The proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following “Digital Media and Marketing Principles,” this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in integrated marketing communication.

Heat up your career with 40% off top courses from Google, Adobe, and more. Save today.


Digital Marketing Implementation: Executing Strategies in a Connected, Data-Driven World
This course is part of Digital Marketing Specialization


Instructors: Mike Yao
138,874 already enrolled
Included with
(3,150 reviews)
What you'll learn
Strategically develop a digital marketing communication plan.
Appropriately relate your marketing goals with the communication strategies and the channels.
Effectively employ the right tools and strategies to amplify the impact of your digital campaign through digital and social media.
Identify the key performance indicators and analyze the return on investment of a digital campaign.
Skills you'll gain
- Search Engine Optimization
- Social Media Marketing
- Marketing Strategies
- Paid media
- Marketing Effectiveness
- Social Media
- Web Analytics and SEO
- Customer Relationship Management
- Marketing Communications
- Content Marketing
- Integrated Marketing Communications
- Social Media Strategy
- Digital Marketing
- Consumer Behaviour
- Campaign Management
- Shared Media
- Business Risk Management
- Strategic Communication
- Digital Media Strategy
Details to know

Add to your LinkedIn profile
5 assignments
See how employees at top companies are mastering in-demand skills

Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate

There are 4 modules in this course
This module introduces contemporary dynamics of digital marketing, emphasizing that success in today's landscape is not about pushing messages but orchestrating seamless, human-centered experiences across multiple digital touchpoints. The module explores three core shifts defining the modern digital environment: the rise of the attention economy; the critical need for omnichannel, multi-touchpoint strategies; and the transformative impact of AI and automation on marketing execution. Through performing a comprehensive digital audit, assessing visibility, content quality, performance, along with analyzing competitive landscapes and mapping the customer journey. The module concludes by exploring the tools and frameworks for creating actionable marketing objectives grounded in strategic insights. Altogether, this module establishes a strategic mindset, encouraging marketers to think beyond channels and tactics, and instead focus on designing integrated, trust-building experiences tailored to real consumer behavior.
What's included
10 videos7 readings2 assignments1 plugin
This module focuses on creating cohesive, human-centered digital marketing strategies by exploring the interplay between channels and touchpoints. It emphasizes that modern marketing is no longer about managing isolated platforms but about designing seamless experiences that align with how people actually engage across devices and environments. Key topics include distinguishing between delivery channels (like websites, email, and social media) and customer touchpoints (specific moments of interaction), and understanding how these they combine to shape brand perception. The module highlights the central role of the website as a brand’s experience hub and introduces user experience (UX) and user interface (UI) design as essential components of marketing success. It also delves into enhancing discoverability through SEO and SEM, stressing the importance of understanding user intent across different search platforms. Finally, it explores the strategic use of social media, differentiating between organic content, paid promotion, and influencer engagement, and guiding learners to analyze engagement metrics critically. Altogether, this module equips learners to design integrated marketing experiences that feel connected, personalized, and relevant at every stage of the customer journey.
What's included
9 videos2 readings1 assignment
This module centers on the strategic execution of direct-to-consumer (DTC) communication and experience design in digital marketing. It explores how modern brands engage customers through personalized, behavior-driven channels such as email, SMS, and in-app messaging, emphasizing the shift from one-way promotions to relationship-focused interactions. The module underscores the importance of consent-based communication and demonstrates how automation and data insights can power timely, relevant, and human-centered messaging. It introduces experience design (XD) as a core strategic discipline, showing how connected touchpoints—from website visits to follow-up messages—can be orchestrated through CRM systems to deliver consistent, personalized journeys. By weaving together direct communication, behavioral triggers, and centralized data management, this module illustrates how brands can move from fragmented campaigns to seamless, trust-building experiences that adapt to each customer’s path.
What's included
9 videos2 readings1 assignment
This module focuses on strategic campaign evaluation and the evolving nature of brand communication in the digital era. It begins by emphasizing the importance of moving beyond isolated metrics (like clicks or likes) to assess overall campaign effectiveness through well-defined SMART goals that align with broader business strategy. Using a case study of HoneyCo’s skincare launch, the module illustrates how to measure outcomes across search, social, and CRM touchpoints, tracking real behavior rather than surface activity. It then explores how brand storytelling has shifted from traditional PR models to dynamic, many-to-many communication shaped by audience interaction and cultural context. This module will introduce frameworks for managing brand reputation across predictable and unpredictable events. The module concludes with forward-looking insights into the role of AI in marketing, framing it as a strategic force that must be thoughtfully integrated to support authentic, human-centered brand relationships.
What's included
9 videos4 readings1 assignment1 peer review1 plugin
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
Instructors

Offered by
Explore more from Marketing
- Status: Free Trial
University of Illinois Urbana-Champaign
- Status: Free Trial
University of Illinois Urbana-Champaign
- Status: Free Trial
Adobe
- Status: Free Trial
University of Illinois Urbana-Champaign
Why people choose Coursera for their career




Learner reviews
3,150 reviews
- 5 stars
71.62%
- 4 stars
20.21%
- 3 stars
4.69%
- 2 stars
1.77%
- 1 star
1.68%
Showing 3 of 3150
Reviewed on Oct 12, 2021
course was very good , i had enjoyed each session and learned a-lot , which i will make sure i can use all what i learn in my career path . a huge thanks to Professor Mike Yao
Reviewed on Feb 3, 2021
This is a useful and excellent course. This is where I want my career to go. I want to plan campaigns and also study analytics on helping with strategy as well as seeing results.
Reviewed on Dec 25, 2020
i was so happy to take this course where it has added a lot of new information to my digital marketing knowledge. All was clear with good examples! thank you for this course and its content.

Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). If you choose to explore the course without purchasing, you may not be able to access certain assignments.
You will be eligible for a full refund until 2 weeks after your payment date. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the 2-week refund period. View our full refund policy.
Yes! Coursera provides financial aid to learners who would like to complete a course but cannot afford the course fee. To apply for aid, select "Learn more and apply" in the Financial Aid section below the "Enroll" button. You'll be prompted to complete a simple application; no other paperwork is required.
More questions
Financial aid available,