Digital Marketing

Drive Customer Behavior Online

A five-course overview of the latest digital marketing skills, taught by industry experts.

About This Specialization

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. 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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6 courses

Follow the suggested order or choose your own.

Projects

Designed to help you practice and apply the skills you learn.

Certificates

Highlight your new skills on your resume or LinkedIn.

Projects Overview

Once you complete the courses, you will have the opportunity to apply the skills on a real life capstone project setup in partnership with Grainger. They are a global B2B supplier of Maintenance Repair and Organization supplies, ranked No. 13 in the Internet Retailer 2015 Top 500 Guide.

Courses

Beginner Specialization.: No prior experience required.

COURSE 1
Marketing in a Digital World
Upcoming session: Aug 23 — Oct 2.
Commitment
4 weeks of study, 6-8 hours/week
Subtitles
English, Vietnamese, Spanish, Portuguese (Brazilian), Chinese (Simplified)
About the Course
This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (https://www.class-central.com/report/top-moocs/). 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.
COURSE 2
Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
Current session: Aug 14 — Sep 18.
Commitment
4 weeks of study, 8-10 hours/week
Subtitles
English
About the Course
Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. 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.
COURSE 3
Digital Analytics for Marketing Professionals: Marketing Analytics in Practice
Current session: Aug 14 — Sep 18.
Commitment
4 weeks of study, 8-10 hours/week
Subtitles
English
About the Course
This course builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space. 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.
COURSE 4
Digital Marketing Channels: The Landscape
Current session: Aug 16 — Sep 20.
Commitment
4 weeks of study, 8-10 hours/week
Subtitles
English
About the Course
Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and hear from industry experts invited to join the course. 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.
COURSE 5
Digital Marketing Channels: Planning
Current session: Aug 14 — Sep 18.
Commitment
4 weeks of study, 8-10 hours/week
Subtitles
English
About the Course
Learn the role of digital channels in an integrated marketing campaign and why you need a digital strategy. Interact with the content and hear from industry experts invited to join the course. 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.
COURSE 6
Digital Marketing Capstone
Current session: Aug 7 — Sep 25.
Commitment
6 weeks of study, 5-7 hours/week
Subtitles
English
About the Capstone Project
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.

Creators

Founded in 1867, the University of Illinois at Urbana-Champaign pioneers innovative research that tackles global problems and expands the human experience.
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