Digital Marketing Capstone

Digital Marketing Capstone

This course is part of Advanced Digital Marketing Specialization

Instructor: Pallassana K Kannan

Access provided by Abu Dhabi National Oil Company

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

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

2 assignments¹

AI Graded see disclaimer

Taught in English

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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.

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 readings Total 48 minutes

Welcome to the Digital Marketing Capstone 5 minutes
Getting Help 1 minute
Digital Marketing Strategy 2 minutes
Multi-sided Platforms and Social Media 3 minutes
Outbound Marketing 2 minutes
Multi-Channel & Attribution 3 minutes
SEO, Paid Search & Web Analytics 2 minutes
Online Testing and Recommendation Systems 2 minutes
Machine Learning 2 minutes
Big Data and Artificial Intelligence 2 minutes
Online Advertising 2 minutes
Big Data and Social Media 2 minutes
Customer Value, Firm Value, and Valuing Marketing Investment 3 minutes
Models for Acquisition and Retention 2 minutes
Selecting the Right Customer, B2B and B2C 3 minutes
Channel Decisions 2 minutes
AI Impact on Digital Marketing 5 minutes
AI and Social Engagement 5 minutes

1 assignment Total 10 minutes

Check Your Learning 10 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.