April 10, 2020
Digital Marketing, Social Media and E-Commerce for Your Business | Wharton on edX

Digital Marketing, Social Media and E-Commerce for Your Business | Wharton on edX

DAVID BELL: Success in
today’s business world relies on a solid digital footprint. But how do you develop a powerful
digital marketing strategy, use social media
effectively, and leverage e-commerce to make your business grow? I’m David Bell, professor of
marketing at the Wharton School of the University of Pennsylvania. This course, digital marketing,
social media marketing, and e-commerce fundamentals,
is designed to teach you the principles and practices of
marketing in the digital economy. The fixed and mobile internet
and related technologies exert a profound influence on how
business and social institutions evolve, how they’re challenged,
and sometimes even displaced. Companies that were nonexistent a few
short years ago, including Facebook, LinkedIn, and Uber, have dramatically
changed the way we interact, how we communicate, even
get from point A to B. So if you’re an entrepreneur, an
investor, a manager, or a student, you need thoughtful
approaches to navigate and win in this new environment. I designed this course
to help you understand how the digital economy works and how
to develop the critical insights you’ll need to understand e-commerce, digital
marketing, and social media marketing. Over four weeks, we’ll use theory and
of course lots of current examples to cover the main themes
of behavioral foundations for understanding and navigating
the new online, offline environment. We’ll look at new forms of interaction,
including networks and reputation building. We’ll look at tools and principles
of digital marketing action, including online advertising on
both fixed and mobile devices. And finally, we’ll look at new platforms
and communities and the emergence of organic celebrities. So at the end of this course, you’ll
be able to identify and understand new models of business and e-commerce. You’ll be able to use social media
and digital marketing methods and market yourself and your products
more efficiently and effectively. So whether you’re a marketer,
an analyst, an entrepreneur, a small business owner, or an
investor, or even a consumer, this course will help you be more
successful in using the internet to market your brand, your products,
your business, and even yourself more effectively. I very much look forward to
seeing you in the course.

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