Chevron Left
Back to Digital Marketing Capstone

Learner Reviews & Feedback for Digital Marketing Capstone by University of Illinois at Urbana-Champaign

570 ratings

About the Course

This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm’s objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan". You will use an online simulation to do this. You will be a marketing manager for a firm selling digital cameras online through their webstore. You will be reviewing the products, pricing, margins, and historical sales. You will create a targeted ad campaign after researching appropriate keywords for the products you are selling. You will also review the basics of landing page design and search engine optimization. You will then create and execute an email campaign. Once these campaigns are executed, you get feedback on the KPI's such as revenue, profits, traffic, conversions. You will get an opportunity to redo this campaign, with new strategies, to improve your KPI's in the second round. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and

Top reviews


Aug 14, 2020

The capstone is interesting, challenging, and give space for finding practical solutions to a real-life scenario. Great way to try implementing all the theoretical knowledge learned in other courses.


Oct 18, 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.

Filter by:

26 - 50 of 169 Reviews for Digital Marketing Capstone

By Viola B

May 17, 2021

Excellent course and great for job purposes. Thanks all and best wishes.

By Donny S

Dec 12, 2017

You can end the course with a nice digital marketing campaign proposal (and a specialization), but there is a lack of direction and explanation about assignment requirements. It'd be nice if there were weekly videos that went over some of the important details, and suggested things to include in the modules and key marketing concepts to keep in mind (rather than just rehashing old lectures).

However, all said and done, finally earning the specialization is rewarding and could be beneficial for my career. Now this is done, I'm now interested in earning certifications in specific skills like Google Analytics, Facebook Blueprint and more (such as ones listed here:

By Laila C

May 16, 2021

I like the process of completing the work, but the case is from 2015 with old links and I personally find Power Tools very uninteresting. Peer feedback is very useful, but could take some time for me to get 3 reviews even though thousands of people enrolled in this course.

By Jamie M

Aug 28, 2021

Course content is good but I'm particularly disappoint that the deadlines are restricted. Even though it is a self-paced course I now need to wait a month until I can complete it. I spoke to Coursera who said there is nothing they can do to manually unlock it as it is the course provider who decides the deadliness. Had no issues what so ever with any of the other courses in the specialisation. I simply reset the deadlines or coursera unlocked manually.

By Emily W

Oct 3, 2017

The assignments were extremely vague and confusing. This problem has been known for years, according to the discussion boards, but no one has fixed it. Extremely disappointing.

By Alexis C

Jun 22, 2020

the assignments are wayy to hard for no reason

By Romain V

Oct 7, 2016

The capstone topic was not very interesting.


Nov 29, 2016

There is no doubt that coursera platform is the best education in the world

But I want to learn digital marketing and this Capstone needs to experience in the digital marketing not less than 10 years

I wish there are a path or templates to work and learn, such as the Capstone project of specialization in marketing social media

There is lack of information and data and the previous five courses is insufficient for professional project like this Capstone

The first course marketing in the digital world was really the best course in coursera

and This course is really the worst course in coursera

And unhelpful and I did not learn anything from this course only gather information from various sources to pass assignment

By Luis A F L

Mar 17, 2016

Hated the course and the content. I truly regret investing my money on this course.

By Ricky A

Dec 12, 2017

ZERO customer support when I reached out. Both on Social media and over here.

By Tanjim R

Oct 24, 2020

Peer reviews are not always perfect!

By hubert k

May 11, 2016

too long

By Kesinee A Y

May 30, 2018

This class was enormously helpful in helping students to learn new data sources and how to synthesize what we learned in the past six courses. Reviewing others' coursework was an important means of learning new resources and different perspectives. This is the art and not just the science of digital marketing planning. I'm grateful to the professors and fellow learners for the opportunity. My views of marketing are forever changed and I look forward to applying what I've learned int the real world! Thank you!

By Sandra M

Aug 20, 2021

Wow. The whole Digital Marketing Specialization Courses (all 6) were amazing! I learned so much and especially got so much out of doing the capstone! It was hard work, but really brought everything together, and I am so confident now, that I have and can produce an effective/complete Digital Marketing Plan and Digital Marketing Data Analysis Plan and Execute it! Thank you!!!

By Radhika C

Jan 9, 2020

I enjoyed the course thoroughly and more importantly the capstone project. However there was segment by Prof Rhianna (I think) which needed a lot of improvement. I felt it was an extremely important part of the course (Digital Marketing Landscape) and she didn't do justice to it in terms of content and delivery. Else the specialisation is well designed and executed.

By Paola O B

Feb 21, 2021


It was a great experience; the Client and the brand are not familiar to many of us and it makes the work better because we have to search for more, learn about new categories and segments at the same time that we apply everything we have learned.

Thanks to all Professors and the other students for their help and comments!

By Mario G M

Mar 2, 2021

This is a very interesting but demanding and intense course. It took me a lot of time time to read the different reference materials and search for additional information on the web to accomplish the tasks. But the global experience was good and the practical approach helps to understand the theoretical concepts, I no doubt recommend it!


Nov 18, 2020

Very good course. Once you start with this capstone project you will realize how much you have learnt in reality. Very important part of the whole course. I really learnt a lot and I hope it will benefit me in my future ambitions. Plus the professors are very good throughout the course. Thankyou all for making such nice lectures.

By Aditya V

Sep 8, 2020

A truly 5 star course. Prof. Aric Rindfleisch, Prof. Kevin Hartman, Prof. Mike Yao and Prof Vishal Sachdeva are wonderful teachers and the way the curriculum is designed is awesome, scientifically designed modules, real life examples, relevant case studies, great learning. One of the best courses in Coursera. Must go for it.

By Sharon A R

Nov 8, 2021

A good starting point for any one who wants to step into the world of digital marketing. Relevant with real world use case based examples and practical recommendations, the previous courses helps you sort through the different principles, strategies to be used to finish the capstone project. Thank you instructors for that!

By Amanda W

Jan 4, 2017

This was a wonderful class, and definitely a intense cap to the rest of the course. I really learned a lot and enjoyed my time taking this specialization and have recommended it to many other members of my company. I will definitely be taking more classes and specializations in the future!

By Denis C

Feb 7, 2016

Very useful and challenging course. I'm glad I was able to gain some insight into how digital marketing is operated at a high level in big companies, such as Grainger and Bosch. It's always a good experience to look at other companies and the way to do digital marketing.

By Barnendra M C

Sep 18, 2019

Amazing experience with the Digital Marketing Capstone. It really tested my understanding of the entire digital marketing specialization content and pushed me towards extensive research during the course of the capstone. Feeling contented with this accomplishment

By Gabriela C

Dec 22, 2020

It was a very useful especialization. I liked the combination of theory and practice, in a way that it could be applied in real cases. Additional readings and links were fabulouse to update and learn from real-cases experiences. I really enjoy it.

By Carla H

Feb 19, 2021

Great project and great client with amazing professionals! It helped me to learn new concepts and how to apply them as well as refresh some of the concepts I learnt long time ago but I did not put them in practise. Thank you for the opportunity!