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.
от партнера
Специализация Цифровой маркетингИллинойсский университет в Урбане-ШампейнеОб этом курсе
Недавно просмотрено: 170,058
Карьерные результаты учащихся
48%
начал новую карьеру, пройдя эти курсы
33%
получил значимые преимущества в карьере благодаря этому курсу
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 4 из 7 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Прибл. 12 часов на выполнение
Английский
Субтитры: Английский, Вьетнамский
Приобретаемые навыки
Mobile MarketingSocial MediaDigital MarketingMarketing Channel
Карьерные результаты учащихся
48%
начал новую карьеру, пройдя эти курсы
33%
получил значимые преимущества в карьере благодаря этому курсу
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 4 из 7 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Прибл. 12 часов на выполнение
Английский
Субтитры: Английский, Вьетнамский
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
3 ч. на завершение
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.
3 ч. на завершение
9 видео ((всего 53 мин.)), 8 материалов для самостоятельного изучения, 2 тестов
9 видео
1-1 Understanding Marketing as Communication5мин
1-2 Marketing Communication Functions and Challenges5мин
1-3 The Media and Mediums of Marketing Communication2мин
1-4 Evolution of Marketing Media2мин
1-5 Marketing Communication Using Traditional Media Channels2мин
1-6 Advantages and Disadvantages of Mass Marketing Communication3мин
Interview: Jan Slater - Chief Marketing Officer24мин
Like this course? Learn more with the iMBA! (optional)1мин
8 материалов для самостоятельного изучения
Syllabus10мин
About the Discussion Forums10мин
Glossary10мин
Brand Descriptions10мин
About the Rubric for Peer Assessment10мин
Getting to Know Your Classmates10мин
Module 1 Overview10мин
Module 1 Readings30мин
2 практических упражнения
Orientation Quiz30мин
Module 1 Quiz20мин
3 ч. на завершение
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.
3 ч. на завершение
5 видео ((всего 47 мин.)), 2 материалов для самостоятельного изучения, 2 тестов
5 видео
2-2 The Impacts of Digital Media on Human Communication9мин
2-3 Defining Features of Digital Media Technologies5мин
2-4 The Impacts of Digital Media on Marketing Communication7мин
Interview: The Trade Desk19мин
2 материала для самостоятельного изучения
Module 2 Overview10мин
Module 2 Readings30мин
1 практическое упражнение
Module 2 Quiz20мин
2 ч. на завершение
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.
2 ч. на завершение
4 видео ((всего 49 мин.)), 2 материалов для самостоятельного изучения, 1 тест
4 видео
3-2 Overview of Search Marketing12мин
3-3 Overview of Social Media Marketing13мин
Michelle Stenger - Illinois Athletics16мин
2 материала для самостоятельного изучения
Module 3 Overview10мин
Module 3 Readings1ч
1 практическое упражнение
Module 3 Quiz20мин
4 ч. на завершение
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.
4 ч. на завершение
8 видео ((всего 59 мин.)), 3 материалов для самостоятельного изучения, 2 тестов
8 видео
4-2 Content Marketing Part 27мин
4-3 Mobile Marketing Part 110мин
4-4 Mobile Marketing Part 215мин
4-5 Out-of-Home (OOH) Marketing5мин
4-6 Direct Marketing in the Digital Era3мин
4-7 New Frontiers in Digital Marketing Communication5мин
Gies Online Programs3мин
3 материала для самостоятельного изучения
Module 4 Overview10мин
Module 4 Readings1ч
Congratulations!10мин
1 практическое упражнение
Module 4 Quiz30мин
Рецензии
Лучшие отзывы о курсе DIGITAL MEDIA AND MARKETING PRINCIPLES
от партнера SK1 сент. 2019 г.
The course gives a introductory insight into the digital marketing. It'll enable the students of this course to introduce themselves to world of digital marketing. Thanks for this amazing course.
от партнера LM29 авг. 2015 г.
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
от партнера RJ25 февр. 2018 г.
I had the feeling the lectures was at the beginning little messy, unstructured with a lot of information at once. Later on you get used to and find it quite informative and easy to follow.
от партнера BM22 окт. 2017 г.
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.
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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