Digital Marketing Essentials

Digital marketing now drives how organizations attract, convert, and retain customers, and this Specialization gives you the complete toolkit to do that work end-to-end. Across three courses, you'll build a digital marketing plan grounded in goals and buyer personas, develop a strategy that maps tactics to the customer journey from awareness through retention, and set up Google Analytics 4 (with Google Tag Manager) for the marketing analytics that show what's actually working. By the end, you'll be able to launch campaigns across SEO, paid search, paid social, and content marketing, then read the data and refine for ROI.