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 proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following Digital Media and Marketing Principles, 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.
You will be able to:

-	Adopt a holistic and integrated approach to digital marketing planning
-	Develop a purposeful content marketing strategy to achieve your business and marketing goals
-	Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers
-	Critically evaluate the role social media platforms play in viral and influencer marketing campaigns 
-	Evaluate and measure the success of digital marketing campaigns
-	Identify and manage risks in 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://www.coursera.org/degrees/imba.

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

Digital Marketing Specialization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 18 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, 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

Digital Marketing Specialization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 18 hours to complete

English

Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish

Instructor

Instructor rating

4.71/5 (331 Ratings)

Mike Yao

Professor of Digital Media, Department Head

Charles H. Sandage Department of Advertising

132,827 Learners

5 Courses

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.

Learn More

Syllabus - What you will learn from this course

Content Rating95%(10,849 ratings)

Week

Week 1

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

Welcome to Digital Marketing Channels: Planning2m

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

Week

Week 2

5 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.

5 hours to complete

8 videos (Total 59 min), 3 readings, 2 quizzes

8 videos

2-1.1 Module 2 Overview: Discovering & Reaching Your Target Consumers2m

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

Week

Week 3

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

3-1.1 Module 3 Overview: Content & Social Strategies1m

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

Week

Week 4

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

4-1.1 Module 4 Overview: Evaluation and Risk Management1m

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

4.5

596 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 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 HMay 24, 2020

It's a great course for anyone who wants to pursue a career in digital marketing. It has provided me with clarity about each media channel and different ways to work on each to get maximum return.

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.

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, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

More questions? Visit the Learner Help Center.

Digital Media and Marketing Strategies

About this Course

Learner Career Outcomes

33%

35%

13%

Skills you will gain

Learner Career Outcomes

33%

35%

13%

Instructor

Mike Yao

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

Syllabus - What you will learn from this course

Week 1

Course Overview and Optimizing Your Digital Assets

Week 2

Online and Video Marketing

Week 3

Social and Email Marketing

Week 4

Putting It All Together for Your Digital Plan

Reviews

TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES

About the Digital Marketing Specialization

Frequently Asked Questions

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Digital Media and Marketing Strategies

About this Course

Learner Career Outcomes

33%

35%

13%

Skills you will gain

Learner Career Outcomes

33%

35%

13%

Instructor

Mike Yao

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

Syllabus - What you will learn from this course

Week 1

Course Overview and Optimizing Your Digital Assets

Week 2

Online and Video Marketing

Week 3

Social and Email Marketing

Week 4

Putting It All Together for Your Digital Plan

Reviews

TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES

About the Digital Marketing Specialization

Frequently Asked Questions

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Top Online Courses

Top Online Specializations

Online Certificates

Online Degree Programs

Coursera

Community

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