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Digital Marketing Capstone

Digital Marketing Capstone

This course is part of Advanced Digital Marketing Specialization

Instructor: Pallassana K Kannan

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Some related experience required

6 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Some related experience required

6 hours to complete

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

2 assignments¹

AI Graded see disclaimer

Taught in English

91%

of learners achieved a positive career outcome

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 Advanced 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 4 modules in this course

In the Digital Marketing Capstone, you will synthesize what you have learned from previous courses to develop a comprehensive digital marketing strategy tailored to real-world business objectives. Over two intensive weeks, students will create, analyze, and refine a data-driven marketing plan that targets a specific audience and is optimized across multiple digital channels. The course emphasizes advanced digital marketing analytics to uncover actionable insights, guiding strategies toward measurable success. Participants will design integrated online advertising campaigns, spanning social media, search, and display channels, and develop customer acquisition and retention tactics aimed at maximizing customer lifetime value. By the end of the course, students will produce a peer-reviewed, professional-quality digital marketing strategy, demonstrating their ability to make data-driven decisions, engage the right audiences, and deliver impactful marketing results. This capstone serves as the final step in the Digital Marketing Specialization, allowing students to showcase their skills and prepare for success in the digital marketing industry.

Module details

In the first module, you will be introduced to the Digital Marketing Capstone and its objectives. We will briefly review the key concepts covered throughout the Digital Marketing Specialization before transitioning to hands-on projects. These projects are designed to help you create integrated campaigns, optimize customer acquisition and retention strategies, and develop a professional-quality digital marketing plan that demonstrates your expertise across various channels.

What's included

18 readings1 assignment

18 readingsTotal 48 minutes

Welcome to the Digital Marketing Capstone5 minutes
Getting Help1 minute
Digital Marketing Strategy2 minutes
Multi-sided Platforms and Social Media3 minutes
Outbound Marketing2 minutes
Multi-Channel & Attribution3 minutes
SEO, Paid Search & Web Analytics2 minutes
Online Testing and Recommendation Systems2 minutes
Machine Learning2 minutes
Big Data and Artificial Intelligence2 minutes
Online Advertising2 minutes
Big Data and Social Media2 minutes
Customer Value, Firm Value, and Valuing Marketing Investment3 minutes
Models for Acquisition and Retention2 minutes
Selecting the Right Customer, B2B and B2C3 minutes
Channel Decisions2 minutes
AI Impact on Digital Marketing 5 minutes
AI and Social Engagement 5 minutes

1 assignmentTotal 10 minutes

Check Your Learning10 minutes

In this module, you will advance your digital marketing expertise by analyzing complex data and strategies to uncover actionable insights. You’ll evaluate campaign performance metrics, critique the digital marketing approaches of leading industry players, and apply these learnings to develop innovative strategies for competitive advantage. By combining analytical rigor with strategic creativity, this module will prepare you to tackle real-world challenges and refine your approach to customer engagement and conversions across digital channels.

What's included

2 readings1 assignment1 discussion prompt

This module focuses on creating a comprehensive digital marketing plan that synthesizes learned concepts into actionable strategies. Learners will craft a professional draft, develop customer acquisition and retention proposals, and refine their work through self-assessment and peer feedback.

What's included

3 readings2 discussion prompts

Welcome to the culminating module of your Digital Marketing Capstone Course, where you will bring together all the knowledge and skills you’ve developed throughout the specialization. This final module focuses on synthesizing strategic insights, designing actionable marketing frameworks, and demonstrating your ability to create a comprehensive, realistic, and impactful digital marketing plan. As you complete this capstone project, you’ll not only solidify your expertise but also showcase your ability to craft strategies that drive customer acquisition, engagement, and retention in the dynamic world of digital marketing.