About this Course
Digital advertising is a complex, technology-driven facet of marketing. In this course, you’ll develop high-level comprehension of the digital advertising ecosystem — buyers and sellers of advertising, target customers, and digital brokers that connect the parties and make split-second transactions. Learn about the various ways to buy and deliver a digital ad to a customer — paid search, paid social, display, video and mobile advertising — and how to reach that customer effectively through selected key words and retargeting.
The course will also cover email marketing, an integral part of the digital marketing approach at many organizations. We’ll explore the key capabilities of this important channel and learn how to use data and technology to increase email marketing impact.
What You’ll Learn
- Approaches to advertising research and attribution
- How to target paid media
- Overview and best practices for digital advertising
- Email marketing principles and techniques
Get Hands-On Experience
You'll build a media plan for a mock company.