The 4Ps of marketing - Product, Pricing, Placement and Promotion have existed for long. In recent years, digital tools such as the internet, smartphones and social media have changed how this marketing mix is used and delivered for effective business growth. With increasing content and decreasing attention spans, the question every smart business owner must ask themselves is—where and how is a marketing strategy likely to be most effective.

Digital Marketing: The opportunities and challenges
The internet and smartphones have become the key mediums through which we consume information. The vast amount of information available online and the easy accessibility to it, is both an opportunity and challenge for business owners. There is an opportunity to reach every segment of the population. The challenge is that consumers are more aware of the choices they have and are making more informed decisions. Technology has thus shifted the balance of power from firms to consumers.

Online courses: A convenient way to upskill
It’s important that entrepreneurs constantly upgrade their skills to navigate the complexities of running an enterprise. A convenient way to achieve this is to enrol for online courses. An online course offers great value with flexibility of pace and time. These courses are frequently updated to remain relevant. Moreover, they are resource and cost efficient.

Founded in 2009, Coursera has redefined distance learning by creating niche courses for business development and several other streams.‘Marketing in a Digital World’ is one of the most popular courses in Coursera with over 150,000 learners.

Marketing in a Digital World: Course components
The course explains the use of digital tools such as the internet and smartphones for marketing needs. Businesses need to collaborate with customers in product creation, marketing, distribution and pricing. Not only does this add great value, it is also the key for customers becoming brand proponents.

The course typically runs for four weeks but can be completed earlier depending on the pace of the learner. There are four modules:

1. Digital Tools for Developing Innovative New Products

2. Digital Tools for Persuading Customers to Buy Your Products

3. Digital Tools for Effectively Distributing Your Products

4. Digital Tools for Setting the Right Prices for Your Products

You can audit this course or get a certificate.To get a certificate enroll in Digital Marketing Specialization of which this course is a part of. You need to pay monthly subscription fee for enrolling into a specialization. You'll be charged every month until you complete the specialization by earning a certificate in all courses in that specialization, or until you cancel your subscription. You can cancel your subscription anytime.

Steps for course registration

• View Marketing in Digital World course page
• Click on enroll and signup on Coursera
• View the payment terms and click on Start Free trial
• Update your credit card details.The card will be charged only after the end of your free trial ends.
• You can cancel your subscription anytime by visiting My Purchases section.
  
  

An online course is a flexible, accessible and efficient way for business owners and professionals to upskill and upgrade their existing repertoire of knowledge.

The creator of the Dilbert comic strip, Scott Adams once said, “Every skill you acquire, doubles your odds of success.”

View all relevant Coursera courses to upgrade your business skills.