Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.
от партнера
Специализация Цифровой маркетингИллинойсский университет в Урбане-ШампейнеОб этом курсе
Недавно просмотрено: 322,890
Карьерные результаты учащихся
38%
начал новую карьеру, пройдя эти курсы
36%
получил значимые преимущества в карьере благодаря этому курсу
12%
стал больше зарабатывать или получил повышение
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 2 из 7 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Прибл. 17 часов на выполнение
Английский
Субтитры: Английский
Приобретаемые навыки
AnalyticsDigital MarketingMarketing AnalyticsMarketing Performance Measurement And Management
Карьерные результаты учащихся
38%
начал новую карьеру, пройдя эти курсы
36%
получил значимые преимущества в карьере благодаря этому курсу
12%
стал больше зарабатывать или получил повышение
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 2 из 7 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Прибл. 17 часов на выполнение
Английский
Субтитры: Английский
от партнера
Иллинойсский университет в Урбане-Шампейне
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.
Сделайте шаг навстречу диплому магистра.
курс входит в онлайн-программу ''Master of Business Administration (iMBA)' от партнера Иллинойсский университет в Урбане-Шампейне.
Если вы переходите на полную программу, курсы засчитываются при получении диплома.
Программа курса: что вы изучите
5 ч. на завершение
Course Overview and Digital Influence on Marketing
In this module, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Then you will learn the short history of digital technology developments in four epochs and the three-step marketing model.
5 ч. на завершение
4 видео ((всего 28 мин.)), 8 материалов для самостоятельного изучения, 4 тестов
4 видео
About Prof Kevin Hartman3мин
Lesson 1: The Day The Geeks Took Over, Part 16мин
Lesson 1: The Day The Geeks Took Over, Part 210мин
8 материалов для самостоятельного изучения
Syllabus10мин
About the Discussion Forums10мин
About the Rubric for Peer Assessment10мин
Glossary10мин
Brand Descriptions10мин
Getting to Know Your Classmates10мин
Module 1 Overview10мин
Module 1 Readings10мин
3 практических упражнения
Orientation Quiz30мин
Lesson 1 Practice Quiz30мин
Module 1 Quiz30мин
5 ч. на завершение
Basics of Web Analytics
In this module, you will learn the basic concepts of marketing analytics which includes variety of marketing analytics tools and numerous types of brand problems.
5 ч. на завершение
5 видео ((всего 36 мин.)), 3 материалов для самостоятельного изучения, 4 тестов
5 видео
Lesson 2: The Basics Of Web Analytics, Part 212мин
Lesson 3: An Introduction To Web Analytics Tools, Part 16мин
Lesson 3: An Introduction To Web Analytics Tools, Part 27мин
Interview with John Kenny on the sensitivity of brand and executives to data privacy2мин
3 материала для самостоятельного изучения
Module 2 Overview10мин
Module 2 Readings10мин
About John Kenny10мин
3 практических упражнения
Lesson 2 Practice Quiz30мин
Lesson 3 Practice Quiz30мин
Module 2 Quiz30мин
4 ч. на завершение
Basic Analytics Techniques and the Data
In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.
4 ч. на завершение
6 видео ((всего 39 мин.)), 2 материалов для самостоятельного изучения, 4 тестов
6 видео
Lesson 4: Where It All Begins, Part 29мин
Interview with Mike Mueller "On the unique role Search plays in the marketing of his small business"1мин
Lesson 5: The Consumer–Brand Relationship, Part 17мин
Lesson 5: The Consumer–Brand Relationship, Part 213мин
Interview with John Kenny "On the need for a variety of data when conducting analysis with particular insight in how consumers use various digital platform today and the role of social media"2мин
2 материала для самостоятельного изучения
Module 3 Overview10мин
Module 3 Readings10мин
3 практических упражнения
Lesson 4 Practice Quiz30мин
Lesson 5 Practice Quiz30мин
Module 3 Quiz30мин
4 ч. на завершение
Promise and Pitfalls of Digital Data
In this module, you will develop an in depth understanding of New Media data and become equipped to describe the overall marketing analytics process and challenges.
4 ч. на завершение
5 видео ((всего 34 мин.)), 3 материалов для самостоятельного изучения, 4 тестов
5 видео
Lesson 6: Data, Data, Everywhere, Part 27мин
Lesson 7: New Media – New Data, New Opportunities, New Dangers, Part 15мин
Lesson 7: New Media – New Data, New Opportunities, New Dangers, Part 29мин
Gies Online Programs3мин
3 материала для самостоятельного изучения
Module 4 Overview10мин
Module 4 Readings10мин
Congratulations!10мин
3 практических упражнения
Lesson 6 Practice Quiz30мин
Lesson 7 Practice Quiz30мин
Module 4 Quiz30мин
Рецензии
Лучшие отзывы о курсе ЦИФРОВАЯ АНАЛИТИКА ДЛЯ СПЕЦИАЛИСТОВ ПО МАРКЕТИНГУ: ТЕОРИЯ МАРКЕТИНГОВОГО АНАЛИЗА
от партнера NN9 мая 2016 г.
The pace was not the same throughout the course. It was either very condensed with a lot of theory or repetitive. It would be better if example were used and the assignments w based on specific cases
от партнера DN30 янв. 2016 г.
Excellent information and presented in an easy-to-understand format. My only reason for not giving this course five stars was how many examples and details were out of date and not current to today.
от партнера VB16 апр. 2018 г.
Well, this is great course since I did it online, but the material well covered and the lecturer give clear and interesting material through video. I will take another course after this. Thank you.
от партнера SC21 февр. 2020 г.
Base content is good Consider merging this course with the next one i.e Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.Many of the readings and slides are common
Специализация Цифровой маркетинг: общие сведения
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.
Часто задаваемые вопросы
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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