Northwestern Medill
Digital Marketing and Media Strategy
Acquire the necessary resources to cultivate a digital media strategy that blends a holistic, audience-centric methodology with enduring marketing fundamentals.
Start date
24 April 2024
Enroll by 16 April 2024
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Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
6–8 hours per week
Self-paced learning online
Course overview
The amount of internet users who turn to social media when searching for brand information.
Datareportal (Jan, 2021).
The expected size of the global e-commerce market in 2021.
Shopify (May, 2021).
Duration: 6 weeks (excluding orientation)
The widespread recognition of the rapidly evolving digital landscape is a well-established fact. Starting from its initial stages, the digital media realm has expanded exponentially. With an ever-growing number of competitors and an increasing number of emerging platforms, brands face the challenge of being heard above the noise. Adapting to this constantly changing environment poses a unique challenge for marketers.
To confront the modern media landscape, the Digital Marketing and Media Strategy online short course from Medill at Northwestern University equips you with the timeless principles of media strategy. These highly flexible tools provide an integrated, audience-centric approach to creating strategies that meet objectives and priorities. With the guidance of industry experts and Northwestern Medill faculty, you'll be able to anticipate new challenges and capitalize on new opportunities in digital media. You will learn how to create your own digital media strategy based on your newly acquired understanding of various approaches and media marketplaces.
Is this course for you?
Whether you are an experienced marketing professional or a novice looking to enter the field, this course is relevant to various roles and skill levels. As a marketing professional, you will benefit from learning new tools to adapt to the ever-changing media landscape. For those who work in related areas and are interested in making a career switch, the course offers formal training and a chance to validate your experience. Moreover, if you own or manage a small business and cannot afford to hire a dedicated marketing team, this course will equip you with the knowledge to create an effective digital marketing strategy for your organization.
Course overview
Introduction
Duration: 6 weeks (excluding orientation)
The widespread recognition of the rapidly evolving digital landscape is a well-established fact. Starting from its initial stages, the digital media realm has expanded exponentially. With an ever-growing number of competitors and an increasing number of emerging platforms, brands face the challenge of being heard above the noise. Adapting to this constantly changing environment poses a unique challenge for marketers.
To confront the modern media landscape, the Digital Marketing and Media Strategy online short course from Medill at Northwestern University equips you with the timeless principles of media strategy. These highly flexible tools provide an integrated, audience-centric approach to creating strategies that meet objectives and priorities. With the guidance of industry experts and Northwestern Medill faculty, you'll be able to anticipate new challenges and capitalize on new opportunities in digital media. You will learn how to create your own digital media strategy based on your newly acquired understanding of various approaches and media marketplaces.
Is this course for you?
Whether you are an experienced marketing professional or a novice looking to enter the field, this course is relevant to various roles and skill levels. As a marketing professional, you will benefit from learning new tools to adapt to the ever-changing media landscape. For those who work in related areas and are interested in making a career switch, the course offers formal training and a chance to validate your experience. Moreover, if you own or manage a small business and cannot afford to hire a dedicated marketing team, this course will equip you with the knowledge to create an effective digital marketing strategy for your organization.
What will set you apart
Practical knowledge of timeless media strategy principles that allow you to adapt to ongoing changes in the digital media landscape.
An integrated, audience-first approach to creating media strategies that deliver on marketing objectives and priorities.
A working digital media investment strategy based on an informed understanding of the media environment.
The ability to anticipate challenges and seize opportunities using strategic approaches and an understanding of different marketplaces.
Unlimited access to 2U’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Course curriculum
Orientation module
Welcome to your Online Campus
Module 1
Digital marketing and media strategy
Module 2
The media landscape: Evolutions, economics and the existential crisis
Module 3
The foundations of strategy: Leverage consumer insights
Module 4
Building the digital media strategy: From objectives to the plan
Module 5
Measuring your strategy: Setting KPIs and measuring outcomes
Module 6
Digital media investment strategy
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Academic Director
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Judy Franks
Assistant Professor, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University
About the certificate
Acquire hands-on digital media and marketing expertise and earn an official certificate of completion from Medill at Northwestern University.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a certificate, you will need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.
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Why choose GetSmarter?
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We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Read more about GetSmarter here and edX here.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please see the list of university partner login pages here.
