This course introduces learners to how digital technologies have transformed marketing and public relations. Learners explore the new rules of Marketing & PR, develop integrated action plans, create effective web and mobile content, leverage social media, and use news releases and search engine optimization to build visibility, credibility, and lasting connections with buyers.
Module 1: The New Rules of Marketing & PR
Evolution from traditional to digital marketing and PR
Limitations of traditional marketing and PR approaches
New rules for reaching buyers directly
Role of social media, forums, and wikis
Blogs, audio, video, and online news releases
Module 2: Building a Marketing & PR Action Plan
Developing an integrated Marketing and PR plan
Evaluating effective versus harmful marketing efforts
Creating thought leadership and content strategies
Writing effectively for marketing purposes
Understanding the buying process and marketing models
Module 3: Mobile Marketing and Web Content
Web content tools that support marketing goals
Use of QR codes in marketing campaigns
Leveraging and optimizing social media platforms
Blogging best practices and audience engagement
Using videos and podcasts for brand communication
Module 4: News Releases and Search Engine Marketing
Developing and executing a news release strategy
Best practices for writing and publishing news releases
Understanding search engine marketing fundamentals
Using SEO to improve visibility and rankings
Applying course concepts and overcoming marketing challenges
After completing this course, the learner will be able to:
Explain how the internet has changed traditional marketing and public relations practices
Apply the new rules of Marketing & PR to reach buyers directly
Develop a strategic Marketing & PR plan aligned with business goals
Create effective written and digital content for marketing purposes
Use social media, blogs, video, and mobile tools to engage target audiences
Develop and publish effective news releases
Apply basic search engine optimization (SEO) strategies to improve online visibility
Certificate of completion
This class is an independent-study course. Students will have all the resources needed to successfully complete the course within the online material. A student helpdesk is available for technical support during the course enrollment.