Digital Marketing Strategy
Master digital marketing strategy with practical skills to identify opportunities, analyze competitors, and create impactful campaigns for business growth.
Master digital marketing strategy with practical skills to identify opportunities, analyze competitors, and create impactful campaigns for business growth.
This comprehensive course equips you with practical digital marketing skills essential for modern business success. You'll explore the evolving digital landscape and learn how to leverage digital technologies for business growth. The curriculum covers creating user personas, conducting competitor analysis, and developing effective digital marketing strategies. You'll learn to create innovative content, understand technological changes affecting marketing, and implement digital policies. The course culminates in developing your own digital marketing strategy, enabling you to outperform competitors and achieve business objectives.
4.5
(82 ratings)
1,20,026 already enrolled
Instructors:
Ewelina Lacka
Vrinda Narain
English
English
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What you'll learn
Create effective digital marketing strategies aligned with business goals
Develop detailed user personas for target audience understanding
Conduct comprehensive competitor analysis and audits
Create innovative and impactful digital content
Understand key changes in the digital landscape
Implement digital policies and best practices
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, Exams
Access on Mobile, Tablet, Desktop
Limited Access access
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There are 8 modules in this course
This comprehensive digital marketing course focuses on developing practical skills for modern business success. Students learn to navigate the digital marketing landscape, understand consumer behavior through persona creation, and conduct effective competitor analysis. The course covers crucial aspects like digital technology impact, content creation, and policy implementation. Through hands-on projects and real-world case studies, participants learn to develop and implement effective digital marketing strategies that align with business objectives. The curriculum emphasizes both theoretical understanding and practical application, preparing students to tackle real-world digital marketing challenges.
Why digital matters?
Module 1
The impact of digital on product
Module 2
The impact of digital on value proposition
Module 3
Changes in technology a marketer has to be aware of
Module 4
Digital policies
Module 5
The persona and its journey
Module 6
Competitor analysis
Module 7
Final Project: Digital Marketing Strategy development
Module 8
Fee Structure
Instructors
Ewelina Lacka
4 Courses
A Leading Expert in Digital Marketing and Technology Innovation
Ewelina Lacka serves as Reader in Digital Marketing & Analytics and Head of Marketing Group at the University of Edinburgh Business School, where she has established herself as a prominent researcher in digital technology adoption and implementation. After completing her PhD from the University of East Anglia exploring e-commerce and online shopping, she held positions at the Universities of Strathclyde and Glasgow before joining Edinburgh. Her research spans multiple areas including digital marketing, technology adoption, social media analytics, and big data, with over 2,200 citations to her work. She has published extensively in prestigious journals, including the Journal of Marketing, and has served as a Guest Editor for leading international journals such as Industrial Marketing Management. Beyond her academic contributions, she has developed the Professional Certificate in Digital Marketing Fundamentals on EdX and regularly engages with industry practitioners in collaborative research. Her expertise encompasses e-commerce, social media, self-service technologies, virtual and augmented reality, and the Internet of Things, while maintaining a strong focus on enhancing student learning through digital technologies. As Deputy Director of Research (Impact), she continues to bridge the gap between academic research and practical applications in digital marketing.
Vrinda Narain
4 Courses
A Rising Expert in Digital Marketing and Education
Vrinda Narain serves as a Teaching Assistant at the University of Edinburgh Business School, where she specializes in digital marketing education. After graduating from the University of Edinburgh with a Marketing degree in 2021, she has established herself in both academic and practical digital marketing roles. Her experience includes working as a digital marketing intern with the university's online learning team and serving as a Business School student ambassador. She currently contributes to the Digital Marketing Fundamentals Professional Certificate program on edX alongside senior faculty members, helping to shape the next generation of digital marketers. Beyond academia, Narain has worked with small businesses in Scotland to enhance their digital marketing practices during the pandemic, covering both B2B and B2C marketing strategies, organizing digital marketing workshops, creating performance reports, and managing social media campaigns. Her expertise spans digital technology adoption, social media management, and performance analytics, making her a valuable bridge between academic theory and practical application in digital marketing.
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4.5 course rating
82 ratings
Frequently asked questions
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