How do customers move from first hearing about a brand to becoming loyal advocates?

This non-credit online course in marketing communications, offered by the University of Arizona Online through Coursera, is designed for working professionals and adult learners who want to up-skill or re-skill in advertising and media strategy while exploring college-level coursework on a flexible basis. You’ll learn to map the customer journey, apply integrated marketing communication principles, and select the right mix of traditional, digital, paid, owned, and earned media channels for awareness, engagement, conversion, and loyalty. Through real-world examples and hands-on exercises, you’ll develop media strategies with SMART objectives and KPIs, and gain practical skills to create campaigns that move customers from awareness to advocacy. This course offers a low-risk way to experience college-aligned learning, making it an excellent starting point for professionals considering continued education or a future pathway into University of Arizona credit-bearing programs. By the end of this course, you will be able to: 1. Explain the stages of the customer journey and how advertising objectives differ at each stage. 2. Evaluate traditional, digital, owned, and earned media channels to select the best options for awareness, engagement, conversion, and loyalty. 3. Develop a media strategy aligned with customer goals, including SMART objectives and key performance indicators (KPIs). 4. Apply integrated marketing communication principles to create campaigns that move customers from awareness to advocacy. This the second course in the Management of Marketing Communications specialization. The other two courses are: - Marketing Communications: Intro to Consumer Behavior - Marketing Communications: Culture and Messaging Learners who complete this course and successfully pass the final exam may be eligible to earn University of Arizona credit through the credit‑by‑exam process. This option provides a flexible pathway for those interested in applying their learning toward future academic goals. For questions about eligibility, requirements, or next steps, please contact CAPE‑[email protected].

Culture and Messaging helps you master the art of creating marketing communications that connect and persuade.

This non-credit online course in marketing communications, offered by the University of Arizona Online through Coursera, is designed for working professionals and adult learners who want to upskill or reskill in cultural branding and persuasive messaging while exploring college-level coursework on a flexible basis. You’ll learn how cultural trends and consumer beliefs shape marketing messages, apply cultural branding strategies and storytelling techniques, and use practical methods to make your communications more memorable and effective. Through real-world examples and hands-on exercises, you’ll gain tools to design communication plans that deliver measurable results, strengthen your brand, and influence decisions in today’s competitive marketplace. This course offers a low-risk way to experience college-aligned learning, making it an excellent starting point for professionals considering continued education or a future pathway into University of Arizona credit-bearing programs. By the end of this course, you will be able to: 1. Recognize how cultural trends and consumer beliefs impact marketing messages so you can make informed decisions in real-world campaigns. 2. Apply cultural branding strategies and persuasive techniques to create messages that connect with audiences and support business goals. 3. Use storytelling and simple, practical methods to make your marketing communications more memorable and effective in your workplace. 4. Combine cultural insights and persuasive principles to design communication plans that deliver measurable results for your organization or clients. This the final course in the Management of Marketing Communications specialization. The other two courses are: - Marketing Communications: Intro to Consumer Behavior - Marketing Communications: The Customer's Journey Learners who complete this course and successfully pass the final exam may be eligible to earn University of Arizona credit through the credit‑by‑exam process. This option provides a flexible pathway for those interested in applying their learning toward future academic goals. For questions about eligibility, requirements, or next steps, please contact CAPE‑[email protected].