Overview
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.
Syllabus
Course 1: The Digital Marketing Revolution
- Offered by University of Illinois Urbana-Champaign. The Digital Revolution is dramatically altered the way many products are created, ... Enroll for free.
Course 2: Marketing in a Digital World
- Offered by University of Illinois Urbana-Champaign. This course examines how new digital tools, such as the Internet, smartphones, and 3D ... Enroll for free.
Course 3: Digital Marketing Analytics in Theory
- Offered by University of Illinois Urbana-Champaign. Successfully marketing brands today requires a well-balanced blend of art and science. ... Enroll for free.
Course 4: Digital Marketing Analytics in Practice
- Offered by University of Illinois Urbana-Champaign. Successfully marketing brands today requires a well-balanced blend of art and science. ... Enroll for free.
Course 5: Digital Media and Marketing Principles
- Offered by University of Illinois Urbana-Champaign. The Digital Revolution has led to a titanic shift in the landscape of marketing ... Enroll for free.
Course 6: Digital Media and Marketing Strategies
- Offered by University of Illinois Urbana-Champaign. The proliferation of digital technology gives businesses an unprecedented and diverse ... Enroll for free.
Course 7: Digital Marketing Capstone
- Offered by University of Illinois Urbana-Champaign. This four-week Capstone of the Digital Marketing Specialization is designed to help you ... Enroll for free.
- Offered by University of Illinois Urbana-Champaign. The Digital Revolution is dramatically altered the way many products are created, ... Enroll for free.
Course 2: Marketing in a Digital World
- Offered by University of Illinois Urbana-Champaign. This course examines how new digital tools, such as the Internet, smartphones, and 3D ... Enroll for free.
Course 3: Digital Marketing Analytics in Theory
- Offered by University of Illinois Urbana-Champaign. Successfully marketing brands today requires a well-balanced blend of art and science. ... Enroll for free.
Course 4: Digital Marketing Analytics in Practice
- Offered by University of Illinois Urbana-Champaign. Successfully marketing brands today requires a well-balanced blend of art and science. ... Enroll for free.
Course 5: Digital Media and Marketing Principles
- Offered by University of Illinois Urbana-Champaign. The Digital Revolution has led to a titanic shift in the landscape of marketing ... Enroll for free.
Course 6: Digital Media and Marketing Strategies
- Offered by University of Illinois Urbana-Champaign. The proliferation of digital technology gives businesses an unprecedented and diverse ... Enroll for free.
Course 7: Digital Marketing Capstone
- Offered by University of Illinois Urbana-Champaign. This four-week Capstone of the Digital Marketing Specialization is designed to help you ... Enroll for free.
Courses
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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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The proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following “Digital Media and Marketing Principles,” 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 integrated marketing communication. You will be able to: - Adopt a holistic and integrated approach to digital marketing planning - Develop a purposeful content marketing strategy to achieve your business and marketing goals - Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers - Critically evaluate the role social media platforms play in viral and influencer marketing campaigns - Evaluate and measure the success of digital marketing campaigns - Identify and manage risks in digital marketing This course is part of Gies College of Business’s 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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This course examines how new digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by changing the roles and practices of both firms and consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 500,000 learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (https://www.class-central.com/report/top-moocs/). You will be able to: • Understand how digital tools are changing the nature of marketing • Explain how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities • Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs 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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Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily. Digital Analytics for Marketing Professionals: Marketing Analytics in Theory is the first in a two-part series of complementary courses and focuses on the background information and frameworks analysts need to be successful in today's digital business world. This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs 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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Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice is the second in a two-part series of complementary courses and focuses on the skills and practical abilities analysts need to be successful in today's digital business world. You will be able to: - Identify the web analytic tool right for your specific needs - Understand valid and reliable ways to collect, analyze, and visualize data from the web - Utilize data in decision making for agencies, organizations, or clients This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs 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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This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm’s objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan". You will use an online simulation to do this. You will be a marketing manager for a firm selling digital cameras online through their webstore. You will be reviewing the products, pricing, margins, and historical sales. You will create a targeted ad campaign after researching appropriate keywords for the products you are selling. You will also review the basics of landing page design and search engine optimization. You will then create and execute an email campaign. Once these campaigns are executed, you get feedback on the KPI's such as revenue, profits, traffic, conversions. You will get an opportunity to redo this campaign, with new strategies, to improve your KPI's in the second round. 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.
