The digital revolution has led to a titanic shift in the landscape of the marketing communication, while also creating new opportunities for businesses to reach and engage consumers through smart, social, and mobile media technologies. In this course, you will learn about the impacts of digital technologies on marketing communication strategies and practices. By understanding the underlying processes of marketing communication and the core features of new media technologies, you can strategically select the appropriate channels to deliver the right marketing message to the right audience at the right moment.
课程信息
38,270 次近期查看
学生职业成果
48%
完成这些课程后已开始新的职业生涯
33%
通过此课程获得实实在在的工作福利
您将获得的技能
Mobile MarketingSocial MediaDigital MarketingMarketing Channel
学生职业成果
48%
完成这些课程后已开始新的职业生涯
33%
通过此课程获得实实在在的工作福利
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 4 门课程（共 7 门）
可灵活调整截止日期
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完成时间大约为14 小时
建议：4 weeks of study, 8-10 hours/week
英语（English）
字幕：英语（English）
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 3 小时
Course Overview and Principles and Concepts
In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course.
完成时间为 3 小时
9 个视频 （总计 53 分钟）, 8 个阅读材料, 2 个测验
9 个视频
1-1 Understanding Marketing as Communication5分钟
1-2 Marketing Communication Functions and Challenges5分钟
1-3 The Media and Mediums of Marketing Communication2分钟
1-4 Evolution of Marketing Media2分钟
1-5 Marketing Communication Using Traditional Media Channels2分钟
1-6 Advantages and Disadvantages of Mass Marketing Communication3分钟
Interview: Jan Slater - Chief Marketing Officer24分钟
Like this course? Learn more with the iMBA! (optional)1分钟
8 个阅读材料
Syllabus10分钟
About the Discussion Forums10分钟
Glossary10分钟
Brand Descriptions10分钟
About the Rubric for Peer Assessment10分钟
Getting to Know Your Classmates10分钟
Module 1 Overview10分钟
Module 1 Readings30分钟
2 个练习
Orientation Quiz10分钟
Module 1 Quiz20分钟
完成时间为 4 小时
The Changing Landscape
In the second module, the instructor will discuss the impacts of digital media and information technologies on human communication in general and on marketing in specific.
完成时间为 4 小时
5 个视频 （总计 47 分钟）, 2 个阅读材料, 2 个测验
5 个视频
2-2 The Impacts of Digital Media on Human Communication9分钟
2-3 Defining Features of Digital Media Technologies5分钟
2-4 The Impacts of Digital Media on Marketing Communication7分钟
Interview: The Trade Desk19分钟
2 个阅读材料
Module 2 Overview10分钟
Module 2 Readings30分钟
1 个练习
Module 2 Quiz20分钟
完成时间为 2 小时
Core Strategies
In this module, the instructor will provide an overview of three widely adopted digital marketing strategies: online display advertising, search engine marketing, and social media marketing.
完成时间为 2 小时
4 个视频 （总计 49 分钟）, 2 个阅读材料, 1 个测验
4 个视频
3-2 Overview of Search Marketing12分钟
3-3 Overview of Social Media Marketing13分钟
Michelle Stenger - Illinois Athletics16分钟
2 个阅读材料
Module 3 Overview10分钟
Module 3 Readings1小时
1 个练习
Module 3 Quiz20分钟
完成时间为 5 小时
Growing Trends and New Frontiers
In the last module, learners will first learn about content marketing and mobile marketing, the two marketing strategies unique to the digital environment. Then, the instructor will discuss the impacts of digital technologies on out-of-home (OOH) marketing and direct marketing. Finally, the instructor will speculate and present the future of digital marketing communication by focusing on the rise of mix-reality technologies.
完成时间为 5 小时
7 个视频 （总计 55 分钟）, 2 个阅读材料, 2 个测验
7 个视频
4-2 Content Marketing Part 27分钟
4-3 Mobile Marketing Part 110分钟
4-4 Mobile Marketing Part 215分钟
4-5 Out-of-Home (OOH) Marketing5分钟
4-6 Direct Marketing in the Digital Era3分钟
4-7 New Frontiers in Digital Marketing Communication5分钟
2 个阅读材料
Module 4 Overview10分钟
Module 4 Readings1小时
1 个练习
Module 4 Quiz26分钟
审阅
4.2
来自DIGITAL MEDIA AND MARKETING PRINCIPLES的热门评论
由 SK 提供Sep 1, 2019
The course gives a introductory insight into the digital marketing. It'll enable the students of this course to introduce themselves to world of digital marketing. Thanks for this amazing course.
由 LM 提供Aug 29, 2015
Very good, informative and useful. My only wish is that the presenter was a bit more natural, rather than appearing to read the text off the screen all the time. But that is just a minor comment
由 RJ 提供Feb 25, 2018
I had the feeling the lectures was at the beginning little messy, unstructured with a lot of information at once. Later on you get used to and find it quite informative and easy to follow.
由 BM 提供Oct 22, 2017
it was very very useful, a lot of important information. Hard exercises but awesome. the most course I enjoyed in this specialization. It's another world.You will really enjoy it a lot.
由 DS 提供Sep 10, 2019
I really enjoyed this class and learning more about the digital vortex of advertising and marketing that our modern society is subjected to every minute of the day. Highly recommend!
由 SV 提供Mar 10, 2019
This really is a tough, but deliciously interesting course. The lecturer does not mess around and demands your full attention at all times. If you do this course - you will love it.
由 TT 提供Jul 7, 2017
Liked the content and picked up skills I can apply today. Some of it was repetitive which dragged the course a little longer and many short videos that could have been condensed.
由 GG 提供Oct 17, 2017
The structure of the course was not as organized and well laid out as the previous courses in the specialization. However, the content was informative and very applicable.
由 MR 提供May 20, 2016
The information was very detailed and thorough, and the extra reading was very interesting and informative. However, the instructor was boring and hard to engage with.
由 GS 提供Nov 11, 2018
2 feedback: (1) The reports referred in the course are old (not the current year/latest). (2) I couldn't learn India / Asia specific trends and best practices
由 AN 提供Oct 5, 2019
Great course! I liked the structure of the modules and the assessments! My only request is that the content is updated to include recent data and statistics.
由 MS 提供Jan 3, 2019
I enjoyed and enriched my knowledge taking the Digital Media and Marketing Principles course on Coursera. I highly recommend it to friends and colleagues.
由 TE 提供Jan 19, 2020
Amazing course. Mike is an amazing Professor. he definitely knows how to explain the matter, being objective and explaining in a simple and honest way.
由 JC 提供Sep 1, 2018
Out of all the courses for the digital marketing specialization, I thought this was the more informative and directly related to my line of work!
由 KK 提供Aug 4, 2017
This course offers good information but it's slightly let down by its structure - there is decidedly too much citing from the assigned materials.
由 DL 提供Oct 15, 2018
Great Course. The way the information was presented was ideal and useful. Very practical. I have learned a great deal. Very fun and interesting.
由 VM 提供Dec 16, 2017
more dive deep understanding in marketing in new age of technology. Very useful and important for me to understand about this kind of landscape.
由 SJ 提供Feb 10, 2019
Its Just Amazing Course I Found To Be Very Helpful And Also Inspiring One I Would Recommend This Course To Any One With Interest In Marketing.
由 GL 提供Mar 9, 2020
This course taught me valuable things i didnt knew before. It wasnt as practical or technical as i previously imagined but it opened my mind.
由 MH 提供Apr 3, 2017
Excellent course and outstanding instruction. I'm a little concerned, though, that the readings tend to be\n\nseveral years old (or older).
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.
This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services.
In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/
This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.
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