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.
数字化营销 专项课程伊利诺伊大学香槟分校课程信息
31,179 次近期查看
学生职业成果
32%
完成这些课程后已开始新的职业生涯
31%
通过此课程获得实实在在的工作福利
16%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 7 门课程（共 7 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为13 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 中文（简体）, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 土耳其语（Turkish）, 英语（English）, 西班牙语（Spanish）
您将获得的技能
Marketing PlanDigital MarketingMarketing AnalyticsMarketing Performance Measurement And Management
学生职业成果
32%
完成这些课程后已开始新的职业生涯
31%
通过此课程获得实实在在的工作福利
16%
加薪或升职
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 7 门课程（共 7 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为13 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 中文（简体）, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 土耳其语（Turkish）, 英语（English）, 西班牙语（Spanish）
提供方
伊利诺伊大学香槟分校
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.
立即开始攻读硕士学位
此 课程 隶属于 伊利诺伊大学香槟分校 提供的 100% 在线 Master of Business Administration (iMBA)。
如果您被录取参加全部课程，您的课程将计入您的学位学习进程。
教学大纲 - 您将从这门课程中学到什么
完成时间为 6 小时
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.
完成时间为 6 小时
9 个视频 （总计 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
完成时间为 2 小时
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.
完成时间为 2 小时
2 个阅读材料
2 个阅读材料
Module 2 Overview10分钟
Rubric for Module 2 Peer Assessment10分钟
完成时间为 1 小时
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.
完成时间为 1 小时
2 个阅读材料
2 个阅读材料
Module 3 Overview10分钟
Rubric for Module 3 Peer Assessment10分钟
完成时间为 1 小时
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.
完成时间为 1 小时
2 个阅读材料
2 个阅读材料
Module 4 Overview10分钟
Rubric for Module 4 Peer Assessment10分钟
审阅
来自DIGITAL MARKETING CAPSTONE的热门评论
由 DG 提供Aug 14, 2020
The capstone is interesting, challenging, and give space for finding practical solutions to a real-life scenario. Great way to try implementing all the theoretical knowledge learned in other courses.
由 AR 提供Oct 18, 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.
由 VL 提供Mar 2, 2020
Good hands on exercise. Power tools is really a good choice since most people don’t know much about it - therefore it trains our ability on research and use of (overwhelming) information.
由 AM 提供Dec 5, 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
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.
常见问题
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