關於此課程：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.
製作方： 伊利诺伊大学香槟分校
教學方： Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| 基本信息 | 課程 5（共 7 門，数字化营销 Specialization ） |
| 承諾學習時間 | 4 weeks of study, 8-10 hours/week |
| 語言 | English |
| 如何通過 | 通過所有計分作業以完成課程。 |
| 用戶評分 |
授課大綱
第 1 週
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, 10 個閱讀材料, 1 個練習測驗
- Lecture: Syllabus
- Lecture: About the Discussion Forums
- Lecture: Glossary
- Lecture: Brand Descriptions
- Lecture: About the Rubric for Peer Assessment
- Lecture: Social Media
- Lecture: Getting to Know Your Classmates
- Quiz pour s'exercer: Orientation Quiz
- Lecture: Module 1 Overview
- Lecture: Module 1 Readings
- 視頻: 1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success
- 視頻: 1-1.2 Know Yourself: Digital Marketing Self-Assessment
- 視頻: 1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers
- 視頻: 1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective
- 視頻: 1-1.5 Know Your Message: Digital Content & Communication Channels
- 視頻: 1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website
- 視頻: Interview: Mary McIlrath, SVP & Partner at C+R Research
- 視頻: 1-3.1 Big Data in Digital Marketing
- Lecture: 1-3.2 Extra Resources
已評分: Module 1 Quiz
第 2 週
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, 3 個閱讀材料
- Lecture: Module 2 Overview
- Lecture: Module 2 Readings
- 視頻: 2-1.2 Online Advertising: Opportunities & Challenges
- 視頻: 2-1.3 Online Advertising: Nuts & Bolts
- 視頻: 2-1.4 Search Optimization: SEO Strategies
- 視頻: 2-1.5 Search Optimization: Essential Steps
- 視頻: 2-1.6 Search Optimization: Future Trends
- 視頻: 2-1.7 CRM and Marketing Automation
- 視頻: Interviews: AMOBEE Executives
- Lecture: Mod 2 Extra Resources
已評分: Module 2 Peer Assessment
已評分: Module 2 Quiz
第 3 週
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, 3 個閱讀材料
- Lecture: Module 3 Overview
- Lecture: Module 3 Readings
- 視頻: 3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process
- 視頻: 3-1.3 Online Video Marketing: New Strategies and Other Considerations
- 視頻: 3-1.4 Social Media Marketing Strategies Overview
- 視頻: 3-1.5 Buzz & Influencer Marketing: Strategies
- 視頻: 3-1.6 Buzz & Influencer Marketing: Other Considerations
- 視頻: 3-1.7 Buzz & Influencer Marketing: Planning and Executing
- 視頻: Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer
- Lecture: Mod 3 Extra Resources
已評分: Module 3 Quiz
第 4 週
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, 3 個閱讀材料
- Lecture: Module 4 Overview
- Lecture: Module 4 Readings
- 視頻: 4-1.2 Measures of Campaign Success: Web Analytics
- 視頻: 4-1.3 Measures of Campaign Success: Social Media Metrics
- 視頻: 4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety
- 視頻: 4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking
- 視頻: 4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach
- 視頻: Interview: Jill Ferguson, Chartbeat’s Head of Product Education
- Lecture: Mod 4 Extra Resources
已評分: Module 4 Peer Assessment
已評分: Module 4 Quiz
常見問題解答
運作方式
Travail en cours
Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.
Aide de la part de vos pairs
Connectez-vous à des milliers d'autres étudiants et débattez sur des idées, discutez le contenu du cours et obtenez de l'aide pour en maîtriser les concepts.
Certificats
Obtenez une reconnaissance officielle pour votre travail et partagez votre réussite avec vos amis, vos collègues et vos employeurs.
製作方
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.
價格
| 購買課程 | |
|---|---|
| 訪問課程材料 | 可用 |
| 訪問評分的材料 | 可用 |
| 收到最終成績 | 可用 |
| 獲得可共享的課程證書 | 可用 |
評分和審閱
Great course!
I like that this course reinforce the principles and strategies of the previous courses and challenge us to face a real case! Amazing.
Very good course, it is comprehensive, explicative and interesting.
RB
Great course for development