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.
Offered By
Digital Marketing SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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Learner Career Outcomes
33%
started a new career after completing these courses
35%
got a tangible career benefit from this course
13%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 5 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 17 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish
Skills you will gain
Mobile MarketingSocial MediaPlanningDigital Marketing
Learner Career Outcomes
33%
started a new career after completing these courses
35%
got a tangible career benefit from this course
13%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 5 of 7 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 17 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 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.
5 hours to complete
9 videos (Total 82 min), 9 readings, 2 quizzes
9 videos
1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success1m
1-1.2 Know Yourself: Digital Marketing Self-Assessment9m
1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers12m
1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective9m
1-1.5 Know Your Message: Digital Content & Communication Channels7m
1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website7m
Interview: Mary McIlrath, SVP & Partner at C+R Research23m
1-3.1 Big Data in Digital Marketing7m
9 readings
Syllabus30m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Getting to Know Your Classmates10m
Module 1 Overview20m
Module 1 Readings1h
1-3.2 Extra Resources20m
2 practice exercises
Orientation Quiz30m
Module 1 Quiz10m
4 hours to complete
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.
4 hours to complete
8 videos (Total 59 min), 3 readings, 2 quizzes
8 videos
2-1.2 Online Advertising: Opportunities & Challenges7m
2-1.3 Online Advertising: Nuts & Bolts5m
2-1.4 Search Optimization: SEO Strategies6m
2-1.5 Search Optimization: Essential Steps6m
2-1.6 Search Optimization: Future Trends3m
2-1.7 CRM and Marketing Automation8m
Interviews: AMOBEE Executives19m
3 readings
Module 2 Overview20m
Module 2 Readings1h 30m
Mod 2 Extra Resources30m
1 practice exercise
Module 2 Quiz10m
3 hours to complete
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.
3 hours to complete
8 videos (Total 67 min), 3 readings, 1 quiz
8 videos
3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process8m
3-1.3 Online Video Marketing: New Strategies and Other Considerations6m
3-1.4 Social Media Marketing Strategies Overview5m
3-1.5 Buzz & Influencer Marketing: Strategies6m
3-1.6 Buzz & Influencer Marketing: Other Considerations7m
3-1.7 Buzz & Influencer Marketing: Planning and Executing8m
Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer21m
3 readings
Module 3 Overview20m
Module 3 Readings1h
Mod 3 Extra Resources30m
1 practice exercise
Module 3 Quiz10m
5 hours to complete
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.
5 hours to complete
8 videos (Total 69 min), 4 readings, 2 quizzes
8 videos
4-1.2 Measures of Campaign Success: Web Analytics10m
4-1.3 Measures of Campaign Success: Social Media Metrics8m
4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety9m
4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking4m
4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach10m
Interview: Jill Ferguson, Chartbeat’s Head of Product Education20m
Gies Online Programs3m
4 readings
Module 4 Overview20m
Module 4 Readings50m
Mod 4 Extra Resources1h
Congratulations!10m
1 practice exercise
Module 4 Quiz10m
Reviews
TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES
by GCDec 20, 2020
great course gave a whole new insight on this part of the course I will highly recommend to others . the instructor teach it very clearly and the examples are really applicable. Learned a lot from it!
by JJAug 30, 2020
I think this course is much better than the Digital Media and Marketing Principles course. It gives us the opportunity to create our own digital marketing strategies and the reasons behind our choices
by PNov 3, 2020
It was an incredible course!!!. It fully reached my expectations. Professor Mike Yao, lecturas and videos with experts made it excellent!!! Congratulations Coursera and Gies University of Illinois.
by DANov 16, 2020
I have learned tremendously from this course, which I was able to immediately apply to my work. Grateful for the informative insights, as well as the sharing from different industry practitioners.
About the Digital Marketing Specialization
Master strategic marketing concepts and tools to address brand communication in a digital world.
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