Marketing rarely fails from a lack of tools; it fails from a missed pitch, a mistimed campaign, or a channel nobody tested. This Specialization builds the judgment marketers need across four skill areas: writing pitches and media relationships in public relations, adapting strategy and communication during a crisis, engaging Gen Z through TikTok, Instagram, and other emerging platforms, and building a marketing analytics stack with Google Analytics 4, Google Tag Manager, and Looker Studio. By the end, you'll plan a PR campaign free of common mistakes, lead a brand through a crisis with confidence, build community-first content for younger audiences, and prove your marketing results with clean, blended data.
Applied Learning Project
Through hands-on projects, you'll draft a media pitch and build a spokesperson plan, respond to a live unfolding crisis with a prioritized action list, build a TikTok and Instagram content plan for a Gen Z audience, and build a blended Looker Studio dashboard that reports ROI across platforms.
