Digital Media and Marketing Principles from Coursera

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/.

What's inside

Syllabus

Course Overview and The Changing Landscape

In the orientation, 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. In the first module, we will examine marketing as a process of communication, in which businesses and marketers attempt to deliver the right message to the right person at the right moment, and listen and respond to consumers’ feedback.

Key Processes and Core Strategies

In the second module, we will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific. We will first define digital media in a broad scope, and then elaborate on the ways in which digital media technologies impact the key processes and functions of marketing communication.

Smart and Social Media Channels

In the third module, we will start with an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing. Given the rapidly changing technological landscape and the vastly different business contexts in which these strategies are implemented, we will not focus on implementation and execution. Instead, this module aims to provide a conceptual understanding of the underlying principles of these marketing tactics.

Mobile Media and Beyond the Screens

In the 4th and the last module, you will first learn about mobile marketing strategies. We will discuss the impacts of digital technologies on other marketing channels beyond the screens. We will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Builds a strong foundation for professionals in the world of marketing and communications

Explores the use of social media, search engines, and advertising techniques as effective digital strategies

Develops an understanding of the impact of technology on communication in the marketing field

Teaches the importance of adapting marketing strategies to the advancements in the digital realm

Provides a comprehensive overview of smart and social media channels for marketing

Reviews summary

Informative digital marketing overview

Learners say this course provides a helpful overview of digital media and marketing principles. While some call the content basic, most students express appreciation for the comprehensive curriculum and knowledgeable instructors. Overall, this course is praised for its engaging assignments and clear presentation.

Assignments hold students' interest and attention.

"I would recommend this to anyone wanting to learn."

"A wonderful and resourceful course."

"Excellent course!!!"

Instructors present information in a clear manner.

"I would recommend this to anyone wanting to learn."

"A wonderful and resourceful course."

"Excellent course!!!"

Instructors are knowledgeable about the subject matter.

"Instructors present information in a clear manner."

"A wonderful and resourceful course."

"Excellent course!!!"

Course provides a beneficial overview of the topic.

"I would recommend this to anyone wanting to learn."

"A wonderful and resourceful course."

"Excellent course!!!"

Course material is not in-depth or advanced.

"The information was very basic."

"Assignments were super easy."

"The class was ridiculously easy."

Career center

Learners who complete Digital Media and Marketing Principles will develop knowledge and skills that may be useful to these careers:

Marketing Manager

The Digital Revolution has led to a titanic shift in the landscape of marketing communications, and Marketing Managers must adapt to these changes to remain competitive. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices and helps you develop a conceptual understanding of several digital marketing strategies. By taking this course, you can gain the skills and knowledge necessary to succeed in this dynamic field.

See salaries and explore the career path for Marketing Manager

Social Media Manager

Social Media Managers are responsible for developing and executing social media strategies. This course provides the foundational knowledge you need to succeed in this role, by covering topics such as digital media and information technologies, marketing communication strategies, and social media marketing. With the skills and knowledge gained from this course, you can excel in this field.

See salaries and explore the career path for Social Media Manager

Digital Marketing Specialist

As a Digital Marketing Specialist, you will be responsible for developing and executing digital marketing campaigns. This course provides the foundational knowledge you need to succeed in this role, by covering topics such as digital media and information technologies, marketing communication strategies, and digital marketing strategies. With the skills and knowledge gained from this course, you can excel in this field.

See salaries and explore the career path for Digital Marketing Specialist

Marketing Communications Manager

Marketing Communications Managers are responsible for developing and executing marketing communications strategies. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices. By taking this course, you can gain the skills and knowledge necessary to succeed in this role.

See salaries and explore the career path for Marketing Communications Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and executing content marketing strategies. This course provides the foundational knowledge you need to succeed in this role, by covering topics such as digital media and information technologies, marketing communication strategies, and digital marketing strategies. With the skills and knowledge gained from this course, you can excel in this field.

See salaries and explore the career path for Content Marketing Manager

Email Marketing Manager

Email Marketing Managers are responsible for developing and executing email marketing campaigns. This course provides the foundational knowledge you need to succeed in this role, by covering topics such as digital media and information technologies, marketing communication strategies, and digital marketing strategies. With the skills and knowledge gained from this course, you can excel in this field.

See salaries and explore the career path for Email Marketing Manager

Market Research Analyst

Market Research Analysts are responsible for conducting market research. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices, which can be essential for conducting effective market research in today's digital age.

See salaries and explore the career path for Market Research Analyst

Brand Manager

Brand Managers are responsible for developing and executing brand strategies. This course provides a conceptual understanding of several digital marketing strategies, which can be essential for developing effective brand strategies in today's digital age.

See salaries and explore the career path for Brand Manager

Public relations manager

Public Relations Managers are responsible for developing and executing public relations strategies. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices, which can be essential for developing effective public relations strategies in today's digital age.

See salaries and explore the career path for Public relations manager

Media Planner

Media Planners are responsible for developing and executing media plans. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices, which can be essential for developing effective media plans in today's digital age.

See salaries and explore the career path for Media Planner

Advertising Manager

Advertising Managers are responsible for developing and executing advertising campaigns. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices, which can be essential for developing effective advertising campaigns in today's digital age.

See salaries and explore the career path for Advertising Manager

Video Producer

Video Producers are responsible for developing and producing videos. This course provides a foundation in digital media and information technologies, which can be essential for developing and producing effective videos in today's digital age.

See salaries and explore the career path for Video Producer

Copywriter

Copywriters are responsible for writing marketing copy. This course explores the impacts of digital media and information technologies on marketing communication strategies and practices, which can be essential for writing effective marketing copy in today's digital age.

See salaries and explore the career path for Copywriter

Web Developer

Web Developers are responsible for designing and developing websites. This course provides a foundation in digital media and information technologies, which can be essential for developing effective websites in today's digital age.

See salaries and explore the career path for Web Developer

Graphic designer

Graphic Designers are responsible for creating visual content. This course provides a foundation in digital media and information technologies, which can be essential for creating effective visual content in today's digital age.

See salaries and explore the career path for Graphic designer