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.
This course is part of the Digital Marketing Specialization
Digital Media and Marketing Strategies
Offered By
About this Course
4.3
1,017 ratings
Skills you will gain
Mobile MarketingSocial MediaPlanningDigital Marketing
Syllabus - What you will learn from this course
Week
1Course 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 (Total 82 min), 10 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
10 readings
Syllabus30m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Social Media10m
Getting to Know Your Classmates10m
Module 1 Overview20m
Module 1 Readingss
1-3.2 Extra Resources20m
2 practice exercises
Orientation Quiz10m
Module 1 Quiz10m
Week
2Online 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 (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 Readings30m
Mod 2 Extra Resources30m
1 practice exercise
Module 2 Quiz10m
Week
3Social 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 (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 Readingss
Mod 3 Extra Resources30m
1 practice exercise
Module 3 Quiz10m
Week
4Putting 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 (Total 65 min), 3 readings, 2 quizzes
7 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
3 readings
Module 4 Overview20m
Module 4 Readings50m
Mod 4 Extra Resourcess
1 practice exercise
Module 4 Quiz10m
4.3
183 Reviews35%
started a new career after completing these courses
39%
got a tangible career benefit from this course
17%
got a pay increase or promotion
Top Reviews
By VC•Nov 23rd 2018
Mike Yao sir did a great job. He started all with basics and taught everything very well. I'm so glad I choose this course it'll for sure help me advance my career.
By CU•Jan 22nd 2019
Course material is very well presented. It is very condensed and practical and exceeds expectations. Much better than any other online course I have ever done.
Instructor
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
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.
About 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.
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?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
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.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
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