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.

课程信息
学生职业成果
32%
31%
16%
您将获得的技能
学生职业成果
32%
31%
16%
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.
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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
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.
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.
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.
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.

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