About this Course
4.1
1,170 ratings
249 reviews
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 14 hours to complete

Suggested: 4 weeks of study, 8-10 hours/week...
Available languages

English

Subtitles: English

Skills you will gain

Mobile MarketingSocial MediaDigital MarketingMarketing Channel
Specialization
100% online

100% online

Start instantly and learn at your own schedule.
Flexible deadlines

Flexible deadlines

Reset deadlines in accordance to your schedule.
Hours to complete

Approx. 14 hours to complete

Suggested: 4 weeks of study, 8-10 hours/week...
Available languages

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
Hours to complete
3 hours to complete

Course 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....
Reading
9 videos (Total 53 min), 9 readings, 2 quizzes
Video9 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
Reading9 readings
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
Quiz2 practice exercises
Orientation Quiz10m
Module 1 Quiz20m
Week
2
Hours to complete
4 hours to complete

The 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. ...
Reading
5 videos (Total 47 min), 2 readings, 2 quizzes
Video5 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
Reading2 readings
Module 2 Overview10m
Module 2 Readings30m
Quiz1 practice exercise
Module 2 Quiz20m
Week
3
Hours to complete
2 hours to complete

Core 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. ...
Reading
4 videos (Total 49 min), 2 readings, 1 quiz
Video4 videos
3-2 Overview of Search Marketing12m
3-3 Overview of Social Media Marketing13m
Michelle Stenger - Illinois Athletics16m
Reading2 readings
Module 3 Overview10m
Module 3 Readingss
Quiz1 practice exercise
Module 3 Quiz20m
Week
4
Hours to complete
5 hours to complete

Growing 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....
Reading
7 videos (Total 55 min), 2 readings, 2 quizzes
Video7 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
Reading2 readings
Module 4 Overview10m
Module 4 Readingss
Quiz1 practice exercise
Module 4 Quiz26m
4.1
249 ReviewsChevron Right
Career direction

43%

started a new career after completing these courses
Career Benefit

40%

got a tangible career benefit from this course
Career promotion

20%

got a pay increase or promotion

Top Reviews

By LMAug 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

By BMOct 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

Avatar

Mike Yao

Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
Graduation Cap

Start working towards your Master's degree

This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your courses count towards your degree learning.

About 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. ...

About the Digital Marketing Specialization

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....
Digital Marketing

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.