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.
Este curso forma parte de Programa Especializado - mercadeo digital
Digital Media and Marketing Principles
ofrecido por
Acerca de este Curso
4.1
1,196 calificaciones
Habilidades que obtendrás
Mobile MarketingSocial MediaDigital MarketingMarketing Channel
Programa - Qué aprenderás en este curso
Semana
1Course 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 (Total 53 minutos), 9 readings, 2 quizzes
9 videos
1-1 Understanding Marketing as Communication5m
1-2 Marketing Communication Functions and Challenges5m
1-3 The Media and Mediums of Marketing Communication2m
1-4 Evolution of Marketing Media2m
1-5 Marketing Communication Using Traditional Media Channels2m
1-6 Advantages and Disadvantages of Mass Marketing Communication3m
Interview: Jan Slater - Chief Marketing Officer24m
Like this course? Learn more with the iMBA! (optional)1m
9 lecturas
Syllabus10m
About the Discussion Forums10m
Glossary10m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Social Media10m
Getting to Know Your Classmates10m
Module 1 Overview10m
Module 1 Readings30m
2 ejercicios de práctica
Orientation Quiz10m
Module 1 Quiz20m
Semana
2The 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 (Total 47 minutos), 2 readings, 2 quizzes
5 videos
2-2 The Impacts of Digital Media on Human Communication9m
2-3 Defining Features of Digital Media Technologies5m
2-4 The Impacts of Digital Media on Marketing Communication7m
Interview: The Trade Desk19m
2 lecturas
Module 2 Overview10m
Module 2 Readings30m
1 ejercicio de práctica
Module 2 Quiz20m
Semana
3Core 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 (Total 49 minutos), 2 readings, 1 quiz
4 videos
3-2 Overview of Search Marketing12m
3-3 Overview of Social Media Marketing13m
Michelle Stenger - Illinois Athletics16m
2 lecturas
Module 3 Overview10m
Module 3 Readingss
1 ejercicio de práctica
Module 3 Quiz20m
Semana
4Growing 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 (Total 55 minutos), 2 readings, 2 quizzes
7 videos
4-2 Content Marketing Part 27m
4-3 Mobile Marketing Part 110m
4-4 Mobile Marketing Part 215m
4-5 Out-of-Home (OOH) Marketing5m
4-6 Direct Marketing in the Digital Era3m
4-7 New Frontiers in Digital Marketing Communication5m
2 lecturas
Module 4 Overview10m
Module 4 Readingss
1 ejercicio de práctica
Module 4 Quiz26m
42%
comenzó una nueva carrera después de completar estos cursos
36%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
Principales revisiones
por LM•Aug 30th 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 BM•Oct 23rd 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.
Instructor
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
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.
Acerca de 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.
Acerca del 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?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿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?
¿Hay ayuda económica disponible?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
Coursera brinda acceso universal a la mejor educación del mundo, al asociarse con las mejores universidades y organizaciones, para ofrecer cursos en línea.
© 2019 Coursera Inc. Todos los derechos reservados.
