关于此课程： 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.
制作方： University of Illinois at Urbana-Champaign
教学方： Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
教学方： Kevin Hartman, Visiting Professor & Head of Analytics at Google
College of Business
教学方： Rhiannon Clifton, Program Director
Charles H. Sandage Department of Advertising
教学方： Vishal Sachdev, Clinical Assistant Professor , Director, Illinois MakerLab
Business Administration
教学方： Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| 基本信息 | 课程 7（共 7 门，数字化营销 Specialization ） |
| 承诺学习时间 | 6 weeks of study, 5-7 hours/week |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
Course 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, 10 个阅读材料
- 视频: Weekly Deliverables
- Lesevorgang: Syllabus
- Lesevorgang: About the Discussion Forums
- Lesevorgang: Social Media
- Lesevorgang: Getting to Know Your Classmates
- Lesevorgang: About the Client
- Lesevorgang: Problem Statement
- Lesevorgang: Glossary
- Lesevorgang: Hangouts with the Client
- 视频: Meet and Greet: Faculty and Client meetup
- 视频: Hangout 1 - Elizabeth Distel-Grainger
- 视频: Hangout 2- Bosch and Kevin Hartman
- 视频: Hangout 3- Beth Distel and Victoria Jurkowski -Grainger
- Lesevorgang: Module 1 Overview
- 视频: Know the Client: Grainger
- 视频: Campaign Management at Grainger
- 视频: Display Advertising at Grainger
- Lesevorgang: Rubric for Module 1 Peer Assessment
已评分: Peer Assessment: Module 1 Client/Brand Analysis
第 2 周
Module 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
- Lesevorgang: Module 2 Overview
- Lesevorgang: Rubric for Module 2 Peer Assessment
- Aufforderung zur Diskussion: Optional Discussion-Social Media Marketing
已评分: Peer Assessment: Module 2 Consumer Decision Journey
第 3 周
Module 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
- Lesevorgang: Module 3 Overview
- Lesevorgang: Rubric for Module 3 Peer Assessment
已评分: Peer Assessment: Module 3 Collect and Analyze Data
第 4 周
Module 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
- Lesevorgang: Module 4 Overview
- Lesevorgang: Rubric for Module 4 Peer Assessment
已评分: Peer Assessment: Module 4 Channel and Content Strategy
第 5 周
Module 5 Test and Control Plan
In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy
2 个阅读材料
- Lesevorgang: Module 5 Overview
- Lesevorgang: Rubric for Module 5 Peer Assessment
已评分: Peer Assessment: Module 5 Test and Control Plan
第 6 周
Module 6 Final Digital Marketing Plan Submission
In this module, you will bring together the previous module submissions in a final report
2 个阅读材料
- Lesevorgang: Module 6 Overview
- Aufforderung zur Diskussion: Reflect on the Digital Marketing Journey
- Lesevorgang: Rubric for Module 6 Peer Assessment
已评分: Peer Assessment: Module 6 Final Digital Marketing Plan Submission
常见问题解答
运作方式
Kursarbeit
Jeder Kurs ist mit einem interaktiven Sachbuch vergleichbar und beinhaltet im Voraus aufgenommene Videos, Quiz und Projekte.
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Zertifikate
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制作方
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.
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