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.

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

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

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Ensure a solid foundation in statistics and data analysis to better understand and interpret data in your digital marketing campaigns.

Browse courses on Statistics

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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

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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

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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

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Expand your professional network and access valuable insights and guidance from industry experts.

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Identify potential mentors based on their experience and expertise.
Send personalized connection requests and messages.

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Explore Google Analytics to understand your website traffic

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Develop proficiency in using Google Analytics to gain insights into website performance and improve your digital marketing efforts.

Browse courses on Website Analytics

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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

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Improve your ability to identify areas for improvement in your social media marketing strategy and execution.

Browse courses on Social Media Marketing

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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

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Enhance your planning and organization skills for social media marketing by creating a content calendar.

Browse courses on Social Media Marketing

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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

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Gain exposure to cutting-edge industry trends and best practices by attending a digital marketing conference or workshop.

Browse courses on Digital Marketing

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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

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Apply the principles of digital marketing to a real-world scenario and develop a comprehensive campaign plan.

Browse courses on Digital Marketing

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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