Coursera

Identifying, Attracting, and Growing Your Digital Audience (Coursera)

Offered by University of California, Irvine,

Welcome to Course 1 of the E-Marketing Specialization: Identifying, Attracting, and Growing Your Digital Audience. In this course, we will begin with a brief introduction to digital marketing and how a brand’s identity is closely linked to its digital presence. We will explore strategies to identify, grow, and maintain an online audience to help achieve your marketing goals. You are highly encouraged to use this course experience to begin building a digital marketing plan for your current or future business. The activities in this course are all designed to guide you through different sections of a digital marketing plan.

Class Deals by MOOC List - Click here and see Coursera's Active Discounts, Deals, and Promo Codes.

Our learning goals for this course are to:

Recognize the current landscape of the digital business environment.
Develop an audience persona based on a target audience.
Identify strategies to define, attract, and engage your audience online.
Review an e-commerce experience and discuss how to improve customer experience.
Compare social networks and develop a social media strategy designed to meet your marketing goals and objectives.

Course 1 of 3 in the E-Marketing Specialization

Syllabus

WEEK 1
Introduction to Digital Marketing
Welcome to Module 1: Introduction to Digital Marketing. In this module we will begin with an exploration of some common digital marketing terms and concepts you should be familiar with, and then we will take a look at the basic structures and models of doing business online. Finally, we will discuss how a brand’s identity and digital presence work together to help you connect with your audience.

WEEK 2
Identifying & Defining Your Audience
Welcome to Module 2: Identifying & Defining Your Audience. In this module we will review strategies for identifying and defining your audience online, and we will explore how to develop an audience persona to represent a segment of your target audience. We will also explore how a well-crafted value proposition can be used to connect with you audience and communicate what makes you distinct from other brands.

WEEK 3
Attracting & Building Your Audience
Welcome to Module 3: Attracting & Building Your Audience. In this module we will review the main stages of the customer's journey and then focus on acquisition strategies for building your audience. We will cover a variety of different acquisition techniques to attract and build your audience, and discuss how a smooth e-commerce experience can ensure that your visitors stay engaged with your website. We will also explore the role of social media in building your audience, and how to use your marketing goals and objectives to select the right platforms.

WEEK 4
Maintaining & Engaging Your Audience
Welcome to Module 4: Maintaining & Engaging Your Audience. In the last module of this course, we will review additional strategies to keep your audience engaged. You’ll have the opportunity to craft a social media strategy designed to build your audience and we will take a close look at how to use social media, mobile marketing, and new technologies to build a relationship with your customers.

Go to Class

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Related Courses

Coursera

Northwestern University

Leadership Through Marketing (Coursera)

Management & Leadership

The success of every organization depends on attracting and retaining customers. Although the marketing concepts for doing so are well established, digital technology has empowered customers, while producing massive amounts of data, revolutionizing the processes through which organizations attract and retain customers. In this course, students will learn how to identify new opportunities to create value for empowered consumers, develop strategies that yield an advantage over rivals, and develop the data science skills to lead more effectively, allocate resources, and to confront this very challenging environment with confidence.

Jun 28th 2026

4 Weeks

Marketing Strategy Leadership

Coursera

IE Business School

The Marketing Plan (Coursera)

Marketing & Communication Business

Create your own Marketing Plan for your own product or service idea. In this course you will learn how to produce arguably the most important marketing tool for any business. Rather than simply learning the stages of The Marketing Plan, you will be asked each week to complete a peer graded assignment which will help you complete a simplified version of the plan.

Jun 22nd 2026

4 Weeks

Planning Business Marketing

Coursera

Yonsei University

International Entertainment and Sports Marketing (Coursera)

Marketing & Communication Business

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week.

Jun 22nd 2026

3 Weeks

Business Marketing Sports

Coursera

Northwestern University

Content, Advertising & Social IMC (Coursera)

Management & Leadership Marketing & Communication

Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing.

Jun 22nd 2026

4 Weeks

Marketing Gamification Advertising

Coursera

IE Business School

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories (Coursera)

Architecture & Design

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client.

Jun 22nd 2026

4 Weeks

Image Marketing Advertising

Coursera

University of California, Davis

Google SEO Fundamentals (Coursera)

Management & Leadership Marketing & Communication

Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research; consumer psychology and search behavior; and how to conduct on-page SEO analysis to identify opportunities to improve a website’s search optimization.

Jun 22nd 2026

4 Weeks

Marketing SEO Social Media

Coursera

University of Virginia,Boston Consulting Group - BCG

Cost and Economics in Pricing Strategy (Coursera)

Marketing & Communication Business

How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits.

Jun 22nd 2026

4 Weeks

Business Marketing Economics

Coursera

IE Business School

Market Research and Consumer Behavior (Coursera)

Management & Leadership Marketing & Communication

Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations.

Jun 22nd 2026

4 Weeks

Marketing Data Analysis Marketing Strategy

Coursera

University of Illinois at Urbana-Champaign

Strategic Innovation: Managing Innovation Initiatives (Coursera)

Marketing & Communication Business

You may have noticed that what is new often behaves differently than what has become accepted over time, whether it is in a market, or a technology, or involves people and firms. Much research supports these general ideas, and this course builds on them to help you develop a perspective on managing innovation. That is, you will build your capability to lead and design your organization in effectively implementing innovation initiatives and achieving their strategic intent.

Jun 22nd 2026

4 Weeks

Innovation Management Marketing

Coursera

Emory University

Survey analysis to Gain Marketing Insights (Coursera)

Management & Leadership Marketing & Communication

How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the tried and true method for gaining marketing insights. From one-off customer satisfaction surveys to brand tracking surveys that are administered on a continuous basis, they provide the information that marketers need to understand how their products, services and brands are seen by consumers.

Jun 22nd 2026

4 Weeks

Marketing Marketing Strategy Marketing Analysis

Coursera

Facebook

Measure and Optimize Social Media Marketing Campaigns (Coursera)

Marketing & Communication Business

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company. By the end of this course, you will be able to: analyze dashboards and evaluate ROI from your social media marketing efforts; understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models; implement an A/B test to optimize your campaign; present and communicate the results of your campaign to a team.

Jun 23rd 2026

4 Weeks

Marketing Advertising Digital Marketing

Coursera

University of California, Davis

Advanced Content and Social Tactics to Optimize SEO (Coursera)

Management & Leadership Marketing & Communication

Discover the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.

Jun 22nd 2026

4 Weeks

Marketing SEO Social Media