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Digital Media and Marketing Principles
  • Level Foundation
  • Duration 20 hours
  • Course by University of Illinois Urbana-Champaign
  • Offered by

About

The Digital Revolution has led to a titanic shift in the landscape of marketing communications, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment. You will be able to: - Examine marketing as a process of highly strategic communication - Understand the impacts of digital media and information technologies on communication and marketing - Develop a conceptual understanding of several digital marketing strategies - Consider the rise of exciting new technologies, such as AI, Internet of Things, and Mix Reality, as new tools for digital marketing This course is part of Gies College of Business' suite of online programs, including the iMBA and iMSM.

Modules

About the Course and Your Classmates

    • 2 Videos
    • 5 Readings
    • 1 Quiz
Show info about module content

2 Videos

  • Course Introduction
  • Learn on Your Terms

5 Readings

  • Syllabus
  • About the Discussion Forums
  • About the Rubric for Peer Assessment
  • Getting to Know Your Classmates
  • Online Education at Gies College of Business

1 Quiz

  • Orientation Quiz

Module 1 Overview

    • 2 Readings
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2 Readings

  • Module 1 Overview
  • Module 1 Readings

Lesson 1: Marketing as Communication

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Marketing as Communication Part 1
  • Marketing as Communication Part 2

1 Quiz

  • Module 1 Lesson 1 Practice Quiz

Lesson 2: Media Revolution

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Media Revolution Part 1
  • Media Revolution Part 2

1 Quiz

  • Module 1 Lesson 2 Practice Quiz

Lesson 3: Understand Marketing Media

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Understanding Marketing Media

1 Quiz

  • Module 1 Lesson 3 Practice Quiz

Standalone Topic 1: The Marketing Funnel

    • 1 Videos
    • 1 Quiz
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1 Videos

  • The Marketing Funnel

1 Quiz

  • Module 1 Standalone Topic 1 Practice Quiz

Standalone Topic 2: Dual Product Model of Commercial Marketing Media

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Dual Product Model of Commercial Marketing Media

1 Quiz

  • Module 1 Standalone Topic 2 Practice Quiz

Interview with Domain Experts

    • 1 Videos
    • 1 Readings
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1 Videos

  • Interview with Jan Slater: Rethinking Digital vs. Traditional Media

1 Readings

  • About Jan Slater

Module 1 Assignment

    • 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 1: Key Features of Digital Communication

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Key Features of Digital Communication

1 Quiz

  • Module 2 Lesson 1 Practice quiz

Lesson 2: Impact of Digital Technologies on Information Dissemination

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Impacts of Digital Technologies on Information Dissemination

1 Quiz

  • Module 2 Lesson 2 Practice Quiz

Lesson 3: Impact of Digital Technologies on Persuasion

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Impacts of Digital Technologies on Persuasion Part 1
  • Impacts of Digital Technologies on Persuasion Part 2

1 Quiz

  • Module 2 Lesson 3 Practice Quiz

Lesson 4: Impact of Digital Technologies on Branding

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Impact of Digital Technologies on Branding

1 Quiz

  • Module 2 Lesson 4 Lesson Quiz

Standalone Topic 1: Content Marketing Strategy

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Content Marketing Strategy

1 Quiz

  • Module 2 Standalone Topic 1 Practice Quiz

Standalone Topic 2: Context Marketing Strategy

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Context Marketing Strategy

1 Quiz

  • Module 2 Standalone Topic 2 Practice Quiz

Interview with Domain Experts

    • 3 Videos
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3 Videos

  • Interview with Jan Slater: What is a Brand?
  • Interview with Jan Slater: Brand Messaging and Digital Consumers
  • Interview with Jan Slater: Telling Brand Stories on Multiple Channels

Module 2 Assignments

    • 1 Quiz
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1 Quiz

  • Module 2 Quiz

Module 3 Overview

    • 2 Readings
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2 Readings

  • Module 3 Overview
  • Module 3 Readings

Lesson 1: Discovering and Targeting the Right Audience in World of Digital Media

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Discovering and Targeting the Right Audience in World of Digital Media

