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Mike Yao
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.
Read more
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.
Read more
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/.
Register for this course and see more details by visiting:
OpenCourser.com/course/cabl4n/digital
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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.
Read more
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.
Read more
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
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
Save this course
Save Digital Media and Marketing Strategies to your list so you can find it easily later:
Save
Save
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."
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
Show steps
Improve your retention and understanding by consistently reviewing and organizing course materials.
Browse courses on
Note-Taking
Show steps
-
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
Show steps
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
Show steps
-
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
Show steps
Familiarize yourself with key digital marketing tools by following guided tutorials and practice exercises.
Browse courses on
Digital Marketing Tools
Show steps
-
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
Expand to see all activities and additional details
Show all eight activities
Practice writing effective email marketing campaigns
Show steps
Sharpen your email marketing skills by practicing writing compelling and engaging email campaigns.
Browse courses on
Email Marketing
Show steps
-
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
Show steps
Develop a comprehensive plan for social media marketing, including a strategy, content calendar, and evaluation metrics.
Browse courses on
Content Marketing
Show steps
-
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
Show steps
Connect with classmates to exchange knowledge, ask questions, and deepen your understanding of course concepts.
Show steps
-
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
Show steps
Test your skills and gain practical experience by participating in a digital marketing competition or hackathon.
Show steps
-
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
Show steps
Reinforce your knowledge and develop your communication skills by mentoring others.
Browse courses on
Mentoring
Show steps
-
Identify opportunities to mentor or tutor others in digital marketing.
-
Share your knowledge and provide guidance to help mentees achieve their goals.
Organize and review notes, assignments, and other course materials
Show steps
Improve your retention and understanding by consistently reviewing and organizing course materials.
Browse courses on
Note-Taking
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
Familiarize yourself with key digital marketing tools by following guided tutorials and practice exercises.
Browse courses on
Digital Marketing Tools
Show steps
Show steps
Show steps
- 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
Expand to see all activities and additional details
Show all eight activities
Practice writing effective email marketing campaigns
Show steps
Sharpen your email marketing skills by practicing writing compelling and engaging email campaigns.
Browse courses on
Email Marketing
Show steps
Show steps
Show steps
- 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
Show steps
Develop a comprehensive plan for social media marketing, including a strategy, content calendar, and evaluation metrics.
Browse courses on
Content Marketing
Show steps
Show steps
Show steps
- 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
Show steps
Connect with classmates to exchange knowledge, ask questions, and deepen your understanding of course concepts.
Show steps
Show steps
Show steps
- 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
Show steps
Test your skills and gain practical experience by participating in a digital marketing competition or hackathon.
Show steps
Show steps
Show steps
- 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
Show steps
Reinforce your knowledge and develop your communication skills by mentoring others.
Browse courses on
Mentoring
Show steps
Show steps
Show steps
- 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:
Content Marketing 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.
Social Media 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.
Digital Content Strategist
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.
Search Engine Optimization (SEO) Specialist
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.
Marketing Consultant
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.
Web Developer
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.
Customer Relationship Manager (CRM)
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.
Online 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.
Digital Marketing Specialist
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.
Sales 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.
Public relations 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.
Brand Manager
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.
Marketing Manager
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.
Advertising 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.
Data Analyst
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.
For more career information including salaries, visit:
OpenCourser.com/course/cabl4n/digital
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.
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.
Provides a practical guide to content marketing, covering topics such as content creation, distribution, and measurement. It valuable resource for students and professionals who want to learn more about how to create and execute effective content marketing campaigns.
Provides a comprehensive overview of the psychology of persuasion. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns that persuade customers to take action.
Save
Provides a practical guide to getting customers for your startup. It valuable resource for students and professionals who want to learn more about how to create and execute effective customer acquisition strategies.
Save
Provides a framework for developing good strategy. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns.
Provides a framework for understanding how disruptive technologies can impact established businesses. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns in the face of disruptive change.
Save
Provides a framework for building successful startups. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns for startups.
Provides a practical guide to building a successful business. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns.
This classic text on military strategy can be applied to business and marketing. It provides insights into how to develop and execute effective strategies, as well as how to deal with competition.
Provides a set of 22 immutable laws of marketing. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns that build strong brands.
Provides a practical guide to the Lean Startup methodology, which process for developing and validating new products and services. It valuable resource for students and professionals who want to learn more about how to create and launch successful businesses.
Provides a framework for marketing and selling technology products to mainstream customers. It valuable resource for students and professionals who want to learn more about how to create and execute effective marketing campaigns for technology products.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/cabl4n/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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中文
العربية
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Good to know
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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