Digital Marketing Capstone

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

• Develop a comprehensive digital marketing strategy
• Create and analyze a data-driven marketing plan targeting a specific audience
• Optimize marketing performance across multiple digital channels
• Design integrated advertising campaigns on social media, search, and display
• Develop customer acquisition and retention strategies to maximize value

• Basic familiarity with digital marketing concepts and terminology
• Readiness to engage in applied exercises or case-based work