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Mike Yao
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.
Read more
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.
Read more
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/.
Register for this course and see more details by visiting:
OpenCourser.com/course/24nr3g/digital
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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.
Read more
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.
Read more
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
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
Save this course
Save Digital Media and Marketing Principles to your list so you can find it easily later:
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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."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Digital Media and Marketing Principles with these
activities:
Review basic statistics and data analysis concepts
Show steps
Ensure a solid foundation in statistics and data analysis to better understand and interpret data in your digital marketing campaigns.
Browse courses on
Statistics
Show steps
-
Review concepts such as mean, median, mode, and standard deviation.
-
Practice interpreting data using graphs and charts.
Review Digital Marketing and Social Media: A Strategy Guide
Show steps
Build a stronger foundation in digital marketing and social media marketing by reviewing a book that is well-respected by practitioners in the industry.
View
Digital Marketing
on Amazon
Show steps
-
Purchase a copy of the book and skim through the table of contents.
-
Read Chapters 1-3 to gain a foundational understanding.
-
Complete the end-of-chapter questions and exercises.
-
Review the key takeaways from each chapter.
Connect with experienced digital marketers on LinkedIn
Show steps
Expand your professional network and access valuable insights and guidance from industry experts.
Show steps
-
Identify potential mentors based on their experience and expertise.
-
Send personalized connection requests and messages.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Explore Google Analytics to understand your website traffic
Show steps
Develop proficiency in using Google Analytics to gain insights into website performance and improve your digital marketing efforts.
Browse courses on
Website Analytics
Show steps
-
Create a Google Analytics account and connect it to your website.
-
Learn about key metrics such as sessions, users, and bounce rate.
-
Use filters and segments to analyze specific data.
Conduct an audit of your own social media presence
Show steps
Improve your ability to identify areas for improvement in your social media marketing strategy and execution.
Browse courses on
Social Media Marketing
Show steps
-
List all of your social media accounts.
-
Review your profiles and content for consistency and alignment with your brand.
-
Analyze your metrics to identify what is working and what is not.
Develop a social media content calendar
Show steps
Enhance your planning and organization skills for social media marketing by creating a content calendar.
Browse courses on
Social Media Marketing
Show steps
-
Brainstorm ideas for content that will resonate with your target audience.
-
Decide on a posting schedule and assign tasks.
-
Create a spreadsheet or use a tool to track your content calendar.
Attend a digital marketing conference or workshop
Show steps
Gain exposure to cutting-edge industry trends and best practices by attending a digital marketing conference or workshop.
Browse courses on
Digital Marketing
Show steps
-
Research and identify relevant events.
-
Register for the event and plan your schedule.
-
Attend sessions and engage with speakers and attendees.
Design a digital marketing campaign for a local business
Show steps
Apply the principles of digital marketing to a real-world scenario and develop a comprehensive campaign plan.
Browse courses on
Digital Marketing
Show steps
-
Conduct research on the business and its target audience.
-
Develop a marketing strategy and objectives.
-
Select the appropriate digital marketing channels and tactics.
-
Create a detailed budget and timeline.
-
Present your campaign to the business and get feedback.
Review basic statistics and data analysis concepts
Show steps
Ensure a solid foundation in statistics and data analysis to better understand and interpret data in your digital marketing campaigns.
Browse courses on
Statistics
Show steps
Show steps
Show steps
- Review concepts such as mean, median, mode, and standard deviation.
- Practice interpreting data using graphs and charts.
Review Digital Marketing and Social Media: A Strategy Guide
Show steps
Build a stronger foundation in digital marketing and social media marketing by reviewing a book that is well-respected by practitioners in the industry.
View
Digital Marketing
on Amazon
Show steps
Show steps
Show steps
- Purchase a copy of the book and skim through the table of contents.
- Read Chapters 1-3 to gain a foundational understanding.
- Complete the end-of-chapter questions and exercises.
- Review the key takeaways from each chapter.
Connect with experienced digital marketers on LinkedIn
Show steps
Expand your professional network and access valuable insights and guidance from industry experts.
