In this Specialization, you'll build practical digital marketing and AI skills across strategy, SEO, content, analytics, and campaign execution. You’ll begin with the marketing mix and explore how digital tools reshape product, promotion, placement, and price through co-creation, user-generated content, new retail, pay-what-you-want, and freemium pricing.
You’ll then connect strategy to the customer journey. You’ll learn how marketers use channel planning, segmentation, personalization, attribution, and AI tools to reach audiences with the right message. You’ll practice SEO through keyword research, on-page updates, link-building, audits, schema markup, Search Console, and Google Analytics.
You’ll use GenAI tools and prompts to create briefs, metadata, ads, social posts, product copy, emails, variants, and JSON-LD while checking privacy, bias, copyright, hallucination risk, and brand fit. You’ll also apply Python analytics to experiments, prediction, sentiment, segmentation, churn, and CLV.
By the end, you'll be able to:
Develop AI-ready digital marketing strategies across channels, touchpoints, and journeys.
Optimize SEO and content workflows with keyword research, GenAI prompts, schema, and analytics.
Plan content operations with audits, inventories, journey maps, editorial calendars, and governance.
Measure marketing impact using experiments, ML prediction, text analysis, churn, and CLV.
Applied Learning Project
Throughout this Specialization, you’ll gain applied experience through case analysis, assignments, guided labs, analytics demos, and final projects. You’ll examine how digital brands use customer participation, platform strategy, emerging media, AI, and omnichannel touchpoints to engage audiences.
You’ll practice common marketing workflows by building SEO plans, researching keywords, shaping content briefs, improving blog content, writing metadata, creating multilingual variations, and generating schema markup with GenAI support.
You’ll also work through data and content operations activities, including campaign analysis, product adoption prediction, review sentiment analysis, customer segmentation, churn, CLV, content audits, personas, journey maps, calendars, governance, and performance measurement.
