Este curso forma parte de Programa especializado: mercadeo digital

4.4
estrellas
2,721 calificaciones

95 %

Mike Yao

91.264 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

Acerca de este Curso

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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

4,68/5 (386 calificaciones)

Mike Yao

Professor of Digital Media, Department Head

Charles H. Sandage Department of Advertising

156.419 alumnos

5 cursos

ofrecido por

Universidad de Illinois en Urbana-Champaign

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.

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%(11,613 calificaciones)

Semana

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 Introduction6m

Learn on Your Terms30s

Marketing as Communication Part 17m

Marketing as Communication Part 212m

Media Revolution Part 110m

Media Revolution Part 24m

Understanding Marketing Media8m

The Marketing Funnel7m

Dual Product Model of Commercial Marketing Media5m

Interview with Jan Slater: Rethinking Digital vs. Traditional Media3m

8 lecturas

Syllabus10m

About the Discussion Forums10m

About the Rubric for Peer Assessment10m

Getting to Know Your Classmates10m

Learn More About Flexible Learning Paths10m

Module 1 Overview10m

Module 1 Readings30m

About Jan Slater10m

7 ejercicios de práctica

Orientation Quiz30m

Module 1 Lesson 1 Practice Quiz10m

Module 1 Lesson 2 Practice Quiz10m

Module 1 Lesson 3 Practice Quiz10m

Module 1 Standalone Topic 1 Practice Quiz10m

Module 1 Standalone Topic 2 Practice Quiz10m

Module 1 Quiz1h

Semana

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 Communication8m

Impacts of Digital Technologies on Information Dissemination10m

Impacts of Digital Technologies on Persuasion Part 17m

Impacts of Digital Technologies on Persuasion Part 26m

Impact of Digital Technologies on Branding10m

Content Marketing8m

Context Marketing Strategy6m

Interview with Jan Slater: What is a Brand?5m

Interview with Jan Slater: Brand Messaging and Digital Consumers4m

Interview with Jan Slater: Telling Brand Stories on Multiple Channels4m

2 lecturas

Module 2 Overview10m

Module 2 Readings30m

7 ejercicios de práctica

Module 2 Lesson 1 Practice quiz10m

Module 2 Lesson 2 Practice Quiz10m

Module 2 Lesson 3 Practice Quiz10m

Module 2 Lesson 4 Lesson Quiz10m

Module 2 Standalone Topic 1 Practice Quiz10m

Module 2 Standalone Topic 2 Practice Quiz10m

Module 2 Quiz1h

Semana

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 Media10m

Programmatic Advertising Part 15m

Programmatic Advertising Part 26m

Search Marketing10m

Social Media Marketing Part 19m

Social Media Marketing Part 27m

Marketing Attribution6m

Real Time Bidding5m

Interview with Jeff Green: A Business Case for Open Market Programmatic Advertising3m

Interview with David Pickles: The Nuts and Bolts of Programmatic Advertising1m

Interview with Jeff Green: Programmatic as a Unifier not as a Disrupter to Digital Marketing4m

Interview with David Pickles: Preparing Your Business for the Age of Programmatic Advertising2m

Interview with Jeff Green and David Pickles: Privacy and Data Security2m

Interview with Jeff Green and David Pickles: The Future of Programmatic and Data-Driven Marketing4m

3 lecturas

Module 3 Overview10m

Module 3 Readings1h

About the Domain Experts10m

7 ejercicios de práctica

Module 3 Lesson 1 Practice Quiz10m

Module 3 Lesson 2 Practice Quiz10m

Module 3 Lesson 3 Practice Quiz10m

Module 3 Lesson 4 Practice Quiz10m

Module 3 Standalone Topic 1 Practice Quiz10m

Module 3 Standalone Topic 2 Practice Quiz10m

Module 3 Quiz1h

Semana

Semana 4

6 horas para completar

Mobile Media and Beyond the Screens

6 horas para completar

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

8 videos

Mobile Marketing Part 110m

Mobile Marketing Part 25m

Mobile Marketing Part 314m

Beyond the Screens9m

Location-based Marketing5m

Conversational Marketing5m

Interview with Jan Slater: Stay Ahead the Curve by Being Agile5m

Gies Online Programs3m

4 lecturas

Module 4 Overview10m

Module 4 Readings1h

Congratulations!10m

Get Your Course Certificate10m

7 ejercicios de práctica

Module 4 Lesson 1 Practice Quiz10m

Module 4 Lesson 2 Practice Quiz10m

Module 4 Lesson 3 Practice Quiz10m

Module 4 Lesson 4 Practice Quiz10m

Module 4 Standalone Topic 1 Practice Quiz10m

Module 4 Standalone Topic 2 Practice Quiz10m

Module 4 Quiz1h

Reseñas

4.4

652 reseña

5 stars
64,13 %
4 stars
22,23 %
3 stars
7,57 %
2 stars
3,41 %
1 star
2,64 %

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 SA19 de jul. de 2021

I really enjoy listening and reading about marketing principles from professional way. Thank you for providing to such amazing opportunity to learn and know more.

por BN21 de nov. de 2020

Fantastic Course with easy to follow information and reads, examples and interviews on Digital Media and Marketing Principles for a beginner like me. Thank you Professor Mike Yao.

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.

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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Digital Media and Marketing Principles

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Habilidades que obtendrás