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Course Description

Using paid media, such as buying ad space on well-known websites, may be the fastest way to promote a product or service on digital platforms. In addition to display ads, paid media includes initiatives like search engine marketing, email marketing, video marketing, social media ads, and mobile ads. 

This course provides a tour of opportunities and strategies associated with these various paid media channels, and guides you in drafting a paid media marketing plan that addresses your own marketing objectives.  

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

The course Understanding the Digital Marketing Landscape and the Customer Funnel is required to be completed prior to starting this course.

Faculty Author

Clarence Lee

Benefits to the Learner

  • Understand the opportunities and strategies associated with the primary paid media channels
  • Assess the relevance of paid channels to addressing specific customer needs and marketing objectives
  • Identify resources that can assist with use of specific paid media channels
  • Draft a marketing plan for use of paid media

Target Audience

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. 
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Type
2 week
Dates
Dec 18, 2019 to Dec 31, 2019
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jan 01, 2020 to Jan 14, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jan 15, 2020 to Jan 28, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jan 29, 2020 to Feb 11, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Feb 12, 2020 to Feb 25, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Feb 26, 2020 to Mar 10, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Mar 11, 2020 to Mar 24, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Mar 25, 2020 to Apr 07, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Apr 08, 2020 to Apr 21, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Apr 22, 2020 to May 05, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
May 06, 2020 to May 19, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
May 20, 2020 to Jun 02, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jun 03, 2020 to Jun 16, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jun 17, 2020 to Jun 30, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jul 01, 2020 to Jul 14, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jul 15, 2020 to Jul 28, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Jul 29, 2020 to Aug 11, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Aug 12, 2020 to Aug 25, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Aug 26, 2020 to Sep 08, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Sep 09, 2020 to Sep 22, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Sep 23, 2020 to Oct 06, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Oct 07, 2020 to Oct 20, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Oct 21, 2020 to Nov 03, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Nov 04, 2020 to Nov 17, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Nov 18, 2020 to Dec 01, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Dec 02, 2020 to Dec 15, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Dec 16, 2020 to Dec 29, 2020
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
Type
2 week
Dates
Dec 30, 2020 to Jan 12, 2021
Total Number of Hours
6.0
Course Fee(s)
Contract Fee $0.00
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