提供方
课程信息
4.5
250 个评分
The Capstone is the culminating project in the Digital Marketing Specialization. The corporate partner for the specialization is W.W. Grainger(http://www.grainger.com/) . They are the largest supplier of Maintenance, Repair and Operations (MRO) products. Millions of businesses and institutions worldwide rely on Grainger for pumps, motors, hand tools, janitorial supplies, fasteners and much more. In 2017, they had sales of US Dollar 10.4 Billion, and about 60% of orders originated online.
You will be working on a problem specified by the Digital Marketing team at Grainger, to develop a channel strategy to increase sales of Bosch power tools on Grainger.com.
You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization.
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.
您将获得的技能
Marketing PlanDigital MarketingMarketing AnalyticsMarketing Performance Measurement And Management
教学大纲 - 您将从这门课程中学到什么
Week
1Course Overview & Module 1 Client/Brand Analysis
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.
9 个视频（共 190 分钟）, 10 个阅读材料, 1 个测验
9 个视频
Weekly Deliverables3分钟
Meet and Greet: Faculty and Client meetup29分钟
Hangout 1 - Elizabeth Distel-Grainger32分钟
Hangout 2- Bosch and Kevin Hartman44分钟
Hangout 3- Beth Distel and Victoria Jurkowski -Grainger36分钟
Know the Client: Grainger11分钟
Campaign Management at Grainger13分钟
Display Advertising at Grainger11分钟
10 个阅读材料
Syllabus10分钟
About the Discussion Forums10分钟
Social Media10分钟
Getting to Know Your Classmates10分钟
About the Client10分钟
Problem Statement10分钟
Glossary10分钟
Hangouts with the Client10分钟
Module 1 Overview10分钟
Rubric for Module 1 Peer Assessment10分钟
Week
2Module 2 The Consumer Decision Journey
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 个阅读材料, 1 个测验
2 个阅读材料
Module 2 Overview10分钟
Rubric for Module 2 Peer Assessment10分钟
Week
3Module 3 Collect and Analyze Data
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 个阅读材料, 1 个测验
2 个阅读材料
Module 3 Overview10分钟
Rubric for Module 3 Peer Assessment10分钟
Week
4Module 4 The Channel and Content Strategy
In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.
2 个阅读材料, 1 个测验
2 个阅读材料
Module 4 Overview10分钟
Rubric for Module 4 Peer Assessment10分钟
4.5
70 个审阅23%
83%
10%
热门审阅
创建者 AR•Oct 19th 2016
My very first specialization. It wasn't that easy. But I'm sure worth it. Thank you, Coursera. Thank you, teachers! Hope that knowledge (and certificate, as well) will help me to enhance my career.
创建者 AM•Dec 6th 2017
Really informative course which gives a lot of insight into digital marketing ! Highly recommend this course to anyone out there looking to gain new insights into marketing
讲师
Aric Rindfleisch
John M. Jones Professor of MarketingDepartment of Business Administration
Kevin Hartman
Visiting Professor & Head of Analytics at GoogleCollege of Business
Rhiannon Clifton
Program DirectorCharles H. Sandage Department of Advertising
Vishal Sachdev
Clinical Assistant Professor , Director, Illinois MakerLabBusiness Administration
Mike Yao
Associate Professor of Digital MediaCharles H. Sandage Department of Advertising
关于 University of Illinois at Urbana-Champaign
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.
关于 数字化营销 专项课程
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.
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