Digital Marketing: Audience, Campaigns, and Metrics

In this Specialization, you’ll learn how to plan, execute, and measure digital marketing campaigns in a connected, data-driven world. You’ll treat marketing as strategic communication—choosing channels that match your audience, goals, and message timing across both traditional and digital media. You’ll also explore how emerging technologies like AI, the Internet of Things, and mixed reality are changing how brands reach and engage customers. You’ll then build an integrated campaign workflow: create a digital marketing communication plan, mix paid, earned, owned, and shared media, and evaluate the role of social platforms in viral and influencer campaigns. You’ll learn to measure performance by selecting KPIs, interpreting results, and analyzing ROI—while identifying and managing common risks in digital marketing. Finally, you’ll strengthen customer engagement and content execution. You’ll design content for environments where humans, algorithms, and generative AI all respond differently, and you’ll learn how paid, organic, and influencer efforts work together as an ecosystem. You’ll also develop practical content planning and management skills, including audience-based planning, content audits, and content governance.