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Digital Media and Marketing Strategies

The proliferation of digital technology gives businesses an unprecedented and diverse new set of tools to reach, engage, monitor, and respond to consumers. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following “Digital Media and Marketing Principles,” this course aims to give you a deeper understanding of core processes of planning a digital marketing campaign and the role of various digital channels in integrated marketing communication.

You will be able to:

- Adopt a holistic and integrated approach to digital marketing planning

You will be able to:

- Adopt a holistic and integrated approach to digital marketing planning

- Develop a purposeful content marketing strategy to achieve your business and marketing goals

- Effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage your customers

- Critically evaluate the role social media platforms play in viral and influencer marketing campaigns

- Evaluate and measure the success of digital marketing campaigns

- Identify and manage risks in digital marketing

This course is part of Gies College of Business’s 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 Orientation and Module 1: Setting Goals and Preparing Your Digital Assets

In this module, you will learn to strategically align business and marketing goals through strategic communication. You will also learn how to evaluate and prepare your digital assets for launching a digital campaign.

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Geared towards experienced professionals looking to deepen their understanding of digital marketing campaign planning and execution across various channels

Imparts the knowledge and skills necessary to effectively leverage paid, earned, owned, and shared media for customer engagement and acquisition

Emphasizes the importance of integrating traditional and digital marketing strategies for holistic campaign planning and execution

Covers essential aspects of online advertising, search optimization, content marketing, and CRM for effective customer reach and engagement

Provides insights into the role of social media in driving viral and influencer marketing campaigns

Examines key metrics and KPIs for evaluating the success of digital marketing campaigns

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Reviews summary

Digital marketing strategies overview

According to learners, this course provides a solid foundation and comprehensive overview of digital media and marketing strategies. Many students found the content highly relevant and practical, offering strategies that could be immediately applied to their work. The course is often described as an excellent starting point for understanding various digital channels, including social media, email marketing, and SEO. While some found specific sections less detailed or slightly outdated, the overall consensus is that the course is well-structured and the materials are easy to understand, making it a valuable investment for professionals seeking to enhance their digital marketing skills.

Best suited for those newer to the field.

"This course is perfect if you're relatively new to the field of digital marketing or need a refresher."

"Those with extensive experience might find some parts too basic, but it's solid for intermediate learners."

"Excellent for professionals transitioning into digital marketing roles."

"Provided a good bridge from traditional to digital marketing concepts."

The course is logically organized and easy to follow.

"The modules are well-structured and build upon each other nicely."

"Content is presented in a logical flow, making it easy to digest complex topics."

"Found the course materials and videos easy to understand and navigate."

"The syllabus structure aligned well with the learning objectives."

Covers a wide range of digital marketing topics.

"It provides a comprehensive overview of various digital channels like social, email, SEO, etc."

"The course touches upon all the key areas needed to develop an integrated digital marketing plan."

"A good survey of different digital media and marketing approaches."

"Explores the role of various digital channels in integrated marketing communication."

Learn strategies immediately applicable to work.

"The strategies and tactics discussed can be immediately applied to real-world marketing campaigns."

"I found the practical examples and case studies very helpful in seeing how to implement the concepts."

"Learned many actionable insights that I could use in my daily marketing tasks."

"It helped me think strategically about applying digital media concepts."

Provides a strong basis in digital marketing.

"This course gives you a solid foundation for understanding digital media and marketing strategies."

"I gained a strong understanding of core concepts that are essential for digital marketing."

"Excellent course to get a foundational understanding of digital marketing strategies."

"It's a great starting point if you're new to formal digital marketing education."

Certain sections may need updating.

"Some specific examples or platform details felt a little dated given the fast pace of digital change."

"Could benefit from updates on the latest trends and algorithm changes."

"While foundational principles are timeless, tactical examples might need refreshing."

"Hoping for updates to reflect current industry practices."

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 Strategies with these activities:

Organize and review notes, assignments, and other course materials

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Improve your retention and understanding by consistently reviewing and organizing course materials.

