Online Advertising & Social Media

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Online Advertising & Social Media

This course is part of Foundations of Digital Marketing Specialization

Instructor: Lauren Rhue

Included with

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3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

3 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

3 hours to complete

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.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

13 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Foundations of Digital Marketing Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 3 modules in this course

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.

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

9 videos Total 42 minutes

Meet Your Instructor: Lauren Rhue 1 minute
Meet Your Instructor: PK Kannan 1 minute
Display Advertisement 6 minutes
Ad Tracking Part 1 5 minutes
Ad Tracking Part 2 4 minutes
Display Ecosystem 5 minutes
The Display Ad Ecosystem from the Firm's Perspective 7 minutes
Evaluating the Impact 6 minutes
Privacy and Its Impact 7 minutes

12 readings Total 20 minutes

Welcome to the Online Advertising & Social Media Course! 3 minutes
Getting Help 1 minute
Introduction to Online Advertising 2 minutes
Introduction to Display Advertisement 1 minute
Bonus Material: The Beginner’s Guide To Digital Ad Fraud 1 minute
Introduction to Ad Tracking 1 minute
Introduction to Display Ecosystem 1 minute
Introduction to The Display Ad Ecosystem from the Firm's Perspective 1 minute
Introduction to Evaluating the Impact 1 minute
Introduction to Privacy and Its Impact 1 minute
Introduction to Best Network to Place Display Ads Scenario 5 minutes
Choosing the Best Network to Place Display Ads Discussion Feedback 2 minutes

7 assignments Total 21 minutes

Display Advertisement 3 minutes
Ad Tracking 3 minutes
Display Ecosystem 3 minutes
The Display Ad Ecosystem from the Firm's Perspective 3 minutes
Evaluating the Impact 3 minutes
Privacy and Its Impact 3 minutes
Best Network to Place Display Ads Scenario 3 minutes

2 discussion prompts Total 20 minutes

Meet Your Learning Group 10 minutes
Choosing the Best Network to Place Display Ads Discussion 10 minutes

1 plugin Total 1 minute

Survey: What Are Your Learning Goals? 1 minute

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

4 videos Total 23 minutes

Big Data 4 minutes
Big Data Analytics 6 minutes
Ethics in Big Data and Analytics 7 minutes
Big Data Visualization 6 minutes

10 readings Total 17 minutes

Introduction to Big Data and Social Media 3 minutes
Introduction to Big Data 1 minute
Bonus Material: Three V's of Big Data 1 minute
Introduction to Big Data Analytics 1 minute
Introduction to Ethics in Big Data and Analytics 1 minute
Bonus Material: The Ugly Side of Beauty AI 1 minute
Introduction to Big Data Visualization 1 minute
Introduction to Listening to Customers-Twitter Sentiment Scenario 5 minutes
American Airlines and Social Learning Discussion Feedback 1 minute
Customer Sentiment of U.S. Airlines Discussion Feedback 2 minutes

5 assignments Total 16 minutes

Big Data 3 minutes
Check Your Learning 3 minutes
Ethics in Big Data and Analytics 3 minutes
Big Data Visualization 3 minutes
Listening to Customers-Twitter Sentiment Scenario 4 minutes

3 discussion prompts Total 30 minutes

Big Data Analytics 10 minutes
American Airlines and Social Learning Discussion 10 minutes
Customer Sentiment of U.S. Airlines Discussion 10 minutes

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

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Lauren Rhue

University of Maryland, College Park

1 Course 363 learners

Offered by

University of Maryland, College Park

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. 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.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.