University of Maryland, College Park
Foundations of Digital Marketing Specialization
University of Maryland, College Park

Foundations of Digital Marketing Specialization

Be Future Ready: Foundations of Digital Marketing. Develop essential skills and knowledge needed to excel in the digital marketing landscape

Liye Ma
Lauren Rhue
Pallassana K Kannan

Instructors: Liye Ma

Access provided by Coursera Learning Team

Get in-depth knowledge of a subject
Beginner level
No prior experience required
1 month
at 10 hours a week
Flexible schedule
Learn at your own pace
Get in-depth knowledge of a subject
Beginner level
No prior experience required
1 month
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Analyze and evaluate the impact of digital technologies on various touchpoints within the marketing strategy process.

  • Assess the performance of paid search campaigns, diagnose potential issues, and recommend adjustments to optimize digital marketing efforts.

  • Explore advanced tools for data analysis, customer segmentation, and predictive modeling to optimize their digital marketing strategies.

  • Evaluate customer sentiment data from social media platforms to recommend optimal marketing strategies, while considering ethical implications.

Details to know

Shareable certificate

Add to your LinkedIn profile

Taught in English
Recently updated!

March 2025

See how employees at top companies are mastering in-demand skills

 logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Advance your subject-matter expertise

  • Learn in-demand skills from university and industry experts
  • Master a subject or tool with hands-on projects
  • Develop a deep understanding of key concepts
  • Earn a career certificate from University of Maryland, College Park
Coursera Career Certificate

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Coursera Career Certificate

Specialization - 4 course series

What you'll learn

  • Inbound and Outbound Marketing (also touching on social media marketing

  • Mobile Marketing - Apps and Promotions

  • Multi-Sided Platforms

  • Attribution and Marketing Mix Modeling

Skills you'll gain

Category: Digital Marketing
Category: Marketing Strategies
Category: Social Media Marketing
Category: Marketing Effectiveness
Category: Advertising
Category: Return On Investment
Category: Marketing Analytics
Category: Web Analytics and SEO
Category: Media Planning
Category: Marketing Channel
Category: Marketing Planning
Category: Consumer Behaviour
Category: Search Engine Optimization
Category: Search Engine Marketing
Category: Network Model
Category: Marketing Psychology
Category: Business-To-Consumer

Digital Marketing Analytics

Course 23 hours

What you'll learn

  • SEO and SEM - KPIs and keyword strategies

  • Web Analytics - A/B Testing

  • Machine Learning/AI applications/Big Data

  • Text and Image Analysis

Skills you'll gain

Category: A/B Testing
Category: Digital Marketing
Category: Search Engine Marketing
Category: Web Analytics
Category: Search Engine Optimization
Category: Marketing Analytics
Category: Big Data
Category: Predictive Analytics
Category: Advertising
Category: Artificial Intelligence and Machine Learning (AI/ML)
Category: Analytics
Category: Consumer Behaviour
Category: Customer Analysis
Category: Data-Driven Decision-Making

What you'll learn

  • Machine Learning Methods

  • Big Data and AI Applications

  • Performance Evaluation

Skills you'll gain

Category: Machine Learning
Category: Artificial Intelligence
Category: Marketing Automation
Category: Deep Learning
Category: Predictive Analytics
Category: Artificial Neural Networks
Category: Big Data
Category: Customer Analysis
Category: Personalized Service
Category: Digital Marketing
Category: Marketing Analytics
Category: Performance Analysis
Category: Apache Hadoop
Category: Marketing Strategies

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

Category: Big Data
Category: Descriptive Analytics
Category: Advertising
Category: Social Media
Category: Analytics
Category: Trend Analysis
Category: Advertising Campaigns
Category: Marketing Communications
Category: Customer Engagement
Category: Return On Investment
Category: Text Mining
Category: Information Privacy
Category: Digital Marketing
Category: Law, Regulation, and Compliance
Category: Social Media Strategy
Category: Media Planning
Category: Data-Driven Decision-Making
Category: Business Ethics
Category: Social Media Marketing

Instructors

Liye Ma
University of Maryland, College Park
1 Course185 learners

Offered by

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."
Coursera Plus

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