This course is part of the Digital Marketing Specialization

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Mike Yao

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Part of the Master of Business Administration (iMBA) degree

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Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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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. Learn more about admission into the program and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 6 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 20 hours to complete

English

Subtitles: English

Skills you will gain

Digital Marketing
Social Media
Content Marketing
search marketing
Brand Communication

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 6 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 20 hours to complete

English

Subtitles: English

Instructor

Instructor rating

4.71/5 (466 Ratings)

Mike Yao

Professor of Digital Media, Department Head

Charles H. Sandage Department of Advertising

152,843 Learners

5 Courses

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.

Start working towards your Master's degree

This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

Learn More

Syllabus - What you will learn from this course

Content Rating95%(12,106 ratings)

Week

Week 1

5 hours to complete

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.

5 hours to complete

9 videos (Total 85 min), 7 readings, 2 quizzes

9 videos

Course Introduction3m

1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success1m

1-1.2 Know Yourself: Digital Marketing Self-Assessment10m

1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers13m

1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective9m

1-1.5 Know Your Message: Digital Content & Communication Channels7m

1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website8m

Interview: Mary McIlrath, SVP & Partner at C+R Research23m

1-3.1 Big Data in Digital Marketing7m

7 readings

Syllabus30m

About the Discussion Forums10m

About the Rubric for Peer Assessment10m

Getting to Know Your Classmates10m

Module 1 Overview20m

Module 1 Readings1h

1-3.2 Extra Resources20m

2 practice exercises

Orientation Quiz30m

Module 1 Quiz30m

Week

Week 2

6 hours to complete

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.

6 hours to complete

9 videos (Total 93 min), 3 readings, 2 quizzes

9 videos

2-1.1 Module 2 Overview: Discovering & Reaching Your Target Consumers3m

2-1.2 Paid Advertising I11m

2-1.3 Paid Advertising II5m

2-1.4 Organic Search and Inbound Traffic Conversion13m

2-1.5 SEO Deep Dive8m

2-1.6 Content Creation14m

2-1.7 Online Video Marketing8m

2-1.8 CRM and Marketing Automation8m

Interviews: AMOBEE Executives19m

3 readings

Module 2 Overview20m

Module 2 Readings1h 30m

Mod 2 Extra Resources30m

1 practice exercise

Module 2 Quiz30m

Week

Week 3

3 hours to complete

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.

3 hours to complete

8 videos (Total 54 min), 3 readings, 1 quiz

8 videos

3-1.1 Module 3 Overview42s

3-1.2 Social Media Marketing Strategies Overview5m

3-1.3 Buzz & Influencer Marketing: Strategies6m

3-1.4 Buzz & Influencer Marketing: Other Considerations7m

3-1.5 Buzz & Influencer Marketing Planning8m

3-1.6 Online PR5m

3-1.7 Email Marketing6m

Interview: Lynne McChristian, Senior Instructor of Finance13m

3 readings

Module 3 Overview20m

Module 3 Readings1h

Mod 3 Extra Resources30m

1 practice exercise

Module 3 Quiz30m

Week

Week 4

5 hours to complete

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.

5 hours to complete

9 videos (Total 75 min), 4 readings, 2 quizzes

9 videos

4-1.1 Module 4 Overview: Evaluation and Risk Management1m

4-1.2 Performance Indicators and Metrics: Search Engine and Websites14m

4-1.3 Performance Indicators and Metrics: Social Media8m

4-1.4 Challenges & Pitfalls: Ad Fraud5m

4-1.5 Challenges & Pitfalls: Privacy and Data Security3m

4-1.6 Challenges & Pitfalls: Brand Safety and Reputation6m

4-1.7 Course Wrap-Up: Key Take-Aways & Integrated Approach10m

Interview: Jill Ferguson, Chartbeat’s Head of Product Education20m

Gies Online Programs3m

4 readings

Module 4 Overview20m

Module 4 Readings50m

Mod 4 Extra Resources1h

Congratulations!10m

1 practice exercise

Module 4 Quiz30m

Reviews

4.6

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TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES

by MPApr 9, 2022

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

by GCDec 21, 2020

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!

by CFMar 8, 2021

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!

by SKJun 17, 2020

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.

View all reviews

About the Digital Marketing Specialization

Master strategic marketing concepts and tools to address brand communication in a digital world.

This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

Digital Media and Marketing Strategies

About this Course

Skills you will gain

Instructor

Mike Yao

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

Syllabus - What you will learn from this course

Week 1

Course Orientation and Module 1: Setting Goals and Preparing Your Digital Assets

Week 2

Online and Video Marketing

Week 3

Social and Email Marketing

Week 4

Putting It All Together for Your Digital Plan

Reviews

TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES

About the Digital Marketing Specialization

Frequently Asked Questions

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Digital Media and Marketing Strategies

About this Course

Skills you will gain

Instructor

Mike Yao

Offered by

University of Illinois at Urbana-Champaign

Start working towards your Master's degree

Syllabus - What you will learn from this course

Week 1

Course Orientation and Module 1: Setting Goals and Preparing Your Digital Assets

Week 2

Online and Video Marketing

Week 3

Social and Email Marketing

Week 4

Putting It All Together for Your Digital Plan

Reviews

TOP REVIEWS FROM DIGITAL MEDIA AND MARKETING STRATEGIES

About the Digital Marketing Specialization

Frequently Asked Questions

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Start or advance your career

Browse popular topics

Popular courses and articles

Earn a degree or certificate online

Coursera

Community

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