Este curso forma parte de Programa especializado: mercadeo digital

4.4
estrellas
2,745 calificaciones

95 %

Mike Yao

93.094 ya inscrito

Ofrecido Por

Parte del título de grado Master of Business Administration (iMBA)
Más información

Programa especializado: mercadeo digitalUniversidad de Illinois en Urbana-Champaign

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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.
You will be able to:
-	Examine marketing as a process of highly strategic communication 
-	Understand the impacts of digital media and information technologies on communication and marketing
-	Develop a conceptual understanding of several digital marketing strategies
-	Consider the rise of exciting new technologies, such as  AI, Internet of Things, and Mix Reality, as new tools for digital marketing
This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into the program and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

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100 % en línea

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Curso 5 de 7 en

Programa especializado: mercadeo digital

Aprox. 20 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

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

Programa especializado: mercadeo digital

Aprox. 20 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,69/5 (395 calificaciones)

Mike Yao

Professor of Digital Media, Department Head

Charles H. Sandage Department of Advertising

159.977 alumnos

5 cursos

Ofrecido por

Universidad de Illinois en Urbana-Champaign

Comienza a trabajar para obtener tu maestría

Este curso es parte de 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.

Más información

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

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Programa - Qué aprenderás en este curso

Calificación del contenido95%(11,766 calificaciones)

Semana1

Semana 1

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

10 videos (Total 66 minutos), 8 lecturas, 7 cuestionarios

10 videos

Course Introduction6mLearn on Your Terms30sMarketing as Communication Part 17mMarketing as Communication Part 212mMedia Revolution Part 110mMedia Revolution Part 24mUnderstanding Marketing Media8mThe Marketing Funnel7mDual Product Model of Commercial Marketing Media5mInterview with Jan Slater: Rethinking Digital vs. Traditional Media3m

8 lecturas

Syllabus10mAbout the Discussion Forums10mAbout the Rubric for Peer Assessment10mGetting to Know Your Classmates10mLearn More About Flexible Learning Paths10mModule 1 Overview10mModule 1 Readings30mAbout Jan Slater10m

7 ejercicios de práctica

Orientation Quiz30mModule 1 Lesson 1 Practice Quiz10mModule 1 Lesson 2 Practice Quiz10mModule 1 Lesson 3 Practice Quiz10mModule 1 Standalone Topic 1 Practice Quiz10mModule 1 Standalone Topic 2 Practice Quiz10mModule 1 Quiz1h

Semana2

Semana 2

4 horas para completar

Key Processes and Core Strategies

4 horas para completar

10 videos (Total 72 minutos), 2 lecturas, 7 cuestionarios

10 videos

Key Features of Digital Communication8mImpacts of Digital Technologies on Information Dissemination10mImpacts of Digital Technologies on Persuasion Part 17mImpacts of Digital Technologies on Persuasion Part 26mImpact of Digital Technologies on Branding10mContent Marketing8mContext Marketing Strategy6mInterview with Jan Slater: What is a Brand?5mInterview with Jan Slater: Brand Messaging and Digital Consumers4mInterview with Jan Slater: Telling Brand Stories on Multiple Channels4m

2 lecturas

Module 2 Overview10mModule 2 Readings30m

7 ejercicios de práctica

Module 2 Lesson 1 Practice quiz10mModule 2 Lesson 2 Practice Quiz10mModule 2 Lesson 3 Practice Quiz10mModule 2 Lesson 4 Lesson Quiz10mModule 2 Standalone Topic 1 Practice Quiz10mModule 2 Standalone Topic 2 Practice Quiz10mModule 2 Quiz1h

Semana3

Semana 3

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

14 videos

Discovering and Targeting the Right Audience in World of Digital Media10mProgrammatic Advertising Part 15mProgrammatic Advertising Part 26mSearch Marketing10mSocial Media Marketing Part 19mSocial Media Marketing Part 27mMarketing Attribution6mReal Time Bidding5mInterview with Jeff Green: A Business Case for Open Market Programmatic Advertising3mInterview with David Pickles: The Nuts and Bolts of Programmatic Advertising1mInterview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing4mInterview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising2mInterview with Jeff Green and David Pickles: Privacy and Data Security2mInterview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing4m

3 lecturas

Module 3 Overview10mModule 3 Readings1hAbout the Domain Experts10m

7 ejercicios de práctica

Module 3 Lesson 1 Practice Quiz10mModule 3 Lesson 2 Practice Quiz10mModule 3 Lesson 3 Practice Quiz10mModule 3 Lesson 4 Practice Quiz10mModule 3 Standalone Topic 1 Practice Quiz10mModule 3 Standalone Topic 2 Practice Quiz10mModule 3 Quiz1h

Semana4

Semana 4

7 horas para completar

Mobile Media and Beyond the Screens

7 horas para completar

8 videos (Total 59 minutos), 4 lecturas, 8 cuestionarios

8 videos

Mobile Marketing Part 110mMobile Marketing Part 25mMobile Marketing Part 314mBeyond the Screens9mLocation-based Marketing5mConversational Marketing5mInterview with Jan Slater: Stay Ahead the Curve by Being Agile5mGies Online Programs3m

4 lecturas

Module 4 Overview10mModule 4 Readings1hCongratulations!10mGet Your Course Certificate10m

7 ejercicios de práctica

Module 4 Lesson 1 Practice Quiz10mModule 4 Lesson 2 Practice Quiz10mModule 4 Lesson 3 Practice Quiz10mModule 4 Lesson 4 Practice Quiz10mModule 4 Standalone Topic 1 Practice Quiz10mModule 4 Standalone Topic 2 Practice Quiz10mModule 4 Quiz1h

Reseñas

4.4

658 reseña

5 stars
64,33 %
4 stars
22,11 %
3 stars
7,54 %
2 stars
3,38 %
1 star
2,62 %

Principales reseñas sobre MEDIOS DIGITALES Y PRINCIPIOS DEL MARKETING

por SV10 de mar. de 2019

This really is a tough, but deliciously interesting course. The lecturer does not mess around and demands your full attention at all times. If you do this course - you will love it.

por LM29 de ago. de 2015

Very good, informative and useful. My only wish is that the presenter was a bit more natural, rather than appearing to read the text off the screen all the time. But that is just a minor comment

por MR20 de may. de 2016

The information was very detailed and thorough, and the extra reading was very interesting and informative. However, the instructor was boring and hard to engage with.

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.

Ver todas las reseñas

Acerca de Programa especializado: mercadeo digital

Master strategic marketing concepts and tools to address brand communication in a digital world.

This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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