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January 28, 2025
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This course is part of Digital Marketing Specialization
Instructors: Aric Rindfleisch
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(596 reviews)
Apply the process of analyzing a client to setup a basis for a digital campaign.
Map out the Consumer Decision Journey.
Apply the Plan, Collect, Analyze, Report framework to focus your campaign.
Create a content and channel strategy to support the campaign objectives.
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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.
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.
10 videos11 readings1 peer review
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.
2 readings1 peer review1 discussion prompt
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.
2 readings1 peer review
In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.
2 readings1 peer review
In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy
2 readings1 peer review
In this module, you will bring together the previous module submissions in a final report
4 readings1 peer review1 discussion prompt1 plugin
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
Instructor ratings
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
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Reviewed on Oct 23, 2019
The course made me know the practical difficulties and understand the concept in a better manner.
Reviewed on Dec 4, 2020
Tough and difficult to get through, but well worth it! Learnt what is required to prepare a Digital Marketing Plan!
Reviewed on Aug 14, 2020
The capstone is interesting, challenging, and give space for finding practical solutions to a real-life scenario. Great way to try implementing all the theoretical knowledge learned in other courses.
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Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). If you choose to explore the course without purchasing, you may not be able to access certain assignments.
You will be eligible for a full refund until 2 weeks after your payment date. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the 2-week refund period. View our full refund policy.
Yes! Coursera provides financial aid to learners who would like to complete a course but cannot afford the course fee. To apply for aid, select "Learn more and apply" in the Financial Aid section below the "Enroll" button. You'll be prompted to complete a simple application; no other paperwork is required.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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