About this course: 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.
Created by: 伊利诺伊大学香槟分校
Taught by: Rhiannon Clifton, Program Director
Charles H. Sandage Department of Advertising
| Basic Info | Course 5 of 7 in the 数字化营销 Specialization |
| Commitment | 4 weeks of study, 8-10 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Complete this course to work toward:
数字化营销 Specialization
This course is part of the 7-course 数字化营销 Specialization from 伊利诺伊大学香槟分校
Master of Business Administration (iMBA)
This course is part of the fully-online 18 courses plus three capstone projects degree program
Syllabus
WEEK 1
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.
15 videos, 9 readings, 3 practice quizzes
- Leyendo: Syllabus
- Leyendo: About the Discussion Forums
- Leyendo: Glossary
- Leyendo: Brand Descriptions
- Leyendo: About the Rubric for Peer Assessment
- Leyendo: Social Media
- Leyendo: Getting to Know Your Classmates
- Cuestionario de práctica: Orientation Quiz
- Leyendo: Module 1 Overview
- Leyendo: Module 1 Readings
- Video: 1-1.1 Lesson Objectives
- Video: 1-1.2 Understanding UX Design
- Video: 1-1.3 Core Principles of UX Design
- Video: 1-1.4 Mobile UX
- Video: 1-1.5 Design Steps
- Video: 1-1.6 Web Design and Development
- Video: 1-1.7 Writing for Digital
- Video: 1-1.8 What We've Learned
- Cuestionario de práctica: Lesson 1-1 Practice Quiz
- Video: 1-2.1 Lesson Objectives
- Video: 1-2.2 Overview of SEO
- Video: 1-2.3 SEO Nuts & Bolts
- Video: 1-2.4 SEM Overview
- Video: 1-2.5 What We've Learned
- Cuestionario de práctica: Lesson 1-2 Practice Quiz
- Video: Module 1 Review
Graded: Module 1 Peer Assessment
Graded: Module 1 Quiz
WEEK 2
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 video.
12 videos, 2 readings, 2 practice quizzes
- Leyendo: Module 2 Overview
- Leyendo: Module 2 Readings
- Video: 2-1.2 Online Advertising Overview
- Video: 2-1.3 Types of Display Advertising
- Video: 2-1.4 Buying Online Advertising
- Video: 2-1.5 How to Run An Online Ad Campaign
- Video: 2-1.6 What We've Learned
- Cuestionario de práctica: Lesson 2-1 Practice Quiz
- Video: 2-2.1 Lesson Objectives
- Video: 2-2.2 Video Production
- Video: 2-2.3 Promoting Your Video
- Video: 2-2.4 Advantages, Challenges, and Summary
- Video: 2-2.5 What We've Learned
- Cuestionario de práctica: Lesson 2-2 Practice Quiz
- Video: Module 2 Review
Graded: Module 2 Peer Assessment
Graded: Module 2 Quiz
WEEK 3
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 the effective campaign measurement.
14 videos, 2 readings, 2 practice quizzes
- Leyendo: Module 3 Overview
- Leyendo: Module 3 Readings
- Video: 3-1.2 Introduction to Social Media
- Video: 3-1.3 Social Media Channels
- Video: 3-1.4 Tracking and Analyzing the Social Campaigns
- Video: 3-1.5 Using Social Media to Solve Business Problems
- Video: 3-1.6 Creating A Social Media Strategy
- Video: 3-1.7 Documents and Processes
- Video: 3-1.8 What We've Learned
- Cuestionario de práctica: Lesson 3-1 Practice Quiz
- Video: 3-2.1 Lesson Objectives
- Video: 3-2.2 Email Strategy and Planning
- Video: 3-2.3 Email Marketing, Step-By-Step
- Video: 3-2.4 Advantages and Challenges
- Video: 3-2.5 What We've Learned
- Cuestionario de práctica: Lesson 3-2 Practice Quiz
- Video: Module 3 Review
Graded: Module 3 Peer Assessment
Graded: Module 3 Quiz
WEEK 4
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.
12 videos, 2 readings, 2 practice quizzes
- Leyendo: Module 4 Overview
- Leyendo: Module 4 Readings
- Video: 4-1.2 Introduction to Mobile
- Video: 4-1.3 Mobile Messaging Channels
- Video: 4-1.4 Mobile Commerce
- Video: 4-1.5 Wrapping up Mobile
- Video: 4-1.6 What We've Learned
- Cuestionario de práctica: Lesson 4-1 Practice Quiz
- Video: 4-2.1 Lesson Objectives
- Video: 4-2.2 Integrated Digital Marketing
- Video: 4-2.3 Optimizing Your Plan
- Video: 4-2.4 Best Practices
- Video: 4-2.5 What We've Learned
- Cuestionario de práctica: Lesson 4-2 Practice Quiz
- Video: Module 4 Review
Graded: Module 4 Peer Assessment
Graded: Module 4 Quiz
FAQs
How It Works
Trabajo del curso
Cada curso es como un libro de texto interactivo, con videos pregrabados, cuestionarios y proyectos.
Ayuda de tus compañeros
Conéctate con miles de estudiantes y debate ideas y materiales del curso, y obtén ayuda para dominar los conceptos.
Certificados
Obtén reconocimiento oficial por tu trabajo y comparte tu éxito con amigos, compañeros y empleadores.
Creators
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.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
Certainly a good course touching very important topics related to today's marketing world
The references provided are very informative and helpful!
I learn a lot in this course in marketing.
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For the quizzes you really have to read the additional materials presented in the beginning of the lectures. Good coursework.