The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, 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 an integrated marketing communication.
教學大綱 - 您將從這門課程中學到什麼
週
1完成時間為 5 小時
Course Overview and Optimizing Your Digital Assets
In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.
9 個視頻 （總計 82 分鐘）, 9 個閱讀材料, 2 個測驗
9 個視頻
1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success1分鐘
1-1.2 Know Yourself: Digital Marketing Self-Assessment9分鐘
1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers12分鐘
1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective9分鐘
1-1.5 Know Your Message: Digital Content & Communication Channels7分鐘
1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website7分鐘
Interview: Mary McIlrath, SVP & Partner at C+R Research23分鐘
1-3.1 Big Data in Digital Marketing7分鐘
9 個閱讀材料
Syllabus30分鐘
About the Discussion Forums10分鐘
Glossary20分鐘
Brand Descriptions10分鐘
About the Rubric for Peer Assessment10分鐘
Getting to Know Your Classmates10分鐘
Module 1 Overview20分鐘
Module 1 Readings1小時
1-3.2 Extra Resources20分鐘
2 個練習
Orientation Quiz10分鐘
Module 1 Quiz10分鐘
週
2完成時間為 5 小時
Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online videos.
8 個視頻 （總計 59 分鐘）, 3 個閱讀材料, 2 個測驗
8 個視頻
2-1.2 Online Advertising: Opportunities & Challenges7分鐘
2-1.3 Online Advertising: Nuts & Bolts5分鐘
2-1.4 Search Optimization: SEO Strategies6分鐘
2-1.5 Search Optimization: Essential Steps6分鐘
2-1.6 Search Optimization: Future Trends3分鐘
2-1.7 CRM and Marketing Automation8分鐘
Interviews: AMOBEE Executives19分鐘
3 個閱讀材料
Module 2 Overview20分鐘
Module 2 Readings1 小時 30 分
Mod 2 Extra Resources30分鐘
1 個練習
Module 2 Quiz10分鐘
週
3完成時間為 3 小時
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.
8 個視頻 （總計 67 分鐘）, 3 個閱讀材料, 1 個測驗
8 個視頻
3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process8分鐘
3-1.3 Online Video Marketing: New Strategies and Other Considerations6分鐘
3-1.4 Social Media Marketing Strategies Overview5分鐘
3-1.5 Buzz & Influencer Marketing: Strategies6分鐘
3-1.6 Buzz & Influencer Marketing: Other Considerations7分鐘
3-1.7 Buzz & Influencer Marketing: Planning and Executing8分鐘
Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer21分鐘
3 個閱讀材料
Module 3 Overview20分鐘
Module 3 Readings1小時
Mod 3 Extra Resources30分鐘
1 個練習
Module 3 Quiz10分鐘
週
4完成時間為 5 小時
Putting It All Together for Your Digital Plan
In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.
7 個視頻 （總計 65 分鐘）, 3 個閱讀材料, 2 個測驗
7 個視頻
4-1.2 Measures of Campaign Success: Web Analytics10分鐘
4-1.3 Measures of Campaign Success: Social Media Metrics8分鐘
4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety9分鐘
4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking4分鐘
4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach10分鐘
Interview: Jill Ferguson, Chartbeat’s Head of Product Education20分鐘
3 個閱讀材料
Module 4 Overview20分鐘
Module 4 Readings50分鐘
Mod 4 Extra Resources1小時
1 個練習
Module 4 Quiz10分鐘
4.4
242 個審閱33%
完成這些課程後已開始新的職業生涯
35%
通過此課程獲得實實在在的工作福利
13%
加薪或升職
來自Digital Media and Marketing Strategies的熱門評論
Mike Yao sir did a great job. He started all with basics and taught everything very well. I'm so glad I choose this course it'll for sure help me advance my career.
Course material is very well presented. It is very condensed and practical and exceeds expectations. Much better than any other online course I have ever done.
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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