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Northwestern University: Digital Marketing and Media Strategy
Gain the tools to develop a digital media strategy that combines an integrated, audience-first approach with timeless marketing principles.
This Course Includes
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6 weeks at 6-8 hours per week
english
Online - Self Paced
executive education
Northwestern University
About Northwestern University: Digital Marketing and Media Strategy
About this CourseDuration : 6 weeks (excluding orientation) The rapid evolution of the modern digital environment is widely recognized. From its nascent beginnings, the digital media landscape has grown exponentially. Today, brands must fight to be heard amongst a plethora of competitors and new platforms are emerging at an increasingly rapid speed. Marketing in this environment poses unique challenges, as it becomes necessary to adapt to new circumstances seemingly on the fly. The DigitalMarketing and Media Strategy online short course from Medill at Northwestern University equips you to face the modern media landscape by arming you with timeless principles of media strategy. These tools are highly adaptable, offering an integrated, audience-first approach to creating strategies that deliver on objectives and priorities. With guidance from Northwestern Medill faculty and industry experts, you will gain the ability to anticipate new challenges and seize new opportunities in digital media. You will learn to create your own digital media strategy, based on your newly informed understanding of the advantages and opportunities of various approaches and media marketplaces. This course is broadly applicable to a variety of roles and skill levels. If you are a marketing professional, the course will provide you with new tools for adapting to changes in the media landscape. If you currently work adjacent to the marketing space and are interested in switching careers, you will gain formal skills and the opportunity to validate your experience. If you lead or own a small business and do not have the budget for a dedicated marketing function, then this course will provide you with the understanding needed to build an effective digital marketing strategy for your organization.
What You Will Learn?
- Learn to adapt to ongoing change in the digital media landscape as you work through the weekly modules of this online short course..
- Orientation module: Welcome to your Online Campus.
- Module 1: Digital marketing and media strategy.
- Module 2: The media landscape: Evolutions, economics and the existential crisis.
- Module 3: The foundations of strategy: Leverage consumer insights.
- Module 4: Building the digital media strategy: From objectives to the plan.
- Module 5: Measuring your strategy: Setting KPIs and measuring outcomes.
- Module 6: Digital media investment strategy.