Digital Marketing Fundamentals
Master essential digital marketing strategies including mobile marketing, social media, omnichannel approaches, and marketing mix modeling for business success.
Master essential digital marketing strategies including mobile marketing, social media, omnichannel approaches, and marketing mix modeling for business success.
This comprehensive digital marketing course explores how the digital economy transforms business and social institutions. Students learn about navigating the evolving digital landscape, understanding online-offline dynamics, and implementing effective digital marketing strategies. The course covers key areas including behavioral foundations, network formation, reputation building, and various marketing channels. Special emphasis is placed on mobile marketing, social media strategies, and marketing mix modeling. The curriculum provides practical examples and theoretical frameworks to help professionals succeed in the digital age.
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What you'll learn
Develop comprehensive digital marketing strategies
Master inbound and outbound marketing techniques
Implement effective mobile marketing campaigns
Understand omnichannel marketing approaches
Apply attribution and marketing mix modeling
Leverage social media for business growth
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, Exams
Access on Mobile, Tablet, Desktop
Limited Access access
Shareable certificate
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There are 6 modules in this course
The course explores four main themes: understanding behavioral foundations of the online-offline landscape, examining new forms of interaction and network formation, implementing digital marketing tools and principles, and leveraging new media platforms. Students learn about inbound and outbound marketing, mobile marketing strategies, multi-sided platforms, omnichannel marketing approaches, and attribution modeling. The curriculum combines theoretical knowledge with practical applications to provide a comprehensive understanding of digital marketing fundamentals.
Digital Marketing Strategy
Module 1
Inbound and Outbound Marketing
Module 2
Mobile Marketing
Module 3
Multi-Sided Platforms
Module 4
OmniChannel Marketing
Module 5
Attribution and Marketing Mix Modeling
Module 6
Fee Structure
Instructors
7 Courses
Leading Expert in Marketing Analytics and Digital Innovation
Dr. P.K. Kannan serves as Dean's Chair in Marketing Science and Associate Dean for Strategic Initiatives at the University of Maryland's Robert H. Smith School of Business, where he combines expertise in marketing analytics with digital innovation. After completing his PhD in Management from Purdue University, he has established himself as one of the world's most influential marketing scholars, recognized among the top 2% most-cited researchers globally. His work spans multiple areas including digital marketing, attribution modeling, and customer relationship management, earning numerous prestigious awards including the EMAC Distinguished Marketing Scholar Award 2024, John Little Best Paper Award, and multiple AMA/MSI Paul Root Awards. As Editor-in-Chief of the International Journal of Research in Marketing (2018-2021) and through his current editorial roles with leading journals, he continues to shape the field while developing innovative approaches to marketing challenges. His research has attracted substantial funding from organizations including the National Science Foundation and PricewaterhouseCoopers, while his expertise is demonstrated through successful consulting engagements with major corporations like IBM, Frito-Lay, and Black & Decker. Through his teaching of marketing modeling, pricing, and digital marketing in executive programs, he helps bridge advanced analytics with practical applications while maintaining active research in emerging areas of marketing science. His achievements include multiple Distinguished Teaching Awards and the UMD Distinguished Scholar-Teacher Award, reflecting his commitment to both research excellence and educational innovation in marketing.
5 Courses
Leading Expert in Digital Marketing Analytics and Platform Economics
Dr. Lingling Zhang serves as Associate Professor of Marketing and Associate Dean (MBA) at CEIBS, after previously serving as Assistant Professor at the University of Maryland's Robert H. Smith School of Business. After completing her DBA in Marketing from Harvard Business School, MA in Applied Statistics from University of Michigan, and degrees in Information Science from Nanjing University, she has established herself as an influential researcher in digital marketing and platform economics. Her work focuses on using large-scale field data to understand market competition and consumer behavior, particularly in digital platforms and healthcare marketing. Through her teaching of marketing analytics and research methods at Maryland, she earned the Distinguished Teaching Award every year from 2016 to 2020 and the Allen J. Krowe Award for Teaching Excellence. Her expertise particularly shines in combining machine learning with causal inference to examine consumer behavior, demonstrated through her influential work on price bargaining in online platforms and seller communication effectiveness. Currently leading CEIBS's MBA program while maintaining active research in AI-powered consumer insights, she continues to advance understanding of digital marketing while publishing in premier journals like Marketing Science, MIS Quarterly, and Decision Support Systems.
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