Building an online brand and outreach strategy are paramount to any online advertising and social media strategy. The vast amount of data, customer insights, platforms and networks are re-imagined each day, demanding the marketer to be a savvy predictor. This course will prepare you for a comprehensive approach to online advertising, detailing various analysis approaches to select the right networks and the right messages. You will explore relevant and trending concepts such as: online display advertisements, display ad campaigns, social media networks and big data and analytics. Be prepared to plan and allocate resources to the advertising that creates an impact.
Online Advertising & Social Media
Gain insight into a topic and learn the fundamentals.
Beginner level
No prior experience required
3 hours to complete
3 weeks at 1 hour a week
Flexible schedule
Learn at your own pace
What you'll learn
Plan impactful online campaigns using analytics, select the right platforms, and craft effective messages for digital advertising success.
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
December 2024
Assessments
13 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 3 modules in this course
In this first module, we will introduce you to the course and the objectives. You'll have the opportunity to meet your instructor, connect with your peers, and get familiar with the Coursera platform and support resources. Also, we will learn about online display advertisements and how we can calculate the return on investment on the display ad campaigns. Next, we dive into the basics of ad tracking and how this leads to customer engagement. Lastly, we focus on how to determine the true impact of display ads, and equally as important, the various regulations on customer privacy.
What's included
9 videos12 readings7 assignments2 discussion prompts1 plugin
In this module, we will discuss various topics of interest in understanding big data, analytics, and social media. Social media platforms produce massive datasets and organizations use that data to make decisions. We will begin by defining big data, then identifying characteristics of big data and how big data transforms organizations. After, we will describe different types of analytics and discuss an example of sentiment analysis commonly used on social media big data. We will then describe ethical considerations and highlight the various industry and state laws that constrain the use of big data and analytics. We will close by discussing data visualization and the importance of communicating results to an audience.
What's included
4 videos10 readings5 assignments3 discussion prompts
Congratulations! You've made it to the end of the course. As a final assessment, it's time to apply your learning.
What's included
1 assignment
Instructor
Offered by
Recommended if you're interested in Marketing
Coursera Project Network
Coursera Project Network
University of Illinois Urbana-Champaign
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
New to Marketing? Start here.
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
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.