About this Course

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Learner Career Outcomes

35%

started a new career after completing these courses

34%

got a tangible career benefit from this course

11%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 20 hours to complete
English

What you will learn

  • Gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals

  • Understand frameworks and approaches to measuring consumers’ digital actions

  • Learn to evaluate and choose appropriate web analytics tools and techniques

  • Earn familiarity with the unique measurement opportunities and challenges presented by New Media

Skills you will gain

Digital MarketingData CollectionAnalyticsData AnalysisData Visualization (DataViz)

Learner Career Outcomes

35%

started a new career after completing these courses

34%

got a tangible career benefit from this course

11%

got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 20 hours to complete
English

Offered by

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University of Illinois at Urbana-Champaign

Start working towards your Master's degree

This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

Syllabus - What you will learn from this course

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Week
1

Week 1

6 hours to complete

Course Overview and The Day The Geeks Took Over

6 hours to complete
7 videos (Total 51 min), 7 readings, 7 quizzes
7 videos
About Prof Kevin Hartman3m
Module 1 Overview46s
The Art and Science Mind6m
The Early History of Analytics8m
The Contemporary History of Analytics10m
The Rise of Modern Data Analytics11m
7 readings
Syllabus10m
About the Discussion Forums10m
About the Rubric for Peer Assessment10m
Getting to Know Your Classmates10m
Glossary10m
Module 1 Overview10m
Module 1 Readings1h
6 practice exercises
Orientation Quiz30m
Lesson 1 Practice Quiz10m
Lesson 2 Practice Quiz10m
Lesson 3 Practice Quiz10m
Lesson 4 Practice Quiz10m
Module 1 Quiz1h
Week
2

Week 2

5 hours to complete

The Consumer Brand Relationship

5 hours to complete
6 videos (Total 42 min), 2 readings, 7 quizzes
6 videos
Online Video6m
Online Search8m
Display Media7m
Social Media9m
The Consumer Decision Journey8m
2 readings
Module 2 Overview10m
Module 2 Readings1h
6 practice exercises
Lesson 1 Practice Quiz10m
Lesson 2 Practice Quiz10m
Lesson 3 Practice Quiz10m
Lesson 4 Practice Quiz10m
Lesson 5 Practice Quiz10m
Module 2 Quiz1h
Week
3

Week 3

5 hours to complete

The Science of Analytics (Part 1)

5 hours to complete
6 videos (Total 39 min), 2 readings, 7 quizzes
6 videos
Digital Data Infrastructure8m
Brand Measurement6m
Consumer Outcomes9m
Customer Value6m
Attribution6m
2 readings
Module 3 Overview10m
Module 3 Readings1h
6 practice exercises
Lesson 1 Practice Quiz10m
Lesson 2 Practice Quiz10m
Lesson 3 Practice Quiz10m
Lesson 4 Practice Quiz10m
Lesson 5 Practice Quiz10m
Module 3 Quiz1h
Week
4

Week 4

5 hours to complete

The Science of Analytics (Part 2)

5 hours to complete
6 videos (Total 45 min), 3 readings, 6 quizzes
6 videos
Analytics and Dataviz Tools7m
Evaluating the Tool Landscape9m
Digital Marketing Maturity6m
The Issue of Privacy16m
Gies Online Programs3m
3 readings
Module 4 Overview10m
Module 4 Readings1h
Congratulations!10m
5 practice exercises
Lesson 1 Practice Quiz10m
Lesson 2 Practice Quiz10m
Lesson 3 Practice Quiz10m
Lesson 4 Practice Quiz10m
Module 4 Quiz1h

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About the Digital Marketing Specialization

Digital Marketing

Frequently Asked Questions

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