About this Course
4.3
989 ratings
174 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. 15 hours to complete

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

English

Subtitles: English

Skills you will gain

Mobile MarketingSocial MediaPlanningDigital Marketing
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. 15 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
5 hours to complete

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....
Reading
9 videos (Total 82 min), 10 readings, 2 quizzes
Video9 videos
1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success1m
1-1.2 Know Yourself: Digital Marketing Self-Assessment9m
1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers12m
1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective9m
1-1.5 Know Your Message: Digital Content & Communication Channels7m
1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website7m
Interview: Mary McIlrath, SVP & Partner at C+R Research23m
1-3.1 Big Data in Digital Marketing7m
Reading10 readings
Syllabus30m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Social Media10m
Getting to Know Your Classmates10m
Module 1 Overview20m
Module 1 Readingsm
1-3.2 Extra Resources20m
Quiz2 practice exercises
Orientation Quiz10m
Module 1 Quiz10m
Week
2
Hours to complete
5 hours to complete

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....
Reading
8 videos (Total 59 min), 3 readings, 2 quizzes
Video8 videos
2-1.2 Online Advertising: Opportunities & Challenges7m
2-1.3 Online Advertising: Nuts & Bolts5m
2-1.4 Search Optimization: SEO Strategies6m
2-1.5 Search Optimization: Essential Steps6m
2-1.6 Search Optimization: Future Trends3m
2-1.7 CRM and Marketing Automation8m
Interviews: AMOBEE Executives19m
Reading3 readings
Module 2 Overview20m
Module 2 Readings30m
Mod 2 Extra Resources30m
Quiz1 practice exercise
Module 2 Quiz10m
Week
3
Hours to complete
3 hours to complete

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. ...
Reading
8 videos (Total 67 min), 3 readings, 1 quiz
Video8 videos
3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process8m
3-1.3 Online Video Marketing: New Strategies and Other Considerations6m
3-1.4 Social Media Marketing Strategies Overview5m
3-1.5 Buzz & Influencer Marketing: Strategies6m
3-1.6 Buzz & Influencer Marketing: Other Considerations7m
3-1.7 Buzz & Influencer Marketing: Planning and Executing8m
Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer21m
Reading3 readings
Module 3 Overview20m
Module 3 Readingsm
Mod 3 Extra Resources30m
Quiz1 practice exercise
Module 3 Quiz10m
Week
4
Hours to complete
5 hours to complete

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....
Reading
7 videos (Total 65 min), 3 readings, 2 quizzes
Video7 videos
4-1.2 Measures of Campaign Success: Web Analytics10m
4-1.3 Measures of Campaign Success: Social Media Metrics8m
4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety9m
4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking4m
4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach10m
Interview: Jill Ferguson, Chartbeat’s Head of Product Education20m
Reading3 readings
Module 4 Overview20m
Module 4 Readings50m
Mod 4 Extra Resourcesm
Quiz1 practice exercise
Module 4 Quiz10m
4.3
174 ReviewsChevron Right
Career direction

33%

started a new career after completing these courses
Career Benefit

83%

got a tangible career benefit from this course
Career promotion

21%

got a pay increase or promotion

Top Reviews

By VCNov 23rd 2018

Mike Yao sir did a great job. He started all with basics and taught everything very well. I'm so glad I choose this course it'll for sure help me advance my career.

By ABAug 21st 2018

I like that this course reinforce the principles and strategies of the previous courses and challenge us to face a real case! Amazing.

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.