About this course: Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and hear from industry experts invited to join the course. 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: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| Basic Info | Course 4 of 7 in the Digital Marketing 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:
Digital Marketing Specialization
This course is part of the 7-course Digital Marketing Specialization from University of Illinois at Urbana-Champaign
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 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 readings, 1 practice quiz
- Video: Welcome to Digital Marketing Channels: The Landscape
- 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 Understanding Marketing as Communication
- Video: 1-2 Marketing Communication Functions and Challenges
- Video: 1-3 The Media and Mediums of Marketing Communication
- Video: 1-4 Evolution of Marketing Media
- Video: 1-5 Marketing Communication Using Traditional Media Channels
- Video: 1-6 Advantages and Disadvantages of Mass Marketing Communication
- Video: Interview: Jan Slater - Chief Marketing Officer
- Video: Like this course? Learn more with the iMBA! (optional)
Graded: Module 1 Quiz
WEEK 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 readings
- Leyendo: Module 2 Overview
- Leyendo: Module 2 Readings
- Video: 2-1 Understanding Digital Media
- Video: 2-2 The Impacts of Digital Media on Human Communication
- Video: 2-3 Defining Features of Digital Media Technologies
- Video: 2-4 The Impacts of Digital Media on Marketing Communication
- Video: Interview: The Trade Desk
Graded: Module 2 Peer Assessment
Graded: Module 2 Quiz
WEEK 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 readings
- Leyendo: Module 3 Overview
- Leyendo: Module 3 Readings
- Video: 3-1 Overview of Online Display Advertising
- Video: 3-2 Overview of Search Marketing
- Video: 3-3 Overview of Social Media Marketing
- Video: Michelle Stenger - Illinois Athletics
Graded: Module 3 Quiz
WEEK 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.
6 videos, 2 readings
- Leyendo: Module 4 Overview
- Leyendo: Module 4 Readings
- Video: 4-1 Content Marketing Part 1
- Video: 4-2 Content Marketing Part 2
- Video: 4-3 Mobile Marketing Part 1
- Video: 4-4 Mobile Marketing Part 2
- Video: 4-5 Out-of-Home (OOH) Marketing
- Video: 4-6 Direct Marketing in the Digital Era
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
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
| Auditar | Comprar curso | |
|---|---|---|
| Accede a los materiales del curso | Available | Available |
| Accede a los materiales con calificación | Not available | Available |
| Recibe una calificación final | Not available | Available |
| Obtén un Certificado de curso para compartir | Not available | Available |
Ratings and Reviews
Professor Yao did a nice job highlighting the advances in online and mobile marketing. The content is very up-to-date and his lectures are engaging. In addition, the interviews with various media and marketing professionals (Trade Desk, Illini Athletics) added real-world content to the lectures.
Great course
Interesting and useful in VUCA World
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