Assessing Opportunities in Owned Digital Media
Course Overview

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.

Note: This course assumes that you have completed LSM515, or alternatively, are familiar with “customer funnel” and “customer journey” marketing models.

Who should enroll in this course?

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.

Digital Marketing