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.
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教学大纲 - 您将从这门课程中学到什么
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.
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.
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.
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.
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来自Digital Marketing Capstone的热门评论
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.
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 Marketing
Kevin Hartman
Visiting Professor & Head of Analytics at Google
Vishal Sachdev
Clinical Assistant Professor , Director, Illinois MakerLab
Mike Yao
Associate Professor of Digital Media立即开始攻读硕士学位
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