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.
ofrecido por
Programa Especializado - mercadeo digitalUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
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Resultados profesionales del estudiante
48%
comenzó una nueva carrera después de completar estos cursos
33%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 1 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 20 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Habilidades que obtendrás
Digital MarketingMarketing ChannelSocial MediaMobile MarketingIntegrated Marketing Communications
Resultados profesionales del estudiante
48%
comenzó una nueva carrera después de completar estos cursos
33%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 1 de 1 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Aprox. 20 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
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 eres aceptado en el programa completo, tus cursos cuentan para tu título.
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
10 videos (Total 67 minutos), 8 lecturas, 7 cuestionarios
10 videos
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
Like this course? Learn more with the iMBA! (optional)1m
8 lecturas
A Note to You, the Learners of this Course10m
Syllabus10m
About the Discussion Forums10m
About the Rubric for Peer Assessment10m
Getting to Know Your Classmates10m
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
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
10 videos
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
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
Programmatic Advertising Part 15m
Programmatic Advertising Part 26m
Search Marketing10m
Social Media Marketing Part 19m
Social Media Marketing Part 27m
Marketing Attribution6m
Real Time Bidding6m
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
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), 3 lecturas, 8 cuestionarios
8 videos
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
3 lecturas
Module 4 Overview10m
Module 4 Readings1h
Congratulations!10m
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
Revisiones
Principales revisiones sobre DIGITAL MEDIA AND MARKETING PRINCIPLES
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 RJ25 de feb. de 2018
I had the feeling the lectures was at the beginning little messy, unstructured with a lot of information at once. Later on you get used to and find it quite informative and easy to follow.
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 DS10 de sep. de 2019
I really enjoyed this class and learning more about the digital vortex of advertising and marketing that our modern society is subjected to every minute of the day. Highly recommend!
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.
¿Cuál es la política de reembolsos?
Si estás suscrito, obtienes una prueba gratis de 7 días, que podrás cancelar cuando desees sin ningún tipo de penalidad. Una vez transcurrido ese tiempo, no realizamos reembolsos. No obstante, puedes cancelar tu suscripción cuando quieras. Consulta nuestra política completa de reembolsos.
¿Hay ayuda económica disponible?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
