Develop an E-Marketing Strategy for Your Business. Master strategies and tools for managing your audience online.

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Stephane Muller

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E-Marketing SpecializationUniversity of California, Irvine

What you will learn

Recognize the current landscape of the digital business environment and identify strategies to define, attract, and engage your audience online

Develop a digital marketing plan designed to meet your goals and objectives for any existing or new business, product, or service

Apply testing and analytics to optimize your marketing efforts and improve business outcomes

Develop an audience persona based on a target audience.

Skills you will gain

Marketing OptimizationSearch Engine Marketing (SEM)Social MediaMobile MarketingMarketing AnalyticsMarketingBrand ManagementExperience DesignE-CommerceLanding Pagead campaignssearch engine marketing

About this Specialization

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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.

Applied Learning Project

In this specialization, our goals are to:

-Recognize the current landscape of the digital business environment and identify strategies to define, attract, and engage your audience online

-Develop a digital marketing plan designed to meet your goals and objectives for any existing or new business, product, or service

-Create a marketing strategy that leverages social media, mobile marketing, and landing page best practices

-Apply testing and analytics to optimize your marketing efforts and improve business outcomes

Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

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

Approximately 3 months to complete

Suggested pace of 3 hours/week

English

Subtitles: English, Javanese, Vietnamese

Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Beginner Level

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

Approximately 3 months to complete

Suggested pace of 3 hours/week

English

Subtitles: English, Javanese, Vietnamese

How the Specialization Works

Take Courses

A Coursera Specialization is a series of courses that helps you master a skill. To begin, enroll in the Specialization directly, or review its courses and choose the one you'd like to start with. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. It’s okay to complete just one course — you can pause your learning or end your subscription at any time. Visit your learner dashboard to track your course enrollments and your progress.

Hands-on Project

Every Specialization includes a hands-on project. You'll need to successfully finish the project(s) to complete the Specialization and earn your certificate. If the Specialization includes a separate course for the hands-on project, you'll need to finish each of the other courses before you can start it.

Earn a Certificate

When you finish every course and complete the hands-on project, you'll earn a Certificate that you can share with prospective employers and your professional network.

There are 3 Courses in this Specialization

Course1

Course 1

Identifying, Attracting, and Growing Your Digital Audience

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63 ratings

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19 reviews

Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals.

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: - Recognize the current landscape of the digital business environment. - Develop an audience persona based on a target audience. - Identify strategies to define, attract, and engage your audience online. - Review an e-commerce experience and discuss how to improve customer experience. - Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Course2

Course 2

Strategies for Converting and Retaining Customers Online

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stars

16 ratings

•

2 reviews

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

Course3

Course 3

Mobile Marketing, Optimization Tactics, and Analytics

Welcome to Course 3 of the E-Marketing Specialization: Mobile Marketing Optimization Tactics, and Analytics. Our final course will start with an introduction to mobile marketing. The remaining modules will provide you with the knowledge needed to increase sales, boost engagement, and interpret website analytics. This course will culminate in a peer-reviewed activity, in which you will have the opportunity to apply all the skills you have learned throughout the previous courses in this series.

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: - Identify the elements of a mobile marketing strategy and examine the various considerations associated with choosing a mobile platform - Explore the various methods to enhance a mobile experience - Analyze and optimize marketing efforts to improve business outcomes - Develop a digital marketing plan designed to meet your goals and objectives

Instructor

Stephane Muller

12,304 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.

Frequently Asked Questions

What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Can I just enroll in a single course?
Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
Can I take the course for free?
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. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.
Is this course really 100% online? Do I need to attend any classes in person?
This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.
How long does it take to complete the Specialization?
Specialization can be completed in 12 weeks; 3 courses, 4 weeks apiece.
What background knowledge is necessary?
No marketing background is required, however a knowledge of basic marketing terms and concepts will be helpful.
Do I need to take the courses in a specific order?
It is recommended to take the courses in order:
Identifying, Attracting, and Growing your Digital Audience
Strategies for Converting and Retaining Customers Online
Mobile Marketing, Optimization Tactics, and Analytics
Course 3 includes a peer review activity that leverages the activities completed in Course 1 & 2 .
Will I earn university credit for completing the Specialization?
No university credit will be earned, however you will earn a certificate of completion.
What will I be able to do upon completing the Specialization?
After completing this specialization, learners will be able to:
Recognize the current landscape of the digital business environment and identify strategies to define, attract, and engage your audience online
Develop a digital marketing plan designed to meet your goals and objectives for any existing or new business, product, or service
Create a marketing strategy that leverages social media, mobile marketing, and landing page best practices
Apply testing and analytics to optimize your marketing efforts and improve business outcomes

More questions? Visit the Learner Help Center.