This course is part of the E-Marketing Specialization

4.7
stars
77 ratings

Stephane Muller

3,813 already enrolled

Offered By

E-Marketing SpecializationUniversity of California, Irvine

About this Course

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Welcome to Course 2 of the E-Marketing Specialization: Strategies for Converting and Retaining Customers Online. In this course, we will begin with an introduction to Search Engine Marketing. We will then explore elements of an effective marketing campaign, landing pages, and strategies for converting and retaining your customer base. 
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:
- Explore how to leverage keywords and search engine marketing in your ad campaigns
- Develop a sample pay per click (PPC) ad campaign that aligns with your marketing goals
- Analyze a landing page and identify successful and unsuccessful elements
- Recognize how to apply calls-to-action to increase customer conversion
- Identify tactics of customer conversion and retention to add to your digital marketing plan

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.

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Course 2 of 3 in the

E-Marketing Specialization

Beginner Level

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

Approx. 10 hours to complete

English

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What you will learn

Explore how to leverage keywords and search engine marketing in your ad campaigns
Analyze a landing page and identify successful and unsuccessful elements
Identify tactics of customer conversion and retention to add to your digital marketing plan

Skills you will gain

Landing Page
Marketing
ad campaigns
Search Engine Marketing
PPC

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 2 of 3 in the

E-Marketing Specialization

Beginner Level

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

Approx. 10 hours to complete

English

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

Try Coursera for Business

Instructor

Instructor rating

4.56/5 (27 Ratings)

Stephane Muller

39,327 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.

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Introduction to Search Engine Marketing

2 hours to complete

1 video (Total 7 min), 3 readings, 1 quiz

Week2

Week 2

3 hours to complete

Pay-Per-Click (PPC) and Search Engine Optimization (SEO)

Welcome to Module 2: Pay-Per-Click (PPC) and Search Engine Optimization (SEO). In this module, we will explore aspects of the PPC online marketing strategy. We will cover the main differences between paid and organic search engine optimization models, and how each model will affect the search results your potential customers will find. Finally, we will use this knowledge to weigh the pros and cons of each strategy and discuss how to decide which one is best for your business or website.

3 hours to complete

3 readings

Week3

Week 3

3 hours to complete

Landing Pages

Welcome to Module 3: Landing Pages. In this module, we will explore the elements of an effective landing page and which aspects to focus on for successful conversion. We will review what mistakes to avoid when building a landing page and common problems to consider. And finally, we will build on the concepts you have learned in the previous modules to draw connections between various search engine marketing models and how they influence landing pages in terms of advertisement rankings and quality scores.

3 hours to complete

1 video (Total 2 min), 4 readings, 1 quiz

Week4

Week 4

3 hours to complete

Conversion and Retention

Welcome to Module 4: Conversion and Retention. In this module, you will begin to think about conversion as a journey that the customer takes. You will also study how you can influence this journey with a creative digital strategy. You will then discuss tactics for achieving audience conversion before moving onto a lesson about the final step in the process: retention. You will learn why retention is so important in a sales strategy and the digital tactics that contribute to retaining customers. Finally, you will study microsites and how they can be instrumental in reaching the target niche audiences for your website or business.

3 hours to complete

1 video (Total 2 min), 5 readings, 1 quiz

Reviews

4.7

11 reviews

5 stars
75.32%
4 stars
20.77%
3 stars
2.59%
1 star
1.29%

TOP REVIEWS FROM STRATEGIES FOR CONVERTING AND RETAINING CUSTOMERS ONLINE

by MMAug 26, 2021

This course provides essential materials in order to acquaintance with the latest tools about search engine marketing. I strongly recommend it.

by HNFeb 14, 2022

I've learned a lot through this course. 100% helpful in the real world.

by MMMar 29, 2021

So far the content has been easy to follow and interesting for beginners. I am happy with the course work.

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.

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Strategies for Converting and Retaining Customers Online

About this Course

What you will learn

Skills you will gain