Digital Marketing Capstone from Coursera

This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses.

This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics. In the previous courses on analytics and channels, you came up with strategies to identify a firm’s objectives, specify a few key ones, research alternatives to reaching the customer in their decision journey and finally propose a multi-channel digital marketing plan. In this capstone, you will execute a campaign, rather than creating another "plan".

You will use an online simulation to do this. You will be a marketing manager for a firm selling digital cameras online through their webstore. You will be reviewing the products, pricing, margins, and historical sales. You will create a targeted ad campaign after researching appropriate keywords for the products you are selling. You will also review the basics of landing page design and search engine optimization. You will then create and execute an email campaign. Once these campaigns are executed, you get feedback on the KPI's such as revenue, profits, traffic, conversions. You will get an opportunity to redo this campaign, with new strategies, to improve your KPI's in the second round.

This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

What's inside

Syllabus

Course Overview & Module 1 Client/Brand Analysis

In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.

Module 2 The Consumer Decision Journey

In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.

Module 3 Collect and Analyze Data

In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.

Module 4 The Channel and Content Strategy

In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.

Module 5 Test and Control Plan

In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy

Module 6 Final Digital Marketing Plan Submission

In this module, you will bring together the previous module submissions in a final report

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Covers marketing analytics and digital marketing channels, which is standard in the industry

Taught by recognized instructors Kevin Hartman, Vishal Sachdev, Aric Rindfleisch, and Mike Yao

Offers hands-on experience, which is valuable for developing practical skills

Part of the iMBA from the University of Illinois, a reputable institution

Requires essential prerequisite knowledge in analytics and channels

Focuses on digital marketing for a fictitious firm, limiting its applicability to real-world scenarios

Reviews summary

Low-quality marketing course

According to students, Digital Marketing Capstone is a poor-quality course. Learners say that the projects in this course are uninteresting, require knowledge that isn't taught in previous courses, and focus too heavily on email and display advertising instead of taking a more integrated approach. Additionally, students complained about the lack of structure, guidance, and peer evaluation in the course, as well as the subjectivity of feedback.

The course focuses too heavily on email and display advertising.

"it limits on email and display advertising"

Feedback from peers was subjective and unhelpful.

"some of the comments I received were based on personal point of view and lacked objectivity"

Students found the projects to be boring.

"The project is utterly uninteresting."

The course lacks structure and guidance.

"it lacks completely the structure and guidance in the task execution"

Projects require knowledge that wasn't taught in previous courses.

"it requires knowledge and preparation in digital analytics not provided in the previous two courses"

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 Marketing Capstone with these activities:

Read 'Digital Marketing for Dummies'

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Gain a foundational understanding of digital marketing concepts and strategies by reading this comprehensive book.

View Digital Marketing For Dummies on Amazon

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Read chapters 1-5 to understand the basics of digital marketing.
Read chapters 6-10 to learn about specific digital marketing channels.
Read chapters 11-15 to learn about advanced digital marketing techniques.

Join a study group or online forum to discuss course concepts

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Engage with your peers and clarify concepts by joining a study group or online forum.

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Find a study group or online forum that aligns with your learning style.
Participate in discussions and ask questions.
Share your knowledge and insights with others.

Follow online tutorials on specific digital marketing topics

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Deepen your understanding of specific digital marketing topics by following online tutorials.

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Identify areas where you need additional knowledge or skills.
Search for online tutorials that cover those topics.
Follow the tutorials and complete the exercises.

Five other activities

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Attend a digital marketing workshop or conference

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Gain exposure to new trends and techniques by attending a digital marketing workshop or conference.

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Research upcoming digital marketing workshops or conferences.
Register for an event that aligns with your interests.
Attend the event and take notes.

Practice using digital marketing tools

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Practice using digital marketing tools to gain hands-on experience and reinforce your understanding of the concepts covered in the course.

Browse courses on Digital Marketing Tools

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Create a free account on Google Analytics and familiarize yourself with the interface.
Set up a Google Ads campaign for a product or service you're familiar with.
Use a social media scheduling tool to plan and schedule your social media posts.
Experiment with different email marketing templates to optimize your email campaigns.

Create a digital marketing plan for your own business or a hypothetical business

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Apply the principles you've learned in the course by creating a comprehensive digital marketing plan for a real-world business.

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Define your target audience and marketing goals.
Research your competitors and industry trends.
Develop a content marketing strategy.
Create a social media marketing strategy.
Develop an email marketing strategy.
Set up a paid advertising campaign.
Track and measure your results.

