Acerca de este curso: The digital revolution has led to a titanic shift in the landscape of the marketing communication, 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.
Creada por: University of Illinois at Urbana-Champaign
Enseñado por: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| Información básica | Curso 4 de 7 en mercadeo digital Specialization |
| Compromiso | 4 weeks of study, 8-10 hours/week |
| Idioma | English |
| Cómo aprobar | Aprueba todas las tareas calificadas para completar el curso. |
| Calificaciones del usuario |
Completa este curso para conseguir:
Programa Especializado - mercadeo digital
Este curso es parte del Programa especializado mercadeo digital de University of Illinois at Urbana-Champaign del curso 7
Master of Business Administration (iMBA)
El curso forma parte del programa de títulos 18 courses plus three capstone projects totalmente en línea
Programa
SEMANA 1
Course Overview and Principles and Concepts
In this module, 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.
9 videos, 9 lecturas, 1 cuestionario de práctica
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: About the Rubric for Peer Assessment
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vídeo: 1-1 Understanding Marketing as Communication
- Vídeo: 1-2 Marketing Communication Functions and Challenges
- Vídeo: 1-3 The Media and Mediums of Marketing Communication
- Vídeo: 1-4 Evolution of Marketing Media
- Vídeo: 1-5 Marketing Communication Using Traditional Media Channels
- Vídeo: 1-6 Advantages and Disadvantages of Mass Marketing Communication
- Vídeo: Interview: Jan Slater - Chief Marketing Officer
- Vídeo: Like this course? Learn more with the iMBA! (optional)
Calificado: Module 1 Quiz
SEMANA 2
The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.
5 videos, 2 lecturas
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Vídeo: 2-2 The Impacts of Digital Media on Human Communication
- Vídeo: 2-3 Defining Features of Digital Media Technologies
- Vídeo: 2-4 The Impacts of Digital Media on Marketing Communication
- Vídeo: Interview: The Trade Desk
Calificado: Module 2 Peer Assessment
Calificado: Module 2 Quiz
SEMANA 3
Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.
4 videos, 2 lecturas
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Vídeo: 3-2 Overview of Search Marketing
- Vídeo: 3-3 Overview of Social Media Marketing
- Vídeo: Michelle Stenger - Illinois Athletics
Calificado: Module 3 Quiz
SEMANA 4
Growing Trends and New Frontiers
In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
7 videos, 2 lecturas
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vídeo: 4-2 Content Marketing Part 2
- Vídeo: 4-3 Mobile Marketing Part 1
- Vídeo: 4-4 Mobile Marketing Part 2
- Vídeo: 4-5 Out-of-Home (OOH) Marketing
- Vídeo: 4-6 Direct Marketing in the Digital Era
- Vídeo: 4-7 New Frontiers in Digital Marketing Communication
Calificado: Module 4 Peer Assessment
Calificado: Module 4 Quiz
Preguntas Frecuentes
Cómo funciona
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.
Creadores
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.
Tarifa
| Comprar curso | |
|---|---|
| Accede a los materiales del curso | Disponible |
| Accede a los materiales con calificación | Disponible |
| Recibe una calificación final | Disponible |
| Obtén un Certificado de curso para compartir | Disponible |
Calificaciones y revisiones
I loved the course. Mr. Yao taught really well and the questions and quizzes were good exercise to retain what we have learnt.
Out of all the courses for the digital marketing specialization, I thought this was the more informative and directly related to my line of work!
Excellent for knowing the basic principles of Marketing comparing to the new era
Coursera brinda acceso universal a la mejor educación del mundo, al asociarse con las mejores universidades y organizaciones, para ofrecer cursos en línea.
© 2018 Coursera Inc. Todos los derechos reservados.
The course was amazing and it really helped me learn a lot about digital media and marketing