IBM
Capstone Project: Digital Marketing and Growth Hacking
IBM

Capstone Project: Digital Marketing and Growth Hacking

IBM Skills Network Team
Rajesh Menon

位教师:IBM Skills Network Team

包含在 Coursera Plus

深入了解一个主题并学习基础知识。
高级设置 等级

推荐体验

2 周 完成
在 10 小时 一周
灵活的计划
自行安排学习进度
深入了解一个主题并学习基础知识。
高级设置 等级

推荐体验

2 周 完成
在 10 小时 一周
灵活的计划
自行安排学习进度

您将学到什么

  • Demonstrate your digital marketing and AI skills in this portfolio-worthy capstone project that will stand out to employers

  • Design and execute a digital marketing strategy using core concepts from SEO, content marketing, paid advertising, social media, and email marketing

  • Develop campaign assets, including briefs, content plans, ad strategies, email sequences, and AI-enhanced materials tailored to a target audience

  • Apply practical skills in audience targeting, budgeting, channel selection, and performance forecasting to simulate real-world marketing challenges

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September 2025

作业

19 项作业

授课语言:英语(English)

了解顶级公司的员工如何掌握热门技能

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累 Marketing 领域的专业知识

本课程是 IBM Digital Marketing and Growth Hacking 专业证书 专项课程的一部分
在注册此课程时,您还会同时注册此专业证书。
  • 向行业专家学习新概念
  • 获得对主题或工具的基础理解
  • 通过实践项目培养工作相关技能
  • 通过 IBM 获得可共享的职业证书

该课程共有7个模块

Campaign strategy and audience targeting set the foundation for your digital marketing campaign. In this module, you will kickstart your capstone project by selecting a hypothetical product or service and clearly defining its business goals. You will then craft SMART marketing objectives aligned with those goals, identify the most effective digital channels to reach your audience, and build detailed customer personas using both demographic and psychographic insights. By the end of this module, you will have a strategic campaign brief that guides the development of all other components. This foundational work ensures your entire campaign is goal-driven, audience-centered, and aligned with real-world marketing practices.

涵盖的内容

3个视频1篇阅读材料3个作业6个插件

In this module, you will learn to design an SEO-driven content marketing plan that supports your overall campaign strategy. Building on foundational SEO principles, you will conduct targeted keyword research aligned with the hypothetical brand’s goals, develop optimized page titles and meta descriptions, and outline a blog post to drive organic traffic. Additionally, you will create a seven-day content calendar to plan and structure high-impact posts across relevant platforms. This module emphasizes strategic thinking, audience alignment, and measurable outcomes, preparing learners to implement SEO best practices that enhance visibility, engagement, and long-term content value. By the end of the module, you will have a complete, ready-to-deploy content plan.

涵盖的内容

2个视频3个作业5个插件

This module focuses on planning a paid ad campaign. You will plan and design a targeted paid advertising campaign aligned with your capstone project’s overall strategy. Using insights from the campaign brief, you will write compelling ad copy for platforms like Google and Meta, define audience segments, and outline creative concepts for visual assets. Additionally, you will estimate advertising budgets, select appropriate bidding strategies, and forecast key performance indicators (KPIs) to measure success. This module emphasizes real-world marketing decision-making, helping you bridge the gap between strategy and execution. By the end of it, you will be able to articulate and present a complete paid media plan confidently.

涵盖的内容

2个视频3个作业5个插件

In this module. you will learn to design a strategic, seven-day organic social media content plan tailored to their hypothetical brand. You will also learn about platform selection, content alignment with campaign goals, and practical application of growth hacking techniques to boost engagement. This module also explores best practices for visual storytelling, hashtag usage, and writing compelling post captions. Through hands-on labs, you will develop and refine social media posts using tools like Canva. The final deliverable is a complete social media calendar featuring platform-specific content designed to resonate with target audiences and drive brand awareness and engagement.

涵盖的内容

2个视频3个作业5个插件

This module focuses on developing an optimized product page and an email marketing sequence. You will apply key principles of conversion-focused design and personalized communication to drive customer engagement and sales. Additionally, this module guides you through the process of creating a visually appealing and search-optimized product page and designing an effective email marketing campaign tailored to segmented audiences. Through hands-on labs, you will build a mock product listing with compelling copy, visuals, and pricing, and develop a two-part email series that nurtures customer relationships. By the end of the module, you will be equipped to drive traffic and engagement through integrated e-commerce and email strategies.

涵盖的内容

2个视频3个作业5个插件

In this module, you will learn how to optimize data for higher growth and ROI. The module discusses the role that data plays in building transformative growth through better analysis and insights. In this module, you will analyze data pertaining to SEO, social media, and digital advertising. Through hands-on activities, you will practice analyzing data across various digital functions. This module empowers you to evaluate data and generate insights and optimization techniques that will drive growth.

涵盖的内容

3个视频4个作业7个插件

In this final module, you will work on combining and presenting your project work into a compelling presentation that demonstrates your analytical and presentation skills. You’ll learn to structure and design effective presentations, applying best practices for clarity, engagement, and professionalism. Along with the presentation, you’ll submit the deliverables created across previous modules for evaluation. The module also sums up the course learning and highlights key takeaways and next steps.

涵盖的内容

8个视频2篇阅读材料1次同伴评审1个应用程序项目2个插件

获得职业证书

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位教师

IBM Skills Network Team
IBM
83 门课程1,540,397 名学生
Rajesh Menon
IBM
8 门课程13,091 名学生

提供方

IBM

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