Digital Media and Marketing Strategies
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.
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- Level Foundation
- Duration 20 hours
- Course by University of Illinois Urbana-Champaign
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Offered by
About
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.Modules
About the Course and Your Classmates
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- Course Introduction
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- Syllabus
- About the Discussion Forums
- About the Rubric for Peer Assessment
- Getting to Know Your Classmates
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- Orientation Quiz
Module 1 Overview
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- Module 1 Overview
- Module 1 Readings
Lesson 1-1: Lectures
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- 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
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- Interview: Mary McIlrath, SVP & Partner at C+R Research
Lesson 1-3: Deep Dive
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- 1-3.1 Big Data in Digital Marketing
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- 1-3.2 Extra Resources
Module 1 Assignments
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- Module 1 Quiz
Module 2 Overview
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- Module 2 Overview
- Module 2 Readings
Lesson 2-1: Lectures
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- 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
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- Interviews: AMOBEE Executives
Lesson 2.3: Deep Dive
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- Mod 2 Extra Resources
Module 2 Assignments
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- Module 2 Peer Assessment
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- Module 2 Quiz
Module 3 Overview
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- Module 3 Overview
- Module 3 Readings
Lesson 3-1: Lectures
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- 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
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- Interview: Lynne McChristian, Senior Instructor of Finance
Lesson 3-3: Deep Dive
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- Mod 3 Extra Resources
Module 3 Assignments
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- Module 3 Quiz
Module 4 Overview
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- Module 4 Overview
- Module 4 Readings
Lesson 4-1: Lectures
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- 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
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- Interview: Jill Ferguson, Chartbeat’s Head of Product Education
Lesson 4-3 Deep Dive
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- Mod 4 Extra Resources
Module 4 Assignments
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- Module 4 Quiz
Congratulations on Completing the Course!
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- Learn on Your Terms
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- Congratulations on completing the course!
Honor's Track Assignment
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PeerReview
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- 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
Marisa Peacock