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Our new digital world is dramatically changing the way in which products are created, promoted, distributed, and consumed. Although these changes have been revolutionary, we still live in an analog (or physical) world. For example, even today, over 90% of all sales are still conducted in analog stores. Thus, both marketers and consumers must simultaneously navigate both the analog and digital worlds on a daily basis. Although the Digital Revolution has received considerable attention in recent years, the impact of this revolution upon the analog world has been largely ignored. This course examines this issue by asking how the Digital Revolution has impacted marketing in an analog world. The learning approach will be highly interactive, meaning that you will have both the opportunity to engage in a variety of hands-on activities and to participate as a member of a rich learning community.
You will be able to:
- Understand the key differences between the analog and the digital
- Examine four ways in which the analog world has been affected by the digital revolution: domination, resistance, synergy, and transformation
- Explore the implications of the analog world for both marketers and consumers
This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.
Taught by
Aric Rindfleisch, Kevin Hartman, Mike Yao and Vishal Sachdev
Reviews
4.6 rating, based on 14 Class Central reviews
Showing Class Central Sort
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Starts off strong but has a shaky progression
The first course in the specialization was really interesting. As the courses progressed, the assignments lacked substance and did not prepare for the final capstone project. The assignments in the analytics and landscape courses tended to use textbook questions. When it came time for the capstone, it was people's first attempt in compiling a marketing report. Although textbook questions are not necessarily a bad thing, assignments in the lecture courses should directly prepare students for the capstone. -
Great experience
Instead of saying it as a course, I would say it is a great experience. This special and innovative course has covered all the aspects of marketing in a very good manner. The way syllabus is defined matches with your busy schedule. It is easy to learn and earn a additional credit for you in person. Course has varied aspects of digital marketing, it gave me lot of insights and good examples to compare and learn. It was very happy and interesting for me to earn a global credit.
Thanks to Illinois and Coursera.
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My experiences completing the marketing
in Digital world was excellent.this course was good and I enjoy this programming.so it may have been to intense for someone. That only 4th weak of my experiences. -
Challenging Capstone but worth it
The specialization was worth the effort and most instructors were great. There were a few glitches - errors on the exams and a few of the descriptions of the assignments were vague, however, I'm sure these issues have been solved. One of the most enjoyable part was interacting with students from over 20 countries. -
Old Wine in a New Bottle
I finished the first course, Marketing in a digital world and must say, Aric handmade the concepts easy to understand and comprehend and there is a good balance of theory as well as practicals in the course. It was truly interesting and am looking forward to finishing the specialisation. -
I Lear lot of thinks, I clear what is digital marketing, I learn lot of things, this is my first experience but I learn lot of thank you
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This course is amazing and informative
And all students. Digital marketing are useful in future for all students -
Great Overview of Digital Marketing with an Insight-Generating Capstone Project
UOI's Digital Marketing Specialization was a superb experience for me!
It provided a total overview of digital marketing and how it compares with traditional marketing. And I now have for ready reference the best practices of the varied components that make up DM.
The capstone project provided insights into how you apply the concepts, and the tools and techniques available to you.
Net result, prospective customers are paying attention to what I say! -
Great Course For Entry Level to Experienced Marketing Professionals
I'm an experienced marketing professional and I wanted to understand the latest and greatest digital marketing strategies being employed today. The Digital Marketing course taught by University of Illinois School of Business and Head of Industry at Google was the right course for me right now. It was relevant, fresh, and timely. It was also my first Coursera hosted course which was an equally enjoyable experience. I highly recommend this course. -
Complete and useful
The content of all the specialization is quite complete and one can touch all the basic parts of Digital Marketing for building successful campaigns including; strategy, analytics, branding and planning. It finished with a very interesting capstone project which consist in building a whole marketing plan for a company. -
I highly recommend Digital Marketing Specialization program to all marketing professionals interested in MOOC
I highly recommend Digital Marketing Specialization program to all marketing professionals interested in MOOC. I am sure the concept and skills that I acquired will be very useful in my professional life as a marketer. -
Traditional marketing, difficult to efficiently work without digital.
Hard work. Worth the effort. Important for traditional marketers to leverage on this new consumer way of life.
The course is guided with passionate teachers with great attitude, videos, and reading material to up scale your knowledge. -
Brilliant overview of marketing and changes propelled by the advent of all digital
This course is an excellent opportunity to first regain knowledge about marketing and second to realise how much and how many things have changed in the field of marketing within this new digital world. -
Excellent base for pursuing a career in digital marketing!
I'm a recent contemporary web design grad and the capstone gave me the digital marketing to take my designs to the next level.