This course is part of the Digital Marketing Specialization

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Mike Yao

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Part of the Master of Business Administration (iMBA) degree
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Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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The Digital Revolution has led to a titanic shift in the landscape of marketing communications, 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.
You will be able to:
-	Examine marketing as a process of highly strategic communication 
-	Understand the impacts of digital media and information technologies on communication and marketing
-	Develop a conceptual understanding of several digital marketing strategies
-	Consider the rise of exciting new technologies, such as  AI, Internet of Things, and Mix Reality, as new tools for digital marketing
This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into the program and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

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Course 5 of 7 in the

Digital Marketing Specialization

Approx. 20 hours to complete

English

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Skills you will gain

Digital Marketing
Marketing Channel
Social Media
Mobile Marketing
Integrated Marketing Communications

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 5 of 7 in the

Digital Marketing Specialization

Approx. 20 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.69/5 (395 Ratings)

Mike Yao

Professor of Digital Media, Department Head

Charles H. Sandage Department of Advertising

159,923 Learners

5 Courses

Offered by

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.

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Syllabus - What you will learn from this course

Content Rating95%(11,766 ratings)

Week1

Week 1

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 66 min), 8 readings, 7 quizzes

10 videos

Course Introduction6mLearn on Your Terms30sMarketing as Communication Part 17mMarketing as Communication Part 212mMedia Revolution Part 110mMedia Revolution Part 24mUnderstanding Marketing Media8mThe Marketing Funnel7mDual Product Model of Commercial Marketing Media5mInterview with Jan Slater: Rethinking Digital vs. Traditional Media3m

8 readings

Syllabus10mAbout the Discussion Forums10mAbout the Rubric for Peer Assessment10mGetting to Know Your Classmates10mLearn More About Flexible Learning Paths10mModule 1 Overview10mModule 1 Readings30mAbout Jan Slater10m

7 practice exercises

Orientation Quiz30mModule 1 Lesson 1 Practice Quiz10mModule 1 Lesson 2 Practice Quiz10mModule 1 Lesson 3 Practice Quiz10mModule 1 Standalone Topic 1 Practice Quiz10mModule 1 Standalone Topic 2 Practice Quiz10mModule 1 Quiz1h

Week2

Week 2

4 hours to complete

Key Processes and Core Strategies

4 hours to complete

10 videos (Total 72 min), 2 readings, 7 quizzes

10 videos

Key Features of Digital Communication8mImpacts of Digital Technologies on Information Dissemination10mImpacts of Digital Technologies on Persuasion Part 17mImpacts of Digital Technologies on Persuasion Part 26mImpact of Digital Technologies on Branding10mContent Marketing8mContext Marketing Strategy6mInterview with Jan Slater: What is a Brand?5mInterview with Jan Slater: Brand Messaging and Digital Consumers4mInterview with Jan Slater: Telling Brand Stories on Multiple Channels4m

2 readings

Module 2 Overview10mModule 2 Readings30m

7 practice exercises

Module 2 Lesson 1 Practice quiz10mModule 2 Lesson 2 Practice Quiz10mModule 2 Lesson 3 Practice Quiz10mModule 2 Lesson 4 Lesson Quiz10mModule 2 Standalone Topic 1 Practice Quiz10mModule 2 Standalone Topic 2 Practice Quiz10mModule 2 Quiz1h

Week3

Week 3

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

Discovering and Targeting the Right Audience in World of Digital Media10mProgrammatic Advertising Part 15mProgrammatic Advertising Part 26mSearch Marketing10mSocial Media Marketing Part 19mSocial Media Marketing Part 27mMarketing Attribution6mReal Time Bidding5mInterview with Jeff Green: A Business Case for Open Market Programmatic Advertising3mInterview with David Pickles: The Nuts and Bolts of Programmatic Advertising1mInterview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing4mInterview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising2mInterview with Jeff Green and David Pickles: Privacy and Data Security2mInterview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing4m

3 readings

Module 3 Overview10mModule 3 Readings1hAbout the Domain Experts10m

7 practice exercises

Module 3 Lesson 1 Practice Quiz10mModule 3 Lesson 2 Practice Quiz10mModule 3 Lesson 3 Practice Quiz10mModule 3 Lesson 4 Practice Quiz10mModule 3 Standalone Topic 1 Practice Quiz10mModule 3 Standalone Topic 2 Practice Quiz10mModule 3 Quiz1h

Week4

Week 4

7 hours to complete

Mobile Media and Beyond the Screens

7 hours to complete

8 videos (Total 59 min), 4 readings, 8 quizzes

8 videos

Mobile Marketing Part 110mMobile Marketing Part 25mMobile Marketing Part 314mBeyond the Screens9mLocation-based Marketing5mConversational Marketing5mInterview with Jan Slater: Stay Ahead the Curve by Being Agile5mGies Online Programs3m

4 readings

Module 4 Overview10mModule 4 Readings1hCongratulations!10mGet Your Course Certificate10m

7 practice exercises

Module 4 Lesson 1 Practice Quiz10mModule 4 Lesson 2 Practice Quiz10mModule 4 Lesson 3 Practice Quiz10mModule 4 Lesson 4 Practice Quiz10mModule 4 Standalone Topic 1 Practice Quiz10mModule 4 Standalone Topic 2 Practice Quiz10mModule 4 Quiz1h

Reviews

4.4

658 reviews

5 stars
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2 stars
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1 star
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TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING PRINCIPLES

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 BNNov 21, 2020

Fantastic Course with easy to follow information and reads, examples and interviews on Digital Media and Marketing Principles for a beginner like me. Thank you Professor Mike Yao.

by KSJul 16, 2020

by LBAug 7, 2021

A very good course with great theoretical explanations from prof. Yao, examples from real life and interviews with professionals. Thank you very much, I enjoyed it and learned many new things.

View all reviews

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?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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Digital Media and Marketing Principles

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