This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound strategies, cross-media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, paid search, email marketing, affiliate marketing, marketing automation, CRM, and sales enablement.

This module begins with a discussion on outbound tactics, tools, platforms, and best practices for generating demand for products and services. It then covers how to set up, customize, promote, and manage a YouTube channel, as well as how to use YouTube video analytics to measure the performance of social video campaigns.

This module introduces the specific considerations, tactics, and best practices for developing an effective e-commerce website or app. It continues by explaining the importance of social commerce in a digital strategy while outlining the tools and tactics you can use to drive more sales in your social commerce channels. The module concludes by setting out the best practices to follow when engaging in social customer service and how to plan, implement, and manage a social customer service strategy.