Show steps
Show steps
Show steps
- Identify potential mentors based on their experience and expertise.
- Send personalized connection requests and messages.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Explore Google Analytics to understand your website traffic
Show steps
Develop proficiency in using Google Analytics to gain insights into website performance and improve your digital marketing efforts.
Browse courses on
Website Analytics
Show steps
Show steps
Show steps
- Create a Google Analytics account and connect it to your website.
- Learn about key metrics such as sessions, users, and bounce rate.
- Use filters and segments to analyze specific data.
Conduct an audit of your own social media presence
Show steps
Improve your ability to identify areas for improvement in your social media marketing strategy and execution.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- List all of your social media accounts.
- Review your profiles and content for consistency and alignment with your brand.
- Analyze your metrics to identify what is working and what is not.
Develop a social media content calendar
Show steps
Enhance your planning and organization skills for social media marketing by creating a content calendar.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Brainstorm ideas for content that will resonate with your target audience.
- Decide on a posting schedule and assign tasks.
- Create a spreadsheet or use a tool to track your content calendar.
Attend a digital marketing conference or workshop
Show steps
Gain exposure to cutting-edge industry trends and best practices by attending a digital marketing conference or workshop.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Research and identify relevant events.
- Register for the event and plan your schedule.
- Attend sessions and engage with speakers and attendees.
Design a digital marketing campaign for a local business
Show steps
Apply the principles of digital marketing to a real-world scenario and develop a comprehensive campaign plan.
Browse courses on
Digital Marketing
Show steps
Show steps
Show steps
- Conduct research on the business and its target audience.
- Develop a marketing strategy and objectives.
- Select the appropriate digital marketing channels and tactics.
- Create a detailed budget and timeline.
- Present your campaign to the business and get feedback.
Career center
Learners who complete Digital Media and Marketing Principles will develop knowledge and skills
that may be useful to these careers:
Marketing Manager
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.
Social Media 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.
Digital Marketing Specialist
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.
Marketing Communications Manager
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.
Content Marketing 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.
Email 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.
Market Research Analyst
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.
Brand Manager
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.
Public relations 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.
Media Planner
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.
Advertising Manager
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.
Video Producer
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.
Copywriter
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.
Web Developer
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.
Graphic designer
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.
For more career information including salaries, visit:
OpenCourser.com/course/24nr3g/digital
Reading list
We've selected 13 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Digital Media and Marketing Principles.
Save
Provides a comprehensive overview of marketing communications, including the role of digital media. It valuable reference for students and practitioners alike.
Provides a comprehensive overview of digital marketing analytics. It covers everything from collecting data to analyzing results. It valuable resource for anyone who wants to learn more about digital marketing analytics or improve their current strategy.
Save
Provides a practical guide to digital marketing, covering a wide range of topics from social media to search engine optimization. It useful resource for students and professionals who want to learn more about digital marketing.
Provides a comprehensive overview of social media marketing, including strategies for using social media to reach target audiences and build relationships.
Save
Provides a practical guide to getting customers for your startup. It covers everything from developing a marketing strategy to measuring results.
Provides a practical guide to developing and launching minimum viable products. It valuable resource for anyone who wants to learn more about how to innovate quickly and efficiently.
Provides a framework for understanding and profiting from platform businesses. Is a highly specialized choice regarding novel technology discussed in the course.
Provides a framework for understanding and designing user-friendly products and services. It valuable resource for anyone who wants to learn more about how to design for the user.
Provides a roadmap for building a successful startup. It emphasizes the importance of customer feedback and iteration.
Provides a framework for marketing and selling technology products to mainstream customers.
Classic in the field of innovation. It discusses the challenges that large companies face when it comes to innovating. Provides background or prerequisite knowledge important to understanding principles of marketing.
Save
Provides a framework for developing good strategy. It valuable resource for anyone who wants to learn more about strategy development.
Classic in the field of strategy. It provides insights into the principles of war that can be applied to business. Provides background knowledge relevant to the course.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/24nr3g/digital
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Effort
4 weeks of study, 8-10 hours/week
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Mike Yao
Language
English
Transcripts
Español
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Good to know
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
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