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Course Description

No matter what type of work you do, you will benefit from an understanding of current marketing techniques and strategies. This customized learning experience is designed to help you develop that professional advantage.

Drawing from several eCornell courses, Fundamentals of Digital Marketing offers insights from four Cornell experts in traditional and digital marketing and social media strategy. You will explore such key concepts as the basics of marketing, the major players in digital marketing, brand identity, and content marketing. Through case studies and self-guided activities, you will examine how these techniques and skills can be applied to a broad range of professions and business endeavors. 

This course includes

  • Six quizzes

  • Five tools to download and use on the job

  • One activity 

  • One Ask the Expert interview

  • Five opportunities to reflect, share, and apply what you have learned

  • One course transcript

Benefits to the Learner

  • Think like a customer-centric manager
  • Analyze the roles played by key players in digital marketing
  • Determine where your brand (or one you like) sits within the social/platform integrated ecosystem
  • Conduct a brand audit and brand voice workshop to define a clear brand voice for social media
  • Design an overarching “big idea” and creative strategy to guide brand-generated content marketing activities
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