This Specialization provides a comprehensive journey through modern marketing and PR strategies, emphasizing the shift from traditional methods to the digital era. Learners explore why old marketing rules fail online and how to adapt strategies to reach buyers directly.
The second course builds on this foundation by guiding participants to craft actionable marketing and PR plans that drive business growth. Emphasis is placed on content creation, audience targeting, and using social networking to enhance visibility and engagement.
The final course focuses on content delivery through blogs, video, audio, and newsroom strategies. Techniques for search engine marketing and media outreach are integrated to ensure content reaches the intended audience effectively.
This Specialization benefits marketing professionals, business owners, and PR practitioners seeking practical digital strategies. Basic marketing knowledge is helpful but not required, and participants gain skills applicable across industries.
Applied practice activities integrated throughout the courses provide structured opportunities for learners to apply key concepts and methods in realistic contexts. Through guided analysis, reflection, and skill application, participants engage with authentic challenges aligned to the subject matter and develop practical competence in solving domain-relevant problems.
This Specialization is based on the book The New Rules of Marketing & PR, by David Meerman Scott
Applied Learning Project
Applied exercises and case analyses included within the courses provide structured opportunities for learners to apply key concepts and methods in realistic contexts. Through guided analysis, reflection, and skill application, participants engage with authentic challenges aligned to the subject matter and develop practical competence in solving domain-relevant problems.
