About this course: The Capstone is the culminating project in the Digital Marketing Specialization. The corporate partner for the specialization is W.W. Grainger(http://www.grainger.com/) . They are the largest supplier of Maintenance, Repair and Operations (MRO) products. Millions of businesses and institutions worldwide rely on Grainger for pumps, motors, hand tools, janitorial supplies, fasteners and much more. In 2014, they had sales of US Dollar 9.96 Billion, and e-commerce accounts for about 35-40% of sales. They are the Number 13 retailer in terms on e-commerce sales in the Top 500 list for US and Canada. You will be working on a problem specified by the Digital Marketing team at Grainger, to develop a channel strategy to increase sales of Bosch power tools on Grainger.com. You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization (Marketing in a Digital World, Digital Analytics for Marketing Professionals, and Digital Marketing Channels) and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Created by: University of Illinois at Urbana-Champaign

Taught by: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
Taught by: Kevin Hartman, Visiting Professor & Head of Analytics at Google
College of Business
Taught by: Rhiannon Clifton, Program Director
Charles H. Sandage Department of Advertising
Taught by: Vishal Sachdev, Leacturer, Director, Illinois MakerLab
Business Administration
Taught by: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising

Basic Info	Course 7 of 7 in the Digital Marketing Specialization
Commitment	6 weeks of study, 5-7 hours/week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.4 stars Average User Rating 4.4See what learners said

Syllabus

WEEK 1

Course Overview & Module 1 Client/Brand Analysis

In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.

10 videos, 10 readings

Video: Introduction to the Capstone
Video: Weekly Deliverables
Reading: Syllabus
Reading: About the Discussion Forums
Reading: Social Media
Reading: Getting to Know Your Classmates
Reading: About the Client
Reading: Problem Statement
Reading: Glossary
Reading: Hangouts with the Client
Video: Meet and Greet: Faculty and Client meetup
Video: Hangout 1 - Elizabeth Distel-Grainger
Video: Hangout 2- Bosch and Kevin Hartman
Video: Hangout 3- Beth Distel and Victoria Jurkowski -Grainger
Video: Hangout 4-Capstone2 Top5 Review
Reading: Module 1 Overview
Video: Know the Client: Grainger
Video: Campaign Management at Grainger
Video: Display Advertising at Grainger
Reading: Rubric for Module 1 Peer Assessment

Graded: Peer Assessment: Module 1 Client/Brand Analysis

WEEK 2

Module 2 The Consumer Decision Journey

In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.

2 readings

Reading: Module 2 Overview
Reading: Rubric for Module 2 Peer Assessment
Discussion Prompt: Optional Discussion-Social Media Marketing

Graded: Peer Assessment: Module 2 Consumer Decision Journey

WEEK 3

Module 3 Collect and Analyze Data

In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.

2 readings

Reading: Module 3 Overview
Reading: Rubric for Module 3 Peer Assessment

Graded: Peer Assessment: Module 3 Collect and Analyze Data

WEEK 4

Module 4 The Channel and Content Strategy

In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.

2 readings

Reading: Module 4 Overview
Reading: Rubric for Module 4 Peer Assessment

Graded: Peer Assessment: Module 4 Channel and Content Strategy

WEEK 5

Module 5 Test and Control Plan

In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy

2 readings

Reading: Module 5 Overview
Reading: Rubric for Module 5 Peer Assessment

Graded: Peer Assessment: Module 5 Test and Control Plan

WEEK 6

Module 6 Final Digital Marketing Plan Submission

In this module, you will bring together the previous module submissions in a final report

2 readings

Reading: Module 6 Overview
Discussion Prompt: Reflect on the Digital Marketing Journey
Reading: Rubric for Module 6 Peer Assessment

Graded: Peer Assessment: Module 6 Final Digital Marketing Plan Submission

FAQs

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How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Creators

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.

Pricing

	Audit	Purchase Course
Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.4 out of 5 of 186 ratings

Great Course. Wonderful Faculty. Highly recommended for everyone looking to start a career in Digital Marketing.

Overall the Digital Marketing Specialization was a great starting point! For a traditional marketing communications individual like me, diving into this digital course was a great experience to better understand the constang changing world of digital marketing. Most of the courses met my expectations. Presenters were very knowledgeable in their subject areas and the specializations content in general was excellent. Areas to improve revolve around updating reference materials or study elements. Some were 8-9 years old. With such a dynamic world of digital it is important to have updated and current information at hand. Other improvements could be made around some of the presenters which tend to read a lot from the prompter and miss the cues, their slides are plain, some times boring. Last but not least, I would strongly recommend that there be a human element, name it, teacher, monitor, T/A that was at hand to guide you at some moments. The forums don't always fill the gap. Particularly in this last module, I would have wanted to get a serious grade and feedback from some form of authority at the University of Illinois. Nonetheless, I reiterate this was a great opportunity and one thing that I will continue to do is come to Coursera from time to time to check on continuous education courses. I find it refreshing and enhacncing for my career! Thank you!

Excellent!

Great Learning

Digital Marketing Capstone

Digital Marketing Capstone

Digital Marketing Capstone