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.
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Digital Marketing SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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Learner Career Outcomes
48%
started a new career after completing these courses
33%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
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Start instantly and learn at your own schedule.
Course 4 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 20 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Skills you will gain
Digital MarketingMarketing ChannelSocial MediaMobile MarketingIntegrated Marketing Communications
Learner Career Outcomes
48%
started a new career after completing these courses
33%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 4 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 20 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Offered by
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.
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
5 hours to complete
Course Overview and The Changing Landscape
In the orientation, 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. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.
5 hours to complete
10 videos (Total 67 min), 7 readings, 7 quizzes
10 videos
Marketing as Communication Part 17m
Marketing as Communication Part 212m
Media Revolution Part 110m
Media Revolution Part 24m
Understanding Marketing Media8m
The Marketing Funnel7m
Dual Product Model of Commercial Marketing Media5m
Interview with Jan Slater: Rethinking Digital vs. Traditional Media3m
Like this course? Learn more with the iMBA! (optional)1m
7 readings
Syllabus10m
About the Discussion Forums10m
About the Rubric for Peer Assessment10m
Getting to Know Your Classmates10m
Module 1 Overview10m
Module 1 Readings30m
About Jan Slater10m
7 practice exercises
Orientation Quiz30m
Module 1 Lesson 1 Practice Quiz10m
Module 1 Lesson 2 Practice Quiz10m
Module 1 Lesson 3 Practice Quiz10m
Module 1 Standalone Topic 1 Practice Quiz10m
Module 1 Standalone Topic 2 Practice Quiz10m
Module 1 Quiz1h
4 hours to complete
Key Processes and Core Strategies
In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication.
4 hours to complete
10 videos (Total 72 min), 2 readings, 7 quizzes
10 videos
Impacts of Digital Technologies on Information Dissemination10m
Impacts of Digital Technologies on Persuasion Part 17m
Impacts of Digital Technologies on Persuasion Part 26m
Impact of Digital Technologies on Branding10m
Content Marketing8m
Context Marketing Strategy6m
Interview with Jan Slater: What is a Brand?5m
Interview with Jan Slater: Brand Messaging and Digital Consumers4m
Interview with Jan Slater: Telling Brand Stories on Multiple Channels4m
2 readings
Module 2 Overview10m
Module 2 Readings30m
7 practice exercises
Module 2 Lesson 1 Practice quiz10m
Module 2 Lesson 2 Practice Quiz10m
Module 2 Lesson 3 Practice Quiz10m
Module 2 Lesson 4 Lesson Quiz10m
Module 2 Standalone Topic 1 Practice Quiz10m
Module 2 Standalone Topic 2 Practice Quiz10m
Module 2 Quiz1h
5 hours to complete
Smart and Social Media Channels
In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics.
5 hours to complete
14 videos (Total 82 min), 3 readings, 7 quizzes
14 videos
Programmatic Advertising Part 15m
Programmatic Advertising Part 26m
Search Marketing10m
Social Media Marketing Part 19m
Social Media Marketing Part 27m
Marketing Attribution6m
Real Time Bidding5m
Interview with Jeff Green: A Business Case for Open Market Programmatic Advertising3m
Interview with David Pickles: The Nuts and Bolts of Programmatic Advertising1m
Interview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing4m
Interview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising2m
Interview with Jeff Green and David Pickles: Privacy and Data Security2m
Interview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing4m
3 readings
Module 3 Overview10m
Module 3 Readings1h
About the Domain Experts10m
7 practice exercises
Module 3 Lesson 1 Practice Quiz10m
Module 3 Lesson 2 Practice Quiz10m
Module 3 Lesson 3 Practice Quiz10m
Module 3 Lesson 4 Practice Quiz10m
Module 3 Standalone Topic 1 Practice Quiz10m
Module 3 Standalone Topic 2 Practice Quiz10m
Module 3 Quiz1h
6 hours to complete
Mobile Media and Beyond the Screens
In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
6 hours to complete
8 videos (Total 59 min), 3 readings, 8 quizzes
8 videos
Mobile Marketing Part 25m
Mobile Marketing Part 314m
Beyond the Screens9m
Location-based Marketing5m
Conversational Marketing5m
Interview with Jan Slater: Stay Ahead the Curve by Being Agile5m
Gies Online Programs3m
3 readings
Module 4 Overview10m
Module 4 Readings1h
Congratulations!10m
7 practice exercises
Module 4 Lesson 1 Practice Quiz10m
Module 4 Lesson 2 Practice Quiz10m
Module 4 Lesson 3 Practice Quiz10m
Module 4 Lesson 4 Practice Quiz10m
Module 4 Standalone Topic 1 Practice Quiz10m
Module 4 Standalone Topic 2 Practice Quiz10m
Module 4 Quiz1h
Reviews
TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING PRINCIPLES
by SKSep 1, 2019
The course gives a introductory insight into the digital marketing. It'll enable the students of this course to introduce themselves to world of digital marketing. Thanks for this amazing course.
by LMAug 29, 2015
Very good, informative and useful. My only wish is that the presenter was a bit more natural, rather than appearing to read the text off the screen all the time. But that is just a minor comment
by RJFeb 25, 2018
I had the feeling the lectures was at the beginning little messy, unstructured with a lot of information at once. Later on you get used to and find it quite informative and easy to follow.
by HIOct 4, 2020
The content was a bit too heavy. For professionals it is OK but for a Marketing guy this could be a bit of a challenge. Try to split it into two.. Why there are no Honours assignments?
About the Digital Marketing Specialization
Master strategic marketing concepts and tools to address brand communication in a digital world.
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