Browse courses on Note-Taking

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Take structured notes during lectures and readings.
Review notes regularly and summarize key concepts.
Create a central repository for all course materials.

Review Marketing Management, 15th Edition by Philip Kotler and Kevin Lane Keller

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Start the course by reviewing a classic textbook on marketing management to refresh and strengthen your fundamental understanding of the field.

View Marketing Management, Global Edition on Amazon

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Read and annotate the textbook's core chapters on marketing strategy, segmentation, targeting, and positioning.
Summarize and outline the key concepts and theories presented in the book.

Follow tutorials on Google Analytics and Google Ads

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Familiarize yourself with key digital marketing tools by following guided tutorials and practice exercises.

Browse courses on Digital Marketing Tools

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Complete the Google Analytics Academy tutorials to learn how to track and analyze website traffic.
Create a Google Ads account and follow the tutorials to learn how to create and run ad campaigns.

Five other activities

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Practice writing effective email marketing campaigns

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Sharpen your email marketing skills by practicing writing compelling and engaging email campaigns.

Browse courses on Email Marketing

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Analyze successful email marketing campaigns to identify best practices.
Use email marketing tools to practice crafting subject lines, body copy, and call-to-actions.

Create a social media strategy and content calendar for a real or fictional brand

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Develop a comprehensive plan for social media marketing, including a strategy, content calendar, and evaluation metrics.

Browse courses on Content Marketing

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Define the target audience, brand voice, and social media goals.
Create a content calendar that outlines the type of content, posting schedule, and relevant hashtags.
Develop a strategy for engaging with followers and measuring the effectiveness of campaigns.

Participate in a study group or discussion forum for the course

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Connect with classmates to exchange knowledge, ask questions, and deepen your understanding of course concepts.

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Join or create a study group with other students.
Participate actively in discussions, ask questions, and share insights.

Participate in a digital marketing case competition or hackathon

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Test your skills and gain practical experience by participating in a digital marketing competition or hackathon.

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Identify and register for a relevant competition or hackathon.
Form a team and develop a solution to the proposed marketing challenge.
Present your solution and receive feedback from industry experts.

Become a mentor for junior students or other learners interested in digital marketing

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Reinforce your knowledge and develop your communication skills by mentoring others.

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Identify opportunities to mentor or tutor others in digital marketing.
Share your knowledge and provide guidance to help mentees achieve their goals.

Career center

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

Social Media Manager

A Social Media Manager creates, plans, and executes social media campaigns for various clients. The Digital Media and Marketing Strategies course is an excellent option for those wishing to become a Social Media Manager because it teaches the best ways to engage with audiences on social channels, how to create and execute a social media strategy, and how to measure the effectiveness of social media campaigns.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

A Content Marketing Manager is responsible for developing and executing content marketing strategies. The Digital Media and Marketing Strategies course is an excellent option for those looking to become a Content Marketing Manager because it teaches how to develop a purposeful content marketing strategy to achieve business and marketing goals, how to effectively mix paid, earned, owned, and shared media channels to discover, reach, and engage customers, and how to evaluate the success of digital marketing campaigns.

See salaries and explore the career path for Content Marketing Manager

Digital Content Strategist

A Digital Content Strategist develops and executes content strategies for digital channels, including websites, social media, email, and more. The Digital Media and Marketing Strategies course can help build a foundation for a career in this role because it teaches the principles of digital content marketing, how to develop a purposeful content marketing strategy to achieve business and marketing goals, and how to measure the success of digital marketing campaigns.

See salaries and explore the career path for Digital Content Strategist

Search Engine Optimization (SEO) Specialist

A Search Engine Optimization (SEO) Specialist helps businesses improve the visibility and ranking of their websites in search engine results pages (SERPs). The Digital Media and Marketing Strategies course may help build a foundation for a career in this role because it teaches key concepts and tactical considerations in managing search optimization to discover and reach prospective consumers.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Web Developer

A Web Developer conceives, develops, and deploys web-based programs and applications. The Digital Media and Marketing Strategies course can help build a foundation for a career in this role because it teaches the key concepts and tactical considerations in managing online advertising, search optimization, content-based marketing, and CRM to discover and reach prospective consumers.

