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Digital Marketing Capstone
  • Level Foundation
  • Duration 14 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm's objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan". You will use an online simulation to do this. You will be a marketing manager for a firm selling digital cameras online through their webstore. You will be reviewing the products, pricing, margins, and historical sales. You will create a targeted ad campaign after researching appropriate keywords for the products you are selling. You will also review the basics of landing page design and search engine optimization. You will then create and execute an email campaign. Once these campaigns are executed, you get feedback on the KPI's such as revenue, profits, traffic, conversions. You will get an opportunity to redo this campaign, with new strategies, to improve your KPI's in the second round. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Modules

About the Course and Your Classmates

    • 3 Videos
    • 5 Readings
Show info about module content

3 Videos

  • Introduction to the Capstone
  • Weekly Deliverables
  • Learn on Your Terms

5 Readings

  • Syllabus
  • About the Discussion Forums
  • Social Media
  • Getting to Know Your Classmates
  • Online Education at Gies College of Business

Resources

    • 3 Readings
Show info about module content

3 Readings

  • About the Client
  • Problem Statement
  • Glossary

Recordings of Hangouts with the Client

    • 4 Videos
    • 1 Readings
Show info about module content

4 Videos

  • Meet and Greet: Faculty and Client meetup
  • Hangout 1 - Elizabeth Distel-Grainger
  • Hangout 2- Bosch and Kevin Hartman
  • Hangout 3- Beth Distel and Victoria Jurkowski -Grainger

1 Readings

  • Hangouts with the Client

Module 1 Client/Brand Analysis

    • 3 Videos
    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Peer Assessment: Module 1 Client/Brand Analysis

3 Videos

  • Know the Client: Grainger
  • Campaign Management at Grainger
  • Display Advertising at Grainger

2 Readings

  • Module 1 Overview
  • Rubric for Module 1 Peer Assessment

Module 2 The Consumer Decision Journey

    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Peer Assessment: Module 2 Consumer Decision Journey

1 Discussions

  • Optional Discussion-Social Media Marketing

2 Readings

  • Module 2 Overview
  • Rubric for Module 2 Peer Assessment

Module 3 Collect and Analyze Data

    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Peer Assessment: Module 3 Collect and Analyze Data

2 Readings

  • Module 3 Overview
  • Rubric for Module 3 Peer Assessment

Module 4 The Channel and Content Strategy

    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Peer Assessment: Module 4 Channel and Content Strategy

2 Readings

  • Module 4 Overview
  • Rubric for Module 4 Peer Assessment

Module 5 Test and Control Plan

    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Peer Assessment: Module 5 Test and Control Plan

2 Readings

  • Module 5 Overview
  • Rubric for Module 5 Peer Assessment

Module 6 Final Digital Marketing Plan submission

    • 4 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Plugin
Show info about module content

1 Peer Review

  • Peer Assessment: Module 6 Final Digital Marketing Plan Submission

1 Discussions

  • Reflect on the Digital Marketing Journey

4 Readings

  • Module 6 Overview
  • Rubric for Module 6 Peer Assessment
  • Congratulations on completing the course!
  • Get Your Course Certificate

Auto Summary

Embark on an immersive journey with the "Digital Marketing Capstone," a dynamic four-week course that serves as the culminating experience of the Digital Marketing Specialization. Tailored for those in the Sales & Marketing domain, this capstone is designed to transition you from theoretical learning to practical application, offering hands-on experience in running a digital marketing campaign. Guided by expert instructors from the University of Illinois, this course will position you as a marketing manager for a fictional firm selling digital cameras. You will be tasked with analyzing products, pricing, margins, and historical sales data to develop and execute targeted ad campaigns. This includes researching appropriate keywords, refining landing page designs, optimizing search engines, and crafting effective email marketing strategies. Throughout the simulation, you'll receive real-time feedback on key performance indicators such as revenue, profits, traffic, and conversions. This iterative process allows you to refine and improve your strategies for optimal results. Perfect for aspiring digital marketers or professionals seeking to hone their skills, this course is part of the prestigious iMBA program, known for its flexibility and affordability. Available through Coursera with Starter, Professional, and Paid subscription options, the "Digital Marketing Capstone" is an excellent opportunity to demonstrate your ability to execute a full-fledged digital marketing campaign. Whether you're a beginner or looking to solidify your foundational knowledge, this course is designed to elevate your expertise in the ever-evolving field of digital marketing.

Aric Rindfleisch
Instructors

Aric Rindfleisch

Kevin Hartman
Instructors

Kevin Hartman

Vishal Sachdev
Instructors

Vishal Sachdev

Mike Yao
Instructors

Mike Yao