About this course: The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.
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 5 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 Optimizing Your Digital Assets
In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.
9 videos, 10 readings, 1 practice quiz
- Leyendo: Syllabus
- Leyendo: About the Discussion Forums
- Leyendo: Glossary
- Leyendo: Brand Descriptions
- Leyendo: About the Rubric for Peer Assessment
- Leyendo: Social Media
- Leyendo: Getting to Know Your Classmates
- Cuestionario de práctica: Orientation Quiz
- Leyendo: Module 1 Overview
- Leyendo: Module 1 Readings
- Video: 1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success
- Video: 1-1.2 Know Yourself: Digital Marketing Self-Assessment
- Video: 1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers
- Video: 1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective
- Video: 1-1.5 Know Your Message: Digital Content & Communication Channels
- Video: 1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website
- Video: Interview: Mary McIlrath, SVP & Partner at C+R Research
- Video: 1-3.1 Big Data in Digital Marketing
- Leyendo: 1-3.2 Extra Resources
Graded: Module 1 Quiz
WEEK 2
Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online videos.
8 videos, 3 readings
- Leyendo: Module 2 Overview
- Leyendo: Module 2 Readings
- Video: 2-1.2 Online Advertising: Opportunities & Challenges
- Video: 2-1.3 Online Advertising: Nuts & Bolts
- Video: 2-1.4 Search Optimization: SEO Strategies
- Video: 2-1.5 Search Optimization: Essential Steps
- Video: 2-1.6 Search Optimization: Future Trends
- Video: 2-1.7 CRM and Marketing Automation
- Video: Interviews: AMOBEE Executives
- Leyendo: Mod 2 Extra Resources
Graded: Module 2 Peer Assessment
Graded: Module 2 Quiz
WEEK 3
Social and Email Marketing
In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and effective campaign measurement.
8 videos, 3 readings
- Leyendo: Module 3 Overview
- Leyendo: Module 3 Readings
- Video: 3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process
- Video: 3-1.3 Online Video Marketing: New Strategies and Other Considerations
- Video: 3-1.4 Social Media Marketing Strategies Overview
- Video: 3-1.5 Buzz & Influencer Marketing: Strategies
- Video: 3-1.6 Buzz & Influencer Marketing: Other Considerations
- Video: 3-1.7 Buzz & Influencer Marketing: Planning and Executing
- Video: Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer
- Leyendo: Mod 3 Extra Resources
Graded: Module 3 Quiz
WEEK 4
Putting It All Together for Your Digital Plan
In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.
7 videos, 3 readings
- Leyendo: Module 4 Overview
- Leyendo: Module 4 Readings
- Video: 4-1.2 Measures of Campaign Success: Web Analytics
- Video: 4-1.3 Measures of Campaign Success: Social Media Metrics
- Video: 4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety
- Video: 4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking
- Video: 4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach
- Video: Interview: Jill Ferguson, Chartbeat’s Head of Product Education
- Leyendo: Mod 4 Extra Resources
Graded: Module 4 Peer Assessment
Graded: Module 4 Quiz
FAQs
How It Works
Trabajo del curso
Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.
Ayuda de tus compañeros
Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.
Certificados
Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.
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
Great course!
I like that this course reinforce the principles and strategies of the previous courses and challenge us to face a real case! Amazing.
Very good course, it is comprehensive, explicative and interesting.
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RB
Great course for development