The digital revolution has led to a titanic shift in the landscape of the marketing communication, 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.
About this Course
최근 조회 32,890회
귀하가 습득할 기술
Mobile MarketingSocial MediaDigital MarketingMarketing Channel
강의 계획 - 이 강좌에서 배울 내용
주
1완료하는 데 3시간 필요
Course Overview and Principles and Concepts
In this module, 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.
9 videos (Total 53 min), 8 readings, 2 quizzes
9개의 동영상
1-1 Understanding Marketing as Communication5m
1-2 Marketing Communication Functions and Challenges5m
1-3 The Media and Mediums of Marketing Communication2m
1-4 Evolution of Marketing Media2m
1-5 Marketing Communication Using Traditional Media Channels2m
1-6 Advantages and Disadvantages of Mass Marketing Communication3m
Interview: Jan Slater - Chief Marketing Officer24m
Like this course? Learn more with the iMBA! (optional)1m
8개의 읽기 자료
Syllabus10m
About the Discussion Forums10m
Glossary10m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Getting to Know Your Classmates10m
Module 1 Overview10m
Module 1 Readings30m
2개 연습문제
Orientation Quiz10m
Module 1 Quiz20m
주
2완료하는 데 4시간 필요
The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.
5 videos (Total 47 min), 2 readings, 2 quizzes
5개의 동영상
2-2 The Impacts of Digital Media on Human Communication9m
2-3 Defining Features of Digital Media Technologies5m
2-4 The Impacts of Digital Media on Marketing Communication7m
Interview: The Trade Desk19m
2개의 읽기 자료
Module 2 Overview10m
Module 2 Readings30m
1개 연습문제
Module 2 Quiz20m
주
3완료하는 데 2시간 필요
Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.
4 videos (Total 49 min), 2 readings, 1 quiz
4개의 동영상
3-2 Overview of Search Marketing12m
3-3 Overview of Social Media Marketing13m
Michelle Stenger - Illinois Athletics16m
2개의 읽기 자료
Module 3 Overview10m
Module 3 Readings1h
1개 연습문제
Module 3 Quiz20m
주
4완료하는 데 5시간 필요
Growing Trends and New Frontiers
In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
7 videos (Total 55 min), 2 readings, 2 quizzes
7개의 동영상
4-2 Content Marketing Part 27m
4-3 Mobile Marketing Part 110m
4-4 Mobile Marketing Part 215m
4-5 Out-of-Home (OOH) Marketing5m
4-6 Direct Marketing in the Digital Era3m
4-7 New Frontiers in Digital Marketing Communication5m
2개의 읽기 자료
Module 4 Overview10m
Module 4 Readings1h
1개 연습문제
Module 4 Quiz26m
4.2
278개의 리뷰42%
이 강좌를 수료한 후 새로운 경력 시작하기
33%
이 강좌를 통해 확실한 경력상 이점 얻기
Digital Media and Marketing Principles의 최상위 리뷰
Very good, informative and useful. My only wish is that the presenter was a bit more natural, rather than appearing to read the text off the screen all the time. But that is just a minor comment
it was very very useful, a lot of important information. Hard exercises but awesome. the most course I enjoyed in this specialization. It's another world.You will really enjoy it a lot.
강사
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
Start working towards your Master's degree
이 강좌은(는) 일리노이대학교 어버너-섐페인캠퍼스의 100% 온라인 Master of Business Administration (iMBA) 중 일부입니다.
전체 프로그램을 수료하면 귀하의 강좌가 학위 취득에 반영됩니다.
일리노이대학교 어버너-섐페인캠퍼스 정보
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
디지털 마케팅 전문 분야 정보
Master strategic marketing concepts and tools to address brand communication in a digital world.
This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services.
In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/
This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.
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