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Digital Media and Marketing Strategies
  • Level Foundation
  • المدة 20 ساعات hours
  • الطبع بواسطة University of Illinois Urbana-Champaign
  • Offered by

عن

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.

الوحدات

About the Course and Your Classmates

    • 1 Videos
    • 4 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Course Introduction

4 Readings

  • Syllabus
  • About the Discussion Forums
  • About the Rubric for Peer Assessment
  • Getting to Know Your Classmates

1 Quiz

  • Orientation Quiz

Module 1 Overview

    • 2 Readings
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2 Readings

  • Module 1 Overview
  • Module 1 Readings

Lesson 1-1: Lectures

    • 6 Videos
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6 Videos

  • 1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success
  • 1-1.2 Know Yourself: Digital Marketing Self-Assessment
  • 1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers
  • 1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective
  • 1-1.5 Know Your Message: Digital Content & Communication Channels
  • 1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website

Lesson 1-2: Expert Session

    • 1 Videos
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1 Videos

  • Interview: Mary McIlrath, SVP & Partner at C+R Research

Lesson 1-3: Deep Dive

    • 1 Videos
    • 1 Readings
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1 Videos

  • 1-3.1 Big Data in Digital Marketing

1 Readings

  • 1-3.2 Extra Resources

Module 1 Assignments

    • 1 Quiz
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1 Quiz

  • Module 1 Quiz

Module 2 Overview

    • 2 Readings
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2 Readings

  • Module 2 Overview
  • Module 2 Readings

Lesson 2-1: Lectures

    • 8 Videos
Show info about module content

8 Videos

  • 2-1.1 Module 2 Overview: Discovering & Reaching Your Target Consumers
  • 2-1.2 Paid Advertising I
  • 2-1.3 Paid Advertising II
  • 2-1.4 Organic Search and Inbound Traffic Conversion
  • 2-1.5 SEO Deep Dive
  • 2-1.6 Content Creation
  • 2-1.7 Online Video Marketing
  • 2-1.8 CRM and Marketing Automation

Lesson 2-2: Expert Session

    • 1 Videos
Show info about module content

1 Videos

  • Interviews: AMOBEE Executives

Lesson 2.3: Deep Dive

    • 1 Readings
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1 Readings

  • Mod 2 Extra Resources

Module 2 Assignments

    • 1 Quiz
    • 1 PeerReview
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1 Peer Review

  • Module 2 Peer Assessment

1 Quiz

  • Module 2 Quiz

Module 3 Overview

    • 2 Readings
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2 Readings

  • Module 3 Overview
  • Module 3 Readings

Lesson 3-1: Lectures

    • 7 Videos
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7 Videos

  • 3-1.1 Module 3 Overview
  • 3-1.2 Social Media Marketing Strategies Overview
  • 3-1.3 Buzz & Influencer Marketing: Strategies
  • 3-1.4 Buzz & Influencer Marketing: Other Considerations
  • 3-1.5 Buzz & Influencer Marketing Planning
  • 3-1.6 Online PR
  • 3-1.7 Email Marketing

Lesson 3-2: Expert Session

    • 1 Videos
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1 Videos

  • Interview: Lynne McChristian, Senior Instructor of Finance

Lesson 3-3: Deep Dive

    • 1 Readings
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1 Readings

  • Mod 3 Extra Resources

Module 3 Assignments

    • 1 Quiz
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1 Quiz

  • Module 3 Quiz

Module 4 Overview

    • 2 Readings
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2 Readings

  • Module 4 Overview
  • Module 4 Readings

Lesson 4-1: Lectures

    • 7 Videos
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7 Videos

  • 4-1.1 Module 4 Overview: Evaluation and Risk Management
  • 4-1.2 Performance Indicators and Metrics: Search Engine and Websites
  • 4-1.3 Performance Indicators and Metrics: Social Media
  • 4-1.4 Challenges & Pitfalls: Ad Fraud
  • 4-1.5 Challenges & Pitfalls: Privacy and Data Security
  • 4-1.6 Challenges & Pitfalls: Brand Safety and Reputation
  • 4-1.7 Course Wrap-Up: Key Take-Aways & Integrated Approach

Lesson 4-2: Expert Session

    • 1 Videos
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1 Videos

  • Interview: Jill Ferguson, Chartbeat’s Head of Product Education

Lesson 4-3 Deep Dive

    • 1 Readings
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1 Readings

  • Mod 4 Extra Resources

Module 4 Assignments

    • 1 Quiz
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1 Quiz

  • Module 4 Quiz

Congratulations on Completing the Course!

    • 1 Videos
    • 1 Readings
    • 1 Plugin
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1 Videos

  • Learn on Your Terms

1 Readings

  • Congratulations on completing the course!

Honor's Track Assignment

    • 1 PeerReview
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1 Peer Review

  • Module 4 Peer Assessment

Auto Summary

Discover the essential strategies of digital marketing with "Digital Media and Marketing Strategies," offered by Gies College of Business on Coursera. This foundational course dives deep into planning digital campaigns, leveraging various channels, and evaluating their success. Perfect for beginners in sales and marketing, it covers content marketing, social media's impact, and risk management over 1,200 minutes. Subscribe to the Starter plan and elevate your digital marketing skills today!

Mike Yao
Instructors

Mike Yao

Marisa Peacock
Instructors

Marisa Peacock