Create a presentation on a specific digital marketing topic

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Solidify your understanding of a specific digital marketing topic by creating a presentation.

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Choose a topic that you're interested in.
Research the topic thoroughly.
Create slides that are visually appealing and informative.
Practice your presentation.
Deliver your presentation to a group.

Compile your notes, assignments, quizzes, and exams

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Enhance your recall and retention by compiling your notes, assignments, quizzes, and exams.

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Gather all of your course materials.
Organize your materials into a binder or folder.
Review your materials regularly.

Career center

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

Digital Marketing Manager

As a Digital Marketing Manager, you will be responsible for planning, executing, and measuring the success of digital marketing campaigns for a variety of clients. This course will provide you with the skills and knowledge you need to be successful in this role, including how to conduct market research, develop target personas, create compelling digital content, and track the performance of your campaigns.

See salaries and explore the career path for Digital Marketing Manager

Display Advertising Manager

As a Display Advertising Manager, you will be responsible for managing display advertising campaigns for your clients. This course will help you understand how to create and manage effective display advertising campaigns.

See salaries and explore the career path for Display Advertising Manager

Social Media Marketing Manager

As a Social Media Marketing Manager, you will be responsible for developing and executing social media strategies for your clients. This course will help you understand how to create engaging social media content, build a following, and measure the success of your campaigns.

See salaries and explore the career path for Social Media Marketing Manager

Email Marketing Manager

As an Email Marketing Manager, you will be responsible for developing and executing email marketing campaigns for your clients. This course will help you understand how to create effective email campaigns that will generate leads and drive sales.

See salaries and explore the career path for Email Marketing Manager

Mobile Marketing Manager

As a Mobile Marketing Manager, you will be responsible for developing and executing mobile marketing campaigns for your clients. This course will help you understand how to create mobile-friendly content, develop mobile apps, and track the performance of your campaigns.

See salaries and explore the career path for Mobile Marketing Manager

Affiliate Marketing Manager

As an Affiliate Marketing Manager, you will be responsible for developing and managing affiliate marketing programs for your clients. This course will help you understand how to identify and recruit affiliates, create affiliate marketing campaigns, and track the performance of your programs.

See salaries and explore the career path for Affiliate Marketing Manager

Search Engine Optimization (SEO) Manager

As an SEO Manager, you will be responsible for optimizing your clients' websites for search engines. This course will help you understand how to conduct keyword research, create high-quality content, and build backlinks.

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

Paid Search Manager

As a Paid Search Manager, you will be responsible for managing paid search campaigns for your clients. This course will help you understand how to create and manage effective paid search campaigns.

See salaries and explore the career path for Paid Search Manager

Content Marketing Manager

As a Content Marketing Manager, you will be responsible for developing and executing content marketing strategies for your clients. This course will help you understand how to create high-quality content that will attract and engage your target audience.

See salaries and explore the career path for Content Marketing Manager

Public relations manager

As a Public Relations Manager, you will be responsible for developing and executing public relations strategies for your company. This course will help you understand how to conduct media relations, create press releases, and manage social media.

See salaries and explore the career path for Public relations manager

Brand Manager

As a Brand Manager, you will be responsible for developing and executing marketing strategies for your company's brand. This course will help you understand how to conduct market research, develop target personas, create compelling marketing materials, and track the performance of your campaigns.

See salaries and explore the career path for Brand Manager

Product Marketing Manager

As a Product Marketing Manager, you will be responsible for developing and executing marketing strategies for your company's products. This course will help you understand how to conduct market research, develop target personas, create compelling marketing materials, and track the performance of your campaigns.

See salaries and explore the career path for Product Marketing Manager

Marketing Analyst

As a Marketing Analyst, you will be responsible for collecting, analyzing, and interpreting data to inform marketing decisions. This course will help you develop the skills you need to be successful in this role, including how to conduct market research, analyze data, and make recommendations.

See salaries and explore the career path for Marketing Analyst

Event Marketing Manager

As an Event Marketing Manager, you will be responsible for planning and executing marketing events for your company. This course will help you understand how to develop event budgets, create event timelines, and track the performance of your events.

See salaries and explore the career path for Event Marketing Manager

Marketing Consultant

As a Marketing Consultant, you will be responsible for providing marketing advice to your clients. This course will help you develop the skills you need to be successful in this role, including how to conduct market research, develop marketing plans, and track the performance of your campaigns.

See salaries and explore the career path for Marketing Consultant