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 integrated marketing communication.
This course is part of the Digital Marketing Specialization
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Digital Marketing SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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Flexible deadlines
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Shareable Certificate
Earn a Certificate upon completion
100% online
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Course 6 of 7 in the
Beginner Level
Approx. 20 hours to complete
English
Subtitles: English
Skills you will gain
- Digital Marketing
- Social Media
- Content Marketing
- search marketing
- Brand Communication
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 6 of 7 in the
Beginner Level
Approx. 20 hours to complete
English
Subtitles: English
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 Orientation and Module 1: Setting Goals and Preparing Your Digital Assets
In this module, you will learn to strategically align business and marketing goals through strategic communication. You will also learn how to evaluate and prepare your digital assets for launching a digital campaign.
5 hours to complete
9 videos (Total 85 min), 7 readings, 2 quizzes
6 hours to complete
Online and Video Marketing
In this module, you will learn key concepts and tactical considerations in managing online advertising, search optimization, content-based marketing, and CRM to discover and reach prospective consumers.
6 hours to complete
9 videos (Total 93 min), 3 readings, 2 quizzes
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 54 min), 3 readings, 1 quiz
5 hours to complete
Putting It All Together for Your Digital Plan
In this module, you will learn how to strategically select the appropriate KPIs and metrics to evaluate digital campaign success. You will also learn about the challenges and pitfalls in digital marketing.
5 hours to complete
9 videos (Total 75 min), 4 readings, 2 quizzes
Reviews
- 5 stars70.63%
- 4 stars20.80%
- 3 stars4.94%
- 2 stars1.92%
- 1 star1.68%
TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES
by MPApr 8, 2022
Thanks Professor Yao! I've learned so much from this course and it's amazing how it's entirely applicable to my current job. Will definitely help me land a promotion in the future. Thanks again
by PMApr 18, 2020
A course that gives good insights into the world of Digital Promotions. The assignments, especially, if one does his/her research well and takes them seriously, can learn a lot of new things!
by ZHFeb 6, 2016
专项课程的最后一门，与之前的课程类似，除了看视频之外，还需要阅读指定的各种材料，并且结合生活、工作中的经验，才能更好的完成四次小论文作业。总体来说，这个系列的专项课程可以算得上数字化市场营销的科普学习，通过课程的学习能够对数字化市场有一个全貌的了解，并对其中所涉及的技术、流程、理论和实践有所了解。但如果要在实际工作中予以运用，还需要真正的实践才行。
by HHAug 15, 2021
That greatt!The course helped me systematize the process of creating a media strategy in the digital age. Thanks to the University of Illinois faculty and the Coursera course team.
About the Digital Marketing Specialization
Master strategic marketing concepts and tools to address brand communication in a digital world.
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