views

Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals. 
You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan. 

Our learning goals for this course are to:

- Recognize the current landscape of the digital business environment.
- Develop an audience persona based on a target audience.
- Identify strategies to define, attract, and engage your audience online.
- Review an e-commerce experience and discuss how to improve customer experience.
- Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 1 of 3 in the

E-Marketing Specialization

Beginner Level

No prior experience is required, however some familiarity with basic marketing concepts is helpful.

Approx. 13 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

What you will learn

Develop an audience persona based on a target audience.
Identify strategies to define, attract, and engage your audience online.
Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Skills you will gain

Marketing
Brand Management
Experience Design
Social Media
E-Commerce

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 1 of 3 in the

E-Marketing Specialization

Beginner Level

No prior experience is required, however some familiarity with basic marketing concepts is helpful.

Approx. 13 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.66/5 (74 Ratings)

Stephane Muller

39,489 Learners

12 Courses

Offered by

University of California, Irvine

Since 1965, the University of California, Irvine has combined the strengths of a major research university with the bounty of an incomparable Southern California location. UCI’s unyielding commitment to rigorous academics, cutting-edge research, and leadership and character development makes the campus a driving force for innovation and discovery that serves our local, national and global communities in many ways.

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

Learn more about Coursera for Business

Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Introduction to Digital Marketing

Welcome to Module 1: Introduction to Digital Marketing. In this module we will begin with an exploration of some common digital marketing terms and concepts you should be familiar with, and then we will take a look at the basic structures and models of doing business online. Finally, we will discuss how a brand’s identity and digital presence work together to help you connect with your audience.

2 hours to complete

4 readings

Week2

Week 2

4 hours to complete

Identifying & Defining Your Audience

Welcome to Module 2: Identifying & Defining Your Audience. In this module we will review strategies for identifying and defining your audience online, and we will explore how to develop an audience persona to represent a segment of your target audience. We will also explore how a well-crafted value proposition can be used to connect with you audience and communicate what makes you distinct from other brands.

4 hours to complete

1 video (Total 6 min), 5 readings, 1 quiz

Week3

Week 3

4 hours to complete

Attracting & Building Your Audience

Welcome to Module 3: Attracting & Building Your Audience. In this module we will review the main stages of the customer's journey and then focus on acquisition strategies for building your audience. We will cover a variety of different acquisition techniques to attract and build your audience, and discuss how a smooth e-commerce experience can ensure that your visitors stay engaged with your website. We will also explore the role of social media in building your audience, and how to use your marketing goals and objectives to select the right platforms.

4 hours to complete

8 readings

Week4

Week 4

3 hours to complete

Maintaining & Engaging Your Audience

3 hours to complete

1 video (Total 2 min), 3 readings, 1 quiz

Reviews

4.7

54 reviews

5 stars
79.70%
4 stars
12.87%
3 stars
5.44%
2 stars
0.49%
1 star
1.48%

TOP REVIEWS FROM IDENTIFYING, ATTRACTING, AND GROWING YOUR DIGITAL AUDIENCE

by LRAug 1, 2021

Well structured concepts ready to be taken into action.

by MAFeb 4, 2021

Gave a great introduction to Digital Marketing. Thoroughly enjoyed the course!

by CCAug 8, 2021

Provided a lot of insights for those who do not have basic knowledge of Digital Marketing

by SPFeb 15, 2021

Great course with great resources and easy to understand.

View all reviews

About the E-Marketing Specialization

In this specialization, students will explore the continually evolving platforms and channels of digital marketing and learn how to define and build an audience through social media, search engine marketing, and website optimization. Areas of study include mobile-first marketing, microsites, and how to measure and track conversion through analytical tools. Get ready to review and practice the most relevant digital tactics for your marketing goals.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
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.

More questions? Visit the Learner Help Center.

Build employee skills, drive business results

Discover Coursera for Business

Identifying, Attracting, and Growing Your Digital Audience

About this Course

What you will learn

Skills you will gain