Acerca de este curso: The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in an integrated marketing communication.
Creada por: University of Illinois at Urbana-Champaign
Enseñado por: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| Información básica | Curso 5 de 7 en mercadeo digital Specialization |
| Compromiso | 4 weeks of study, 8-10 hours/week |
| Idioma | English |
| Cómo aprobar | Aprueba todas las tareas calificadas para completar el curso. |
| Calificaciones del usuario |
Completa este curso para conseguir:
Programa Especializado - mercadeo digital
Este curso es parte del Programa especializado mercadeo digital de University of Illinois at Urbana-Champaign del curso 7
Master of Business Administration (iMBA)
El curso forma parte del programa de títulos 18 courses plus three capstone projects totalmente en línea
Programa
SEMANA 1
Course Overview and Optimizing Your Digital Assets
In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.
9 videos, 10 lecturas, 1 cuestionario de práctica
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: About the Rubric for Peer Assessment
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Vídeo: 1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success
- Vídeo: 1-1.2 Know Yourself: Digital Marketing Self-Assessment
- Vídeo: 1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers
- Vídeo: 1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective
- Vídeo: 1-1.5 Know Your Message: Digital Content & Communication Channels
- Vídeo: 1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website
- Vídeo: Interview: Mary McIlrath, SVP & Partner at C+R Research
- Vídeo: 1-3.1 Big Data in Digital Marketing
- Reading: 1-3.2 Extra Resources
Calificado: Module 1 Quiz
SEMANA 2
Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online videos.
8 videos, 3 lecturas
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Vídeo: 2-1.2 Online Advertising: Opportunities & Challenges
- Vídeo: 2-1.3 Online Advertising: Nuts & Bolts
- Vídeo: 2-1.4 Search Optimization: SEO Strategies
- Vídeo: 2-1.5 Search Optimization: Essential Steps
- Vídeo: 2-1.6 Search Optimization: Future Trends
- Vídeo: 2-1.7 CRM and Marketing Automation
- Vídeo: Interviews: AMOBEE Executives
- Reading: Mod 2 Extra Resources
Calificado: Module 2 Peer Assessment
Calificado: Module 2 Quiz
SEMANA 3
Social and Email Marketing
In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and effective campaign measurement.
8 videos, 3 lecturas
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Vídeo: 3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process
- Vídeo: 3-1.3 Online Video Marketing: New Strategies and Other Considerations
- Vídeo: 3-1.4 Social Media Marketing Strategies Overview
- Vídeo: 3-1.5 Buzz & Influencer Marketing: Strategies
- Vídeo: 3-1.6 Buzz & Influencer Marketing: Other Considerations
- Vídeo: 3-1.7 Buzz & Influencer Marketing: Planning and Executing
- Vídeo: Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer
- Reading: Mod 3 Extra Resources
Calificado: Module 3 Quiz
SEMANA 4
Putting It All Together for Your Digital Plan
In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.
7 videos, 3 lecturas
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Vídeo: 4-1.2 Measures of Campaign Success: Web Analytics
- Vídeo: 4-1.3 Measures of Campaign Success: Social Media Metrics
- Vídeo: 4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety
- Vídeo: 4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking
- Vídeo: 4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach
- Vídeo: Interview: Jill Ferguson, Chartbeat’s Head of Product Education
- Reading: Mod 4 Extra Resources
Calificado: Module 4 Peer Assessment
Calificado: Module 4 Quiz
Preguntas Frecuentes
Cómo funciona
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Creadores
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.
Tarifa
| Comprar curso | |
|---|---|
| Accede a los materiales del curso | Disponible |
| Accede a los materiales con calificación | Disponible |
| Recibe una calificación final | Disponible |
| Obtén un Certificado de curso para compartir | Disponible |
Calificaciones y revisiones
Great Course!!!
The best course so far in the Digital Marketing Specialization. Highly engaging and with up-to-date information and required readings.
Very insightful introductory course for digital marketing
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Th InformatIon that has been provIded as well as the abIlIty to work wIth peers has been fantastIc.