About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 13 hours to complete

Suggested: 4 weeks of study, 8-10 hours/week...

English

Subtitles: English

Skills you will gain

AnalyticsDigital MarketingMarketing AnalyticsMarketing Performance Measurement And Management

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 13 hours to complete

Suggested: 4 weeks of study, 8-10 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
4 hours to complete

Course Overview and Digital Influence on Marketing

In this module, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Then you will learn the short history of digital technology developments in four epochs and the three-step marketing model.

...
4 videos (Total 28 min), 8 readings, 4 quizzes
8 readings
Syllabus10m
About the Discussion Forums10m
About the Rubric for Peer Assessment10m
Glossary10m
Brand Descriptions10m
Getting to Know Your Classmates10m
Module 1 Overview10m
Module 1 Readings10m
3 practice exercises
Orientation Quiz10m
Lesson 1 Practice Quiz4m
Module 1 Quiz20m
Week
2
3 hours to complete

Basics of Web Analytics

In this module, you will learn the basic concepts of marketing analytics which includes variety of marketing analytics tools and numerous types of brand problems.

...
4 videos (Total 33 min), 2 readings, 4 quizzes
2 readings
Module 2 Overview10m
Module 2 Readings10m
3 practice exercises
Lesson 2 Practice Quiz4m
Lesson 3 Practice Quiz4m
Module 2 Quiz20m
Week
3
3 hours to complete

Basic Analytics Techniques and the Data

In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.

...
4 videos (Total 36 min), 2 readings, 4 quizzes
2 readings
Module 3 Overview10m
Module 3 Readings10m
3 practice exercises
Lesson 4 Practice Quiz4m
Lesson 5 Practice Quiz4m
Module 3 Quiz20m
Week
4
3 hours to complete

Promise and Pitfalls of Digital Data

In this module, you will develop an in depth understanding of New Media data and become equipped to describe the overall marketing analytics process and challenges.

...
4 videos (Total 30 min), 2 readings, 4 quizzes
2 readings
Module 4 Overview10m
Module 4 Readings10m
3 practice exercises
Lesson 6 Practice Quiz4m
Lesson 7 Practice Quiz4m
Module 4 Quiz20m
4.5
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started a new career after completing these courses

39%

got a tangible career benefit from this course

Top reviews from Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

By VBApr 17th 2018

Well, this is great course since I did it online, but the material well covered and the lecturer give clear and interesting material through video. I will take another course after this. Thank you.

By OAMar 1st 2016

I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.

Instructor

Avatar

Kevin Hartman

Visiting Professor & Head of Analytics at Google
College of Business

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.

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.