This course is an introductory survey of marketing terminology, concepts and practices from an applied perspective. Emphasis is on the activities performed by marketing managers to address real world marketing problems. Primary emphasis is on the identification of marketing opportunities and the planning and execution of marketing mix activities required to target these opportunities. By the end of this course, you will be able to: - Describe the scope of marketing and its role within in the firm and society. - Articulate the scope of tasks, responsibilities and challenges that marketing managers face in the complex and competitive global business environments that currently prevail. - Identify basic marketing terminology and concepts. - Examine the marketing function as a basic and indispensable driver of all business success. To succeed in this course, please be sure to read the entire module and watch the included videos. You will also need to rely on your critical thinking skills and should create a plan for completing the course.

In this 1-hour long project-based course, you will learn how to build a lead generation chatbot with Email and Google sheets automation which will be able to interact with your customers and generate lead automatically for you. We will be automating the entire process using email automation and Google sheets so that you will receive a mail every time a lead is generated and a copy of the contact information of the lead will be saved on Google sheets. The chatbot will be able to interact with your customers, generate a lead, take a booking, get ticket claims, send us their message and many more. By the end of this project, you will have a fully functioning chatbot deployed to your Facebook page and interacting with your customers through Messenger in real-time. You do not need any programming knowledge because we will be using the flow builder interface from Chatfuel which is very interactive, intuitive and logical. But you do need a Facebook account and a fully functioning Facebook business page in order to test the bot. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.

In this 1-hour long project-based course, you will learn how to Build a keyword-optimized Applicant Tracking System (ATS) friendly Professional Resume that is appealing, eye-catching and elegant. This guided project is for anyone who is looking to build a Professional Resume. Both Professionals and Students will find this course extremely beneficial. You will not only learn how to tailor a resume according to the Job description but also Keyword Optimization techniques that will make your resume Applicant Tracking Systems friendly. Applicant Tracking Systems (ATS) are used by 99 percent of fortune 500 companies to screen out Resumes. We will build a Resume that can pass the ATS software and reach the HRs. We will start by choosing an elegant and eye-catching template and we will build each of the following sections in detail task by task: Contact details, Objectives/Summary, Professional Experience, Education Credentials and skills/Achievements/Projects. By the end of this project, you will be confident in creating a Professional Resume that is customized and tailored for a job. Throughout our careers, all of us keep on looking for better opportunities and that’s why learning how to create and customize a Professional resume is one skill that will benefit you throughout your career. You do NOT need any prior experience in Resume writing or Graphic designs to complete this project. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.

This course examines the relation of advertising to society, culture, history, and the economy. Using contemporary theories about visual communications, we learn to analyze the complex levels of meaning in both print advertisements and television commercials. About the Course The course covers a wide range of topics, including the origins of advertising, the creation of ads, the interpretation of ads, the depiction of race, class, gender, and sexuality in advertising, sex and selling, adverting and ethics, and the future of advertising. The lectures will discuss theoretical frameworks and apply them to specific advertisements. Course Syllabus Week 1: What is advertising and where did it come from? Week 2: Am I being manipulated by advertising? Week 3: What’s in an ad beyond that which meets the eye? Week 4: How do ads get made? Week 5: What do ads teach us about race, class, gender, and sexuality? Week 6: Does sex sell? Week 7: What is the future of advertising? Recommended Background No background is required; everyone is welcome! Suggested Readings Although the lectures are designed to be self-contained, we recommend that students refer to the free online textbook ADTextOnline.org. Other free resources will be suggested for each week’s module. Course Format Most videos will be lectures with instructor talking. Each lecture will be illustrated with PowerPoint slides, print advertisements, and TV commercials. The videos for each week will consist of segments that add up to about an hour. Each week will have one quiz that will appear as stand-alone homework. All resources beyond lectures will be available online to students at no charge. Most of these will be from ADTextOnline.org. Others will be visits to the sites of ad agencies in the US and abroad, open access websites that deal with course topics, and open-access journal articles.

The Capstone Project will let you demonstrate all that you have learned throughout the Content Strategy Specialization. It is an exciting learning experience that takes you through developing an effective Content Strategy package to meaningfully understand its scope and impact. The Capstone is centered on a fictional web startup, Wish I Was There, which aims to be the go-to travel guide for anywhere in the world using recommendations crowdsourced from local experts. While it is not a real company, the assignment you are asked to complete is similar to the work you would do in the real-world. By the time you’ve finished developing your response to this case, you will see how it directly relates to what confronts you in your own work. For the Capstone assignment, assume you have been selected to develop a Content Strategy for the section of Wish I Was There’s website for the region, people and culture where you live and work. You will need to create a visual mock-up of a webpage that appeals to the audiences you want to reach as well as a comprehensive plan to engage with them.

Throughout the project, you will be able to identify and choose the primary audience you want to target, define your audience demographics and identify your audience's preferred device and activities. Moreover, you will also be able to analyze how people are engaging with your page and view metrics about your page's performance.

This course, which is designed to serve as the first course in the Recommender Systems specialization, introduces the concept of recommender systems, reviews several examples in detail, and leads you through non-personalized recommendation using summary statistics and product associations, basic stereotype-based or demographic recommendations, and content-based filtering recommendations. After completing this course, you will be able to compute a variety of recommendations from datasets using basic spreadsheet tools, and if you complete the honors track you will also have programmed these recommendations using the open source LensKit recommender toolkit. In addition to detailed lectures and interactive exercises, this course features interviews with several leaders in research and practice on advanced topics and current directions in recommender systems.

By the end of this project, you will be able to upload, compose and post Facebook content in Creator Studio. Throughout the tasks, You will be able to bulk upload videos from Facebook creator studio and go live from Facebook creator studio. Moreover, You will be able to cross-post videos across multiple Facebook pages and schedule, backdate and set a Facebook posts expiration date and finally you will be able to create and manage Facebook pages in the creator studio. This guided project is for intermediate users of Facebook Business users since we will develop from the basic knowledge of running a Facebook Page. This project will provide you with the ability to identify and practice all of the tools you need to efficiently post, manage and measure content across all of your Facebook Pages in Creator Studio. It also enables you to take advantage of new features that allow you to manage your Facebook business page. Anyone who manages a Page can use Creator Studio, though your Page role determines the specific information you see and the actions you can take.

In this 2-hour long project-based course, you will learn how to create and customize a Weebly website to fit your individual needs. We will be focusing on the free features of Weebly, but we will also explore the paid features for individuals who want to use their website to sell or use other paid features, such as additional customization features and ecommerce tools. Note: This course works best for learners who are based in the North America region. We’re currently working on providing the same experience in other regions.

After successfully completing this project, you will have created a visually appealing flyer using Libre Writer. While building a flyer, you will use various features in Writer. You will use the insert feature to insert a picture in a document then modify it. Other features you will use include applying styles to text and formatting text. You will insert a numbered list, convert it to a bulleted list, and then modify the bullets.