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Digital Media and Marketing Principles

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.

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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/.

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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

Traffic lights

Read about what's good
what should give you pause
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

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Reviews summary

Conceptual overview of digital marketing

According to learners, this course provides a strong conceptual understanding of digital media and marketing principles. Many find it an excellent foundation, particularly for those new to the field, covering a broad range of topics from social to mobile media and future trends like AI. However, some students highlight a lack of practical, hands-on application, noting it focuses more on theory than implementation. A few reviewers also suggest that some specific content, particularly platform details, could benefit from updating to reflect the rapidly changing digital landscape.
Explores various digital media channels.
"Covers a wide range of areas, including social, search, and mobile marketing."
"It introduced me to different digital channels and their roles."
"Explored topics from traditional digital methods to future technologies."
Excellent starting point for newcomers.
"This is a great course if you are just starting out in digital marketing."
"Provided a strong foundation for someone new to the field."
"Perfect introduction to the concepts for beginners."
Strong basis in marketing principles.
"The course provided a solid conceptual understanding of digital media."
"I learned the strategic 'why' behind various digital marketing approaches."
"It offered an excellent framework for understanding marketing communication in the digital age."
"Gave me a great overview of core principles."
Some platform details may be dated.
"Some parts felt a bit behind the times, especially regarding specific platforms."
"The course could benefit from updates to reflect current digital trends."
"Platform-specific information wasn't always current."
More theory than hands-on application.
"I was hoping for more practical guides and 'how-to' steps for implementation."
"This course is very theoretical; it doesn't teach specific skills to use right away."
"It felt more academic than practical for someone needing hands-on experience."
"Didn't gain specific skills for running campaigns or using tools."

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
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
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
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
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
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
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
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
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.

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
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
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
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
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
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
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
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
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
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
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
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

Featured in The Course Notes

This course is mentioned in our blog, The Course Notes. Read one article that features Digital Media and Marketing Principles:
5 New Specializations that Teach You Future-Proof Skills
7 minute read

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.
Cover image
Redefining Retail
Save
Provides a comprehensive overview of marketing communications, including the role of digital media. It valuable reference for students and practitioners alike.
Redefining Retail: 10 Guiding Principles for a Post...
Hardcover
$$
Redefining Retail: 10 Guiding Principles for a Post...
Kindle Edition
$$
Cover image
Digital Marketing Analytics
Save
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.
Digital Marketing Analytics: Making Sense of...
Paperback
$$
Digital Marketing Analytics: Making Sense of...
Kindle Edition
$$
Cover image
Marketing Plans
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.
Marketing Plans: Profitable Strategies in the...
Kindle Edition
$$
Marketing Plans: How to prepare them, how to profit...
Paperback
$$
Marketing Plans: How to Prepare Them, How to Use...
Paperback
$$$
Cover image
Social Media Marketing
Save
Provides a comprehensive overview of social media marketing, including strategies for using social media to reach target audiences and build relationships.
Social Media Marketing
Hardcover
$$$$
Social Media Marketing
Paperback
$$
Social Media Marketing
Paperback
$$
Cover image
Traction
Save
Provides a practical guide to getting customers for your startup. It covers everything from developing a marketing strategy to measuring results.
Traction
Paperback
$$
(Français) Traction - Comment toute start-up peut développer...
Kindle Edition
$$
(Italiano) Traction. Le strategie vincenti per ottenere una...
Paperback
$$
Cover image
The Lean Product Playbook
Save
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.
The Lean Product Playbook: How to Innovate with...
Hardcover
$$
The Lean Product Playbook: How to Innovate with...
Kindle Edition
$$
Cover image
Platform Revolution: How Networked Markets Are...
Save
Provides a framework for understanding and profiting from platform businesses. Is a highly specialized choice regarding novel technology discussed in the course.
Platform Revolution: How Networked Markets Are...
Kindle Edition
$
Cover image
Things That Make Us Smart
Save
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.
Things That Make Us Smart: Defending Human...
Kindle Edition
$
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a roadmap for building a successful startup. It emphasizes the importance of customer feedback and iteration.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Crossing the Chasm, 3rd Edition
Save
Provides a framework for marketing and selling technology products to mainstream customers.
Crossing the Chasm, 3rd Edition: Marketing and...
Paperback
$$
(中文) Crossing the Chasm: A Guide to Marketing Disruptive...
Paperback
$$
Crossing the Chasm, 3rd Edition: Marketing and...
Kindle Edition
$$
Cover image
The Innovator's Dilemma, with a New Foreword
Save
Classic in the field of innovation. It discusses the challenges that large companies face when it comes to innovating. Provides background or prerequisite knowledge important to understanding principles of marketing.
The Innovator's Dilemma, with a New Foreword: When...
Hardcover
$$
The Innovator's Dilemma, with a New Foreword: When...
Audio CD
$$
The Innovator's Dilemma, with a New Foreword: When...
Kindle Edition
$$
Cover image
The Crux
Save
Provides a framework for developing good strategy. It valuable resource for anyone who wants to learn more about strategy development.
The Crux: How Leaders Become Strategists
Hardcover
$$
The Crux: How Leaders Become Strategists
Kindle Edition
$$
Cover image
The Way of the Warrior
Save
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.
The Path of the Warrior Ornate Box Set: The Art of...
Hardcover
$$
The Way of the Warrior: Deluxe Silkbound Editions...
Hardcover
$$
The Way of the Warrior: The Way of the Samurai, The...
Hardcover
$$

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Course image
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 Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی
Digital Media and Marketing Principles belongs to the following collections:
  1. Digital Marketing
  2. Digital Marketing
Traffic lights
Read about what's good
what should give you pause
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
Featured in The Course Notes
Read one article that features this course, Digital Media and Marketing Principles from our blog, The Course Notes:
5 New Specializations that Teach You Future-Proof Skills
7 minute read
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