Об этом курсе: 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.
Автор: Иллинойсский университет в Урбане-Шампейне
Преподаватели: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| Основные сведения | Course 4 of 7 in the Цифровой маркетинг Specialization |
| Выполнение | 4 weeks of study, 8-10 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Complete this course to work toward:
Специализация Цифровой маркетинг
This course is part of the 7-course Цифровой маркетинг Specialization from Иллинойсский университет в Урбане-Шампейне
Master of Business Administration (iMBA)
This course is part of the fully-online 18 courses plus three capstone projects degree program
Программа курса
НЕДЕЛЯ 1
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.
9 видео, 9 материала для самостоятельного изучения, 1 тренировочный тест
- Reading: Syllabus
- Reading: About the Discussion Forums
- Reading: Glossary
- Reading: Brand Descriptions
- Reading: About the Rubric for Peer Assessment
- Reading: Social Media
- Reading: Getting to Know Your Classmates
- Practice Quiz: Orientation Quiz
- Reading: Module 1 Overview
- Reading: Module 1 Readings
- Видео: 1-1 Understanding Marketing as Communication
- Видео: 1-2 Marketing Communication Functions and Challenges
- Видео: 1-3 The Media and Mediums of Marketing Communication
- Видео: 1-4 Evolution of Marketing Media
- Видео: 1-5 Marketing Communication Using Traditional Media Channels
- Видео: 1-6 Advantages and Disadvantages of Mass Marketing Communication
- Видео: Interview: Jan Slater - Chief Marketing Officer
- Видео: Like this course? Learn more with the iMBA! (optional)
Оцениваемый: Module 1 Quiz
НЕДЕЛЯ 2
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.
5 видео, 2 материала для самостоятельного изучения
- Reading: Module 2 Overview
- Reading: Module 2 Readings
- Видео: 2-2 The Impacts of Digital Media on Human Communication
- Видео: 2-3 Defining Features of Digital Media Technologies
- Видео: 2-4 The Impacts of Digital Media on Marketing Communication
- Видео: Interview: The Trade Desk
Оцениваемый: Module 2 Peer Assessment
Оцениваемый: Module 2 Quiz
НЕДЕЛЯ 3
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.
4 видео, 2 материала для самостоятельного изучения
- Reading: Module 3 Overview
- Reading: Module 3 Readings
- Видео: 3-2 Overview of Search Marketing
- Видео: 3-3 Overview of Social Media Marketing
- Видео: Michelle Stenger - Illinois Athletics
Оцениваемый: Module 3 Quiz
НЕДЕЛЯ 4
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.
6 видео, 2 материала для самостоятельного изучения
- Reading: Module 4 Overview
- Reading: Module 4 Readings
- Видео: 4-2 Content Marketing Part 2
- Видео: 4-3 Mobile Marketing Part 1
- Видео: 4-4 Mobile Marketing Part 2
- Видео: 4-5 Out-of-Home (OOH) Marketing
- Видео: 4-6 Direct Marketing in the Digital Era
Оцениваемый: Module 4 Peer Assessment
Оцениваемый: Module 4 Quiz
Часто задаваемые вопросы
Как это работает
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
Авторы
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.
Стоимость
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| Earn a shareable Course Certificate | Доступен |
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