Digital Media and Strategic Planning in Technology Markets

An old phrase in business is "Build it and they will come". If heard at all today it will be ironically, as entrepreneurs too often make things that nobody really wants. Cryptocurrency became a trillion-dollar industry without anyone being able to name a clear use for it beyond illicit transactions. In this second course we take-up the research outputs perviously generated and apply to them strategic planning to include the most effective analytical tools and stress tests to challenge and improve business models. Then we will review the digital marketing landscape to align the given startup with it's most effective channels of communication for business and consumer users. This course can be taken for academic credit as part of CU Boulder’s Master of Engineering in Engineering Management (ME-EM) degree offered on the Coursera platform. The ME-EM is designed to help engineers, scientists, and technical professionals move into leadership and management roles in the engineering and technical sectors. With performance-based admissions and no application process, the ME-EM is ideal for individuals with a broad range of undergraduate education and/or professional experience. Learn more about the ME-EM program at https://www.coursera.org/degrees/me-engineering-management-boulder.

• Defining the Business Concept
• Introduction to Marketing Strategic Analysis.
• Stress Testing: Analysis Tools and Practices
• Learn to Employ the Best Analytical Tools.
• Choosing an Initial Strategy
• SEO and Content Marketing
• Learn Professional Practice in Tech Branding, Content Marketing and Search Engine Optimization.
• Social Media and Influencers
• Employ Social Media Platform Marketing and Influencers.
• Paid Search, Video and Email Marketing
• The Core of Many Tech Marketing Campaigns: Search, Video and Email Marketing.