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.
This course is part of the Digital Marketing Specialization
Digital Media and Marketing Principles
Offered By
About this Course
4.1
1,168 ratings
Skills you will gain
Mobile MarketingSocial MediaDigital MarketingMarketing Channel
Syllabus - What you will learn from this course
Week
1Course 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 (Total 53 min), 9 readings, 2 quizzes
9 videos
1-1 Understanding Marketing as Communication5m
1-2 Marketing Communication Functions and Challenges5m
1-3 The Media and Mediums of Marketing Communication2m
1-4 Evolution of Marketing Media2m
1-5 Marketing Communication Using Traditional Media Channels2m
1-6 Advantages and Disadvantages of Mass Marketing Communication3m
Interview: Jan Slater - Chief Marketing Officer24m
Like this course? Learn more with the iMBA! (optional)1m
9 readings
Syllabus10m
About the Discussion Forums10m
Glossary10m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Social Media10m
Getting to Know Your Classmates10m
Module 1 Overview10m
Module 1 Readings30m
2 practice exercises
Orientation Quiz10m
Module 1 Quiz20m
Week
2The 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 (Total 47 min), 2 readings, 2 quizzes
5 videos
2-2 The Impacts of Digital Media on Human Communication9m
2-3 Defining Features of Digital Media Technologies5m
2-4 The Impacts of Digital Media on Marketing Communication7m
Interview: The Trade Desk19m
2 readings
Module 2 Overview10m
Module 2 Readings30m
1 practice exercise
Module 2 Quiz20m
Week
3Core 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 (Total 49 min), 2 readings, 1 quiz
4 videos
3-2 Overview of Search Marketing12m
3-3 Overview of Social Media Marketing13m
Michelle Stenger - Illinois Athletics16m
2 readings
Module 3 Overview10m
Module 3 Readingss
1 practice exercise
Module 3 Quiz20m
Week
4Growing 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.
7 videos (Total 55 min), 2 readings, 2 quizzes
7 videos
4-2 Content Marketing Part 27m
4-3 Mobile Marketing Part 110m
4-4 Mobile Marketing Part 215m
4-5 Out-of-Home (OOH) Marketing5m
4-6 Direct Marketing in the Digital Era3m
4-7 New Frontiers in Digital Marketing Communication5m
2 readings
Module 4 Overview10m
Module 4 Readingss
1 practice exercise
Module 4 Quiz26m
4.1
248 Reviews43%
started a new career after completing these courses
40%
got a tangible career benefit from this course
20%
got a pay increase or promotion
Top Reviews
By LM•Aug 30th 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 BM•Oct 23rd 2017
it was very very useful, a lot of important information. Hard exercises but awesome. the most course I enjoyed in this specialization. It's another world.You will really enjoy it a lot.
Instructor
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
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.
What will I get if I subscribe to this Specialization?
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.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
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