About this course: The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.
Created by: University of Illinois at Urbana-Champaign
Taught by: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| Basic Info | Course 4 of 7 in the Digital Marketing Specialization |
| Commitment | 4 weeks of study, 8-10 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Complete this course to work toward:
Digital Marketing Specialization
This course is part of the 7-course Digital Marketing Specialization from University of Illinois at Urbana-Champaign
Master of Business Administration (iMBA)
This course is part of the fully-online 18 courses plus three capstone projects degree program
Syllabus
WEEK 1
Course Overview and Principles and Concepts
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course.
9 videos, 9 readings, 1 practice quiz
- Video: Welcome to Digital Marketing Channels: The Landscape
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: About the Rubric for Peer Assessment
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: 1-1 Understanding Marketing as Communication
- Video: 1-2 Marketing Communication Functions and Challenges
- Video: 1-3 The Media and Mediums of Marketing Communication
- Video: 1-4 Evolution of Marketing Media
- Video: 1-5 Marketing Communication Using Traditional Media Channels
- Video: 1-6 Advantages and Disadvantages of Mass Marketing Communication
- Video: Interview: Jan Slater - Chief Marketing Officer
- Video: Like this course? Learn more with the iMBA! (optional)
Graded: Module 1 Quiz
WEEK 2
The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.
5 videos, 2 readings
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: 2-1 Understanding Digital Media
- Video: 2-2 The Impacts of Digital Media on Human Communication
- Video: 2-3 Defining Features of Digital Media Technologies
- Video: 2-4 The Impacts of Digital Media on Marketing Communication
- Video: Interview: The Trade Desk
Graded: Module 2 Peer Assessment
Graded: Module 2 Quiz
WEEK 3
Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.
4 videos, 2 readings
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Video: 3-1 Overview of Online Display Advertising
- Video: 3-2 Overview of Search Marketing
- Video: 3-3 Overview of Social Media Marketing
- Video: Michelle Stenger - Illinois Athletics
Graded: Module 3 Quiz
WEEK 4
Growing Trends and New Frontiers
In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
6 videos, 2 readings
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: 4-1 Content Marketing Part 1
- Video: 4-2 Content Marketing Part 2
- Video: 4-3 Mobile Marketing Part 1
- Video: 4-4 Mobile Marketing Part 2
- Video: 4-5 Out-of-Home (OOH) Marketing
- Video: 4-6 Direct Marketing in the Digital Era
Graded: Module 4 Peer Assessment
Graded: Module 4 Quiz
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creators
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.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
The course is very good on digital landscape.
I have learned so much with this course. it is amazing all this new information, all the new possibilities for marketers to approach audience. I am using all these knowledge and trying to apply it in my business. I have already enrolled in the next course! The professor explains it very thoroughly and it shows how knowledgeable he is. Thank you Coursera for letting me learn through my computer screen.
Great oportunity
Coursera provides universal access to the world’s best education,
partnering with top universities and organizations to offer courses online.
© 2018 Coursera Inc. All rights reserved.
J
excellent course