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.
Offered By
About this Course
Skills you will gain
- Digital Marketing
- Social Media
- Content Marketing
- search marketing
- Brand Communication
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.
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Syllabus - What you will learn from this course
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.
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.
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.
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.
Reviews
- 5 stars70.61%
- 4 stars20.82%
- 3 stars4.95%
- 2 stars1.93%
- 1 star1.68%
TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES
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
great course gave a whole new insight on this part of the course I will highly recommend to others . the instructor teach it very clearly and the examples are really applicable. Learned a lot from it!
Excellent course to learn about the creative aspects of Marketing, including social media and website strategies. Well developed and straight to the point. I highly recommend it!
Excellent step by step understanding of today's media strategies. Assignment and peer reviews gave exposure to different thinking and ideas. Thank you Coursera for providing the opportunity.
About the Digital Marketing Specialization
Master strategic marketing concepts and tools to address brand communication in a digital world.
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