Fundamentals of Digital Marketing, Social Media, and E-Commerce

Archived
Course
en
English
12 h
This content is rated 0 out of 5

You can't access an archived course

Conditions
  • Self-paced
  • Course from 585 €
  • Fee-based Certificate
More info
  • 6 Sequences
  • Intermediate Level

You can't access an archived course

Their employees are learning daily with Edflex

  • Safran
  • Air France
  • TotalEnergies
  • Generali
Learn more

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

No specific prior knowledge is necessary, but a knowledge in marketing concepts around segmentation, branding, and customer analysis would be helpful. 

Instructors

David Bell
Marketing Expert
The Wharton School of the University of Pennsylvania

Editor

The Wharton School of the University of Pennsylvania

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.

This content is rated 4.5 out of 5
(no review)
This content is rated 4.5 out of 5
(no review)
Complete this resource to write a review