The digital revolution has led to a titanic shift in the landscape of the marketing communication, 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.
教學大綱 - 您將從這門課程中學到什麼
週
1完成時間為 3 小時
Course Overview and Principles and Concepts
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course.
9 個視頻 （總計 53 分鐘）, 8 個閱讀材料, 2 個測驗
9 個視頻
1-1 Understanding Marketing as Communication5分鐘
1-2 Marketing Communication Functions and Challenges5分鐘
1-3 The Media and Mediums of Marketing Communication2分鐘
1-4 Evolution of Marketing Media2分鐘
1-5 Marketing Communication Using Traditional Media Channels2分鐘
1-6 Advantages and Disadvantages of Mass Marketing Communication3分鐘
Interview: Jan Slater - Chief Marketing Officer24分鐘
Like this course? Learn more with the iMBA! (optional)1分鐘
8 個閱讀材料
Syllabus10分鐘
About the Discussion Forums10分鐘
Glossary10分鐘
Brand Descriptions10分鐘
About the Rubric for Peer Assessment10分鐘
Getting to Know Your Classmates10分鐘
Module 1 Overview10分鐘
Module 1 Readings30分鐘
2 個練習
Orientation Quiz10分鐘
Module 1 Quiz20分鐘
週
2完成時間為 4 小時
The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.
5 個視頻 （總計 47 分鐘）, 2 個閱讀材料, 2 個測驗
5 個視頻
2-2 The Impacts of Digital Media on Human Communication9分鐘
2-3 Defining Features of Digital Media Technologies5分鐘
2-4 The Impacts of Digital Media on Marketing Communication7分鐘
Interview: The Trade Desk19分鐘
2 個閱讀材料
Module 2 Overview10分鐘
Module 2 Readings30分鐘
1 個練習
Module 2 Quiz20分鐘
週
3完成時間為 2 小時
Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.
4 個視頻 （總計 49 分鐘）, 2 個閱讀材料, 1 個測驗
4 個視頻
3-2 Overview of Search Marketing12分鐘
3-3 Overview of Social Media Marketing13分鐘
Michelle Stenger - Illinois Athletics16分鐘
2 個閱讀材料
Module 3 Overview10分鐘
Module 3 Readings1小時
1 個練習
Module 3 Quiz20分鐘
週
4完成時間為 5 小時
Growing Trends and New Frontiers
In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
7 個視頻 （總計 55 分鐘）, 2 個閱讀材料, 2 個測驗
7 個視頻
4-2 Content Marketing Part 27分鐘
4-3 Mobile Marketing Part 110分鐘
4-4 Mobile Marketing Part 215分鐘
4-5 Out-of-Home (OOH) Marketing5分鐘
4-6 Direct Marketing in the Digital Era3分鐘
4-7 New Frontiers in Digital Marketing Communication5分鐘
2 個閱讀材料
Module 4 Overview10分鐘
Module 4 Readings1小時
1 個練習
Module 4 Quiz26分鐘
4.2
320 條評論48%
完成這些課程後已開始新的職業生涯
33%
通過此課程獲得實實在在的工作福利
來自Digital Media and Marketing Principles的熱門評論
The course gives a introductory insight into the digital marketing. It'll enable the students of this course to introduce themselves to world of digital marketing. Thanks for this amazing course.
Very good, informative and useful. My only wish is that the presenter was a bit more natural, rather than appearing to read the text off the screen all the time. But that is just a minor comment
講師
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
立即開始攻讀碩士學位
此 課程 隸屬於 伊利诺伊大学香槟分校 提供的 100% 在線 Master of Business Administration (iMBA)。如果您被錄取參加全部課程，您的課程將計入您的學位學習進程。
關於 伊利诺伊大学香槟分校
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.
關於 数字化营销 專項課程
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.
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