- Self-paced
- Course from 585 €
- Fee-based Certificate
Fundamentals of Digital Marketing, Social Media, and E-Commerce
You can't access an archived course
- 6 Sequences
- Intermediate Level
Course details
Syllabus
Module 1: BEHAVIORAL FOUNDATIONS
- Overall Introduction to the Course
- Online-Offline Overview
- New Business Models of the Digital Economy: Principles and Examples
- Introduction to GRAVITY (Geography, Resistance, Adjacency, Vicinity, Isolation, Topography and You)
Module 2: NEW FORMS OF INTERACTION
- Frictions and Commerce
- Variety and the Digital Economy
- Online-Offline Interaction and the Omni Channel World
- Reputation and Reviews
- Networks
Module 3: TOOLS AND PRINCIPLES
- Introduction to Digital Marketing Assets
- Digital Marketing Tools and Tactics: A Taxonomy
- Online Advertising: Approaches and Principles
- Earned and Integrated Media
- Mobile Engagement
Module 4: NEW MEDIA PLATFORMS
- Networks Effects
- Social Advertising and Social Targeting
- Viral Product Features and Viral Content
- Organic Celebrity, Persuasion, and Sentiment
- Online Community and Models of Influence
Prerequisite
Instructors
David Bell
Marketing Expert
The Wharton School of the University of Pennsylvania
Editor
Platform
Harvard University, the Massachusetts Institute of Technology, and the University of California, Berkeley, are just some of the schools that you have at your fingertips with EdX. Through massive open online courses (MOOCs) from the world's best universities, you can develop your knowledge in literature, math, history, food and nutrition, and more. These online classes are taught by highly-regarded experts in the field. If you take a class on computer science through Harvard, you may be taught by David J. Malan, a senior lecturer on computer science at Harvard University for the School of Engineering and Applied Sciences. But there's not just one professor - you have access to the entire teaching staff, allowing you to receive feedback on assignments straight from the experts. Pursue a Verified Certificate to document your achievements and use your coursework for job and school applications, promotions, and more. EdX also works with top universities to conduct research, allowing them to learn more about learning. Using their findings, edX is able to provide students with the best and most effective courses, constantly enhancing the student experience.