Marketing within your own digital properties—such as your organization's website, blog or social media pages—is an effective way to build deeper relationships with existing customers and attract the attention of new ones.
This course covers the unique opportunities of “owned media” and how those differ from “paid media”. You will learn more about content marketing, search engine optimization, social media “fan pages”, mobile apps, and virtual reality apps and assess the relevancy of owned media initiatives for your own marketing objectives. By the end of this course, you will have a plan outlining a strategy for your own potential use of these channels.
You are required to have completed the following courses or have equivalent experience before taking this course:
Understanding the Digital Marketing Landscape and the Customer Funnel
Assessing Opportunities in Paid Digital Media
Key Course Takeaways
Understand the opportunities and strategies for the primary owned media channels
Assess the relevance of owned media channels to addressing specific customer needs and marketing objectives
Identify resources that can assist with use of specific owned media channels
Clarence Lee was an assistant professor of marketing at the Johnson Graduate School of Management, where he was a Breazzano Family Sesquicentennial Fellow. Professor Lee’s research examines the drivers behind consumer adoption, usage, and purchase dynamics of digital goods, where he models consumer behavior using Bayesian statistics, structural econometrics, and machine learning techniques. Digital products and platforms, such as the ones produced by many Silicon Valley and NYC tech startups, are increasingly present in almost all consumer interactions. In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers. Professor Lee taught Digital Marketing and Data Analytics & Modeling at both the Ithaca and Cornell Tech campuses.
Professor Lee received his doctorate from Harvard Business School and holds undergraduate and graduate degrees in Electrical Engineering and Computer Science from MIT. Prior to pursuing graduate studies, he conducted nanotechnology research at IBM and space system design at MIT Lincoln Laboratory.
Any marketing manager, product manager or entrepreneur looking to gain a basic understanding of digital marketing. Anyone who is looking to move into digital marketing or wants to have general knowledge of the role digital marketing plays in an organization. This program is also suited for individuals who are looking to improve their ability to converse with marketing team members.
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