What is the course about?

Are you under pressure to reach better results with your digital marketing? Are you on the constant lookout for strategies, channels and tactics that could improve your business? Do you wonder whether “hot” strategies like content or engagement marketing could help you to achieve your goals?

We dissect the key digital marketing strategies and channels, and explain how to make them work.

Together with leading experts, we will provide you with a better understanding of the latest changes in digital marketing, their impact on marketing strategies and channels and how you can use them in your favour.

Join this course to take your knowledge to the next level with the skills to make digital marketing strategies and channels effective.

What is included in this course?

By enrolling in this course, you will gain access to:

• All Course Material
• Challenging & Fun Assignments
• Interactive Global Community
• Flexible Time Management

Upon completion of this course, you will receive:
• A Statement of Participation

In addition, this course offers flexible time management. With a workload of 12-16 hours, the suggested course length is about 4 weeks. If you can’t spare 3-4 hours a week or would rather finish the course faster, you can do so as well. Take as little or as much time as you need and complete the course at your own pace.

Course content

What will you learn?

This course will teach you about the different strategies, tactics and channels effective marketers use and how to apply them to your business. You will learn about how to set up a successful content marketing strategy, how you can use experience or engagement marketing to attract and develop customers. We will teach you how to use Facebook without organic reach and how to tackle search engine marketing. Furthermore, we will introduce you to native advertising and shine a light on the rising star Snapchat.

1. Marketing approaches

   • Content Marketing
   • Experience Marketing
   • Engagement Marketing

2. Catalysts & Amplifiers

   • Context & Real-time Marketing
   • Influencer Marketing
   • Targeting & Remarketing

3. Social Media

   • Facebook (paid & unpaid)
   • Twitter & Youtube
   • Snapchat & Instagram

4. Further relevant channels & formats

   • Paid & organic search
   • Native advertising
   • E-Mail

If you want to learn about the underlying principles of each strategy and channel (such as acting performance driven and how to measure ROI) we recommend our first course Digital Marketing – Critical Success Factors.

What is the target audience?

This course is particularly valuable for marketing professionals responsible for a product or product category and consultants. However, anyone who wants to shift their career path, boost their CV, move up in a company or have a better understanding of effective marketing in a digitized world, has a lot to gain as well.

• Top-level management responsible for high-level business and revenue-driving strategies.

• Traditional offline business managers and marketers who want to learn more about digital marketing opportunities.

• Middle and entry-level management looking to move into higher positions of responsibility.

• All marketers and product managers responsible for attracting and developing customers online.

• Entrepreneurs building a digital business or a business relying on digital communication.

• Anyone looking to change their career in the direction of digital marketing.

Course instructors

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Jürgen Seitz

Professor Seitz is one of the leading Digital Marketing Experts in Germany. He is passionate about data-driven, creative, and engaging digital marketing communication. He helped build and scale up several successful digital companies as managing director, founding partner and member of the board. He worked for Microsoft, WEB.DE and 1&1. At Stuttgart Media University, he is now teaching and researching in the areas of digital marketing and digital business. He is also engaged in the education of NPOs in utilising digital channels for their good causes.