In the Digital Marketing Capstone, you will synthesize what you have learned from previous courses to develop a comprehensive digital marketing strategy tailored to real-world business objectives. Over two intensive weeks, students will create, analyze, and refine a data-driven marketing plan that targets a specific audience and is optimized across multiple digital channels. The course emphasizes advanced digital marketing analytics to uncover actionable insights, guiding strategies toward measurable success. Participants will design integrated online advertising campaigns, spanning social media, search, and display channels, and develop customer acquisition and retention tactics aimed at maximizing customer lifetime value. By the end of the course, students will produce a peer-reviewed, professional-quality digital marketing strategy, demonstrating their ability to make data-driven decisions, engage the right audiences, and deliver impactful marketing results. This capstone serves as the final step in the Digital Marketing Specialization, allowing students to showcase their skills and prepare for success in the digital marketing industry.
Digital Marketing Capstone
This course is part of Advanced Digital Marketing Specialization
Instructor: Pallassana K Kannan
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January 2025
2 assignments
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There are 4 modules in this course
In the first module, you will be introduced to the Digital Marketing Capstone and its objectives. We will briefly review the key concepts covered throughout the Digital Marketing Specialization before transitioning to hands-on projects. These projects are designed to help you create integrated campaigns, optimize customer acquisition and retention strategies, and develop a professional-quality digital marketing plan that demonstrates your expertise across various channels.
What's included
18 readings1 assignment
In this module, you will advance your digital marketing expertise by analyzing complex data and strategies to uncover actionable insights. You’ll evaluate campaign performance metrics, critique the digital marketing approaches of leading industry players, and apply these learnings to develop innovative strategies for competitive advantage. By combining analytical rigor with strategic creativity, this module will prepare you to tackle real-world challenges and refine your approach to customer engagement and conversions across digital channels.
What's included
2 readings1 assignment1 discussion prompt
This module focuses on creating a comprehensive digital marketing plan that synthesizes learned concepts into actionable strategies. Learners will craft a professional draft, develop customer acquisition and retention proposals, and refine their work through self-assessment and peer feedback.
What's included
3 readings2 discussion prompts
Welcome to the culminating module of your Digital Marketing Capstone Course, where you will bring together all the knowledge and skills you’ve developed throughout the specialization. This final module focuses on synthesizing strategic insights, designing actionable marketing frameworks, and demonstrating your ability to create a comprehensive, realistic, and impactful digital marketing plan. As you complete this capstone project, you’ll not only solidify your expertise but also showcase your ability to craft strategies that drive customer acquisition, engagement, and retention in the dynamic world of digital marketing.
What's included
3 readings1 peer review
Instructor
Offered by
Recommended if you're interested in Marketing
University of Maryland, College Park
University of Maryland, College Park
University of Maryland, College Park
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