The proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following “Digital Media and Marketing Principles,” this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in integrated marketing communication. You will be able to: - Adopt a holistic and integrated approach to digital marketing planning - Develop a purposeful content marketing strategy to achieve your business and marketing goals - Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers - Critically evaluate the role social media platforms play in viral and influencer marketing campaigns - Evaluate and measure the success of digital marketing campaigns - Identify and manage risks in digital marketing This course is part of Gies College of Business’s suite of online programs, including the iMBA and iMSM. Learn more about admission into the program and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.