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University of Illinois at Urbana-Champaign

Digital Marketing Capstone

University of Illinois at Urbana-Champaign via Coursera


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


  • Course Overview & Module 1 Client/Brand Analysis
    • In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.
  • Module 2 The Consumer Decision Journey
    • In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.
  • Module 3 Collect and Analyze Data
    • In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.
  • Module 4 The Channel and Content Strategy
    • In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.
  • Module 5 Test and Control Plan
    • In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy
  • Module 6 Final Digital Marketing Plan Submission
    • In this module, you will bring together the previous module submissions in a final report

Taught by

Vishal Sachdev, Kevin Hartman, Rhiannon Clifton and Aric Rindfleisch


4.5 rating at Coursera based on 582 ratings

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