About this course: Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and hear from industry experts invited to join the course. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Created by: University of Illinois at Urbana-Champaign
Taught by: Rhiannon Clifton, Program Director
Charles H. Sandage Department of Advertising
| Basic Info | Course 5 of 6 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 |
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.
15 videos, 9 readings, 3 practice quizzes
- Video: Welcome to Digital Marketing Channels: Planning
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: About the Rubric for Peer Assessment
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Video: 1-1.1 Lesson Objectives
- Video: 1-1.2 Understanding UX Design
- Video: 1-1.3 Core Principles of UX Design
- Video: 1-1.4 Mobile UX
- Video: 1-1.5 Design Steps
- Video: 1-1.6 Web Design and Development
- Video: 1-1.7 Writing for Digital
- Video: 1-1.8 What We've Learned
- Practice Quiz: Lesson 1-1 Practice Quiz
- Video: 1-2.1 Lesson Objectives
- Video: 1-2.2 Overview of SEO
- Video: 1-2.3 SEO Nuts & Bolts
- Video: 1-2.4 SEM Overview
- Video: 1-2.5 What We've Learned
- Practice Quiz: Lesson 1-2 Practice Quiz
- Video: Module 1 Review
Graded: Module 1 Peer Assessment
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 video.
12 videos, 2 readings, 2 practice quizzes
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Video: 2-1.1 Lesson Objectives
- Video: 2-1.2 Online Advertising Overview
- Video: 2-1.3 Types of Display Advertising
- Video: 2-1.4 Buying Online Advertising
- Video: 2-1.5 How to Run An Online Ad Campaign
- Video: 2-1.6 What We've Learned
- Practice Quiz: Lesson 2-1 Practice Quiz
- Video: 2-2.1 Lesson Objectives
- Video: 2-2.2 Video Production
- Video: 2-2.3 Promoting Your Video
- Video: 2-2.4 Advantages, Challenges, and Summary
- Video: 2-2.5 What We've Learned
- Practice Quiz: Lesson 2-2 Practice Quiz
- Video: Module 2 Review
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 the effective campaign measurement.
14 videos, 2 readings, 2 practice quizzes
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Video: 3-1.1 Lesson Objectives
- Video: 3-1.2 Introduction to Social Media
- Video: 3-1.3 Social Media Channels
- Video: 3-1.4 Tracking and Analyzing the Social Campaigns
- Video: 3-1.5 Using Social Media to Solve Business Problems
- Video: 3-1.6 Creating A Social Media Strategy
- Video: 3-1.7 Documents and Processes
- Video: 3-1.8 What We've Learned
- Practice Quiz: Lesson 3-1 Practice Quiz
- Video: 3-2.1 Lesson Objectives
- Video: 3-2.2 Email Strategy and Planning
- Video: 3-2.3 Email Marketing, Step-By-Step
- Video: 3-2.4 Advantages and Challenges
- Video: 3-2.5 What We've Learned
- Practice Quiz: Lesson 3-2 Practice Quiz
- Video: Module 3 Review
Graded: Module 3 Peer Assessment
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.
12 videos, 2 readings, 2 practice quizzes
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Video: 4-1.1 Lesson Objectives
- Video: 4-1.2 Introduction to Mobile
- Video: 4-1.3 Mobile Messaging Channels
- Video: 4-1.4 Mobile Commerce
- Video: 4-1.5 Wrapping up Mobile
- Video: 4-1.6 What We've Learned
- Practice Quiz: Lesson 4-1 Practice Quiz
- Video: 4-2.1 Lesson Objectives
- Video: 4-2.2 Integrated Digital Marketing
- Video: 4-2.3 Optimizing Your Plan
- Video: 4-2.4 Best Practices
- Video: 4-2.5 What We've Learned
- Practice Quiz: Lesson 4-2 Practice Quiz
- Video: Module 4 Review
Graded: Module 4 Peer Assessment
Graded: Module 4 Quiz
FAQs
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Coursework
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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
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
very great experience !
very useful
A great course, honest and to the point teaching style included!
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RB
Great experience