Digital Media and Marketing Strategies from Coursera

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

- 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/.

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.

Online and Video Marketing

In this module, you will learn key concepts and tactical considerations in managing online advertising, search optimization, content-based marketing, and CRM to discover and reach prospective consumers.

Social and Email Marketing

In this module, you will learn the best ways to engage with audiences on social channels, social media strategy creation and execution, how to plan and execute an email campaign, and effective campaign measurement.

Putting It All Together for Your Digital Plan

In this module, you will learn how to strategically select the appropriate KPIs and metrics to evaluate digital campaign success. You will also learn about the challenges and pitfalls in digital marketing.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

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

Reviews summary

Strategic digital marketing tactics

learners say this course on digital media and marketing strategies is largely positive and well-received by students. It's content is described as engaging and practical. According to students, this course is especially relevant to learners interested in marketing, digital media, strategies, and social media.

This course includes peer-graded assignments that help learners apply their knowledge to real-world scenarios.

"The course contained good reading and video materials along with effective peer-review assignments that elucidated me with how to make a good target market profile, media user profile, digital strategy proposal and evaluation strategy."

"The final assignment difficulty is above the level of the instruction given by the instructor."

"The peer graded assesment was the best way to practice what you learned!"

This course provides learners with practical skills and knowledge that can be applied to their own marketing campaigns.

"This course gave some useful insights and valuable information about what digital marketing is all about."

"This was one of the best class among the digital marketing specialization courses."

"I was simultaneously creating my website and promoting it, i really got to learn a lot from this ncourse that i can apply to my own website building and promotion."

The course instructor, Professor Mike Yao, is described as knowledgeable, clear, and engaging.

"Excellent course. Congratulations very complete content, and very relevant tasks or exercises that allow applying the topics seen. Thank you Professor Mike Yao."

"Thank you Professor Yao! I've learned so much from this course and it's amazing how it's entirely applicable to my current job."

"Professor teach very clear. However, Prof. talk a bit fast for me."

Some learners have noted that the course materials and readings may be outdated.

"This course content and materials had several discrepancies as did the quizzes. This material feels outdated and that nobody has sat through the course videos and audited them by comparing to the PDF outlines, peer reviewed assignments and quizzes."

"The final assignment difficulty is above the level of the instruction given by the instructor."

Career center

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

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

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

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

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.

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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

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.

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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.

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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.

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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.

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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.

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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

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.

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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