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Online Advertising & Social Media

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Online Advertising & Social Media

This course is part of Foundations of Digital Marketing Specialization

Instructor: Lauren Rhue

Included with

Learn more

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

3 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

3 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Plan impactful online campaigns using analytics, select the right platforms, and craft effective messages for digital advertising success.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

13 assignments

Taught in English

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

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Foundations of Digital Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

Building an online brand and outreach strategy are paramount to any online advertising and social media strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches to select the right networks and the right messages. You will explore relevant and trending concepts such as: online display advertisements, display ad campaigns, social media networks and big data and analytics. Be prepared to plan and allocate resources to the advertising that creates an impact.

Module details

In this first module, we will introduce you to the course and the objectives. You'll have the opportunity to meet your instructor, connect with your peers, and get familiar with the Coursera platform and support resources. Also, we will learn about online display advertisements and how we can calculate the return on investment on the display ad campaigns. Next, we dive into the basics of ad tracking and how this leads to customer engagement. Lastly, we focus on how to determine the true impact of display ads, and equally as important, the various regulations on customer privacy.

What's included

9 videos12 readings7 assignments2 discussion prompts1 plugin

9 videosTotal 42 minutes

Meet Your Instructor: Lauren Rhue1 minute
Meet Your Instructor: PK Kannan1 minute
Display Advertisement6 minutes
Ad Tracking Part 15 minutes
Ad Tracking Part 24 minutes
Display Ecosystem5 minutes
The Display Ad Ecosystem from the Firm's Perspective7 minutes
Evaluating the Impact6 minutes
Privacy and Its Impact7 minutes

12 readingsTotal 20 minutes

Welcome to the Online Advertising & Social Media Course!3 minutes
Getting Help1 minute
Introduction to Online Advertising2 minutes
Introduction to Display Advertisement1 minute
Bonus Material: The Beginner’s Guide To Digital Ad Fraud1 minute
Introduction to Ad Tracking1 minute
Introduction to Display Ecosystem1 minute
Introduction to The Display Ad Ecosystem from the Firm's Perspective1 minute
Introduction to Evaluating the Impact1 minute
Introduction to Privacy and Its Impact1 minute
Introduction to Best Network to Place Display Ads Scenario5 minutes
Choosing the Best Network to Place Display Ads Discussion Feedback2 minutes

7 assignmentsTotal 21 minutes

Best Network to Place Display Ads Scenario3 minutes
Display Advertisement3 minutes
Ad Tracking 3 minutes
Display Ecosystem3 minutes
The Display Ad Ecosystem from the Firm's Perspective3 minutes
Evaluating the Impact3 minutes
Privacy and Its Impact3 minutes

2 discussion promptsTotal 20 minutes

Meet Your Learning Group10 minutes
Choosing the Best Network to Place Display Ads Discussion10 minutes

1 pluginTotal 1 minute

Survey: What Are Your Learning Goals?1 minute

In this module, we will discuss various topics of interest in understanding big data, analytics, and social media. Social media platforms produce massive datasets and organizations use that data to make decisions. We will begin by defining big data, then identifying characteristics of big data and how big data transforms organizations. After, we will describe different types of analytics and discuss an example of sentiment analysis commonly used on social media big data. We will then describe ethical considerations and highlight the various industry and state laws that constrain the use of big data and analytics. We will close by discussing data visualization and the importance of communicating results to an audience.