The Digital Revolution has led to a titanic shift in the landscape of marketing communications, 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.
ofrecido por
Programa especializado: mercadeo digitalUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
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Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 7 en
Aprox. 20 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
Habilidades que obtendrás
- Digital Marketing
- Marketing Channel
- Social Media
- Mobile Marketing
- Integrated Marketing Communications
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 5 de 7 en
Aprox. 20 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
ofrecido por
Universidad de Illinois en 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.
Comienza a trabajar para obtener tu maestría
Este curso es parte del Master of Business Administration (iMBA) completamente en línea de Universidad de Illinois en Urbana-Champaign.
Si te aceptan en el programa completo, tus cursos cuentan para tu título de grado.
Programa - Qué aprenderás en este curso
5 horas para completar
Course Overview and The Changing Landscape
In the orientation, 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. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.
5 horas para completar
11 videos (Total 67 minutos), 8 lecturas, 7 cuestionarios
4 horas para completar
Key Processes and Core Strategies
In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication.
4 horas para completar
10 videos (Total 72 minutos), 2 lecturas, 7 cuestionarios
5 horas para completar
Smart and Social Media Channels
In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics.
5 horas para completar
14 videos (Total 82 minutos), 3 lecturas, 7 cuestionarios
6 horas para completar
Mobile Media and Beyond the Screens
In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
6 horas para completar
8 videos (Total 59 minutos), 4 lecturas, 8 cuestionarios
Reseñas
- 5 stars63,93 %
- 4 stars22,36 %
- 3 stars7,57 %
- 2 stars3,41 %
- 1 star2,71 %
Principales reseñas sobre DIGITAL MEDIA AND MARKETING PRINCIPLES
por BM22 de oct. de 2017
it was very very useful, a lot of important information. Hard exercises but awesome. the most course I enjoyed in this specialization. It's another world.You will really enjoy it a lot.
por OO30 de nov. de 2020
The first course, where I actually learned something new (and I've completed 5). It's a bit hard at first, but you definitely learn things. Recommend the most on Coursera!
por LB7 de ago. de 2021
A very good course with great theoretical explanations from prof. Yao, examples from real life and interviews with professionals. Thank you very much, I enjoyed it and learned many new things.
por TT7 de jul. de 2017
Liked the content and picked up skills I can apply today. Some of it was repetitive which dragged the course a little longer and many short videos that could have been condensed.
Acerca de Programa especializado: mercadeo digital
Master strategic marketing concepts and tools to address brand communication in a digital world.
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