This course is part of the Digital Marketing Specialization

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Mike Yao

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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

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

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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 (391 Ratings)

Mike Yao

Professor of Digital Media, Department Head

Charles H. Sandage Department of Advertising

158,632 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%(11,748 ratings)

Week

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 Introduction6m

Learn on Your Terms30s

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

8 readings

Syllabus10m

About the Discussion Forums10m

About the Rubric for Peer Assessment10m

Getting to Know Your Classmates10m

Learn More About Flexible Learning Paths10m

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

Week

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 Communication8m

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

Week

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 Media10m

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

Week

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 110m

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

4 readings

Module 4 Overview10m

Module 4 Readings1h

Congratulations!10m

Get Your Course Certificate10m

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

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656 reviews

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3 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 TTJul 7, 2017

Liked the content and picked up skills I can apply today. Some of it was repetitive which dragged the course a little longer and many short videos that could have been condensed.

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.

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 FMay 25, 2020

First I'd like to thank Mr. Mike Yao for making interesting digital course. Really enjoyed every minute of it. Learned many new skills in this sphere. Highly recommend!

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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