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.You will be able to:
- Adopt a holistic and integrated approach to digital marketing planning
- Develop a purposeful content marketing strategy to achieve your business and marketing goals
- Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers
- Critically evaluate the role social media platforms play in viral and influencer marketing campaigns
- Evaluate and measure the success of digital marketing campaigns
- Identify and manage risks in digital marketing
This course is part of Gies College of Business’s suite of online programs, including the iMBA and iMSM. Learn more about admission into the program and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/
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Syllabus
Syllabus - What you will learn from this course
Week 1
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.
Week 2
Online and Video Marketing
Week 3
Social and Email Marketing
Week 4
Putting It All Together for Your Digital Plan
FAQ
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
Reviews
The case study make me practice: combine the strategic , analytical, creative and critical thinking. The interviews with an expert every week gain insigth and how they implement for business practice.
This course if a fantastic overview of digital marketing. I know understand the different channels and their advantages/disadvantages needed to make strategic marketing decisions.
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。
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
