About this Course
4.4
267 ratings
75 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 20 hours to complete

Suggested: 6 weeks of study, 5-7 hours/week...
Available languages

English

Subtitles: English

Skills you will gain

Marketing PlanDigital MarketingMarketing AnalyticsMarketing Performance Measurement And Management
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 20 hours to complete

Suggested: 6 weeks of study, 5-7 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
7 hours to complete

Course Overview & Module 1 Client/Brand Analysis

In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign. ...
Reading
9 videos (Total 190 min), 10 readings, 1 quiz
Video9 videos
Weekly Deliverables3m
Meet and Greet: Faculty and Client meetup29m
Hangout 1 - Elizabeth Distel-Grainger32m
Hangout 2- Bosch and Kevin Hartman44m
Hangout 3- Beth Distel and Victoria Jurkowski -Grainger36m
Know the Client: Grainger11m
Campaign Management at Grainger13m
Display Advertising at Grainger11m
Reading10 readings
Syllabus10m
About the Discussion Forums10m
Social Media10m
Getting to Know Your Classmates10m
About the Client10m
Problem Statement10m
Glossary10m
Hangouts with the Client10m
Module 1 Overview10m
Rubric for Module 1 Peer Assessment10m
Week
2
Hours to complete
2 hours to complete

Module 2 The Consumer Decision Journey

In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection....
Reading
2 readings, 1 quiz
Reading2 readings
Module 2 Overview10m
Rubric for Module 2 Peer Assessment10m
Week
3
Hours to complete
2 hours to complete

Module 3 Collect and Analyze Data

In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign....
Reading
2 readings, 1 quiz
Reading2 readings
Module 3 Overview10m
Rubric for Module 3 Peer Assessment10m
Week
4
Hours to complete
2 hours to complete

Module 4 The Channel and Content Strategy

In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign....
Reading
2 readings, 1 quiz
Reading2 readings
Module 4 Overview10m
Rubric for Module 4 Peer Assessment10m
4.4
75 ReviewsChevron Right
Career direction

23%

started a new career after completing these courses
Career Benefit

28%

got a tangible career benefit from this course
Career promotion

10%

got a pay increase or promotion

Top Reviews

By AROct 19th 2016

My very first specialization. It wasn't that easy. But I'm sure worth it. Thank you, Coursera. Thank you, teachers! Hope that knowledge (and certificate, as well) will help me to enhance my career.

By AMDec 6th 2017

Really informative course which gives a lot of insight into digital marketing ! Highly recommend this course to anyone out there looking to gain new insights into marketing

Instructors

Avatar

Aric Rindfleisch

John M. Jones Professor of Marketing
Department of Business Administration
Avatar

Kevin Hartman

Visiting Professor & Head of Analytics at Google
College of Business
Avatar

Rhiannon Clifton

Program Director
Charles H. Sandage Department of Advertising
Avatar

Vishal Sachdev

Clinical Assistant Professor , Director, Illinois MakerLab
Business Administration
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Mike Yao

Associate Professor of Digital Media
Charles H. Sandage Department of Advertising

About University of Illinois at Urbana-Champaign

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs. ...

About the Digital Marketing Specialization

Master strategic marketing concepts and tools to address brand communication in a digital world. This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here....
Digital Marketing

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.