1 Quiz

  • Module 3 Lesson 1 Practice Quiz

Lesson 2: Programmatic Advertising

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Programmatic Advertising Part 1
  • Programmatic Advertising Part 2

1 Quiz

  • Module 3 Lesson 2 Practice Quiz

Lesson 3: Search Marketing

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Search Marketing

1 Quiz

  • Module 3 Lesson 3 Practice Quiz

Lesson 4: Social Media Marketing

    • 2 Videos
    • 1 Quiz
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2 Videos

  • Social Media Marketing Part 1
  • Social Media Marketing Part 2

1 Quiz

  • Module 3 Lesson 4 Practice Quiz

Standalone Topic 1: Marketing Attribution

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Marketing Attribution

1 Quiz

  • Module 3 Standalone Topic 1 Practice Quiz

Standalone Topic 2: Real Time Bidding

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Real Time Bidding

1 Quiz

  • Module 3 Standalone Topic 2 Practice Quiz

Interview with Domain Experts

    • 6 Videos
    • 1 Readings
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6 Videos

  • Interview with Jeff Green: A Business Case for Open Market Programmatic Advertising
  • Interview with David Pickles: The Nuts and Bolts of Programmatic Advertising
  • Interview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing
  • Interview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising
  • Interview with Jeff Green and David Pickles: Privacy and Data Security
  • Interview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing

1 Readings

  • About the Domain Experts

Module 3 Assignment

    • 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 1: Mobile Marketing Part 1

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Mobile Marketing Part 1

1 Quiz

  • Module 4 Lesson 1 Practice Quiz

Lesson 2: Mobile Marketing Part 2

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Mobile Marketing Part 2

1 Quiz

  • Module 4 Lesson 2 Practice Quiz

Lesson 3: Mobile Marketing Part 3

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Mobile Marketing Part 3

1 Quiz

  • Module 4 Lesson 3 Practice Quiz

Lesson 4: Beyond the Screens

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Beyond the Screens

1 Quiz

  • Module 4 Lesson 4 Practice Quiz

Standalone Topic 1: Location-based Marketing

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Location-based Marketing

1 Quiz

  • Module 4 Standalone Topic 1 Practice Quiz

Standalone Topic 2: Conversational Marketing

    • 1 Videos
    • 1 Quiz
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1 Videos

  • Conversational Marketing

1 Quiz

  • Module 4 Standalone Topic 2 Practice Quiz

Interview with Domain Experts

    • 1 Videos
Show info about module content

1 Videos

  • Interview with Jan Slater: Stay Ahead the Curve by Being Agile

Module 4 Assignments

    • 2 Readings
    • 1 Quiz
    • 1 PeerReview
    • 1 Plugin
Show info about module content

1 Peer Review

  • Module 4 Peer Assessment

2 Readings

  • Congratulations on completing the course!
  • Get Your Course Certificate

1 Quiz

  • Module 4 Quiz

Auto Summary

Discover the transformative world of digital marketing with the "Digital Media and Marketing Principles" course. This foundational program, offered by the prestigious Gies College of Business and available on Coursera, dives deep into the revolutionary impact of digital technologies on marketing communication strategies. Designed for those passionate about Sales & Marketing, this course enables learners to grasp the strategic communication processes that are crucial for effective marketing. Throughout the course, participants will explore the significant influence of digital media and information technologies on marketing practices. You'll develop a robust understanding of various digital marketing strategies and learn to harness cutting-edge technologies like AI, the Internet of Things, and Mixed Reality to enhance your marketing efforts. Perfect for beginners or those looking to solidify their foundational knowledge, this 1200-minute course offers flexible subscription options including Starter, Professional, and Paid tiers, catering to different learning needs and budgets. Whether you are a newcomer to the field or seeking to upgrade your skills, this course equips you with the tools to deliver the right marketing message through the right channels at the right time. Additionally, this course is part of the Gies College of Business’ suite of online programs, such as the iMBA and iMSM, providing an excellent pathway for further education and career advancement. Learn how you can leverage your Coursera coursework towards a degree program and take your marketing expertise to the next level. Join us and become a part of the digital marketing revolution!

Mike Yao
Instructor

Mike Yao