Welcome to Digital Marketing Channels: Planning

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From the course by University of Illinois at Urbana-Champaign

Digital Media and Marketing Strategies

938 ratings

University of Illinois at Urbana-Champaign

Digital Media and Marketing Strategies

938 ratings

Course 5 of 7 in the Specialization Digital Marketing

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.

From the lesson

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.

Welcome to Digital Marketing Channels: Planning2:52

Meet the Instructors

Mike Yao
Associate Professor of Digital Media
Charles H. Sandage Department of Advertising

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.

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