Hi, my name is Mike Yao,
I will be your instructor for this course.
I'm a professor in the Charles H. Sandage Department of
Advertising at the University of Illinois Urbana-Champaign.
My research focuses on the impacts of
digital technologies on various social behaviors such as
social relationship development, identity management,
and, of course, consumer behavior.
I regularly teach courses on digital advertising
and use of technologies in marketing campaigns.
This course dives deeper into the planning and implementation of a digital campaign.
In the 4 learning modules,
I will go through some of the key steps
digital marketers should take to prepare and plan a campaign
as well as specific digital marketing tactics to discover,
reach, engage, and grow a customer base.
I'll also share insights about how to select
the right KPIs to evaluate the success of your digital campaigns
and discuss some of the big challenges facing digital marketers today.
In this course, you'll encounter several types of learning materials.
First, there are the video lectures. I
present the core learning materials in these videos.
Next, for each learning module,
I interviewed a domain expert to share their real-world experiences
in dealing with the various strategic and operational issues
we will cover in this course.
My lecture videos and the expert interviews form the core of this course.
Materials from these videos will be included in the module quizzes.
Now, in addition to the video lectures and expert interviews,
I have also provided additional learning materials
for those who wish to pursue a topic further.
I have suggested 46 readings and curated
2-3 online resources for each module to enrich your learning experience.
In addition to passing the unit quizzes,
you're also required to complete 2 peer review assignments.
You'll be presented with a real-world case for which
you analyze and suggest specific digital marketing solutions.
You can find detailed instructions about this assignment in the course syllabus.
It is my pleasure to be a part of your learning experience,
I hope you will have as much fun learning and thinking about
digital marketing as I have had in creating this course.
Once again, welcome, and let's get started.