Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads.
This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.
Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.
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.
