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.
Digital Media and Marketing Strategies
Digital Media and Marketing Strategies
This course is part of Digital Marketing Specialization
Instructors: Mike Yao
136,983 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.6
(3,124 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 19 hours
Learn at your own pace
95%
Most learners liked this course
What you'll learn
Strategically develop a digital marketing communication plan.
Appropriately relate your marketing goals with the communication strategies and the channels.
Effectively employ the right tools and strategies to amplify the impact of your digital campaign through digital and social media.
Identify the key performance indicators and analyze the return on investment of a digital campaign.
Skills you'll gain
- Campaign Management
- Social Media
- Media Strategy
- Marketing Effectiveness
- Advertising
- Performance Measurement
- Web Analytics and SEO
- Search Engine Optimization
- Content Marketing
- Marketing Strategies
- Risk Management
- Integrated Marketing Communications
- Social Media Marketing
- Marketing Channel
- Content Strategy
- Digital Marketing
Details to know
Shareable certificate
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Assessments
5 assignments
Taught in English
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This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
9 videos7 readings2 assignments
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.
What's included
9 videos3 readings1 assignment1 peer review
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.
What's included
8 videos3 readings1 assignment
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.
What's included
9 videos4 readings1 assignment1 peer review1 plugin
Instructors
Instructor ratings
4.7 (541 ratings)Offered by
Recommended if you're interested in Marketing
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
Digital Marketing Institute
Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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4.6
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Showing 3 of 3124
HH
4
Reviewed on Aug 15, 2021
That greatt!The course helped me systematize the process of creating a media strategy in the digital age. Thanks to the University of Illinois faculty and the Coursera course team.
KS
4
Reviewed on Apr 8, 2020
It was very informative and simple to understand. The examples used, the interviews conducted and the additional material shared added the holistic view of the digital world.
MS
5
Reviewed on Apr 8, 2022
Thanks Professor Yao! I've learned so much from this course and it's amazing how it's entirely applicable to my current job. Will definitely help me land a promotion in the future. Thanks again
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