About this course: 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 2014, they had sales of US Dollar 9.96 Billion, and e-commerce accounts for about 35-40% of sales. They are the Number 13 retailer in terms on e-commerce sales in the Top 500 list for US and Canada. 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 (Marketing in a Digital World, Digital Analytics for Marketing Professionals, and Digital Marketing Channels) 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.
Taught by: Aric Rindfleisch, John M. Jones Professor of Marketing
Department of Business Administration
Taught by: Kevin Hartman, Visiting Professor & Head of Analytics at Google
College of Business
Taught by: Rhiannon Clifton, Program Director
Charles H. Sandage Department of Advertising
Taught by: Vishal Sachdev, Leacturer, Director, Illinois MakerLab
Business Administration
Taught by: Mike Yao, Associate Professor of Digital Media
Charles H. Sandage Department of Advertising
| Basic Info | Course 7 of 7 in the Digital Marketing Specialization |
| Commitment | 6 weeks of study, 5-7 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
- Video: Introduction to the Capstone
- Video: Weekly Deliverables
- 阅读: Syllabus
- 阅读: About the Discussion Forums
- 阅读: Social Media
- 阅读: Getting to Know Your Classmates
- 阅读: About the Client
- 阅读: Problem Statement
- 阅读: Glossary
- 阅读: Hangouts with the Client
- Video: Meet and Greet: Faculty and Client meetup
- Video: Hangout 1 - Elizabeth Distel-Grainger
- Video: Hangout 2- Bosch and Kevin Hartman
- Video: Hangout 3- Beth Distel and Victoria Jurkowski -Grainger
- Video: Hangout 4-Capstone2 Top5 Review
- 阅读: Module 1 Overview
- Video: Know the Client: Grainger
- Video: Campaign Management at Grainger
- Video: Display Advertising at Grainger
- 阅读: Rubric for Module 1 Peer Assessment
- 阅读: Module 2 Overview
- 阅读: Rubric for Module 2 Peer Assessment
- 讨论提示: Optional Discussion-Social Media Marketing
- 阅读: Module 3 Overview
- 阅读: Rubric for Module 3 Peer Assessment
- 阅读: Module 4 Overview
- 阅读: Rubric for Module 4 Peer Assessment
- 阅读: Module 5 Overview
- 阅读: Rubric for Module 5 Peer Assessment
- 阅读: Module 6 Overview
- 讨论提示: Reflect on the Digital Marketing Journey
- 阅读: Rubric for Module 6 Peer Assessment
每门课程都像是一本互动的教科书，具有预先录制的视频、测验和项目。
与其他成千上万的学生相联系，对想法进行辩论，讨论课程材料，并寻求帮助来掌握概念。
获得正式认证的作业，并与朋友、同事和雇主分享您的成功。
| 旁听 | 购买课程 | |
|---|---|---|
| 访问课程材料 | Available | Available |
| 访问评分的材料 | Not available | Available |
| 收到最终成绩 | Not available | Available |
| 获得可共享的课程证书 | Not available | Available |
Overall the Digital Marketing Specialization was a great starting point! For a traditional marketing communications individual like me, diving into this digital course was a great experience to better understand the constang changing world of digital marketing. Most of the courses met my expectations. Presenters were very knowledgeable in their subject areas and the specializations content in general was excellent. Areas to improve revolve around updating reference materials or study elements. Some were 8-9 years old. With such a dynamic world of digital it is important to have updated and current information at hand. Other improvements could be made around some of the presenters which tend to read a lot from the prompter and miss the cues, their slides are plain, some times boring. Last but not least, I would strongly recommend that there be a human element, name it, teacher, monitor, T/A that was at hand to guide you at some moments. The forums don't always fill the gap. Particularly in this last module, I would have wanted to get a serious grade and feedback from some form of authority at the University of Illinois. Nonetheless, I reiterate this was a great opportunity and one thing that I will continue to do is come to Coursera from time to time to check on continuous education courses. I find it refreshing and enhacncing for my career! Thank you!
Excellent!
Great Learning
Coursera provides universal access to the world’s best education, partnering with top universities and organizations to offer courses online.
Great Course. Wonderful Faculty. Highly recommended for everyone looking to start a career in Digital Marketing.