The proliferation of digital technology gives businesses a diverse new set of tools to reach, engage, monitor, and respond to consumers to an unprecedented degree. The aggregated and voluminous digital data can also be leveraged to better target specific consumer segments. Following the Digital Marketing Channels: The Landscape, 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 an integrated marketing communication.
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강의 계획 - 이 강좌에서 배울 내용
주
1완료하는 데 5시간 필요
Course Overview and Optimizing Your Digital Assets
In this module, you will learn the best practices for successful online copywriting and SEO, how specialized search can affect your rankings, and how to plan, set up, and run your own search campaign.
9개 동영상 (총 82분), 9 readings, 2 quizzes
9개의 동영상
1-1.1 Overview: Essential Steps to Prepare for Digital Marketing Success1m
1-1.2 Know Yourself: Digital Marketing Self-Assessment9m
1-1.3 Know Your Target: New Ways to Identify & Reach Target Consumers12m
1-1.4 Know Your Goal: Aligning Strategies, Goals, & Business Objective9m
1-1.5 Know Your Message: Digital Content & Communication Channels7m
1-1.6 Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website7m
Interview: Mary McIlrath, SVP & Partner at C+R Research23m
1-3.1 Big Data in Digital Marketing7m
9개의 읽기 자료
Syllabus30m
About the Discussion Forums10m
Glossary20m
Brand Descriptions10m
About the Rubric for Peer Assessment10m
Getting to Know Your Classmates10m
Module 1 Overview20m
Module 1 Readings1h
1-3.2 Extra Resources20m
2개 연습문제
Orientation Quiz10m
Module 1 Quiz10m
주
2완료하는 데 5시간 필요
Online and Video Marketing
In this module, you will learn how and where to place your online advertising, the process of producing successful online videos, and paid, earned, and owned methods of promoting online videos.
8개 동영상 (총 59분), 3 readings, 2 quizzes
8개의 동영상
2-1.2 Online Advertising: Opportunities & Challenges7m
2-1.3 Online Advertising: Nuts & Bolts5m
2-1.4 Search Optimization: SEO Strategies6m
2-1.5 Search Optimization: Essential Steps6m
2-1.6 Search Optimization: Future Trends3m
2-1.7 CRM and Marketing Automation8m
Interviews: AMOBEE Executives19m
3개의 읽기 자료
Module 2 Overview20m
Module 2 Readings1시 30분
Mod 2 Extra Resources30m
1개 연습문제
Module 2 Quiz10m
주
3완료하는 데 3시간 필요
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.
8개 동영상 (총 67분), 3 readings, 1 quiz
8개의 동영상
3-1.2 Online Video Marketing: Content, Ads, Campaigns, & Process8m
3-1.3 Online Video Marketing: New Strategies and Other Considerations6m
3-1.4 Social Media Marketing Strategies Overview5m
3-1.5 Buzz & Influencer Marketing: Strategies6m
3-1.6 Buzz & Influencer Marketing: Other Considerations7m
3-1.7 Buzz & Influencer Marketing: Planning and Executing8m
Interview: Steve Raquel, President at IOVMedia & Adjunct Lecturer21m
3개의 읽기 자료
Module 3 Overview20m
Module 3 Readings1h
Mod 3 Extra Resources30m
1개 연습문제
Module 3 Quiz10m
주
4완료하는 데 5시간 필요
Putting It All Together for Your Digital Plan
In this module, you will learn a variety of mobile messaging channels and applications, the role that mobile plays in an integrated marketing strategy, how to track mobile activity, how to optimize your digital plan, and the best practices in digital.
7개 동영상 (총 65분), 3 readings, 2 quizzes
7개의 동영상
4-1.2 Measures of Campaign Success: Web Analytics10m
4-1.3 Measures of Campaign Success: Social Media Metrics8m
4-1.4 Challenges & Pitfalls: Ad Fraud & Brand Safety9m
4-1.5 Challenges & Pitfalls: Consumer Privacy & Ad Blocking4m
4-1.6 Course Wrap-Up: Key Take-Aways & Integrated Approach10m
Interview: Jill Ferguson, Chartbeat’s Head of Product Education20m
3개의 읽기 자료
Module 4 Overview20m
Module 4 Readings50m
Mod 4 Extra Resources1h
1개 연습문제
Module 4 Quiz10m
4.4
242개의 리뷰33%
이 강좌를 수료한 후 새로운 경력 시작하기
35%
이 강좌를 통해 확실한 경력상 이점 얻기
13%
급여 인상 또는 승진하기
Digital Media and Marketing Strategies의 최상위 리뷰
Mike Yao sir did a great job. He started all with basics and taught everything very well. I'm so glad I choose this course it'll for sure help me advance my career.
Course material is very well presented. It is very condensed and practical and exceeds expectations. Much better than any other online course I have ever done.
강사
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
석사 학위 취득 시작
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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