See salaries and explore the career path for Web Developer

Marketing Consultant

A Marketing Consultant helps businesses develop and implement marketing strategies. The Digital Media and Marketing Strategies course may be useful for those considering a career as a Marketing Consultant because it teaches the principles of digital marketing and how to adopt a holistic and integrated approach to digital marketing planning.

See salaries and explore the career path for Marketing Consultant

Marketing Manager

A Marketing Manager is responsible for planning, implementing, and evaluating marketing campaigns. The Digital Media and Marketing Strategies course may be useful for those pursuing a career as a Marketing Manager because it provides a holistic and integrated approach to digital marketing planning and teaches the role of various digital channels in integrated marketing communication.

See salaries and explore the career path for Marketing Manager

Online Marketing Manager

An Online Marketing Manager is responsible for planning and executing online marketing campaigns across a range of channels. The Digital Media and Marketing Strategies course may be useful for those considering a career as an Online Marketing Manager because it provides a holistic and integrated approach to digital marketing planning and teaches the role of various digital channels in integrated marketing communication.

See salaries and explore the career path for Online Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist is responsible for planning, executing, and evaluating digital marketing campaigns. The Digital Media and Marketing Strategies course may be useful for those interested in becoming a Digital Marketing Specialist because it provides a holistic and integrated approach to digital marketing planning and teaches the role of various digital channels in integrated marketing communication.

See salaries and explore the career path for Digital Marketing Specialist

Customer Relationship Manager (CRM)

A Customer Relationship Manager (CRM) is responsible for managing customer relationships and ensuring customer satisfaction. The Digital Media and Marketing Strategies course may be useful for those interested in becoming a CRM because it teaches the principles of marketing and how to leverage digital channels to engage and retain customers.

See salaries and explore the career path for Customer Relationship Manager (CRM)

Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity and reputation. The Digital Media and Marketing Strategies course may be useful for those interested in becoming a Brand Manager because it teaches the principles of marketing and how to leverage digital channels to build and manage a brand.

See salaries and explore the career path for Brand Manager

Public relations manager

A Public Relations Manager is responsible for managing a company's public relations and communications. The Digital Media and Marketing Strategies course may be useful for those interested in becoming a Public Relations Manager because it teaches how to develop and execute effective marketing campaigns and how to manage relationships with the media.

See salaries and explore the career path for Public relations manager

Advertising Manager

An Advertising Manager is responsible for planning and executing advertising campaigns. The Digital Media and Marketing Strategies course may be useful for those interested in becoming an Advertising Manager because it teaches the principles of marketing and how to leverage digital channels to reach and engage target audiences.

See salaries and explore the career path for Advertising Manager

Sales Manager

A Sales Manager is responsible for managing a team of sales representatives and achieving sales targets. The Digital Media and Marketing Strategies course may be useful for those interested in becoming a Sales Manager because it teaches the principles of marketing and how to leverage digital channels to reach and engage potential customers.

See salaries and explore the career path for Sales Manager

Data Analyst

A Data Analyst gathers, cleans, and analyzes data to help organizations make informed decisions. The Digital Media and Marketing Strategies course may be useful for those interested in becoming a Data Analyst because it teaches how to evaluate and measure the success of digital marketing campaigns and how to identify and manage risks in digital marketing.

See salaries and explore the career path for Data Analyst

Featured in The Course Notes

This course is mentioned in our blog, The Course Notes. Read one article that features Digital Media and Marketing Strategies:

5 New Specializations that Teach You Future-Proof Skills

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Reading list

We've selected 12 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 Strategies.

Digital Marketing Analytics

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Provides a comprehensive overview of digital marketing analytics, covering topics such as data collection, analysis, and interpretation. It valuable resource for students and professionals who want to learn more about how to use data to improve their digital marketing campaigns.

Digital Media and Marketing Strategies

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What's inside

Syllabus

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Save this course

Reviews summary

Digital marketing strategies overview

Activities

Career center

Featured in The Course Notes

Reading list

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